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Estratégias de marketing e gestão clínica em medicina dentária: revisão narrativa
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| Projeto de pós-graduação_41293 | 1.23 MB | Adobe PDF |
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A Medicina Dentária Moderna tem passado por muitos tipos de revolução graças aos desenvolvimentos técnicos, tendências dos clientes e maior concorrência no setor de saúde. Nesse sentido, a prestação de cuidados de qualidade e a experiência do cliente, bem como a sustentabilidade das práticas dentárias, são fortemente afetadas pela gestão clínica e campanhas de marketing.
Este estudo pretende investigar a ligação entre as práticas de marketing e gestão clínica na Medicina Dentária, com referência às consequências na eficiência organizacional, satisfação e lealdade dos pacientes.
Foi realizada uma revisão narrativa da literatura, utilizando artigos científicos publicados entre 2015 e 2025 nas bases de dados PubMed, Scopus, ScienceDirect, B-On e Google Scholar. Foram incluídos estudos publicados em português, inglês e espanhol relacionados à gestão clínica, liderança, qualidade e segurança do paciente, marketing dentário e estratégias de retenção. Esses achados demonstram que uma boa gestão clínica abrange não apenas a proficiência técnica, mas também liderança, governança clínica, gestão de recursos humanos, otimização de processos, avaliação de desempenho e técnicas de inclusão digital. Os resultados trazem um cuidado mais centrado no paciente, maior segurança do paciente, bem como melhor eficiência organizacional. Simultaneamente, o marketing na Medicina Dentária tem sido desenvolvido como um método relacional e ético, centrado na comunicação, confiança e processo de agregação de valor ao longo da jornada do paciente.
A experiência do paciente é identificada mais uma vez como o elo central entre a gestão clínica e o marketing, tendo um impacto direto na lealdade e no marketing de referência. As tecnologias digitais (como aplicações de Gestão de Relacionamento com o Cliente (CRM)) permitem ainda mais essa integração através da capacidade de personalizar a comunicação e a gestão orientada por dados.
Assim sendo, a compreensão de que uma relação bem-sucedida entre gestão clínica e marketing deve ser criada para o sucesso, competitividade e sustentabilidade das práticas dentárias atuais.
Modern dentistry has undergone many types of revolution thanks to technical developments, client trends, and increased competition in the healthcare sector. In this sense, the provision of quality care and the client experience, as well as the sustainability of dental practices, are strongly affected by clinical management and marketing campaigns. This study aims to investigate the link between marketing practices and clinical management in dentistry, with reference to the consequences for organizational efficiency, patient satisfaction, and loyalty. A narrative literature review was conducted using scientific articles published between 2015 and 2025 in the PubMed, Scopus, ScienceDirect, B-On, and Google Scholar databases. Studies published in Portuguese, English, and Spanish related to clinical management, leadership, quality and patient safety, dental marketing, and retention strategies were included. These findings demonstrate that good clinical management encompasses not only technical proficiency but also leadership, clinical governance, human resource management, process optimization, performance evaluation, and digital inclusion techniques. The results bring more patient-centered care, greater patient safety, as well as improved organizational efficiency. Simultaneously, marketing in dentistry has been developed as a relational and ethical method, centered on communication, trust, and value-adding processes throughout the patient journey. The patient experience is once again identified as the central link between clinical management and marketing, having a direct impact on loyalty and referral marketing. Digital technologies (such as Customer Relationship Management (CRM) applications) further enable this integration through the ability to personalize communication and data-driven management. Therefore, it is understood that a successful relationship between clinical management and marketing must be created for the success, competitiveness, and sustainability of current dental practices.
Modern dentistry has undergone many types of revolution thanks to technical developments, client trends, and increased competition in the healthcare sector. In this sense, the provision of quality care and the client experience, as well as the sustainability of dental practices, are strongly affected by clinical management and marketing campaigns. This study aims to investigate the link between marketing practices and clinical management in dentistry, with reference to the consequences for organizational efficiency, patient satisfaction, and loyalty. A narrative literature review was conducted using scientific articles published between 2015 and 2025 in the PubMed, Scopus, ScienceDirect, B-On, and Google Scholar databases. Studies published in Portuguese, English, and Spanish related to clinical management, leadership, quality and patient safety, dental marketing, and retention strategies were included. These findings demonstrate that good clinical management encompasses not only technical proficiency but also leadership, clinical governance, human resource management, process optimization, performance evaluation, and digital inclusion techniques. The results bring more patient-centered care, greater patient safety, as well as improved organizational efficiency. Simultaneously, marketing in dentistry has been developed as a relational and ethical method, centered on communication, trust, and value-adding processes throughout the patient journey. The patient experience is once again identified as the central link between clinical management and marketing, having a direct impact on loyalty and referral marketing. Digital technologies (such as Customer Relationship Management (CRM) applications) further enable this integration through the ability to personalize communication and data-driven management. Therefore, it is understood that a successful relationship between clinical management and marketing must be created for the success, competitiveness, and sustainability of current dental practices.
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Medicina Dentária Gestão clínica Marketing dentário Liderança Clínica dentária Dentistry Clinical management Dental marketing Leadership Dental Dental clinic