{"id":32472,"date":"2026-08-13T00:00:00","date_gmt":"2026-08-13T00:00:00","guid":{"rendered":"https:\/\/angelboss.com.br\/2026\/08\/13\/334220-entenda-o-que-e-point-of-care-e-seus-efeitos-na-saude\/"},"modified":"2026-08-13T00:00:00","modified_gmt":"2026-08-13T00:00:00","slug":"334220-entenda-o-que-e-point-of-care-e-seus-efeitos-na-saude","status":"publish","type":"post","link":"http:\/\/angelboss.com.br\/en\/2026\/08\/13\/334220-entenda-o-que-e-point-of-care-e-seus-efeitos-na-saude\/","title":{"rendered":"Entenda o que \u00e9 Point of Care e seus efeitos na sa\u00fade"},"content":{"rendered":"<p>Em um cen\u00e1rio em que pacientes recebem diariamente informa\u00e7\u00f5es de sa\u00fade pelas redes sociais e pesquisam sobre doen\u00e7as e sintomas na internet e nas ferramentas de intelig\u00eancia artificial, o desafio deixou de ser apenas informar: passou a ser garantir que a informa\u00e7\u00e3o seja respons\u00e1vel, compreens\u00edvel e chegue \u00e0s pessoas em um contexto de confian\u00e7a.<\/p>\n<p>\u00c9 nesse espa\u00e7o que ganha relev\u00e2ncia o Point of Care, canal de comunica\u00e7\u00e3o presente nos ambientes em que o cuidado acontece, como cl\u00ednicas, hospitais, farm\u00e1cias e centros de diagn\u00f3stico. Ao levar conte\u00fados educativos e mensagens de sa\u00fade \u00e0s \u00e1reas de espera e atendimento, as telas unem informa\u00e7\u00e3o baseada em evid\u00eancias e campanhas na jornada de cuidado de pacientes e acompanhantes.<\/p>\n<p>&quot;O Point of Care tem essa for\u00e7a porque une contexto, aten\u00e7\u00e3o e proximidade com o cuidado&quot;, afirma J. Ant\u00f4nio Cirino, especialista em Lideran\u00e7a Executiva em Sa\u00fade na Harvard T.H. Chan School of Public Health e Doutor em Comunica\u00e7\u00e3o.<\/p>\n<p>A relev\u00e2ncia do modelo j\u00e1 \u00e9 percebida no mercado internacional. Nos Estados Unidos, por exemplo, os membros da <strong><a rel=\"follow\" href=\"https:\/\/pocmarketing.org\/\">Point of Care Marketing Association<\/a><\/strong> (POCMA) superaram US$ 1 bilh\u00e3o em receita, uma alta de 15% entre 2024 e 2025.<\/p>\n<p>&quot;Em sa\u00fade, informa\u00e7\u00e3o confi\u00e1vel n\u00e3o substitui a orienta\u00e7\u00e3o m\u00e9dica, mas pode qualificar a conversa entre paciente e profissional. Nosso papel \u00e9 usar a for\u00e7a da m\u00eddia para ampliar o acesso a conte\u00fados relevantes, sempre com base cient\u00edfica, contexto e respeito \u00e0 jornada de cada pessoa&quot;, afirma Ricardo Sonati, CEO da <strong>TV Doutor.<\/strong><\/p>\n<p>Dados de uma pesquisa in\u00e9dita no Point of Care, promovida pela TV Doutor e conduzida pela <a rel=\"follow\" href=\"https:\/\/hsr-health.com\/\"><strong>HSR Health<\/strong><\/a>, foram apresentados no Point of Care Experience 2026, encontro promovido na semana passada, no Teatro Claro Mais, em S\u00e3o Paulo. O evento reuniu profissionais da Nestl\u00e9, Pfizer, EMS, Lilly, GSK, Hospital S\u00edrio-Liban\u00eas, CNN Brasil, Roche, Hypera, bem como ag\u00eancias de comunica\u00e7\u00e3o e publicidade, como InPress Porter Novelli, DPZ, Vitrio, Euphoria, REF+, entre outras, para discutir tend\u00eancias, dados, segmenta\u00e7\u00e3o e o papel da m\u00eddia nos pontos de cuidado com a sa\u00fade.<\/p>\n<p>Em sua apresenta\u00e7\u00e3o, Lucas Pestalozzi, s\u00f3cio e Head de Inova\u00e7\u00e3o da HSR Specialist Researchers, apresentou os principais dados da pesquisa e detalhou a percep\u00e7\u00e3o dos pacientes e suas rea\u00e7\u00f5es \u00e0s mensagens exibidas nos ambientes de cuidado. &quot;Entre os participantes impactados pelo tema da obesidade, 66% afirmaram que pretendem procurar um m\u00e9dico ou buscar mais informa\u00e7\u00f5es ap\u00f3s o contato com a campanha. O dado mostra o potencial desses espa\u00e7os para aproximar informa\u00e7\u00e3o e cuidado, desde que o conte\u00fado seja claro, relevante e respons\u00e1vel&quot;, destacou Pestalozzi.<\/p>\n<p>A programa\u00e7\u00e3o contou ainda com a participa\u00e7\u00e3o de Nicole Divinagracia, presidente da <a rel=\"follow\" href=\"https:\/\/pocmarketing.org\/\">Point of Care Marketing Association<\/a>, que \u00e9 sediada em Nova York, al\u00e9m da apresenta\u00e7\u00e3o do invent\u00e1rio premium da TV Doutor em conjunto com a Rede Total Care\/ Grupo Amil, e de cases de comunica\u00e7\u00e3o envolvendo grandes marcas.<\/p>\n<p>A LG Electronics Brasil, que tamb\u00e9m participou do evento, \u00e9 parceira da TV Doutor no Programa Cuidar&amp;Educar, que leva informa\u00e7\u00e3o e cuidado \u00e0s pessoas nos hospitais filantr\u00f3picos por meio das telas bonificadas.<\/p>\n<p><strong>Sobre a TV Doutor<\/strong><\/p>\n<p>A TV Doutor \u00e9 uma plataforma de comunica\u00e7\u00e3o em sa\u00fade, presente em 25 estados do Brasil, Cabo Verde, EUA e Portugal, destinada a levar informa\u00e7\u00e3o confi\u00e1vel sobre sa\u00fade a pacientes, acompanhantes e HCPs (Healthcare Providers) nas salas de espera e ambientes de circula\u00e7\u00e3o de cl\u00ednicas, hospitais e centros de diagn\u00f3stico, al\u00e9m de cobrir eventos da sa\u00fade no Brasil e no exterior.<\/p>\n<p><strong>Sobre a HSR Health<\/strong><\/p>\n<p>A HSR Health \u00e9 a vertical de sa\u00fade da HSR Specialist Researchers, o maior grupo independente de pesquisa da Am\u00e9rica Latina. A empresa atua na leitura de comportamentos, percep\u00e7\u00f5es e experi\u00eancias relacionadas \u00e0 sa\u00fade f\u00edsica, mental e social, apoiando organiza\u00e7\u00f5es p\u00fablicas e privadas na tomada de decis\u00e3o baseada em dados. A HSR Health desenvolve estudos propriet\u00e1rios e customizados, combinando metodologias quantitativas, qualitativas e solu\u00e7\u00f5es propriet\u00e1rias de intelig\u00eancia artificial para aprofundar a compreens\u00e3o dos desafios contempor\u00e2neos da sa\u00fade.<\/p>\n<p><img src='https:\/\/api.dino.com.br\/v2\/news\/tr\/334220?partnerId=4593' alt=\"\" style=\"border:0px;width:1px;height:1px;\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>Pesquisa in\u00e9dita destaca a import\u00e2ncia de canais de comunica\u00e7\u00e3o em ambientes de sa\u00fade, como cl\u00ednicas e hospitais. Com 83% dos pacientes percebendo essas telas e 66% afirmando que procurariam o m\u00e9dico ou buscariam mais informa\u00e7\u00f5es, o estudo sugere que a informa\u00e7\u00e3o clara e respons\u00e1vel pode melhorar a intera\u00e7\u00e3o entre pacientes e profissionais de sa\u00fade, bem como potencializar as a\u00e7\u00f5es por parte dos pacientes no p\u00f3s-atendimento.<\/p>","protected":false},"author":3,"featured_media":32473,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"page_builder":"","footnotes":""},"categories":[315],"tags":[350,343,344,352,323],"class_list":["post-32472","post","type-post","status-publish","format-standard","has-post-thumbnail","category-noticias-corporativas-dino","tag-comunicacao","tag-marketing","tag-midia","tag-saude-e-bem-estar","tag-tecnologia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Entenda o que \u00e9 Point of Care e seus efeitos na sa\u00fade - Portal Masculino de Moda, Beleza, Luxo and Business - Angel Boss<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/angelboss.com.br\/en\/2026\/08\/13\/334220-entenda-o-que-e-point-of-care-e-seus-efeitos-na-saude\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Entenda o que \u00e9 Point of Care e seus efeitos na sa\u00fade - Portal Masculino de Moda, Beleza, Luxo and Business - Angel Boss\" \/>\n<meta property=\"og:description\" content=\"Pesquisa in\u00e9dita destaca a import\u00e2ncia de canais de comunica\u00e7\u00e3o em ambientes de sa\u00fade, como cl\u00ednicas e hospitais. 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