Digital Marketing in Medical Clinics: between Strategic Awareness and Operational Barriers

Fabiano Cade Jorge; Clerison José de Souza Bueno

DOI: 10.22167/2675-6528-202602887

Article derived from a Final Course Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.

Abstract

A descriptive and quantitative study investigated the perception of medical clinic professionals on the importance of digital media as a strategic mechanism, the challenges in implementing digital marketing, and best practices to enhance its results. A structured questionnaire was applied, via Google Forms, to 24 doctors, managers, and administrators, distributed into two functional groups. The data were analyzed with descriptive statistics, the Mann-Whitney U test, and Spearman’s coefficient. The results revealed an awareness of the relevance of strategic digital marketing and a willingness to invest in professional training. However, operational barriers and competence gaps in the subject were identified, factors that limit the effectiveness of the strategy’s implementation and execution. The need for efficient planning and ethical conduct in digital marketing strategies to expand institutional visibility, strengthen client relationships, and optimize performance indicators was evidenced. It was concluded that digital marketing transcends mere disclosure, configuring itself as a strategic pillar that integrates management and communication under the rigor of professional ethics in healthcare.

Keywords: Healthcare; Consumer behavior; Health management; Digital media; Social networks.

1. Introduction

The digital revolution has rapidly transformed various sectors, a process intensified after the advent of the public health emergency of the new Coronavirus. The need for agile responses to combat the pandemic has driven the advancement towards digital approaches (Xavier et al., 2025; WHO, 2023). This transformation has prompted significant changes in the world of work, promoting advances in data management, activities, production, and accessibility, also encompassing human and organizational aspects, such as the institution’s culture, processes, and social and human relations (Rodrigues et al., 2025; Santos, 2025).

Scientific literature has highlighted the significant impacts of digital transformation. These changes are also revealed by digital media, mainly by revolutionizing services, processes, and work management, especially in healthcare systems. This sector has become increasingly competitive, demanding not only technical excellence but also effective marketing and communication strategies (Rachid et al., 2023).

The global healthcare services market generates significant figures of economic relevance. In 2024, this activity reached approximately US$ 8.78 trillion, with a forecast of US$ 10.76 trillion in 2029 (The Business Research Company, 2024). This growth stems from structural expansion and the reorganization of care models. The World Health Organization (WHO) highlights that the digitalization of health systems is on the rise, with the use of information technologies being essential for epidemiological surveillance and population tracking (WHO, 2025).

In this context, digital marketing has the potential to materialize and make effective the praxis of relationship between communication and marketing, even personifying this connection. In healthcare, digital marketing aligns with the methodology of content marketing or Inbound Marketing, making available the tools available on the internet through digital media (Chêne Neto, 2021). Inbound Marketing, according to Guimarães et al. (2019), refers to a methodology focused on digital marketing with the objective of generating value for the traffic of visitors who search for contexts linked to the website, making it more relevant and noticed by users.

In the healthcare scenario, digital technologies have caused transformations in the organization of work and social relations, with more informed, connected, and demanding individuals, who seek quality, agility, and personalized care and communication (Santos, 2025). Medical digital marketing, driven by technological advancement and the increased use of the internet, has become a fundamental tool for clinics and offices to stand out in the market, attracting new patients (Google Brasil, 2024). Social networks, in particular, stand out for surpassing the potential of traditional advertising, offering personalized and interconnected experiences (Fonseca and Souza, 2025; Bolton et al., 2013; Lévy, 1999).

Despite the high perception of the importance of digital marketing for clinic results, with an average of 4.67 points on a five-point scale, the self-assessment of digital marketing skills revealed a challenging scenario, registering an average of only 2.62 points. This discrepancy highlights a critical gap between awareness of the need and the effective execution capacity, according to the original TCC data. The main difficulties identified in implementing digital strategies include lack of time, pointed out by 29.17% of professionals, and lack of specialized knowledge, mentioned by 25%. Additionally, concerns about ethical and regulatory limits were cited by 20.83% of participants, demonstrating the complexity of the scenario.

The relevance of this study lies in the need to deepen the understanding of the influence of digital media on institutional branding, revenue, and the image of medical clinics, highlighting their strategic role in healthcare delivery and encouraging professional development. Given this panorama, the present study aimed to identify the perception of medical clinic professionals regarding the importance of digital media as a strategic mechanism within the institution, as well as to analyze the main operational, technical, and ethical challenges faced in implementing digital marketing and to systematize best practices capable of enhancing its results in the healthcare context.

2. Material and Methods

For the present study, a descriptive research with a quantitative methodological approach was adopted. The descriptive research aimed to describe the characteristics of a given phenomenon or population, using standardized data collection techniques. The quantitative approach, in turn, sought to generate information from numbers to classify and analyze them, according to the principles established by Gil (1999).

The data collection instrument consisted of a structured questionnaire, composed of closed-ended questions. This questionnaire was the means applied to obtain answers to the questions outlined by the research, with the purpose of achieving the proposed objective, being answered by the participants (Cervo and Bervian, 2002). The study population consisted of professionals working in medical clinics, specifically doctors, managers, and administrators.

The sample was selected by convenience, prioritizing available professionals interested in participating in the research. The structured questionnaire was made available through the Google Forms platform, a tool widely recognized for its reliability, ease of use, and ability to ensure respondent anonymity. The instrument was sent directly to a qualified audience, ensuring that participants had practical experience and knowledge of marketing practices in the healthcare sector. The survey included the participation of 24 healthcare professionals, distributed across two distinct functional groups.

The construction of the data collection instrument was based on the theoretical framework that underpins the present study. The questions regarding the perception of the importance of marketing and digital marketing were based on the concepts of customer value creation and delivery (Rocha; Capon, 2018) and strategic marketing applied to health clinics (Oliveira et al., 2025). The items on tools, platforms, and content marketing derived from discussions on digital media, social networks, and inbound marketing (Rez, 2017; Faustino, 2019; Guimarães et al., 2019). The deontological concerns that guide medical advertising underpinned the items on ethics and regulation, and the questions on results measurement and self-assessment of skills were anchored in the literature on digital health management and transformation (Santos, 2025). To measure relevance, frequency, agreement, and ethical perception, the five-point Likert Scale was used (Sullivan; Artino, 2013).

For the analysis of the collected data, descriptive statistical procedures were applied, inherent to the ordinal nature of the variables measured by the five-point Likert Scale. Preliminarily, absolute frequencies, percentages, means, and standard deviations were calculated to characterize the sample profile and participants’ perceptions. For comparisons between functional groups, the Mann-Whitney U test was used. In the correlation analysis between variables, Spearman’s coefficient was employed. The results obtained were compared with the literature, through the analysis of convergence and divergence between the perception of professionals, the practices adopted, and the data available in publications eligible for the research.

The study waived the approval of the Ethics and Research Committee (CEP), with the responsibility for the waiver being non-delegable by the researcher. All participants responded positively to the Free and Informed Consent Term (TCLE), making up 100% of the sample. The TCLE specified the study objectives, guaranteed the anonymity and confidentiality of the information, and mentioned the voluntariness of participation, ensuring that the results would be used exclusively for academic purposes.

3. Results and Discussion

The analysis of the collected data revealed a multifaceted panorama regarding the perception and practice of digital marketing in medical clinics, involving 24 professionals distributed across two functional groups. The majority of participants, corresponding to 62.5% of the sample, were physicians, while the remaining 37.5% were professionals with administrative and management roles. This sample composition allowed for a comprehensive perspective, integrating both the clinical-assistance and managerial viewpoints, which is crucial for understanding the healthcare sector’s dynamics (Oliveira et al., 2025).

The self-assessment of digital marketing skills showed a relatively low level among participants. Physicians scored an average of 2.47 points, while administrators and managers registered 2.89 points on a scale of one to five. Although managers have a slightly higher perception of their competencies, the Mann-Whitney U test did not indicate a statistically significant difference between the groups (U = 51.00; p = 0.3027). This finding suggests that the digital marketing skills gap is a cross-cutting challenge, affecting both the clinical and administrative scenarios, and is not restricted to a single professional category.

In contrast to the modest self-assessment of skills, the general perception of the importance of marketing for the success of medical clinics was remarkably high. The average score obtained in the evaluation of marketing importance was 4.67 points on a scale of one to five, with a low standard deviation of 0.76, indicating a strong consensus among participants. Approximately 79.2% of professionals considered marketing to be “Fundamental”. This result corroborates the view that marketing has transcended its secondary role, becoming an essential pillar for the sustainability and growth of healthcare organizations, aligning with the literature that emphasizes customer value creation (Rocha and Capon, 2018).

When the issue turned specifically to the importance of digital marketing for the institution’s results, the perception also remained high, with an average of 4.04 points. Although this value is slightly lower than the average importance of marketing in general, it still reflects a significant appreciation for digital strategies. The standard deviation of 0.91 suggests a slightly greater dispersion in responses, indicating that while most recognize the strategic role of digital tools, there is slightly less consensus compared to traditional marketing. However, the predominance of ratings above four points reinforces that professionals discern the relevance of digital media today.

The participants’ perception of the practical results of the implemented marketing actions was quite positive, with an average of 4.08 points. This indicator suggests that the marketing initiatives have been successful in the view of professionals, generating tangible impacts on the clinics’ performance. The standard deviation of 0.83 points to a relative homogeneity in the responses, which reinforces the generalized confidence in the benefits provided by the adopted marketing strategies. This observation is crucial, as the demonstration of concrete results is a motivating factor for continuous investment and improvement of digital strategies.

Despite the recognition of the importance of digital marketing and the positive results perceived, the self-assessment of digital marketing skills revealed a challenging scenario, with an average of only 2.62 points. This value, situated below the midpoint of the scale (3.0), characterizes a perceived competence level as weak or regular. Approximately 50% of professionals self-assessed as “Regular”, 25% as “Weak”, and 12.5% as “Very weak”. This discrepancy highlights a critical gap between the awareness of the need and the effective execution capability, a significant obstacle to fully harnessing the potential of digital marketing.

Consistent with the modest self-assessment of skills, a strong perception of the need for improvement was observed, with an average score of 4.54 points, and 70.8% of participants indicated “Very” interested in improving their skills. The interest in participating in training and development programs also proved to be high, with an average score of 4.08 points. Although the standard deviation of 1.41 suggests greater variability in responses, this may reflect different levels of individual availability or motivation to invest in training. This result points to a generalized and unconditional demand for training, regardless of prior knowledge level.

The research also investigated professionals’ perception regarding the need for regulation of marketing practices in the medical field. The average score of 3.79, above the midpoint of the scale, indicates a tendency to agree with the need for stricter rules and oversight. Approximately 37.5% of participants considered regulation “Extremely necessary”, and 25% as “Very necessary”. This finding reflects concern about ethical conduct in the sector, a fundamental aspect for patient credibility and trust, as highlighted in the literature on medical advertising and deontology.

Regarding the main difficulties faced in implementing digital marketing strategies, lack of time was the most cited, with 29.17% of responses. This data is significant as it reveals that, despite recognizing the relevance of digital marketing, professionals face practical challenges in dedicating time to this activity amidst the administrative and assistance demands of their daily work routine. The lack of specialized knowledge in digital marketing was mentioned by 25% of respondents, a barrier that aligns with the low self-assessment of skills in the subject, hindering effective strategic execution.

Additionally, ethical and regulatory limits were cited by 20.83% of participants as an inhibiting factor. This concern with compliance with deontological norms demonstrates the complexity of the digital health marketing landscape, where the pursuit of visibility and patient attraction must be balanced with professional responsibility and patient protection. The combination of these factors – lack of time, knowledge, and ethical concerns – constitutes operational and competence barriers that limit the effectiveness of the strategy’s implementation and execution.

Regarding marketing actions that provide a greater return in the perception of professionals, content marketing stood out, being mentioned by 41.67% of participants. Content marketing, which involves the creation and distribution of relevant and educational material, is recognized as an effective strategy for building authority, educating patients, and generating sustainable results (Rez, 2017). Social media appeared in second place, with 33.33% of responses, highlighting its potential to offer personalized and interconnected experiences, overcoming the limitations of traditional advertising (Fonseca and Souza, 2025; Bolton et al., 2013; Lévy, 1999).

Understanding what patients value most when choosing a medical clinic is fundamental to guiding communication strategies. The professionals participating in the research demonstrated clarity on this aspect, indicating that the technical quality of the professionals is the most valued attribute, with 41.67% of mentions. Humanized care appears in second place, with 37.50% of citations. These results reinforce that, in the healthcare context, professional competence and humanized care remain determining factors in patient decisions, while aspects such as location, infrastructure, or price are secondary, although relevant.

To investigate the relationship between the level of digital marketing skill and the interest in participating in training programs, the Spearman Correlation Coefficient was calculated. The result obtained was an extremely low coefficient (p = 0.050) and statistically not significant (p = 0.8149). This indicates that no direct association was identified between the self-assessment of skills and the desire for training. The willingness for training is uniformly high, regardless of the participants’ skill level, suggesting a generalized demand for training, irrespective of prior knowledge.

Another correlation analysis sought to verify the relationship between the relevance attributed to digital marketing and the perception that the actions undertaken had positive repercussions. A positive and statistically significant correlation was identified (p = 0.605; p = 0.0017). This indicator suggests that the greater the conviction in the importance of digital marketing, the more frequently participants report satisfactory experiences with their decisions. This correlation suggests that recognizing the relevance of the digital strategy drives investments of resources, time, and focus, increasing the probability of success and reinforcing confidence in the effectiveness of digital marketing.

The measurement of the results of marketing actions is a peculiar requirement for the continuous improvement of strategies. Social media engagement and patient satisfaction were the most mentioned metrics, both by 50% of professionals. This result is particularly significant, as it shows that half of the professionals recognize the importance of evaluating the impact of marketing actions on patient perception and experience. The number of new patients was the third most used metric, mentioned by 37.5% of professionals, representing a direct measure of attraction capacity. Financial results, although objective, were indicated by only 33.3% of participants, suggesting that many have not yet established clear connections between marketing actions and the clinic’s economic results.

Instagram was considered by participants as the main digital marketing platform, being mentioned by 22 professionals, which corresponds to 91.7% of the sample. The institutional website appears as the second most used tool, mentioned by 19 professionals (79.2%). Social networks, in general, surpassed the role of conventional internet in marketing, enabling a direct connection between organizations and their clients (Baynast et al., 2018). Brazil, with 144 million social media users in 2025, and Instagram reaching about 140.7 million users, demonstrates the relevance of this platform for medical marketing (Brand Publishing, 2026).

Regarding marketing practices considered more ethically problematic, there was a notable consensus among professionals. Misleading promotions or offers were pointed out by 19 participants, corresponding to 79.2% of the sample. The disclosure of information or procedures without scientific evidence was mentioned by 18 professionals (75%), practically tied as the main ethical concern. Patient exposure was identified as a worrying practice by 9 professionals (37.5%). These results underscore the importance of ethics in health communication, where the pressure for results should not compromise patient integrity and trust.

Based on the results obtained and the literature consulted, the main practical recommendations for managing digital marketing in medical clinics were systematized. Firstly, it is crucial to diagnose skill gaps through periodic self-assessments, mapping the development needs of each functional group. Secondly, invest in continuous training, offering courses and training in digital health marketing, taking advantage of the professionals’ high willingness to learn, at different levels of knowledge.

Additionally, it is fundamental to communicate ethically, guiding communication by the current ethical norms and standards of the medical field, avoiding misleading promotions, dissemination without scientific proof, and patient exposure. The measurement of results by objective indicators, such as the number of new patients, social media engagement, patient satisfaction, and financial results, must be systematically monitored. Finally, it is essential to evaluate the financial viability of digital marketing, establishing clear connections between marketing actions and the clinic’s economic results, analyzing the return on investment (ROI) to guide resource allocation.

In summary, the research revealed that, although medical clinic professionals recognize the strategic importance of digital marketing and are willing to invest in training, they face operational barriers and competence gaps that limit the effectiveness of implementation. The need for efficient planning and ethical conduct in digital strategies is pressing to expand institutional visibility, strengthen customer relationship, and optimize performance indicators, consolidating digital marketing as a strategic pillar that integrates management and communication under the rigor of professional ethics in healthcare.

4. Conclusion

The study sought to identify the perception of medical clinic professionals regarding the importance of digital media as a strategic mechanism, the challenges in implementing digital marketing, and best practices to enhance its results. A high level of awareness was found regarding the strategic relevance of digital marketing for clinic success, although self-assessment of skills in this area proved modest. The main barriers identified were lack of time and specialized knowledge, as well as concerns about ethical and regulatory limits. Content marketing and social media, especially Instagram, were perceived as the most effective actions, and technical quality and humanized care are the attributes most valued by patients. The study’s main contribution lies in systematizing practical recommendations aimed at improving digital marketing management in medical clinics, emphasizing the need to diagnose skill gaps, invest in continuous training, and communicate ethically.

However, it is recognized that the convenience sample, of reduced size (n = 24) and restricted to a specific institutional context, limits the generalization of the findings. For future studies, it is suggested to expand the sample in multicenter investigations, covering clinics of different sizes, specialties, and regions. It is also recommended to conduct longitudinal studies to measure the financial return of digital marketing actions over time, and to deepen the investigation into the effects of regulations on medical advertising on digital platforms. In summary, digital marketing transcends the mere dissemination tool, consolidating itself as a strategic pillar that integrates management and communication under the rigor of professional ethics in healthcare, essential for institutional visibility, client relationship, and optimization of performance indicators.

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Article originating from the Final Course Work of the Specialization in Business Management of the MBA USP/Esalq

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