Jornalismo de marca como estratégia de comunicação na construção da imagem da Clínica Popular de Picos

Abstract

This undergraduate thesis aims to analyze the use of brand journalism as a communication strategy in building the image of Clínica Popular de Picos, with an emphasis on content published on Instagram throughout 2024. The research assumes that the clinic uses brand journalism as a tool for engagement, information, and institutional strengthening, promoting health and consolidating its digital presence. The methodological approach includes bibliographic research, document analysis, case study, and content analysis, applied to a corpus of 252 Instagram posts. The findings indicate that digital communication through journalistic narratives contributes to strengthening the relationship with the public, humanizing the brand, and disseminating relevant health information. This highlights the strategic role of journalists in institutional communication within local health contexts. The study also emphasizes the importance of purpose-driven content and brand identity construction in the digital health communication landscape.