Práticas de marketing pessoal de médicos veterinários que atuam como gestores

Abstract

In a highly competitive market, veterinarians have been seeking effective strategies to manage their careers. In this context, personal marketing emerges as a recognized tool for its relevance and influence in building professional success. In the context of the pet market, where the demand for animal healthcare has grown significantly, statistical data shows an average annual increase of 8% in the market for animal health-related products and services from 2015 to 2020 (National Institute of Veterinary Statistics). Personal marketing becomes even more relevant, as differentiation in client treatment allows veterinarians to expand their activities beyond geographical limitations. In view of this scenario, the objective of this research is to analyze how personal marketing practices are used by veterinarians to manage their careers. For this purpose, a qualitative research with a descriptive approach was conducted, with data collected through 9 semi-structured interviews conducted with veterinarians specifically selected as responsible technicians of various clinics in the city of Fortaleza. The data were analyzed using content analysis technique. The results reveal that veterinarians acknowledge the importance of personal marketing for career management. They seek to build a strong and authentic personal brand, identifying their strengths, values, and professional purpose. The use of digital platforms, participation in events, and networking are relevant aspects to strengthen their presence in the market. Clear and empathetic communication with clients is emphasized, as well as the pursuit of constant updates through courses and conferences. Investing in management and entrepreneurial skills is also considered important for success in the field. In summary, personal marketing practices intertwine with the career management of veterinarians, enabling them to access better opportunities, stand out in the market, and achieve a solid and successful career in the area.