Digital marketing in attracting new patients: cross-sectional study in a vascular surgery office.

Background: Over the years and the evolution of technology, social networks have become widely accessible and play an important role in interpersonal relationships. Currently, the use of these platforms to disseminate health information ranging from diagnosis to treatments and medical procedures is increasing. In this sense, this study aimed to verify the importance of using social networks in attracting new patients to the office. Objectives: This study aimed to verify the impact of using social networks on attracting new patients in a medical office of angiology and vascular surgery. Methods: The study was carried out in a private vascular surgery office, with a sample of 604 patients. Data was collected from January 2022 to December 2023 through an electronic registration, filled out by the secretary at the office. Results: From the total of 604 patients, 77% were female and 23% male. Of the total number of patients, 41% found out about the office through advertisements made on social media. This generated a positive impact of 38% on the practice's revenue in the period analyzed. Conclusions: Analysis of the results indicated that the office's presence on social media contributed positively to attracting new patients, as well as increasing revenue. Digital marketing is a trend that will only grow with the spread of the internet and including social networks in the dissemination of health information generates benefits for both parties: doctor and patient.