Marketing nos negócios de enfermeiros empreendedores no Brasil: uma análise na rede social Instagram

Abstract

INTRODUCTION: For nurse entrepreneurs, it is essential to understand the dynamic business environment, which includes marketing strategies. Reason of prosperity or decline of enterprises, hold of marketing skills is among the fundamental bases to undertake. In the Covid 19 crisis, the importance of the latest version of marketing, digital, was highlighted. An indispensable tool in this context is the social network Instagram. OBJECTIVE: To analyze how entrepreneurial nurses use marketing in their businesses through the social network Instagram. METHOD: Quantitative documentary study, conducted in a virtual way, to analyze the profiles of 25 entrepreneurial nurses in the social network Instagram. Data collection occurred between 08/02 to 15/02 of 2023. Google Forms was used, with a questionnaire containing 48 topics divided into 3 sections. Data analysis relied on Microsoft Excel software. Descriptive statistics were performed, which involved calculating the mean, maximum and minimum value of the data. Absolute and relative frequencies were also calculated. RESULTS: Mostly, the profiles analyzed are categorized as professional accounts (92%, n=23) in "medicine and health" (24%, n=6). The highest frequency of entry to Instagram occurred in 2019 and 2020 (32%, n=8). They use Instagram tools: Stories (56%, n=14), bio (96%, n=24), highlights (96%, n=24). In the visual dimension, they use personal photos in the profile (68%, n=17); they have a brand or logo (100%, n=25); the visual identity is identified in most profiles (60%, n=15). They do not adopt sustainable positioning (96%, n=24). Regarding products, businesses offer a variety of products/services within their niches. With regard to pricing, participants may face challenges in effectively communicating their pricing. In the square aspect, positive aspects are observed, such as the provision of services outside their cities and the freight/delivery option. When it comes to promotion, businesses advertise, show sales force, engage with followers, and partner. CONCLUSION: In general, the profiles present several marketing strategies, and align with the classic concept of meeting the needs generating profit. It is concluded that basic but effective marketing strategies are already applied, a novelty would be to conduct these strategies as a series of interrelated events.