1. Image Repositioning Project

2.  One of the main private hospitals in São Paulo
 Specialized in highly complex treatments
 Over 4,000 medics and 2,000 employees
 310 hospital beds, of which 70 are intensive care
unit beds
 Reposition its image from a general treatment hospital to the most prepared and
safest hospital to provide highly complex treatments
 Highlight to the market the hospital’s capacity in the key medical specialties
 Make the brand better known and more desired by the Press

3.  Mapping and interviews with stakeholders – Collecting perceptions and recommendations
 Media Audit to gauge visibility in the Media (brand and competitors)
 Recommendations and strategies for each target audience
 Definition of priority medical specialties to be worked on in the press
 Provide training and coaching to spokespersons
In 12 months
 Strong presence in the main tier 1 and 2 media formats of interest to the hospital’s
target audiences
 Over 500 articles and 300 interviews
 Hospital professionals have become recurrent sources of the main
newspapers, magazines, radio and TV programs in Brazil.