Um estudo de caso sobre o uso das mídias sociais para a divulgação de serviços na farmácia universitária da Ufal

Abstract

The University Pharmacy (FarUni), also known as the School Pharmacy, is an establishment linked to educational institutions that plays an essential role in the training of Pharmacy students. It is a unique practice environment that combines teaching with practice, in addition to offering services to the community. However, in the current era, where technology is the basis of communication, for its performance to be effective and aligned with this context, it is essential to have strategic communication capable of informing and engaging the target audience about its importance and services. In view of this, this extension project aimed to structure guidelines for the dissemination of the services of FarUni at UFAL, using digital marketing as the main tool. To this end, a qualitative research was carried out addressing the strategies in social media in different profiles of University Pharmacies and in scientific articles, using as keywords: University Pharmacy, social media, Digital Marketing, in the following databases: Google scholar and Scielo. Based on this data, as the main results, audiovisual materials, designs, and strategic planning were developed aimed at the future implementation of digital communication at FarUni. The materials produced have not yet been made public, as the institution is not yet operational, but as they are the result of strategic planning, they are an important milestone for all new materials to be produced, serving as a basis for guidance for future scholarship holders and interns. Thus, this project contributes both to the organization of the institution's digital communication and to the training of future students and the public that will benefit.