A influência do marketing digital no comportamento do consumidor em aderir a consultas por telemedicina em Portugal

• Autor(a) principal: Cunha, Marcio Ferreira da
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.22/19121
• topic: Telemedicina; Marketing digital; Marketing de experiência; Technology acceptance model; Telemedicine; Digital marketing; Experience marketing; Gestão

Telemedicine is a concept that emerged in the late twentieth century, in the context of information technologies evolution. However, with the health technologies evolution and the outbreak of COVID-19, the need for studying the importance of telemedicine in Portugal became evident. Although the application of telemedicine is wide, regarding the remote consultations, there are still some restrictions to its use within the medical profession. This study aimed to investigate, through the application of an adapted TAM, whether digital marketing is able to influence the perception and behavior of consumers in adhering to telemedicine as a complementary health care option that offers more convenience through the use of digital platforms. Following a mixed approach, it was initially intended to explore, through qualitative research, the perceptions of medical professionals regarding the benefits and risks involved in the adoption of telemedicine in Portugal. Then, through quantitative research the results were deepened and the motivating factors of adoption of telemedicine consultations, as well as the ways that digital marketing could influence its expansion, were explored from a consumer stand point. The qualitative results indicate that the adoption of telemedicine is expanding in Portugal in several medical specialties and with great benefits, especially for those who live in areas where there is a shortage of doctors. Despite this, it is reported a significant loss in the doctor-patient relationship, and that it should not replace the initial in person consultation. The quantitative results indicate that "attitude" is the factor that most influences the adoption of telemedicine, and for this reason, the online experience marketing is of high relevance, as most of the individuals' attitudes are learned, not innate, and they are expected to change as a function of experience. It is concluded that digital marketing has a fundamental responsibility in the expansion of this technology, as it can contribute to the creation of a better customer experience for the telemedicine product.