Impact of healthcare professionals' digital presence: Personal brands and education

• Autor(a) principal: Ferreira, Camila Silva
• Data de Publicação: 2021
• Outros Autores: Bizelli, José Luís
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista @mbienteeducação
• Texto Completo: https://publicacoes.unicid.edu.br/ambienteeducacao/article/view/1340

The present article explores the impact of the increasing involvement of healthcare professionals on Instagram during the first year of the COVID-19 pandemic, emphasizing the urgency of providing evidence-based information, combating misinformation, and promoting personal branding to enhance online visibility and influence. The aim is to investigate how some healthcare professionals perceive their digital presence, share information, educate, and interact with patients. The literature review included authors such as Bizelli et al. (2021), Jenkins (2015), Kotler et al. (2017), and Recuero (2011), and the opinion survey was conducted with 14 randomly chosen healthcare professionals. We acknowledge the limitations of the sample and the need for more comprehensive studies for a complete understanding. The results indicate that, despite facing certain obstacles, healthcare professionals perceived that by sharing content on Instagram, they were able to increase trust among their followers and attract new patients. This phenomenon not only strengthens the reputation and credibility of these professionals but also facilitates interaction with the community and disseminating pertinent and reliable information. This study contributes to understanding the practices and strategies adopted by these professionals in the online environment and may provide important insights for the development of guidelines that promote more effective communication regarding healthcare, tailored to the demands and expectations of the public on digital platforms.