I recently attended a lecture with Mariana Barros, founder and CEO of Go Doctors, an agency specialized in digital positioning for the healthcare sector and part of the InovaHC ecosystem— the innovation hub of the Hospital das Clínicas of the USP School of Medicine.
I left the event with a concern: many of us still underestimate or neglect our online presence. And this is no small problem — it’s a missed opportunity every day.
Main topics covered in the lecture:
1. Digital space dominated by incorrect information
While serious and capable professionals avoid or relegate their social networks, the digital space is filled with incorrect or superficial information. This results in a poorly informed public and competent professionals remaining digitally invisible.
2. Digital exhaustion
Many professionals report feeling constant exhaustion when trying to maintain an active presence on social media, entering the so-called “digital exhaustion cycle”: they start off motivated, but the lack of strategy and consistency quickly leads to frustration and giving up.
3. Lack of clarity in communication
Professionals often use technical terms in their posts, forgetting that their audience does not master this specialized language. This creates a disconnect with the audience, reducing the impact and reach of the message.
What does this digital reality say about the performance of clinical analysis laboratories?
Thinking specifically about the context of clinical analysis laboratories, these problems are even more critical. Many laboratories still rely exclusively on the traditional model of relationship with doctors and patients, neglecting the potential of social networks to increase visibility and improve direct communication with the public. The consequence of this is clear: customers who search the internet for information about exams, diagnoses and services end up finding unreliable content or content promoted by competitors who have understood the importance of good digital positioning.
We know that there are specific regulations for health communication, such as the Resolutions of the Federal Council of Medicine (CFM – 2,336/2023) and Anvisa (RDC 96/2008), which define the type of content allowed, aiming to protect the patient and ensure ethics in advertising. However, these rules should not be seen as barriers, but as guidelines for responsible and effective communication.
If we do not urgently rethink our digital approach, we risk continuing to lose ground to players who are more attentive to current patient needs and behaviors. We need to embrace clarity in communication, face the challenge of consistently producing relevant and strategic content, and break out of the digital burnout cycle with adequate planning.
It is time for laboratories to also become aware and take a digital lead, respecting regulations, so as not to be left behind in this transformation of the healthcare market.
Leonardo Lippel
Account Executive | Greiner Bio-One Service Tech