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Publication
As redes sociais ao serviço da farmácia comunitária
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Abstract(s)
A comunicação é essencial para uma boa relação entre o farmacêutico-utente-farmácia, podendo contribuir para a promoção da saúde e prevenção de doenças na comunidade.
As redes sociais são um meio de comunicação muito rápido e eficaz, que permitem disseminar mensagens de forma imediata e acessível a um grande número de pessoas, já utilizadas em diversas áreas empresariais.
Tendo em vista a sustentabilidade financeira das farmácias, é necessário que estas tenham capacidade de adaptação a novas formas de marketing e comunicação. Neste sentido, este estudo teve como objetivo analisar o modo de utilização das redes sociais pelas farmácias comunitárias Portuguesas, bem como o tipo de conteúdos que são divulgados por esses canais.
Foram incluídas 342 farmácias, selecionadas de modo aleatório e espelhando uma amostra representativa do número de farmácias e da população residente em cada região (distrito) do país. A análise foi realizada para as redes Facebook (FB) e Instagram (INST).
Da análise efetuada conclui-se as farmácias Portuguesas têm maioritariamente conta pública numa das redes sociais, sendo que a utilização é mais frequente na rede social FB (82,5%; n=282) do que na rede INST (58,0%; n=163). Apenas cerca de um quarto das farmácias tinha site disponível online.
É de salientar que, no geral, o teor das publicações nas redes é semelhante nas duas redes sociais, com maior divulgação de conteúdos relativos a produtos de dermofarmácia e cosmética.
A presença nas redes sociais (FB e INST) já é uma realidade para a maioria das farmácias comunitárias Portuguesas, apesar de nos conteúdos divulgados ainda existir espaço para melhoria, nomeadamente na divulgação dos serviços farmacêuticos disponibilizados. No futuro, esta deverá ser uma área a investir, passando pela análise das necessidades dos utilizadores e pela criação de conteúdos adaptados, possibilitando a expansão dos serviços disponibilizados pelas farmácias comunitárias e o modo como são prestados.
Communication is essential to establish a good relationship between pharmacist-patient-pharmacy, enabling health promotion and preventing diseases in the community. Social Networking is a fast and efficient way to communicate, allowing to disperse messages, immediately and accessible to a large number of people, already used in several business areas. Towards the financial sustainability of pharmacies, an ability to adapt to new forms of marketing and communication is required. Therefore, this study aims to analyse the use of social networks by Portuguese community pharmacies, as well as the type of content that is disseminated through these channels. A sample of 342 pharmacies were included, from all the 18 districts of Portugal, Azores, and Madeira Islands, which were randomly selected, thus a representative sample of the pharmacies and the population inhabiting each Portuguese region (district). The analysis was performed for Facebook (FB) and Instagram (INST) networks. From the analysis carried out, it was verified that Portuguese pharmacies mostly have a public account on one of the social networks, and the use is more frequent on the social network FB (82.5%; n=282) than in the INST network (58.0%; n=163). Only about a quarter of pharmacies had a website available online. It is noteworthy that, in general, the content of publications on the networks is similar in the two social networks, with greater dissemination of content related to dermopharmacy and cosmetic products. Presence on social networks (FB and INST) is already a reality for most Portuguese community pharmacies, although there is still space for improvement in the contents, namely in the dissemination of pharmaceutical services available. In the future, this should be an investment area, including the analysis of users' needs and the creation of targeted content, enabling the expansion of services provided by community pharmacies and the way in which they are provided
Communication is essential to establish a good relationship between pharmacist-patient-pharmacy, enabling health promotion and preventing diseases in the community. Social Networking is a fast and efficient way to communicate, allowing to disperse messages, immediately and accessible to a large number of people, already used in several business areas. Towards the financial sustainability of pharmacies, an ability to adapt to new forms of marketing and communication is required. Therefore, this study aims to analyse the use of social networks by Portuguese community pharmacies, as well as the type of content that is disseminated through these channels. A sample of 342 pharmacies were included, from all the 18 districts of Portugal, Azores, and Madeira Islands, which were randomly selected, thus a representative sample of the pharmacies and the population inhabiting each Portuguese region (district). The analysis was performed for Facebook (FB) and Instagram (INST) networks. From the analysis carried out, it was verified that Portuguese pharmacies mostly have a public account on one of the social networks, and the use is more frequent on the social network FB (82.5%; n=282) than in the INST network (58.0%; n=163). Only about a quarter of pharmacies had a website available online. It is noteworthy that, in general, the content of publications on the networks is similar in the two social networks, with greater dissemination of content related to dermopharmacy and cosmetic products. Presence on social networks (FB and INST) is already a reality for most Portuguese community pharmacies, although there is still space for improvement in the contents, namely in the dissemination of pharmaceutical services available. In the future, this should be an investment area, including the analysis of users' needs and the creation of targeted content, enabling the expansion of services provided by community pharmacies and the way in which they are provided
Description
Keywords
Comunicação Facebook Farmacêutico Farmácia Instagram Redes sociais