diplomsko delo
Povzetek
Uvod: Digitalno trženje je postalo ključen del sodobnih trženjskih praks, saj podjetjem omogoča trženje na raznolike načine. Zaradi preprostega deljenja vsebin je Instagram postal eno največjih družbenih omrežij za promocijo tudi v zdravstvu. Zdravstvene organizacije naj bi tržna orodja uporabljale za informiranje in ozaveščanje potrošnikov ter zagotavljale verodostojne informacije za krepitev odnosa s potrošniki s poudarkom na kakovostnem trženju. V zobozdravstvu trženje predstavlja pomembno povezavo med strokovnimi delavci in pacienti. Razumevanje uporabniških potreb v povezavi z družbenimi omrežji je ključno za izvajanje uspešnih trženjskih akcij. Namen: Namen diplomskega dela je raziskati in predstaviti možnosti sodobnega trženja v zobozdravstvu in vključiti platformo Instagram kot ključno orodje za izvajanje trženjskih akcij. Na praktičnem primeru smo za promocijo zobnega laboratorija preizkusili orodja, ki jih ponuja platforma, ter s tem predstavili dostopnost in učinkovitost trženja, ki prispeva h konkurenčnosti, širjenju znanja ter povezovanju v zobozdravstveni skupnosti. Cilj predstavitve digitalnega trženja je ustvariti interaktivne pristope, dvosmerno komunikacijo s potrošniki in izstopati iz množice oglasov. Metode dela: V teoretičnem delu smo uporabili deskriptivno metodo. Vir informacij je strokovna literatura, ki je objavljena v znanstvenih in strokovnih revijah ter knjigah. Literaturo smo iskali z bibliografskim sistemom COBISS na Zdravstveni in Medicinski fakulteti ter v Centralni tehniški knjižnici v Ljubljani. Članke v elektronski obliki smo iskali v podatkovnih bazah, kot so Google Učenjak, Science Direct, Web of Science. Pregledali smo tako domača kot tuja dela. Podatke za predstavitev platforme Instagram kot programske opreme za izvedbo praktičnega dela smo pridobili na spletni strani »proizvajalca«, tj. Meta Platforms, Inc. Kot primer smo analizirali ustvarjeni profil Zobnega laboratorija Miha in Nina na Instagramu. Rezultati: V diplomskem delu predstavljamo rezultate raziskave vpliva družbenih omrežij na promocijo v zobozdravstvu, ki temelji na družbenem omrežju Instagram. Prikazan je način, kako se lahko zobni laboratoriji uspešno oglašujejo z minimalnim časovnim in finančnim vložkom. Podana je analiza promocije zobnega laboratorija, kjer se korelacija med objavljeno vsebino in sredstvi, namenjenimi promociji, kaže v večjem številu všečkov, povečanem obisku profila, pridobitvi novih sledilcev ter večjem dosegu objave. Razprava in zaključek: Porast uporabe pametnih telefonov je spremenil način, kako posamezniki iščejo informacije. Za dobro delovanje podjetij sta zato potrebna nenehno prilagajanje trgu in prizadevanje za zadovoljstvo strank. Družbena omrežja kot orodje za promocijo lahko dopolnijo tržne strategije in olajšajo komunikacijo, vendar ne morejo povsem nadomestiti osebnega pristopa. Z združevanjem obeh pristopov in ustvarjanjem pristnih povezav lahko zobni laboratoriji dosežejo močno prisotnost na trgu ter ustvarijo kakovostne odnose s strankami in strokovnjaki v zobni industriji. Stalno izobraževanje zdravstvenega osebja o pravilni rabi družbenih omrežij je ključno za zaupanje javnosti v stroko in varnost uporabniške izkušnje.
Ključne besede
diplomska dela;laboratorijska zobna protetika;digitalno trženje;družbena omrežja;zobni laboratorij;Instagram;trženje zdravstvenih storitev;
Podatki
Jezik: |
Slovenski jezik |
Leto izida: |
2024 |
Tipologija: |
2.11 - Diplomsko delo |
Organizacija: |
UL ZF - Zdravstvena fakulteta |
Založnik: |
[N. Gorkič Oblak] |
UDK: |
616.31 |
COBISS: |
209860099
|
Št. ogledov: |
33 |
Št. prenosov: |
30 |
Ocena: |
0 (0 glasov) |
Metapodatki: |
|
Ostali podatki
Sekundarni jezik: |
Angleški jezik |
Sekundarni naslov: |
Dental laboratory promotion trough [!] social media platforms |
Sekundarni povzetek: |
Introduction: Digital marketing has become a crucial part of modern marketing practices, as it allows companies to market themselves in diverse ways. Due to the easy sharing of content, Instagram has become one of the largest social networks for promotion, even in healthcare. Health organizations should use marketing tools to inform and educate consumers, providing credible information to strengthen their relationships with consumers while emphasizing quality marketing. In dentistry, marketing represents an important link between professionals and patients. Understanding user needs in relation to social media is essential for implementing successful marketing campaigns. Purpose: The purpose of this thesis is to explore and present the possibilities of modern marketing in dentistry, incorporating Instagram as a key tool for marketing campaigns. Through a practical example, we tested the tools offered by the platform for promoting a dental laboratory, showcasing the accessibility and effectiveness of marketing, as a contributing factor to competitiveness, knowledge dissemination and networking within the dental community. The goal of the digital marketing presentation is to create interactive approaches, engage in two-way communication with consumers, and stand out from the crowd of advertisements. Methods:The theoretical part utilizes the descriptive method. Sources of information include professional literature published in scientific and professional journals and books. Literature was sourced using the COBBIS bibliographic system at the Faculty of Health Sciences and Medicine as well as the Central Technical Library in Ljubljana. Electronic articles were searched in databases such as Google Scholar, Science Direct, and Web of Science, encompassing both domestic and foreign works. Data on the Instagram platform, as software for practical implementation, was obtained from the manufacturer's website, Meta Platforms Inc. As a case study, we analyzed the created profile of the dental laboratory Miha and Nina on Instagram. Results: The thesis presents the research results on the impact of social media on dental promotion, focusing on the Instagram platform. It shows how dental laboratories can be successfully advertised, with a minimal investment of time and money. An analysis of the promotion of a dental laboratory is presented where the correlation between the published content and the resources intended for promotion is manifested in a greater number of likes, increased visits to the profile, acquisition of new followers and greater reach of the post. Discussion and conclusion: The rise of smartphone use has changed the way individuals search for information. Therefore, it is necessary for companies to constantly adapt to the market and strive for customer satisfaction. Social networks as a promotional tool can complement marketing strategies and facilitate communication, but they cannot completely replace a personal approach. By combining both approaches and establishing authentic connections, dental laboratories can achieve a strong market presence and create quality relationships with costumers and professionals in dentistry. Continuous training and education of medical personnel on the correct use of social networks is key for public trust in the profession and the safety of the user experience. |
Sekundarne ključne besede: |
diploma theses;laboratory dental prosthetics;digital marketing;social media;dental laboratory;Instagram;marketing of health services; |
Vrsta dela (COBISS): |
Diplomsko delo/naloga |
Študijski program: |
0 |
Komentar na gradivo: |
Univ. v Ljubljani, Zdravstvena fak., Oddelek za protetiko |
Strani: |
41 str., [6] str. pril. |
ID: |
25218035 |