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Estratégias de Comunicação Digital no Setor dos Suplementos Alimentares
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A presente investigação analisa as estratégias de comunicação digital de três empresas do setor dos suplementos alimentares em Portugal, Dietmed, Farmoplex e Nutergia. Num contexto altamente regulamentado, é importante compreender como estas empresas estruturam a sua presença online e gerem as limitações impostas à divulgação de informação sobre saúde. O estudo teve como objetivo identificar e comparar as principais abordagens de comunicação utilizadas nas redes sociais e websites, considerando formatos, temas, estilos, interação e identidade visual. Recorreu-se a uma análise de conteúdos de natureza qualitativa e quantitativa descritiva, aplicada às publicações digitais recolhidas num período definido. Os resultados revelam diferenças claras nas estratégias das empresas, que variam entre abordagens mais informativas, promocionais ou orientadas para a proximidade emocional. Verificou-se ainda que o enquadramento legal condiciona a clareza e o tipo de mensagens divulgadas, o que dificulta a forma como as empresas comunicam benefícios, não podendo informar o seu público de forma clara e construir relação de confiança. Conclui-se que a eficácia da comunicação digital no setor depende do equilíbrio entre rigor informativo, coerência visual e adaptação às restrições regulamentares. O estudo contribui para uma compreensão mais abrangente dos planos de comunicação no mercado dos suplementos alimentares e pode apoiar o desenvolvimento de estratégias mais responsáveis e eficazes.
This research analyses the digital communication strategies of three companies in the dietary supplements sector in Portugal: Dietmed, Farmoplex, and Nutergia. In a highly regulated context, it is essential to understand how these companies structure their online presence and manage the limitations imposed on the dissemination of health-related information. The study aimed to identify and compare the main communication methods used on social media and websites, considering formats, themes, styles, interactions, and visual identities. A qualitative and descriptive quantitative content analysis was applied to digital publications collected over a defined period. The results reveal distinct variations in the strategies employed by the companies, ranging from more informative and promotional approaches to those focused on emotional closeness. It was also found that the legal framework constrains the clarity and type of messages disseminated, obstructing how companies convey benefits, as they are unable to communicate clearly with their audiences or foster trust-based relationships. It is concluded that the effectiveness of digital communication in this sector depends on the balance between informational accuracy, visual coherence, and adaptation to regulatory restrictions. This study contributes to a broader understanding of communication strategies in the dietary supplements market and may support the development of more responsible and effective practices.
This research analyses the digital communication strategies of three companies in the dietary supplements sector in Portugal: Dietmed, Farmoplex, and Nutergia. In a highly regulated context, it is essential to understand how these companies structure their online presence and manage the limitations imposed on the dissemination of health-related information. The study aimed to identify and compare the main communication methods used on social media and websites, considering formats, themes, styles, interactions, and visual identities. A qualitative and descriptive quantitative content analysis was applied to digital publications collected over a defined period. The results reveal distinct variations in the strategies employed by the companies, ranging from more informative and promotional approaches to those focused on emotional closeness. It was also found that the legal framework constrains the clarity and type of messages disseminated, obstructing how companies convey benefits, as they are unable to communicate clearly with their audiences or foster trust-based relationships. It is concluded that the effectiveness of digital communication in this sector depends on the balance between informational accuracy, visual coherence, and adaptation to regulatory restrictions. This study contributes to a broader understanding of communication strategies in the dietary supplements market and may support the development of more responsible and effective practices.
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Marketing Digital Comunicação digital Saúde e bem-estar Suplementos alimentares Regulamentação suplementos alimentares Digital marketing Digital communication Health and well-being