{"id":3957,"date":"2026-07-10T16:57:28","date_gmt":"2026-07-10T16:57:28","guid":{"rendered":"https:\/\/programaareavip.com\/?p=3957"},"modified":"2026-07-10T16:57:28","modified_gmt":"2026-07-10T16:57:28","slug":"barbara-masiero-analisa-como-a-mudanca-no-comportamento-do-paciente-desafia-o-mercado-da-saude","status":"publish","type":"post","link":"https:\/\/programaareavip.com\/?p=3957","title":{"rendered":"B\u00e1rbara Masiero analisa como a mudan\u00e7a no comportamento do paciente desafia o mercado da sa\u00fade"},"content":{"rendered":"\n<p>A estrategista de crescimento para empresas da sa\u00fade B\u00e1rbara Masiero tem acompanhado de perto as mudan\u00e7as que v\u00eam transformando a rela\u00e7\u00e3o entre pacientes, cl\u00ednicas e consult\u00f3rios. \u00c0 frente da Pipe Med Marketing, ela afirma que o setor vive uma nova realidade, na qual a presen\u00e7a digital, embora importante, j\u00e1 n\u00e3o \u00e9 suficiente para sustentar o crescimento de uma empresa da sa\u00fade.<\/p>\n\n\n\n<p>Segundo B\u00e1rbara, o comportamento do paciente mudou significativamente nos \u00faltimos anos. Antes mesmo de agendar uma consulta, ele pesquisa informa\u00e7\u00f5es sobre o profissional, avalia sua reputa\u00e7\u00e3o, observa sua forma de comunica\u00e7\u00e3o, analisa opini\u00f5es de outros pacientes e busca elementos que transmitam credibilidade e seguran\u00e7a. Para a especialista, essa jornada faz com que a decis\u00e3o comece muito antes do primeiro contato com a cl\u00ednica.<\/p>\n\n\n\n<p>Na avalia\u00e7\u00e3o de B\u00e1rbara Masiero, ainda \u00e9 comum encontrar institui\u00e7\u00f5es que concentram seus investimentos apenas na divulga\u00e7\u00e3o de seus servi\u00e7os, acreditando que maior exposi\u00e7\u00e3o ser\u00e1 suficiente para aumentar o n\u00famero de atendimentos. Ela ressalta, por\u00e9m, que a realidade do mercado demonstra um cen\u00e1rio diferente. Para a estrategista, comunica\u00e7\u00e3o sem direcionamento amplia a visibilidade, mas n\u00e3o constr\u00f3i autoridade nem fortalece a confian\u00e7a necess\u00e1ria para que o paciente escolha determinado profissional.<\/p>\n\n\n\n<p>Ao longo de mais de oito anos de atua\u00e7\u00e3o, B\u00e1rbara participou da estrutura\u00e7\u00e3o estrat\u00e9gica de mais de 200 cl\u00ednicas e consult\u00f3rios. Essa experi\u00eancia permitiu identificar que os neg\u00f3cios que apresentam crescimento consistente possuem uma caracter\u00edstica em comum: deixam de tratar marketing, gest\u00e3o, relacionamento com o paciente e posicionamento como \u00e1reas independentes e passam a integrar essas frentes em uma estrat\u00e9gia \u00fanica.<\/p>\n\n\n\n<p>Para B\u00e1rbara, o paciente contempor\u00e2neo n\u00e3o escolhe apenas um m\u00e9dico ou uma cl\u00ednica. Ele avalia toda a experi\u00eancia oferecida, desde o primeiro contato com a marca at\u00e9 o atendimento realizado pela equipe, a organiza\u00e7\u00e3o dos processos, a clareza das informa\u00e7\u00f5es e o acompanhamento ap\u00f3s a consulta. Segundo ela, cada etapa influencia diretamente a percep\u00e7\u00e3o de valor constru\u00edda pelo paciente.<\/p>\n\n\n<!-- wp:image \"id\":27708,\"sizeSlug\":\"large\",\"linkDestination\":\"none\" -->\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/programacamarote.com.br\/wp-content\/uploads\/2026\/07\/e2cf7f6c-8c3f-4a36-8785-ef3e4e0e6c7e-682x1024.jpeg\" alt=\"\" class=\"wp-image-27708\"\/><\/figure>\n<!-- \/wp:post-content -->\n\n<!-- wp:paragraph -->\n<p>A especialista observa que muitas empresas da sa\u00fade mant\u00eam frequ\u00eancia nas redes sociais, investem continuamente em campanhas publicit\u00e1rias e produzem conte\u00fado de maneira constante, mas ainda encontram dificuldades para expandir seus resultados. Em sua avalia\u00e7\u00e3o, isso acontece porque a visibilidade, isoladamente, n\u00e3o garante diferencia\u00e7\u00e3o em um mercado cada vez mais competitivo.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>B\u00e1rbara Masiero defende que o marketing deve ser entendido como uma ferramenta inserida dentro de uma estrat\u00e9gia mais ampla. Quando existe planejamento, afirma ela, a comunica\u00e7\u00e3o deixa de cumprir apenas a fun\u00e7\u00e3o de divulgar servi\u00e7os e passa a fortalecer o posicionamento da empresa, orientar as decis\u00f5es internas e consolidar uma identidade capaz de gerar reconhecimento e confian\u00e7a.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image \"id\":27707,\"sizeSlug\":\"large\",\"linkDestination\":\"none\" -->\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/programacamarote.com.br\/wp-content\/uploads\/2026\/07\/2b6e248b-442f-47eb-bd91-0c45c5e722c1-576x1024.jpeg\" alt=\"\" class=\"wp-image-27707\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>Outro ponto destacado por B\u00e1rbara \u00e9 a velocidade das transforma\u00e7\u00f5es vividas pelo setor da sa\u00fade. Para ela, o surgimento constante de novas tecnologias ampliou o acesso a recursos que facilitam a produ\u00e7\u00e3o de conte\u00fado e a comunica\u00e7\u00e3o com o p\u00fablico. No entanto, ela acredita que o diferencial competitivo n\u00e3o est\u00e1 nas ferramentas utilizadas, mas na capacidade de compreender o comportamento do paciente e desenvolver estrat\u00e9gias consistentes, alinhadas \u00e0s necessidades do mercado.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Segundo a estrategista, posicionamento \u00e9 resultado da percep\u00e7\u00e3o constru\u00edda ao longo do tempo. \u00c9 esse reconhecimento que faz com que uma cl\u00ednica seja lembrada antes mesmo de surgir a necessidade de uma consulta, fortalecendo v\u00ednculos que v\u00e3o al\u00e9m da publicidade e da presen\u00e7a digital.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image \"id\":27706,\"sizeSlug\":\"large\",\"linkDestination\":\"none\" -->\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/programacamarote.com.br\/wp-content\/uploads\/2026\/07\/667cf71d-26b3-4f5f-9cb3-f2b3104965ea-682x1024.jpeg\" alt=\"\" class=\"wp-image-27706\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>Com base na experi\u00eancia acumulada ao longo da carreira, B\u00e1rbara Masiero acredita que m\u00e9dicos, gestores e empres\u00e1rios da sa\u00fade precisam acompanhar a evolu\u00e7\u00e3o do comportamento do paciente com a mesma velocidade das mudan\u00e7as do mercado. Para ela, o crescimento sustent\u00e1vel depende de planejamento, integra\u00e7\u00e3o entre diferentes \u00e1reas da empresa e da capacidade de construir relacionamentos s\u00f3lidos. Nesse contexto, mais do que conquistar espa\u00e7o nas plataformas digitais, o desafio est\u00e1 em permanecer na mem\u00f3ria do paciente pelos atributos que transmitem confian\u00e7a, credibilidade e qualidade.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>links: Site<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><a href=\"https:\/\/www.pipemarketing.com.br\"><strong>https:\/\/www.pipemarketing.com.br<\/strong><\/a><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Instagram B\u00e1rbara:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><a href=\"https:\/\/www.instagram.com\/barbaramasiero_\"><strong>https:\/\/www.instagram.com\/barbaramasiero_<\/strong><\/a><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Instagram Pipe: <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><a href=\"https:\/\/www.instagram.com\/pipemed.marketing\"><strong>https:\/\/www.instagram.com\/pipemed.marketing<\/strong><\/a><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Chame a gente no Whats! <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><a href=\"https:\/\/api.whatsapp.com\/send\/?phone=5551997444859\"><strong>https:\/\/api.whatsapp.com\/send\/?phone=5551997444859<\/strong><\/a><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->","protected":false},"excerpt":{"rendered":"<p>A estrategista de crescimento para empresas da sa\u00fade B\u00e1rbara Masiero tem acompanhado de perto as mudan\u00e7as que v\u00eam transformando a rela\u00e7\u00e3o entre pacientes, cl\u00ednicas e consult\u00f3rios. \u00c0 frente da Pipe Med Marketing, ela afirma que o setor vive uma nova realidade, na qual a presen\u00e7a digital, embora importante, j\u00e1 n\u00e3o \u00e9 suficiente para sustentar o crescimento de uma empresa da sa\u00fade. Segundo B\u00e1rbara, o comportamento do paciente mudou significativamente nos \u00faltimos anos. Antes mesmo de agendar uma consulta, ele pesquisa informa\u00e7\u00f5es sobre o profissional, avalia sua reputa\u00e7\u00e3o, observa sua forma de comunica\u00e7\u00e3o, analisa opini\u00f5es de outros pacientes e busca elementos [\u2026]<\/p>\n","protected":false},"author":1,"featured_media":3956,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[135],"tags":[],"class_list":{"0":"post-3957","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-destaque"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>B\u00e1rbara Masiero analisa como a mudan\u00e7a no comportamento do paciente desafia o mercado da sa\u00fade<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/programaareavip.com\/?p=3957\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B\u00e1rbara Masiero analisa como a mudan\u00e7a no comportamento do paciente desafia o mercado da sa\u00fade\" \/>\n<meta property=\"og:description\" content=\"A estrategista de crescimento para empresas da sa\u00fade B\u00e1rbara Masiero tem acompanhado de perto as mudan\u00e7as que v\u00eam transformando a rela\u00e7\u00e3o entre pacientes, cl\u00ednicas e consult\u00f3rios. \u00c0 frente da Pipe Med Marketing, ela afirma que o setor vive uma nova realidade, na qual a presen\u00e7a digital, embora importante, j\u00e1 n\u00e3o \u00e9 suficiente para sustentar o crescimento de uma empresa da sa\u00fade. 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