This document outlines an image repositioning project for a large private hospital in São Paulo, Brazil. The hospital aims to be seen as the most prepared and safest for complex treatments. It will highlight its capacity in key specialties and make the brand better known through the media. The project will include stakeholder interviews, a media audit, and recommendations to strengthen visibility in priority specialties over 12 months through earned media coverage.

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.