Program
1. Introduction to Digital Marketing
It introduces the fundamental concepts of digital marketing applied to the health context, exploring the new communication dynamics and ethical challenges in the digital presence of pharmacies and health professionals.
Theoretical-practical classes (3 hours)
1.1. Fundamental concepts of digital marketing
1.2. Trends and consumer behavior in health
1.3. The role of community pharmacy in the digital age
1.4. Ethics and regulation of online Health Communication
2. Digital strategy and planning
Develops skills for planning and defining effective digital strategies, oriented to measurable objectives and appropriate to the positioning and reputation of health organizations.
Theoretical-practical classes (5 hours)
2.1. Strategic planning of digital campaigns
2.2. Segmentation and positioning in digital marketing
2.3. Definition of objectives and performance indicators (KPIs)
2.4. Brand and online reputation management
Theoretical-practical classes (5 hours)
It presents the main digital tools and platforms used in the promotion of health services and products, empowering participants to manage their online presence in a professional and regulated way.
3. Social Networks
3.1. Facebook Instagram LinkedIn social networks – best practices and examples in the health sector
3.2. Email marketing and personalized communication with users
3.3. Content Marketing and storytelling in healthcare
3.4. SEO and optimization of pharmacy websites
3.5. Paid ad management and performance metrics
4. Communication with the user and Health Literacy
It focuses on the importance of digital communication as an instrument of proximity and promotion of health literacy, encouraging ethical, accessible and user-centered communication practices.
Theoretical-practical classes (3 hours)
4.1. Principles of effective health communication
4.2. Strategies to promote health literacy and therapeutic adherence
4.3. Creation of educational digital campaigns
5. Digital transformation and innovation in the pharmaceutical sector
Explores the trends and opportunities of digital transformation in the pharmaceutical sector, with a focus on technological innovation, new business models and adaptation to the requirements of the digital health market.
Theoretical-practical classes (4 hours)
5.1. Digital transformation trends in pharmacy and healthcare
5.2. E-commerce and pharmaceutical digital services
5.3. Artificial intelligence and automation
5.4. National and international best practices and case studies
Internship(s)
NAO