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Estratégias de Marketing para o lançamento de uma Plataforma Digital Integrada de Produtos e Serviços para o Bem-Estar Materno em Portugal
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Resumo(s)
O presente estudo analisa as estratégias de marketing para o lançamento de uma
plataforma digital integrada de produtos e serviços voltados para o bem-estar materno em
Portugal. A proposta de projeto distingue-se por reunir em um único ecossistema, um
marketplace peer-to-peer, no qual as mães podem comprar e vender produtos materno
infantis de forma acessível e sustentável, ter acesso a um serviço de assinatura
personalizada, intermediação com os bancos de leite materno nacional existentes, rede de
especialistas que disponibiliza conteúdos relevantes e validados, uma comunidade online de
apoio mútuo e sistema de gamificação para incentivar o engajamento dentro da plataforma.
A importância desta investigação consiste na identificação das lacunas do mercado
português em relação a soluções digitais de saúde e bem-estar materno, ainda fragmentadas
e pouco orientadas para a personalização e a credibilidade científica. O estudo combina uma
revisão crítica da literatura com um desenho metodológico exploratório e misto, que inclui
entrevistas com mães e aplicação de questionários.
A fundamentação teórica agrega contributos sobre plataformas digitais, branded apps,
gamificação, economia da assinatura, comunidades online e bancos de leite materno na
Europa. As evidências mostram que a fidelização em ambientes digitais depende da
combinação entre conveniência, personalização e vínculo emocional com a comunidade,
reforçando a necessidade de integrar tais dimensões no plano de marketing.
Os resultados incluem a promoção do acesso democrático a produtos e serviços
materno-infantis, a redução de barreiras de custo através do comércio peer-to-peer, o
fortalecimento do suporte emocional entre mães em Portugal e a criação de um
posicionamento inovador e diferenciado no mercado nacional.
ABSTRACT The present study analyzes marketing strategies for the launch of an integrated digital platform offering products and services focused on maternal well-being in Portugal. The proposed project is distinguished by bringing together, within a single ecosystem, a peer-to peer marketplace in which mothers can buy and sell maternal and infant products in an affordable and sustainable manner; access a personalized subscription service; benefit from intermediation with existing national breast milk banks; engage with a network of specialists who provide relevant and validated content; participate in an online community for mutual support; and interact with a gamification system designed to encourage engagement within the platform. The relevance of this research lies in identifying gaps in the Portuguese market regarding digital solutions for maternal health and well-being, which are still fragmented and lack a focus on personalization and scientific credibility. The study combines a critical literature review with an exploratory and mixed-methods methodological design, which includes interviews with mothers and the application of questionnaires. The theoretical framework integrates contributions related to digital platforms, branded apps, gamification, the subscription economy, online communities, and breast milk banks in Europe. The evidence indicates that user loyalty in digital environments depends on the combination of convenience, personalization, and emotional connection with the community, reinforcing the need to integrate these dimensions into the marketing strategy. The outcomes include promoting democratic access to maternal and infant products and services, reducing cost barriers through peer-to-peer commerce, strengthening emotional support among mothers in Portugal, and establishing an innovative and differentiated positioning in the national market.
ABSTRACT The present study analyzes marketing strategies for the launch of an integrated digital platform offering products and services focused on maternal well-being in Portugal. The proposed project is distinguished by bringing together, within a single ecosystem, a peer-to peer marketplace in which mothers can buy and sell maternal and infant products in an affordable and sustainable manner; access a personalized subscription service; benefit from intermediation with existing national breast milk banks; engage with a network of specialists who provide relevant and validated content; participate in an online community for mutual support; and interact with a gamification system designed to encourage engagement within the platform. The relevance of this research lies in identifying gaps in the Portuguese market regarding digital solutions for maternal health and well-being, which are still fragmented and lack a focus on personalization and scientific credibility. The study combines a critical literature review with an exploratory and mixed-methods methodological design, which includes interviews with mothers and the application of questionnaires. The theoretical framework integrates contributions related to digital platforms, branded apps, gamification, the subscription economy, online communities, and breast milk banks in Europe. The evidence indicates that user loyalty in digital environments depends on the combination of convenience, personalization, and emotional connection with the community, reinforcing the need to integrate these dimensions into the marketing strategy. The outcomes include promoting democratic access to maternal and infant products and services, reducing cost barriers through peer-to-peer commerce, strengthening emotional support among mothers in Portugal, and establishing an innovative and differentiated positioning in the national market.
Descrição
Palavras-chave
Marketing Digital Gamificação Bem-estar materno Marketplace peer-to-peer Economia da assinatura Comunidades de apoio Digital marketing Maternal well-being Peer-to-peer marketplace Subscription economy Gamification Support communities