Practice Development Consulting
Publicidade paga: Vale a pena?
28 julho 2025
· 41 MIN VISUALIZAÇÃO
![Mulher com um blazer preto e uma camisa branca a sorrir contra um fundo branco simples.]({"xsmall":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/angela_walton.jpg/_jcr_content/renditions/original.image_file.100.100.10,10,651,651.file/angela_walton.jpg","small":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/angela_walton.jpg/_jcr_content/renditions/original.image_file.360.360.10,10,651,651.file/angela_walton.jpg","medium":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/angela_walton.jpg/_jcr_content/renditions/original.image_file.641.641.10,10,651,651.file/angela_walton.jpg","large":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/angela_walton.jpg/_jcr_content/renditions/original.image_file.641.641.10,10,651,651.file/angela_walton.jpg","xlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/angela_walton.jpg/_jcr_content/renditions/original.image_file.641.641.10,10,651,651.file/angela_walton.jpg","xxlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/angela_walton.jpg/_jcr_content/renditions/original.image_file.641.641.10,10,651,651.file/angela_walton.jpg","max":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/angela_walton.jpg/_jcr_content/renditions/original.image_file.641.641.10,10,651,651.file/angela_walton.jpg"} "Mulher com um blazer preto e uma camisa branca a sorrir contra um fundo branco simples.")
ORADORA
Angela Walton
Antiga Practice Development Manager da ZEISS
![Homem vestido profissionalmente a sorrir com as mãos abertas num showroom moderno e de alta tecnologia de equipamento médico ou ótico da ZEISS.]({"xsmall":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/brad_botelho.jpg/_jcr_content/renditions/original.image_file.100.100.1724,464,3379,2119.file/brad_botelho.jpg","small":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/brad_botelho.jpg/_jcr_content/renditions/original.image_file.360.360.1724,464,3379,2119.file/brad_botelho.jpg","medium":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/brad_botelho.jpg/_jcr_content/renditions/original.image_file.768.768.1724,464,3379,2119.file/brad_botelho.jpg","large":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/brad_botelho.jpg/_jcr_content/renditions/original.image_file.1024.1024.1724,464,3379,2119.file/brad_botelho.jpg","xlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/brad_botelho.jpg/_jcr_content/renditions/original.image_file.1280.1280.1724,464,3379,2119.file/brad_botelho.jpg","xxlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/brad_botelho.jpg/_jcr_content/renditions/original.image_file.1440.1440.1724,464,3379,2119.file/brad_botelho.jpg","max":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/brad_botelho.jpg/_jcr_content/renditions/original.image_file.1655.1655.1724,464,3379,2119.file/brad_botelho.jpg"} "Homem vestido profissionalmente a sorrir com as mãos abertas num showroom moderno e de alta tecnologia de equipamento médico ou ótico da ZEISS.")
Orador
Bradley Botelho
Practice Development Manager
Carl Zeiss Meditec USA, Inc.
Carl Zeiss Meditec USA, Inc.
![Homem sorridente com uma camisa xadrez em frente a um fundo azul sólido.]({"xsmall":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/spenser.jpg/_jcr_content/renditions/original.image_file.100.100.158,12,534,388.file/spenser.jpg","small":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/spenser.jpg/_jcr_content/renditions/original.image_file.360.360.158,12,534,388.file/spenser.jpg","medium":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/spenser.jpg/_jcr_content/renditions/original.image_file.376.376.158,12,534,388.file/spenser.jpg","large":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/spenser.jpg/_jcr_content/renditions/original.image_file.376.376.158,12,534,388.file/spenser.jpg","xlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/spenser.jpg/_jcr_content/renditions/original.image_file.376.376.158,12,534,388.file/spenser.jpg","xxlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/spenser.jpg/_jcr_content/renditions/original.image_file.376.376.158,12,534,388.file/spenser.jpg","max":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/spenser.jpg/_jcr_content/renditions/original.image_file.376.376.158,12,534,388.file/spenser.jpg"} "Homem sorridente com uma camisa xadrez em frente a um fundo azul sólido.")
Orador
Spenser Pontbriand
Diretor de marketing digital
Glacial Multimedia, Inc.
Glacial Multimedia, Inc.
RESUMO
Publicidade paga: Vale a pena?
O webinar explorou estratégias de marketing digital para clínicas de oftalmologia, com foco na publicidade paga. Abordou o planeamento de campanhas, a seleção de plataformas e a importância de definir objetivos claros, seja para geração de leads ou branding. Foram dadas dicas práticas sobre o uso de páginas iniciais para melhorar as conversões, o acompanhamento rápido de leads e o rastreamento de indicadores-chave de desempenho, entre outras. A sessão enfatizou a otimização contínua e concluiu com uma sessão de perguntas e respostas sobre desafios comuns de publicidade e as expectativas em termos de resultados.
![Dois profissionais de saúde com batas brancas a examinar um tablet juntos num ambiente clínico.]({"xsmall":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/practice_growth_insights_thumbnails-10.jpg/_jcr_content/renditions/original.image_file.100.56.0,0,5333,3000.file/practice_growth_insights_thumbnails-10.jpg","small":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/practice_growth_insights_thumbnails-10.jpg/_jcr_content/renditions/original.image_file.360.203.0,0,5333,3000.file/practice_growth_insights_thumbnails-10.jpg","medium":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/practice_growth_insights_thumbnails-10.jpg/_jcr_content/renditions/original.image_file.768.432.0,0,5333,3000.file/practice_growth_insights_thumbnails-10.jpg","large":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/practice_growth_insights_thumbnails-10.jpg/_jcr_content/renditions/original.image_file.1024.576.0,0,5333,3000.file/practice_growth_insights_thumbnails-10.jpg","xlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/practice_growth_insights_thumbnails-10.jpg/_jcr_content/renditions/original.image_file.1280.720.0,0,5333,3000.file/practice_growth_insights_thumbnails-10.jpg","xxlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/practice_growth_insights_thumbnails-10.jpg/_jcr_content/renditions/original.image_file.1440.810.0,0,5333,3000.file/practice_growth_insights_thumbnails-10.jpg","max":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/paid-advertisement-is-it-worth-it/practice_growth_insights_thumbnails-10.jpg/_jcr_content/renditions/original.image_file.1920.1080.0,0,5333,3000.file/practice_growth_insights_thumbnails-10.jpg"} "Dois profissionais de saúde com batas brancas a examinar um tablet juntos num ambiente clínico.")
![Webinar: Três formas de obter imediatamente mais contactos]({"xsmall":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/three-ways-to-immediately-get-more-leads/three-ways-to-get-more-leads.jpg/_jcr_content/renditions/original.image_file.100.56.file/three-ways-to-get-more-leads.jpg","small":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/three-ways-to-immediately-get-more-leads/three-ways-to-get-more-leads.jpg/_jcr_content/renditions/original.image_file.360.203.file/three-ways-to-get-more-leads.jpg","medium":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/three-ways-to-immediately-get-more-leads/three-ways-to-get-more-leads.jpg/_jcr_content/renditions/original.image_file.768.432.file/three-ways-to-get-more-leads.jpg","large":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/three-ways-to-immediately-get-more-leads/three-ways-to-get-more-leads.jpg/_jcr_content/renditions/original.image_file.1024.576.file/three-ways-to-get-more-leads.jpg","xlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/three-ways-to-immediately-get-more-leads/three-ways-to-get-more-leads.jpg/_jcr_content/renditions/original.image_file.1280.720.file/three-ways-to-get-more-leads.jpg","xxlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/three-ways-to-immediately-get-more-leads/three-ways-to-get-more-leads.jpg/_jcr_content/renditions/original.image_file.1440.810.file/three-ways-to-get-more-leads.jpg","max":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/three-ways-to-immediately-get-more-leads/three-ways-to-get-more-leads.jpg/_jcr_content/renditions/original./three-ways-to-get-more-leads.jpg"} "Webinar: Três formas de obter imediatamente mais contactos")
![Aquisição de novos pacientes com SEO, SEM e redes sociais em 2022]({"xsmall":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/acquiring-new-patients-with-seo-sem-and-social-media-in-2022/thumbnail-acquiring_new_patients_with_seo_sem_and_social_media_in_2022.jpg/_jcr_content/renditions/original.image_file.100.56.0,0,5333,3000.file/thumbnail-acquiring_new_patients_with_seo_sem_and_social_media_in_2022.jpg","small":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/acquiring-new-patients-with-seo-sem-and-social-media-in-2022/thumbnail-acquiring_new_patients_with_seo_sem_and_social_media_in_2022.jpg/_jcr_content/renditions/original.image_file.360.203.0,0,5333,3000.file/thumbnail-acquiring_new_patients_with_seo_sem_and_social_media_in_2022.jpg","medium":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/acquiring-new-patients-with-seo-sem-and-social-media-in-2022/thumbnail-acquiring_new_patients_with_seo_sem_and_social_media_in_2022.jpg/_jcr_content/renditions/original.image_file.768.432.0,0,5333,3000.file/thumbnail-acquiring_new_patients_with_seo_sem_and_social_media_in_2022.jpg","large":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/acquiring-new-patients-with-seo-sem-and-social-media-in-2022/thumbnail-acquiring_new_patients_with_seo_sem_and_social_media_in_2022.jpg/_jcr_content/renditions/original.image_file.1024.576.0,0,5333,3000.file/thumbnail-acquiring_new_patients_with_seo_sem_and_social_media_in_2022.jpg","xlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/acquiring-new-patients-with-seo-sem-and-social-media-in-2022/thumbnail-acquiring_new_patients_with_seo_sem_and_social_media_in_2022.jpg/_jcr_content/renditions/original.image_file.1280.720.0,0,5333,3000.file/thumbnail-acquiring_new_patients_with_seo_sem_and_social_media_in_2022.jpg","xxlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/acquiring-new-patients-with-seo-sem-and-social-media-in-2022/thumbnail-acquiring_new_patients_with_seo_sem_and_social_media_in_2022.jpg/_jcr_content/renditions/original.image_file.1440.810.0,0,5333,3000.file/thumbnail-acquiring_new_patients_with_seo_sem_and_social_media_in_2022.jpg","max":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/acquiring-new-patients-with-seo-sem-and-social-media-in-2022/thumbnail-acquiring_new_patients_with_seo_sem_and_social_media_in_2022.jpg/_jcr_content/renditions/original.image_file.1920.1080.0,0,5333,3000.file/thumbnail-acquiring_new_patients_with_seo_sem_and_social_media_in_2022.jpg"} "Aquisição de novos pacientes com SEO, SEM e redes sociais em 2022")
![Atrair mais pacientes]({"xsmall":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/get-more-patients/get_more_patients.jpg/_jcr_content/renditions/original.image_file.100.56.file/get_more_patients.jpg","small":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/get-more-patients/get_more_patients.jpg/_jcr_content/renditions/original.image_file.360.203.file/get_more_patients.jpg","medium":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/get-more-patients/get_more_patients.jpg/_jcr_content/renditions/original.image_file.768.432.file/get_more_patients.jpg","large":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/get-more-patients/get_more_patients.jpg/_jcr_content/renditions/original.image_file.1024.576.file/get_more_patients.jpg","xlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/get-more-patients/get_more_patients.jpg/_jcr_content/renditions/original.image_file.1280.720.file/get_more_patients.jpg","xxlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/get-more-patients/get_more_patients.jpg/_jcr_content/renditions/original.image_file.1440.810.file/get_more_patients.jpg","max":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/get-more-patients/get_more_patients.jpg/_jcr_content/renditions/original./get_more_patients.jpg"} "Atrair mais pacientes")