Estratégias de marketing utilizadas pelas clínicas dentárias da área da região metropolitana de Lisboa

Dissertação para obtenção do grau de Mestre no Instituto Universitário Egas MonizObjetivos: Avaliar as estratégias de Marketing utilizadas pelas clínicas de Medicina Dentária da área metropolitana de Lisboa; relacionar a utilização de estratégias de Marketing com a afluência de pacientes nas clínicas da mesma área; determinar quais as estratégias de Marketing mais utilizadas pelas mesmas clínicas; avaliar a procura de publicidade por parte da mesma amostra. Materiais e Métodos: A amostra foi composta por clínicas de Medicina Dentária, localizadas na área Metropolitana de Lisboa, em funcionamento há pelo menos um ano e que após explicação escrita dos objetivos do estudo e da forma como foram recolhidos e tratados os dados, aceitaram participar no estudo. Resultados: A nossa amostra foi constituída por 26 clínicas dentárias da área metropolitana de Lisboa. A maioria (57,7%) revelou que utiliza o marketing e principalmente as redes sociais como meio de comunicação para promoção das mesmas (86,7%). Contudo, existe ainda uma percentagem significativa (42,3%) que não o faz, sendo que 45,5% pretende começar a fazê-lo. Conclusões: O interesse e predisposição em utilizar estratégias de marketing por parte das clínicas de medicina dentária tem vindo a aumentar, assim como o investimento em campanhas de promoção, no entanto o “boca a boca” continua a ser o meio mais utilizado e aquele que promove uma maior aderência por parte dos pacientes.Background: To evaluate the Marketing strategies used by Dental Clinics of the metropolitan area of Lisbon; to relate the use of Marketing strategies with the inflow of patients in the clinics of the same area; to determine which Marketing strategies are most used by the same clinics; to evaluate the demand for advertising by the same sample. Materials and Methods: The sample was composed of Dental Medicine clinics, located in the Metropolitan area of Lisbon, in operation for at least one year and that after a written explanation of the objectives of the study and how the data were collected and treated, agreed to participate in the study. Results: Our sample consisted of 26 dental clinics in the Lisbon metropolitan area. The majority (57.7%) revealed that they use marketing and especially social networks as a means of communication for their promotion (86.7%). However, there is still a significant percentage (42.3%) that does not do so, and 45.5% intend to start doing so. Conclusion: The interest and willingness of dental clinics to use marketing strategies has been increasing, as well as the investment in promotion campaigns, but the Word of Mouth is still the most used medium and the one that promotes greater adherence by patients

Application of Neural Networks to recognize profitable customers for dental services marketing-a case of dental clinics in Taiwan

[[abstract]]The purpose of the research was the development of a neural networks model to recognize profitable customers for dental services marketing. Data set was built up from proprietary customer databases and survey of seven dental clinics in Taiwan. Multi-layer feed-forward neural networks with sigmoid function trained by back-propagation training algorithm were utilized to build the recognition model. The result reveals that the recognition accuracy of the test on the model is greater than that expected by chance. Meanwhile, a set of contribution weights representing the general importance of each independent variable was produced and their marketing implications were illustrated. This research confirms that the neural network model is useful in recognizing existing patterns of customers’ data. The advantages of using the model are highlighted and marketing implications are demonstrated. Authors believe that the model is useful and suitable as an analyzing tool for dental marketers on market strategy planning