Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.6/3157
Título: Factores de marketing na escolha de um consultório de medicina dentária
Autor: Pinto, Anabela d'Oliveira Nunes dos Santos
Orientador: Raposo, Mário Lino Barata
Palavras-chave: Segmento de mercado - Medicina dentária
Marketing - Organizações de saúde
Data de Defesa: 2010
Resumo: Desde há já algum tempo que as organizações da área da saúde vêm reconhecendo o papel e o valor do marketing, como um meio eficaz para identificar necessidades e desejos dos públicos alvo desenvolvendo ofertas de valor com benefícios mútuos para a organização e seus clientes/pacientes. Todavia, pouco tem sido feito sobre o estudo das variáveis de marketing a considerar para melhorar a orientação para o cliente dos consultórios de medicina dentária. Hoje em dia com exigências cada vez maiores daqueles que procuram os serviços de medicina dentária, torna-se necessário e fundamental desenvolverem-se novas competências em marketing, para se vencer neste mercado. Na medicina dentária, como em todas as outras áreas da saúde, deixaram de existir pacientes passivos, para agora passar a haver clientes cada vez mais exigentes. Assim, é objectivo desta investigação estudar os factores de marketing na escolha de um consultório de medicina dentária, na expectativa de esclarecer quais as variáveis valorizadas pelos clientes e identificar diferentes grupos com comportamentos semelhantes face às variáveis identificadas. o estudo em questão foi levado a cabo em diferentes consultórios dentários pertencentes ao mesmo médico, tendo seleccionado uma amostra de 200 pacientes que aceitaram responder ao inquérito desenvolvido a partir da revisão da literatura. Após a submissão dos dados a tratamento estatístico de análise multivariada, no caso uma análise factorial, foram identificados sete diferentes factores explicativos da escolha de um consultório de medicina dentária. Esses factores explicativos são: Práticas de Serviço; Organização; Serviço ampliado; Aparência física; Meio envolvente; Preço/Tempo de espera; Redes/boca a boca. Após este processo os dados dos factores identificados foram submetidos a um novo tratamento estatístico, uma análise de cluster, onde foi possível comprovar estatisticamente a significância da existência de quatro diferentes grupos de clientes que respondem diferenciadamente aos factores de escolha identificados. Os 4 grupos de clientes identificados foram: "Os indiferentes " (46%): para os quais nenhum factor de escolha sobressai; "Os conscientes" (17%): consideram importante as práticas de serviço, o "boca a boca" e ligeiramente menos importante a aparência física e o meio envolvente; " Os exigentes" (29%): para estes tudo é importante; "Os descontraídos" (8%): são uma pequena percentagem, para quem os serviços ampliados são o factor mais importante. A relevância da investigação assenta no facto dos grupos identificados com características homogéneas poderem ser entendidos como distintos segmentos de mercado, providenciando desse modo, importantes indicações para o desenvolvimento de estratégias de marketing para melhor servir os grupos de clientes identificados, contribuindo para o sucesso dos consultórios de medicina dentária. As limitações deste estudo estão relacionadas com o facto do mesmo ter sido desenvolvido numa única empresa de saúde dentária, pelo facto da amostra de pacientes ser bastante reduzida. Pesquisas futuras deverão ter em conta estes aspectos e serem desenvolvidas em diferentes momentos de tempo.
Since some time ago, health care organizations have recognized the role and need of marketing as an effective way to identify the needs and desires of the targeted public, developing offers with mutual gain for both the organization and the c1ientlpatient. However, little has been done about the study of marketing variables considering the guidance of the dient inside a dental medicine clínic. Nowadays, with higher demands trom those who seek Dental Medicine services, jt becomes necessary the development of new Marketing strategies to be successful in this market. ln Denta! Medicine, like in all other health areas, patients are no tonger passive, as they become more demanding. 50, the main objective of this investigation is studying the Marketing factors in the choice of a Medical Dental office, expecting to darify the variables valued by the dients and identifying different groups with similar behavior related to the identified variables. This research was developed in different dental offices, owned by the same doctor, in which a sample of 200 patients agreed to answer a survey compiled from the literature review. The data was submitted to a multivar"iate statistical analysis. The factorial analysis aUows the identification of seven different factors that explain the choice af a dental office. These factors are: 5ervice Practices; Organization; Amplified Service; Physical Appearance; Environment; Price/Waiting Time; Networking/word of mouth. After this process, the scores of the seven factors identifíed, were submitted to a new statistic treatment, a cluster analysis, in which it was possibl.e to statisticaUy verify the significance af the existence of four different groups of clients that react differently to the identified variables af choice. The 4 identified client groups are: Since some time ago, health care organizations have recognized the role and need of marketing as an effective way to identify the needs and desires of the targeted public, developing offers with mutual gain for both the organization and the c1ientlpatient. However, little has been done about the study of marketing variables considering the guidance of the dient inside a dental medicine clínic. Nowadays, with higher demands trom those who seek Dental Medicine services, jt becomes necessary the development of new Marketing strategies to be successful in this market. ln Denta! Medicine, like in all other health areas, patients are no tonger passive, as they become more demanding. 50, the main objective of this investigation is studying the Marketing factors in the choice of a Medical Dental office, expecting to darify the variables valued by the dients and identifying different groups with similar behavior related to the identified variables. This research was developed in different dental offices, owned by the same doctor, in which a sample of 200 patients agreed to answer a survey compiled from the literature review. The data was submitted to a multivar"iate statistical analysis. The factorial analysis aUows the identification of seven different factors that explain the choice af a dental office. These factors are: 5ervice Practices; Organization; Amplified Service; Physical Appearance; Environment; Price/Waiting Time; Networking/word of mouth. After this process, the scores of the seven factors identifíed, were submitted to a new statistic treatment, a cluster analysis, in which it was possibl.e to statisticaUy verify the significance af the existence of four different groups of clients that react differently to the identified variables af choice. The 4 identified client groups are: Since some time ago, health care organizations have recognized the role and need of marketing as an effective way to identify the needs and desires of the targeted public, developing offers with mutual gain for both the organization and the c1ientlpatient. However, little has been done about the study of marketing variables considering the guidance of the dient inside a dental medicine clínic. Nowadays, with higher demands trom those who seek Dental Medicine services, jt becomes necessary the development of new Marketing strategies to be successful in this market. ln Denta! Medicine, like in all other health areas, patients are no tonger passive, as they become more demanding. 50, the main objective of this investigation is studying the Marketing factors in the choice of a Medical Dental office, expecting to darify the variables valued by the dients and identifying different groups with similar behavior related to the identified variables. This research was developed in different dental offices, owned by the same doctor, in which a sample of 200 patients agreed to answer a survey compiled from the literature review. The data was submitted to a multivar"iate statistical analysis. The factorial analysis aUows the identification of seven different factors that explain the choice af a dental office. These factors are: 5ervice Practices; Organization; Amplified Service; Physical Appearance; Environment; Price/Waiting Time; Networking/word of mouth. After this process, the scores of the seven factors identifíed, were submitted to a new statistic treatment, a cluster analysis, in which it was possibl.e to statisticaUy verify the significance af the existence of four different groups of clients that react differently to the identified variables af choice. The 4 identified client groups are: "The indifferent" (46% ): to whom no factor of choice stands; "The conscious" (17%): who consider the importance of service practice and "word of mouth" and slightly less the physical appearance and the environrnent; "The demanding " (29%): for those clients all factors are importante; "The relaxed " (8% ): a small percentage to whom the amplified services are the most important factor. The relevance of this investigation relies on the fact that, the identified groups have homogenous characteristics and can be used as distinct market segments and so providing important indications to the development of marketing strategies to better serve the identified groups of clients, contributing to the success of medical dental offices. The limitations of this study are related to the fact that it was made in only one dental health organization and the small sample of patients used. Further research should take these factors into account and must be developed in different moments of time.
URI: http://hdl.handle.net/10400.6/3157
Designação: Dissertação apresentada à Universidade da Beira Interior para a obtenção do grau de mestre em Gestão de Unidades de Saúde
Aparece nas colecções:FCSH - DGE | Dissertações de Mestrado e Teses de Doutoramento

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