The Meridional Network is present in the state of Espírito Santo with 7 large hospitals that are very well located and provide private healthcare services to the population. The Network is part of the Kora Saúde Group, which is present in 12 other cities in Brazil with significant presence in the Brazilian market:
+ de 100 operating rooms + 11k employees
+ 2k beds, of which 500 are in the ICU
10k doctors + 100k surgeries per year
One of the largest hospital groups in the country, with seven hospitals in the state of Espírito Santo, two in Tocantins and also present in Mato Grosso, Distrito Federal and Ceará.
Media Planning
My contribution to Rede Meridional was to carry out Media Planning for 4 years (2022 to 2024) at the Danza Advertising Agency.
Upon receiving the client's briefing with their need to achieve objectives in their Business Plan, I prepared the Media Plan so that the client's goals could be achieved. The client's main objective was visibility among a large population and with many competitors in the cities where each hospital in the network was located.
However, we were always successful with each campaign. Visibility was measured through Brand Recall surveys in each city, and for 4 years we managed to raise the Meridional brand to first place in the surveys. This shows that it was a work of constant growth.
It is important to remember that many of the client's campaigns were released with the objective of visibility and reaching more customers for their hospitals.
Below are some of the campaigns that I had the pleasure of promoting:
PINK OCTOBER CAMPAIGN
Awareness campaign for breast cancer prevention. All of the pieces aim to attract women's attention so that they regularly get their mammograms for prevention.
Billboard
We had more than 15 billboards spread throughout the city with several women's names that are similar to the names of flowers.
Side of bus and busdoor
We chose some buses that circulate the city the most
Toll
At the entrance to the capital, accessing via the busiest bridge, we have the toll plaza, I placed signs at the entrance to each toll booth.
Social Media
We created posts that were sponsored on social media, as well as videos inviting women to get their exams
Gift
We produced pink scarves to be distributed at events inviting women to get their exams.