A gestão e produção de conteúdo digitais na comunicação estratégica

Relatório de estágio de mestrado em Ciências da Comunicação (área de especialização em Relações Públicas e Publicidade)Num contexto atual onde as novas tecnologias de informação são cada vez mais fortes, a comunicação das empresas sofreu uma alteração crescente com a transformação do panorama social e vice-versa. A evolução do mundo web e das novas formas de comunicação digital (computador, smartphone, entre outros) detiveram uma importância crescente no aparecimento de novos conceitos como a cibercultura, ciberespaço ou as comunidades virtuais, conceitos que viriam a alterar o processo de comunicação via online e contribuir para um novo panorama social e cultural. Inserido no âmbito da minha aprendizagem em Ciências da Comunicação, Relações Públicas e Publicidade em específico, optei por adquirir uma maior aprendizagem a nível de Marketing Digital e em que este consistia, já que a comunicação estratégica possui um papel de extrema utilidade no que toca a comunicação digital. Devido à particularidade do digital, onde não se verifica o contato físico torna-se muito importante a forma como a empresa se apresenta, tanto a nível verbal como visual, além da estrutura e elaboração dos conteúdos que apresenta. Várias exigências são feitas neste campo, já que para efetuar um bom Marketing Digital (ou online) é necessário a adoção de capacidades estratégicas muito bem definidas, para complementar uma comunicação que irá funcionar como um todo a nível de estratégia, assim como o planeamento dos seus objetivos, o feedback e interação obtido pelo público-alvo. Aliado à comunicação digital é necessário aprofundar a sua relevância a nível da comunicação estratégica no sentido de atingir os objetivos comunicacionais e a obtenção de resultados válidos para uma comunicação ser efetuada com sucesso entre uma empresa/instituição/marca e os seus utilizadores. Descartando qualquer meio físico, muito utilizado pelo Marketing Tradicional, a comunicação puramente digital torna-se uma consequência de uma sociedade cada vez mais digitalizada, e quem não estiver inserido no mundo online, pura e simplesmente não existe – o mesmo se aplica a empresas ou negócios, logo a adaptação do Marketing torna-se uma consequência direta deste panorama social/digital fazendo com que o que apresentamos no contexto online, torna-se uma extensão de nós próprios. Tendo em conta estas alterações tanto sociais, culturais e económicas, o Marketing Digital teve de evoluir para uma vertente mais pessoal e espiritual de forma a conseguir atingir um determinado consumidor, surgindo desta forma o conceito de Marketing Digital 3.0. Este conceito mais recente iria alterar e abrir outras portas na forma como uma marca, empresa ou organização construiria a sua estratégica comunicacional assim como a forma de interação formal e informal sobre o seu público-alvo ou consumidor final. Neste universo de Marketing mais pessoal e focada no consumidor, vários pontos cruciais complementam a importância que possui para as empresas dos dias de hoje se estas quiserem atingir o sucesso entre a vasta e agressiva concorrência. Fatores cruciais como a produção e gestão de conteúdos digitais, gestão dos web sites, aquisição e gestão de redes sociais e otimização de motores de busca, tornaram-se fulcrais para o sucesso de formas de comunicação entre a empresa e o consumidor, assim como aumentar a sua viabilidade e conhecimento entre o seu público-alvo, não esquecendo o fator de diferenciação entre a concorrência no mundo digital, onde cada vez se torna mais agressiva e competitiva. Para melhor entender estes conceitos, assim como a importância que possuem para a comunicação das empresas nos dias de hoje, optei por efetuar o meu estágio curricular numa empresa especializada em Marketing Digital. Durante este estágio deparei-me com determinadas dificuldades e desafios, apenas para concluir que se tornou uma fonte imprescindível de aprendizagem e amadurecimento, tanto profissional como pessoal. No presente relatório de estágio, pretendo articular o Marketing Digital na comunicação estratégica e como estes se complementam entre si, além da explicação e diferenciação do Marketing Digital com o Marketing Tradicional. Igualmente como fator decisivo de sucesso de qualquer comunicação estratégica online, abordarei a importância da gestão e produção de conteúdos digitais inseridos na temática do Marketing Digital na comunicação estratégica. Devido à minha experiência de estágio, irei discutir a pertinência da boa gestão e produção de conteúdos digitais para o sucesso de uma empresa a nível digital e como estes se encontram inseridos no Marketing Digital.In today's context where new information technologies are increasingly powerful, communication companies are constantly changing along with the social sphere. The evolution of the web world and the new ways of digital communication (computer, smartphone, etc.) held an important role in the emergence of new concepts such as cyber culture, cyberspace and virtual communities. These concepts would change the process of online communication and contribute to a new social and cultural landscape. Through my learning process of Communication Science, Public Relations and Publicity in particular, I chose to upgrade my knowledge in Digital Marketing, as the strategic communication has an extremely useful role when it comes to digital communication. Knowing that when working with the digital there is no physical contact, it is very important to learn how the company presents itself at both verbal and visual levels, besides the structure and development of their contents. This is a demanding field since you need well-defined strategic capabilities to create good Digital (or online) Marketing. Your main goal is defining a strategic communication that will work as whole in terms of strategy, as well as the planning of goals, feedback and interaction obtained by the target audience. When combined with digital communication, it is necessary to deepen its relevance in order to achieve communication goals and obtain valid results for a communication to be conducted successfully between an institution / company / brand and its users. Discarding any physical environment, widely used by Traditional Marketing, a purely digital communication becomes a consequence of an increasingly digitized society. Companies or businesses with no online presence might, soon enough, disappear. The adaptation of marketing becomes a direct consequence of this social/digital panorama so that our online content works as an extension of ourselves. Given these social, cultural and economic changes, Digital Marketing had to evolve in both personal and spiritual aspects in order to reach certain consumers thus the emerging concept of Digital Marketing 3.0. This latest concept would change and open other doors for the way a brand, company or organization builts its communication strategy as well as the way of formal and informal interaction with your target audience or consumer. In this universe of more personal and consumer-focused Marketing, several crucial points complement the importance it has for today’s businesses if they are to achieve success among the vast and aggressive competition. Crucial factors such as the production and management of digital content, managing web sites, social networking acquisition and management and search engine optimization have become a key to successful forms of communication between the company and the consumer. Its viability and knowledge among the target audience is growing, not forgetting the differentiating factor between competition in the digital world where it is becoming more aggressive and competitive. To better understand these concepts, as well as the importance they have for corporate communication today, I chose to make my traineeship in a company that specializes in Digital Marketing. During this internship I encountered certain difficulties and challenges, only to conclude that they became a vital source of learning and maturing, both in a professional and personal way. In this internship report, I intend to articulate Digital Marketing in strategic communication and how they complement each other, beyond explanation and differentiation of Digital Marketing with Traditional Marketing. Also as a decisive factor for success of any strategic online communication, I will address the importance of management and production of embedded digital content in the thematic of Digital Marketing in strategic communication. Because of my internship experience, I will discuss the relevance of good management and production of digital content for the success of an enterprise digital level and how these are included in Digital Marketing

Impact of COVID-19 on cardiovascular testing in the United States versus the rest of the world

Objectives: This study sought to quantify and compare the decline in volumes of cardiovascular procedures between the United States and non-US institutions during the early phase of the coronavirus disease-2019 (COVID-19) pandemic. Background: The COVID-19 pandemic has disrupted the care of many non-COVID-19 illnesses. Reductions in diagnostic cardiovascular testing around the world have led to concerns over the implications of reduced testing for cardiovascular disease (CVD) morbidity and mortality. Methods: Data were submitted to the INCAPS-COVID (International Atomic Energy Agency Non-Invasive Cardiology Protocols Study of COVID-19), a multinational registry comprising 909 institutions in 108 countries (including 155 facilities in 40 U.S. states), assessing the impact of the COVID-19 pandemic on volumes of diagnostic cardiovascular procedures. Data were obtained for April 2020 and compared with volumes of baseline procedures from March 2019. We compared laboratory characteristics, practices, and procedure volumes between U.S. and non-U.S. facilities and between U.S. geographic regions and identified factors associated with volume reduction in the United States. Results: Reductions in the volumes of procedures in the United States were similar to those in non-U.S. facilities (68% vs. 63%, respectively; p = 0.237), although U.S. facilities reported greater reductions in invasive coronary angiography (69% vs. 53%, respectively; p < 0.001). Significantly more U.S. facilities reported increased use of telehealth and patient screening measures than non-U.S. facilities, such as temperature checks, symptom screenings, and COVID-19 testing. Reductions in volumes of procedures differed between U.S. regions, with larger declines observed in the Northeast (76%) and Midwest (74%) than in the South (62%) and West (44%). Prevalence of COVID-19, staff redeployments, outpatient centers, and urban centers were associated with greater reductions in volume in U.S. facilities in a multivariable analysis. Conclusions: We observed marked reductions in U.S. cardiovascular testing in the early phase of the pandemic and significant variability between U.S. regions. The association between reductions of volumes and COVID-19 prevalence in the United States highlighted the need for proactive efforts to maintain access to cardiovascular testing in areas most affected by outbreaks of COVID-19 infection

Quasi-iatrogenia vascular – dois relatos de caso

INTRODUÇÂO: As lesões vasculares iatrogénicas são uma causa importante de morbilidade e mortalidade após intervenções cirúrgicas ortopédicas ou neurocirúrgicas. Neste artigo, os autores apresentam dois casos clinicos de quasi-iatrogenia vascular. CASOS CLÍNICOS: Dois casos, um procedimento ortopédico e um procedimento neurocirúrgico, são apresentados. O primeiro caso refere-se a uma mulher de 80 anos com migração do componente acetabular de uma prótese da anca, associado a trombose da veia ilíaca externa. O segundo caso reporta um homem de 27 anos com compressão medular ao nível de D6 por motivo de um hemangioma ósseo. Após a operação, verificou-se a presença de material de fixação (parafuso) fazendo protusão para o lúmen da aorta torácica. Este foi removido num segundo momento. Ambas as operações decorreram sem complicações. CONCLUSION: Os autores consideram que uma abordagem multidisciplinar contribuiu significativamente para o sucesso dos casos apresentados

Validation of SmartVA using conventional autopsy: A study of adult deaths in Brazil.

BACKGROUND: Accurate cause of death data are essential to guide health policy. However, mortality surveillance is limited in many low-income countries. In such settings, verbal autopsy (VA) is increasingly used to provide population-level cause of death data. VAs are now widely interpreted using the automated algorithms SmartVA and InterVA. Here we use conventional autopsy as the gold standard to validate SmartVA methodology. METHODS: This study included adult deaths from natural causes in São Paulo and Recife for which conventional autopsy was indicated. VA was conducted with a relative of the deceased using an amended version of the SmartVA instrument to suit the local context. Causes of death from VA were produced using the SmartVA-Analyze program. Physician coded verbal autopsy (PCVA), conducted on the same questionnaires, and Global Burden of Disease Study data were used as additional comparators. Cause of death data were grouped into 10 broad causes for the validation due to the real-world utility of VA lying in identifying broad population cause of death patterns. FINDINGS: The study included 2,060 deaths in São Paulo and 1,079 in Recife. The cause specific mortality fractions (CSMFs) estimated using SmartVA were broadly similar to conventional autopsy for: cardiovascular diseases (46.8% vs 54.0%, respectively), cancers (10.6% vs 11.4%), infections (7.0% vs 10.4%) and chronic respiratory disease (4.1% vs 3.7%), causes accounting for 76.1% of the autopsy dataset. The SmartVA CSMF estimates were lower than autopsy for “Other NCDs” (7.8% vs 14.6%) and higher for diabetes (13.0% vs 6.6%). CSMF accuracy of SmartVA compared to autopsy was 84.5%. CSMF accuracy for PCVA was 93.0%. INTERPRETATION: The results suggest that SmartVA can, with reasonable accuracy, predict the broad cause of death groups important to assess a population's epidemiological transition. VA remains a useful tool for understanding causes of death where medical certification is not possible

Unraveling the genetic background of individuals with a clinical familial hypercholesterolemia phenotype

Familial hypercholesterolemia (FH) is a common genetic disorder of lipid metabolism caused by pathogenic/likely pathogenic variants in LDLR, APOB, and PCSK9 genes. Variants in FH-phenocopy genes (LDLRAP1, APOE, LIPA, ABCG5, and ABCG8), polygenic hypercholesterolemia, and hyperlipoprotein (a) [Lp(a)] can also mimic a clinical FH phenotype. We aim to present a new diagnostic tool to unravel the genetic background of clinical FH phenotype. Biochemical and genetic study was performed in 1,005 individuals with clinical diagnosis of FH, referred to the Portuguese FH Study. A next-generation sequencing panel, covering eight genes and eight SNPs to determine LDL-C polygenic risk score and LPA genetic score, was validated, and used in this study. FH was genetically confirmed in 417 index cases: 408 heterozygotes and 9 homozygotes. Cascade screening increased the identification to 1,000 FH individuals, including 11 homozygotes. FH-negative individuals (phenotype positive and genotype negative) have Lp(a) >50 mg/dl (30%), high polygenic risk score (16%), other monogenic lipid metabolism disorders (1%), and heterozygous pathogenic variants in FH-phenocopy genes (2%). Heterozygous variants of uncertain significance were identified in primary genes (12%) and phenocopy genes (7%). Overall, 42% of our cohort was genetically confirmed with FH. In the remaining individuals, other causes for high LDL-C were identified in 68%. Hyper-Lp(a) or polygenic hypercholesterolemia may be the cause of the clinical FH phenotype in almost half of FH-negative individuals. A small part has pathogenic variants in ABCG5/ABCG8 in heterozygosity that can cause hypercholesterolemia and should be further investigated. This extended next-generation sequencing panel identifies individuals with FH and FH-phenocopies, allowing to personalize each person’s treatment according to the affected pathway

Characterisation of microbial attack on archaeological bone

As part of an EU funded project to investigate the factors influencing bone preservation in the archaeological record, more than 250 bones from 41 archaeological sites in five countries spanning four climatic regions were studied for diagenetic alteration. Sites were selected to cover a range of environmental conditions and archaeological contexts. Microscopic and physical (mercury intrusion porosimetry) analyses of these bones revealed that the majority (68%) had suffered microbial attack. Furthermore, significant differences were found between animal and human bone in both the state of preservation and the type of microbial attack present. These differences in preservation might result from differences in early taphonomy of the bones. © 2003 Elsevier Science Ltd. All rights reserved

Reduction of cardiac imaging tests during the COVID-19 pandemic: The case of Italy. Findings from the IAEA Non-invasive Cardiology Protocol Survey on COVID-19 (INCAPS COVID)

Background: In early 2020, COVID-19 massively hit Italy, earlier and harder than any other European country. This caused a series of strict containment measures, aimed at blocking the spread of the pandemic. Healthcare delivery was also affected when resources were diverted towards care of COVID-19 patients, including intensive care wards. Aim of the study: The aim is assessing the impact of COVID-19 on cardiac imaging in Italy, compare to the Rest of Europe (RoE) and the World (RoW). Methods: A global survey was conducted in May–June 2020 worldwide, through a questionnaire distributed online. The survey covered three periods: March and April 2020, and March 2019. Data from 52 Italian centres, a subset of the 909 participating centres from 108 countries, were analyzed. Results: In Italy, volumes decreased by 67% in March 2020, compared to March 2019, as opposed to a significantly lower decrease (p &lt; 0.001) in RoE and RoW (41% and 40%, respectively). A further decrease from March 2020 to April 2020 summed up to 76% for the North, 77% for the Centre and 86% for the South. When compared to the RoE and RoW, this further decrease from March 2020 to April 2020 in Italy was significantly less (p = 0.005), most likely reflecting the earlier effects of the containment measures in Italy, taken earlier than anywhere else in the West. Conclusions: The COVID-19 pandemic massively hit Italy and caused a disruption of healthcare services, including cardiac imaging studies. This raises concern about the medium- and long-term consequences for the high number of patients who were denied timely diagnoses and the subsequent lifesaving therapies and procedures

International Impact of COVID-19 on the Diagnosis of Heart Disease

Background: The coronavirus disease 2019 (COVID-19) pandemic has adversely affected diagnosis and treatment of noncommunicable diseases. Its effects on delivery of diagnostic care for cardiovascular disease, which remains the leading cause of death worldwide, have not been quantified. Objectives: The study sought to assess COVID-19's impact on global cardiovascular diagnostic procedural volumes and safety practices. Methods: The International Atomic Energy Agency conducted a worldwide survey assessing alterations in cardiovascular procedure volumes and safety practices resulting from COVID-19. Noninvasive and invasive cardiac testing volumes were obtained from participating sites for March and April 2020 and compared with those from March 2019. Availability of personal protective equipment and pandemic-related testing practice changes were ascertained. Results: Surveys were submitted from 909 inpatient and outpatient centers performing cardiac diagnostic procedures, in 108 countries. Procedure volumes decreased 42% from March 2019 to March 2020, and 64% from March 2019 to April 2020. Transthoracic echocardiography decreased by 59%, transesophageal echocardiography 76%, and stress tests 78%, which varied between stress modalities. Coronary angiography (invasive or computed tomography) decreased 55% (p &lt; 0.001 for each procedure). In multivariable regression, significantly greater reduction in procedures occurred for centers in countries with lower gross domestic product. Location in a low-income and lower–middle-income country was associated with an additional 22% reduction in cardiac procedures and less availability of personal protective equipment and telehealth. Conclusions: COVID-19 was associated with a significant and abrupt reduction in cardiovascular diagnostic testing across the globe, especially affecting the world's economically challenged. Further study of cardiovascular outcomes and COVID-19–related changes in care delivery is warranted

Impact of COVID-19 on Diagnostic Cardiac Procedural Volume in Oceania: The IAEA Non-Invasive Cardiology Protocol Survey on COVID-19 (INCAPS COVID)

Objectives: The INCAPS COVID Oceania study aimed to assess the impact caused by the COVID-19 pandemic on cardiac procedure volume provided in the Oceania region. Methods: A retrospective survey was performed comparing procedure volumes within March 2019 (pre-COVID-19) with April 2020 (during first wave of COVID-19 pandemic). Sixty-three (63) health care facilities within Oceania that perform cardiac diagnostic procedures were surveyed, including a mixture of metropolitan and regional, hospital and outpatient, public and private sites, and 846 facilities outside of Oceania. The percentage change in procedure volume was measured between March 2019 and April 2020, compared by test type and by facility. Results: In Oceania, the total cardiac diagnostic procedure volume was reduced by 52.2% from March 2019 to April 2020, compared to a reduction of 75.9% seen in the rest of the world (p&lt;0.001). Within Oceania sites, this reduction varied significantly between procedure types, but not between types of health care facility. All procedure types (other than stress cardiac magnetic resonance [CMR] and positron emission tomography [PET]) saw significant reductions in volume over this time period (p&lt;0.001). In Oceania, transthoracic echocardiography (TTE) decreased by 51.6%, transoesophageal echocardiography (TOE) by 74.0%, and stress tests by 65% overall, which was more pronounced for stress electrocardiograph (ECG) (81.8%) and stress echocardiography (76.7%) compared to stress single-photon emission computerised tomography (SPECT) (44.3%). Invasive coronary angiography decreased by 36.7% in Oceania. Conclusion: A significant reduction in cardiac diagnostic procedure volume was seen across all facility types in Oceania and was likely a function of recommendations from cardiac societies and directives from government to minimise spread of COVID-19 amongst patients and staff. Longer term evaluation is important to assess for negative patient outcomes which may relate to deferral of usual models of care within cardiology