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Advisor(s)
Abstract(s)
A Medicina Estética está em constante evolução, desde a inovação em dispositivos à introdução de produtos e tratamentos tecnicamente avançados, capazes de produzir melhores resultados, em menos tempo e com um menor custo associado, o que levou a uma alteração na forma como os consumidores veem, e se sentem, relativamente à ação de realizar um procedimento estético/cirúrgico. Pelo facto de se situar no domínio da Medicina, onde a perceção do risco de compra é elevada, torna-se crucial alcançar os consumidores nos momentos que mais influenciam as suas decisões, e procurar diminuir ao máximo todas as barreiras existentes.
Desta forma, a presente investigação surge com o propósito de realizar um plano de Comunicação Integrada de Marketing para a Medical Skin Clinic & SPA, localizada na Casa da Guia, em Cascais, e posteriormente perceber 1) quais as diferenças entre a consumer journey de um procedimento de baixo, e um procedimento de elevado envolvimento, 2) qual é a informação que o potencial cliente necessita que seja prestada para realizar um procedimento de elevado envolvimento e 3) perceber se o número de pontos de contacto para um serviço de elevado envolvimento depende do nível de familiaridade com a clínica em causa para a realização do procedimento. De forma geral, com este estudo pretende-se desenvolver um percurso, para cada nível de envolvimento, que prepare o consumidor, ao longo da sua jornada, para que reúna todas as condições necessárias para a decisão de compra no final do processo.
A investigação foi conduzida através de um modelo misto, uma vez que combina técnicas de recolha de dados qualitativos e quantitativos. Foi realizada uma entrevista semiestruturada com a CEO da Clínica de forma one-to-one e face-to-face – amostragem não-probabilística intencional, e um questionário aos clientes da Clínica – amostragem pertencente à estratégia de pesquisa quantitativa, que contou com vinte e quatro respostas. Os dados recolhidos foram posteriormente analisados através de análise de conteúdo.
Os resultados obtidos permitiram concluir que as diferenças entre as consumer journeys recaem sobre o número de pontos de contacto necessários, essencialmente nos estágios da consideração, compra e lealdade, que as informações que o potencial cliente precisa de ver respondidas para realizar um procedimento de elevado envolvimento estão diretamente relacionadas com o número de barreiras existentes e que o número de pontos de contacto para um serviço de elevado envolvimento depende sim do nível de familiaridade com a clínica em causa para a realização do procedimento, não sendo estritamente necessário que o cliente já tenha realizado anteriormente um tratamento na clínica para a decisão de compra.
A nível académico, o presente estudo permitiu aplicar a teoria já desenvolvida e identificar as características específicas de uma consumer journey para serviços com níveis de envolvimento diferentes, na área da Medicina Estética. A nível empresarial contribuiu para criar a base que permitirá alavancar a MSC, com uma estrutura de vendas automatizada, que garanta a maximização dos seus recursos. Espera-se ainda que, através do bom funcionamento da proposta desenvolvida, seja possível generalizá-la para ajudar mais empresas, desde que mantidas ao máximo as mesmas condições do presente estudo.
Aesthetic Medicine is constantly improving, from innovation in devices to the introduction of technically advanced products and treatments capable of producing better results in less time and at a lower associated cost, which has led to a change in the way consumers see and feel about the action of performing an aesthetic/surgical procedure. As it is in the field of Medicine, where the perception of risk of purchase is high, it is crucial to reach consumers at the moments that most influence their decisions, and to try to reduce all existing barriers as much as possible. The purpose of this research is therefore to carry out an Integrated Marketing Communication plan for Medical Skin Clinic & SPA, located in Casa da Guia, Cascais, and subsequently to understand 1) what are the differences between the consumer journey of a low-involvement procedure and a high-involvement procedure, 2) what information the potential client needs in order to carry out a high-involvement procedure and 3) whether the number of contact points for a high-involvement service depends on the level of familiarity with the clinic in question, in order to perform the procedure. In general, the aim of this study is to develop a path for each level of involvement that prepares the consumer throughout their journey so that they have all the necessary conditions to make a purchasing decision at the end of the process. The research was conducted using a mixed model, as it combines qualitative and quantitative data collection techniques. A semi-structured interview was made with the Clinic's CEO in a one-to-one and face-to-face manner – intentional non-probabilistic sampling, and a questionnaire to the Clinic's clients – sampling belonging to the quantitative research strategy, which had twenty-four responses. The data collected was then analyzed using content analysis. The results show that the differences between the consumer journeys lie in the number of contact points required, essentially at the consideration, purchase and loyalty stages, that the information the potential client needs answered in order to have a high-involvement procedure is directly related to the number of existing barriers and that the number of contact points for a high involvement service does depend on the level of familiarity with the clinic in question in order to carry out the procedure, and that it is not strictly necessary for the client to have previously had a treatment at the clinic in order to make the decision to buy. On an academic level, this study has made possible the application of the theory already developed and the identification of the specific characteristics of a consumer journey for services with different levels of involvement, in Aesthetic Medicine. On a business level, it has helped to create the basis for leveraging MSC with an automated sales structure that guarantees the maximization of its resources. It is also hoped that, through the successful operation of the developed proposal, it will be possible to generalize it to help more companies, if the same conditions of this study are maintained as much as possible.
Aesthetic Medicine is constantly improving, from innovation in devices to the introduction of technically advanced products and treatments capable of producing better results in less time and at a lower associated cost, which has led to a change in the way consumers see and feel about the action of performing an aesthetic/surgical procedure. As it is in the field of Medicine, where the perception of risk of purchase is high, it is crucial to reach consumers at the moments that most influence their decisions, and to try to reduce all existing barriers as much as possible. The purpose of this research is therefore to carry out an Integrated Marketing Communication plan for Medical Skin Clinic & SPA, located in Casa da Guia, Cascais, and subsequently to understand 1) what are the differences between the consumer journey of a low-involvement procedure and a high-involvement procedure, 2) what information the potential client needs in order to carry out a high-involvement procedure and 3) whether the number of contact points for a high-involvement service depends on the level of familiarity with the clinic in question, in order to perform the procedure. In general, the aim of this study is to develop a path for each level of involvement that prepares the consumer throughout their journey so that they have all the necessary conditions to make a purchasing decision at the end of the process. The research was conducted using a mixed model, as it combines qualitative and quantitative data collection techniques. A semi-structured interview was made with the Clinic's CEO in a one-to-one and face-to-face manner – intentional non-probabilistic sampling, and a questionnaire to the Clinic's clients – sampling belonging to the quantitative research strategy, which had twenty-four responses. The data collected was then analyzed using content analysis. The results show that the differences between the consumer journeys lie in the number of contact points required, essentially at the consideration, purchase and loyalty stages, that the information the potential client needs answered in order to have a high-involvement procedure is directly related to the number of existing barriers and that the number of contact points for a high involvement service does depend on the level of familiarity with the clinic in question in order to carry out the procedure, and that it is not strictly necessary for the client to have previously had a treatment at the clinic in order to make the decision to buy. On an academic level, this study has made possible the application of the theory already developed and the identification of the specific characteristics of a consumer journey for services with different levels of involvement, in Aesthetic Medicine. On a business level, it has helped to create the basis for leveraging MSC with an automated sales structure that guarantees the maximization of its resources. It is also hoped that, through the successful operation of the developed proposal, it will be possible to generalize it to help more companies, if the same conditions of this study are maintained as much as possible.
Description
Mestrado Bolonha em Marketing
Keywords
Medicina Estética plano de Comunicação Integrada de Marketing consumer journey protótipo de implementação baixo envolvimento elevado envolvimento Aesthetic Medicine Integrated Marketing Communication plan consumer journey implementation prototype low involvement high involvement
Pedagogical Context
Citation
Ferreira, Raquel Filipa Mendes (2023). “O efeito combinado dos vários meios de marketing digital na decisão de compra do cliente, na área da medicina estética : proposta de plano de comunicação”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Publisher
Instituto Superior de Economia e Gestão