COMMUNICATION DEVICES. THE DENTISTS' CASE STUDY / DISPOSITIFS DE COMMUNICATION. LE CAS DES PRATICIENS DE L'ART DENTAIRE

Andra-Teodora Porumb () and Cristian Porumb ()
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Andra-Teodora Porumb: Department of International Business, Faculty of Economic Sciences, University of Oradea, Oradea, Romania
Cristian Porumb: Department of Dental Medicine, Faculty of Medicine and Pharmacy, University of Oradea, Oradea, Romania

Annals of Faculty of Economics, 2020, vol. 1, issue 1, 567-574

Abstract: In order to be successful, the individual dental medicine offices, as well as the major dental clinics must constantly reinvent themselves. It is not enough for doctors to be very well trained, to attend conferences and congresses constantly, to use the latest equipment and technologies and to provide very good quality services. Without an impeccable brand image, a constantly updated promotion and communication strategy, they will hardly be able to attract new patients and retain their customers in the context of the increasing competition in the field. The rapid evolution of the media has led to the awareness of the importance of communication in the online environment. The use of new digital technologies does not exclude the use of traditional communication devices, but is a complement to them. There are few studies devoted to communication devices and strategies in the virtual environment, and most are specialists in the sociology of communication, semiotics, linguistics and marketing. We will show that the new communication devices (websites, social networks, computer programs dedicated to doctors) allow professionals in the field of dental medicine not only to make their image known, to inform and maintain contact with patients, but also to transform the patients’ perception on treatments that can sometimes be extremely painful and complicated, to impress them in a positive way, even to "seduce" them.

Keywords: communication; organizational identity; reputation; site web; social media; software (search for similar items in EconPapers)
JEL-codes: Z19 (search for similar items in EconPapers)
Date: 2020
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