Jornal Vascular Brasileiro
https://jvascbras.org/article/doi/10.1590/1677-5449.202500421
Jornal Vascular Brasileiro
Original Article

Marketing digital na captação de novos pacientes: estudo transversal em um consultório de cirurgia vascular

Digital marketing in attracting new patients: cross-sectional study in a vascular surgery office

Alex Lazzari Dornelles; Fabricio Rodrigues Santiago; Graciela Aparecida Pelegrini; Camila Biedler Giordani; Thais Muraro Simionato; Silvana Klaki Ternopilski; Mariana Mello

http://dx.doi.org/10.1590/1677-5449.202500421 J Vasc Bras, vol.24, e20250042, 2025
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Resumo

Contexto: Com o passar dos anos e a evolução da tecnologia, as redes sociais se tornaram amplamente acessíveis, assumindo um importante papel nas relações interpessoais. Atualmente, é crescente a utilização dessas plataformas para a divulgação de informações referentes à saúde, que vão desde o diagnóstico até tratamentos e procedimentos médicos.

Objetivos: Verificar o impacto da utilização das redes sociais na captação de novos pacientes em um consultório médico de angiologia e cirurgia vascular.

Métodos: O estudo foi realizado em um consultório particular de cirurgia vascular, com uma amostra de 604 pacientes. Os dados foram coletados no período de janeiro de 2022 a dezembro de 2023, por meio de um cadastro eletrônico preenchido pela secretária no consultório.

Resultados: De um total de 604 pacientes, 77% eram mulheres e 23% homens. Entre a amostra, 41% conheceram o consultório por meio de divulgações realizadas nas redes sociais. Isso gerou um impacto positivo de 38% no faturamento do consultório no período analisado.

Conclusões: A análise dos resultados indicou que a presença do consultório nas redes sociais contribuiu positivamente para a captação de novos pacientes, bem como para o aumento do faturamento. O marketing digital é uma tendência que só tem a crescer com a difusão da internet, e incluir as redes sociais na divulgação de informações de saúde gera vantagens para ambas as partes: médico e paciente.

Palavras-chave

mídias sociais; saúde; marketing de serviços de saúde; custos e análise de custo; tecnologia da informação em saúde

Abstract

Background: Over the years and the evolution of technology, social networks have become widely accessible and play an important role in interpersonal relationships. Currently, the use of these platforms to disseminate health information ranging from diagnosis to treatments and medical procedures is increasing. In this sense, this study aimed to verify the importance of using social networks in attracting new patients to the office.

Objectives: This study aimed to verify the impact of using social networks on attracting new patients in a medical office of angiology and vascular surgery.

Methods: The study was carried out in a private vascular surgery office, with a sample of 604 patients. Data was collected from January 2022 to December 2023 through an electronic registration, filled out by the secretary at the office.

Results: From the total of 604 patients, 77% were female and 23% male. Of the total number of patients, 41% found out about the office through advertisements made on social media. This generated a positive impact of 38% on the practice’s revenue in the period analyzed.

Conclusions: Analysis of the results indicated that the office’s presence on social media contributed positively to attracting new patients, as well as increasing revenue. Digital marketing is a trend that will only grow with the spread of the internet and including social networks in the dissemination of health information generates benefits for both parties: doctor and patient.

Keywords

social media; health; health services marketing; costs and cost analysis; medical informatics

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Submitted date:
02/23/2025

Accepted date:
07/13/2025

Sociedade Brasileira de Angiologia e Cirurgia Vascular (SBACV)"> Sociedade Brasileira de Angiologia e Cirurgia Vascular (SBACV)">
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