IMPACTOS E REFLEXOS PÓS-PANDEMIA DA COVID-19 NO MARKETING DAS CLÍNICAS ODONTOLÓGICAS DE POSSE (GO)

Abstract

The COVID-19 pandemic has had a significant impact on several sectors of the economy, and dental clinic marketing was no exception. In this context, it is essential to understand the importance of marketing and its growing application in the area of business administration, especially in the dental field. The objective of this study was to understand the impacts and post-pandemic consequences of COVID-19 on the marketing of dental clinics in the city of Posse (GO). This research has an expository character, with a qualiqualitative analytical focus. It was divided into three main stages: in the first, a literature review was carried out, in the second stage, field research was carried out in local clinics and dental offices, and finally the analysis phase of the results obtained in the field. In a total of 17 responding managers, it is possible to observe that 52.9% of the clinics surveyed suffered strong impacts on their functioning, which caused a significant transformation in the marketing scenario of dental clinics, driving the adoption of digital strategies, strengthening safety and hygiene protocols, and the emphasis on relationships with patients. Changes that reflect not only the immediate needs for adaptation in the face of the health crisis, but point to a permanent evolution in the way dental clinics position themselves and relate to their target audience.