Impact of healthcare professionals' digital presence: Personal brands and education
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista @mbienteeducação |
Texto Completo: | https://publicacoes.unicid.edu.br/ambienteeducacao/article/view/1340 |
Resumo: | 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. |
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Impact of healthcare professionals' digital presence: Personal brands and educationImpacto de la presencia digital de los profesionales sanitarios: Marcas personales y educaciónImpacto da presença digital de profissionais da saúde: Marcas pessoais e educaçãoThe 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.Este artículo presenta el impacto de la creciente participación de los profesionales sanitarios en Instagram durante el primer año de la pandemia de COVID-19, haciendo hincapié en la urgencia de proporcionar información fundamentada, combatir las noticias falsas y promover la marca personal para aumentar la visibilidad y la influencia en línea. El objetivo es investigar cómo algunos profesionales sanitarios perciben su presencia digital, comparten información, educan e interactúan con los pacientes. La investigación bibliográfica incluyó autores como Bizelli et al. (2021), Jenkins (2015), Kotler et al. (2017) y Recuero (2011) y la encuesta de opinión se realizó a 14 profesionales sanitarios elegidos al azar. Se reconocieron las limitaciones de la muestra y la necesidad de estudios más exhaustivos para un conocimiento completo. Los resultados indican que, a pesar de enfrentarse a ciertos obstáculos, los profesionales sanitarios se han dado cuenta de que compartiendo contenidos en Instagram han conseguido aumentar la confianza entre sus seguidores y atraer a nuevos pacientes. Este fenómeno no sólo refuerza la reputación y credibilidad de estos profesionales, sino que también facilita la interacción con la comunidad y la difusión de información pertinente y fiable. Este estudio contribuye a la comprensión de las prácticas y estrategias adoptadas por estos profesionales en el entorno online y puede proporcionar información importante para el desarrollo de directrices que promuevan una comunicación sanitaria más eficaz, es decir, más adaptada a las demandas y expectativas del público en las plataformas digitales.O presente artigo apresenta o impacto do crescente envolvimento de profissionais de saúde no Instagram durante o primeiro ano da pandemia da COVID-19, enfatizando a urgência de oferecer informações embasadas, combater notícias falsas e promover a marca pessoal para aumentar a visibilidade e influência online. O objetivo é investigar como alguns profissionais da saúde percebem sua presença digital, compartilham informações, educam e interagem com os pacientes. A pesquisa bibliográfica contemplou autores como Bizelli et al. (2021), Jenkins (2015), Kotler et al. (2017) e Recuero (2011) e a pesquisa de opinião foi realizada com 14 profissionais da saúde escolhidos de forma aleatória. Foi reconhecida as limitações da amostra e a necessidade de estudos mais abrangentes para uma compreensão completa. Os resultados indicam que, apesar de enfrentarem certos obstáculos, os profissionais de saúde perceberam que ao compartilharem conteúdo no Instagram, conseguiram aumentar a confiança entre seus seguidores e atrair novos pacientes. Esse fenômeno não só fortalece a reputação e credibilidade desses profissionais, mas também facilita a interação com a comunidade e a divulgação de informações pertinentes e confiáveis. Este estudo contribui para o entendimento das práticas e estratégias adotadas por esses profissionais no ambiente on-line e pode fornecer informações importantes para o desenvolvimento de diretrizes que promovam uma comunicação mais eficaz em relação aos cuidados com a saúde, ou seja, mais adaptada às demandas e expectativas do público em plataformas digitais.Universidade Cidade de São Paulo2021-12-16info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/htmlhttps://publicacoes.unicid.edu.br/ambienteeducacao/article/view/134010.26843/ae.v14i3.1340Revista @mbienteeducação; (2021) v. 14, n. 3, set./dez.; 763-778Revista @mbienteeducação; (2021) v. 14, n. 3, set./dez.; 763-778Revista @mbienteeducação; (2021) v. 14, n. 3, set./dez.; 763-7781982-863210.26843/ae.v14.n3.2021reponame:Revista @mbienteeducaçãoinstname:Universidade Cidade de São Paulo (UNICID)instacron:UNICIDporhttps://publicacoes.unicid.edu.br/ambienteeducacao/article/view/1340/1156https://publicacoes.unicid.edu.br/ambienteeducacao/article/view/1340/1157Copyright (c) 2024 Camila Silva Ferreira, José Luís Bizelliinfo:eu-repo/semantics/openAccessFerreira, Camila SilvaBizelli, José Luís2024-02-28T12:47:15Zoai:ojs.pkp.sfu.ca:article/1340Revistahttp://publicacoes.unicid.edu.br/index.php/ambienteeducacao/oai1982-86321982-8632opendoar:2024-02-28T12:47:15Revista @mbienteeducação - Universidade Cidade de São Paulo (UNICID)false |
dc.title.none.fl_str_mv |
Impact of healthcare professionals' digital presence: Personal brands and education Impacto de la presencia digital de los profesionales sanitarios: Marcas personales y educación Impacto da presença digital de profissionais da saúde: Marcas pessoais e educação |
title |
Impact of healthcare professionals' digital presence: Personal brands and education |
spellingShingle |
Impact of healthcare professionals' digital presence: Personal brands and education Ferreira, Camila Silva |
title_short |
Impact of healthcare professionals' digital presence: Personal brands and education |
title_full |
Impact of healthcare professionals' digital presence: Personal brands and education |
title_fullStr |
Impact of healthcare professionals' digital presence: Personal brands and education |
title_full_unstemmed |
Impact of healthcare professionals' digital presence: Personal brands and education |
title_sort |
Impact of healthcare professionals' digital presence: Personal brands and education |
author |
Ferreira, Camila Silva |
author_facet |
Ferreira, Camila Silva Bizelli, José Luís |
author_role |
author |
author2 |
Bizelli, José Luís |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Ferreira, Camila Silva Bizelli, José Luís |
description |
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. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-12-16 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://publicacoes.unicid.edu.br/ambienteeducacao/article/view/1340 10.26843/ae.v14i3.1340 |
url |
https://publicacoes.unicid.edu.br/ambienteeducacao/article/view/1340 |
identifier_str_mv |
10.26843/ae.v14i3.1340 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://publicacoes.unicid.edu.br/ambienteeducacao/article/view/1340/1156 https://publicacoes.unicid.edu.br/ambienteeducacao/article/view/1340/1157 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2024 Camila Silva Ferreira, José Luís Bizelli info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2024 Camila Silva Ferreira, José Luís Bizelli |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf text/html |
dc.publisher.none.fl_str_mv |
Universidade Cidade de São Paulo |
publisher.none.fl_str_mv |
Universidade Cidade de São Paulo |
dc.source.none.fl_str_mv |
Revista @mbienteeducação; (2021) v. 14, n. 3, set./dez.; 763-778 Revista @mbienteeducação; (2021) v. 14, n. 3, set./dez.; 763-778 Revista @mbienteeducação; (2021) v. 14, n. 3, set./dez.; 763-778 1982-8632 10.26843/ae.v14.n3.2021 reponame:Revista @mbienteeducação instname:Universidade Cidade de São Paulo (UNICID) instacron:UNICID |
instname_str |
Universidade Cidade de São Paulo (UNICID) |
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UNICID |
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UNICID |
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Revista @mbienteeducação |
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Revista @mbienteeducação |
repository.name.fl_str_mv |
Revista @mbienteeducação - Universidade Cidade de São Paulo (UNICID) |
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