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Image Repositioning Project
   One of the main private hospitals in São Paulo            Specialized in highly complex treatments            Over 4...
   Mapping and interviews with stakeholders – Collecting perceptions and recommendations   Media Audit to gauge visibili...
Case h9j ENG
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Case h9j ENG

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Transcript of "Case h9j ENG"

  1. 1. Image Repositioning Project
  2. 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. 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 spokespersonsIn 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.
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