IPEMED Manaus changes its name to Afya Educação Médica
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The company integrates its products and services to increasingly consolidate itself as a reference in medicine
Manaus (AM) – Afya, the largest hub for education and digital medical solutions in Brazil, launched its new brand strategy on the market. One of the major changes is that the IPEMED continuing education unit is now renamed Afya Educação Médica. The name is already being adopted at the Manaus unit and in its channels with the community – website, social networks and communication with students.
With a new architecture and value proposition, the company integrates its products and services to increasingly consolidate itself as a reference in medicine and a great ally of students and physicians.
All undergraduate, graduate and specialization units, as well as digital solutions, have Afya in their names, aiming to integrate and build a strong brand. With this, facilitate the knowledge and understanding of the Afya hub as a leader and reference in medicine. Higher education institutions focused on health are now called Afya Faculdade de Ciências Médicas.
The continuing education and health units, on the other hand, started to sign as Afya Educação Médica, while healthtechs adopted Afya Whitebook, Afya iClinic and Afya Papers. Thus, the approximately 300,000 medical students and physicians who currently use any of Afya’s solutions are now connected in a single, large environment.
The novelty comes to reinforce Afya’s commitment to the doctor in all phases of his career: from graduation, his successive specializations and even the daily routine, through the offer of digital tools that add productivity, assertiveness and update of new protocols and treatments. In this way, it manages to generate value and also acts to facilitate pressure points in the life stages of these professionals, including thinking about mental health, since medicine is an area with many challenges.
“Afya is guided by three great forces: Medicine, Education and Technology. And, by uniting these three universes in a synergistic way, we created a new category – MedTech -, which places physicians at the center of the process and integrates solutions for their entire journey. We reviewed our mission, purpose, values and brand positioning and identity, with the aim of taking this category to a high level, in terms of relevance, credibility and growth potential”,
explains Stella Brant, VP of Marketing and Sustainability at Afya.
Campaign
To ensure that this new moment is a milestone in the history of Afya, in the results and that it promotes a change in the lives of health professionals, the launch plan is robust and includes an institutional campaign, participation in congresses, fairs and media, activations that generate value and proprietary events, among others.
“Our purpose is to transform health together with doctors. When we planned the campaign, we thought about all the people that Afya has a relationship with. In addition to doctors, students, families, health industries, patients and society in general. We want everyone to know the value that Afya generates for health, communities and the country”,
highlights Renata Cecco, Director of Branding and Market Intelligence at Afya.
Before being launched, the entire strategy was tested in depth and was very well received by more than 200 doctors from all over Brazil, from different regions and career moments.
“We saw that the campaign has a high potential to build awareness and brand awareness, with credibility for products and services that are already widely known and in a very innovative way for the category. The insight and executions generate identification and curiosity to learn more and try the different Afya solutions”,
complements Renata.
In the capital of Amazonas, Afya Educação Médica is located at Avenida André Araújo, 2767, in the Aleixo neighborhood, with a premium structure. There are seven classrooms, 18 clinics and two small procedure rooms. The institution offers postgraduate medical courses in the areas of Dermatology, Endocrinology, Nutrology, General Pediatrics and Neuropediatrics. More information can be obtained at (92) 99249-2960 or on the website www.ipemed.com.br
*With advisory information
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