August 2024 – With more than four years of experience in the digital marketing market, Pontelo has reformulated its business model with a focus on the health market. Now, the agency run by partners Paloma Quintela and Gabriel Zanferrari is focusing on clients in the health sector. The health & wellness market is booming, with a global turnover of more than 1.5 trillion dollars and annual growth of 5% to 10%, according to research by McKinsey&Company, and annual revenues of R$ 415 billion in Brazil, according to data from IPC Maps.
After years of serving various clients in the industry, which required a lot of study and market deepening, especially during the Covid-19 pandemic when Pontelo grew by more than 50% in the health niche, the partners redirected the core business to position themselves as an agency specialized in developing communication strategies, actions and content for clients in the industry such as doctors, clinics, associations, institutes, as well as gyms and yoga and pilates studios that focus on the integral health of patients.
“We work with a lot of doctors and practices, so moving into this area was natural and intuitive, it’s what we understand and know how to do well, mainly because we have the patient’s experience. Our purpose is to help the medical professional, their clinic or institute, to bring quality information about health in an accessible, light, uncomplicated and creative way, without forgetting the ethics that medical marketing requires, always strictly following all the recommendations of the Federal Council of Medicine – CFM”, summarizes Paloma Quintela, CEO of Pontelo.
The agency offers complete digital marketing services such as content production, social media management with a focus on creativity, strategic planning, digital presence tactics with all script production and video editing for different channels (Instagram, Facebook, Linkedin, YouTube, WhatsApp and institutional channels such as the website), content creation, design, publication and channel management with specific teams for each client, media services such as paid traffic; creation of websites, blog content, landing pages, launch strategies, branding, creation of logos, brand manuals, stationery (from folders, prescriptions, folders, among others), videos for Elemídia in corporate buildings, to naming development. For high-growth courses run by specialist doctors, Pontelo also develops the communication strategy, from setting up the platform, to creating the branding.
After three years of discussion in Codame (the Commission for the Dissemination of Medical Matters) and debates in the Regional Councils of Medicine in various states of the country, the New Medical Advertising Manual came into force this year, allowing doctors to make advertisements aimed at educating society and also at forming, maintaining or expanding clients. There are currently more than 600,000 doctors in Brazil and the market is booming with the new CFM resolution.
The agency has already worked on projects with big names in neurology in São Paulo (HCFMUSP, Einstein, Sírio Libanês) and Brazil, rheumatologists, psychologists, cardiologists, renowned institutes and clinics. 100% digital, the boutique agency has professionals in various parts of Brazil, such as Salvador, Rio de Janeiro, Goiânia and São Paulo, serving clients from all over the country.
Background in the health market
Formerly of Lew’Lara\TBWA, JWT and Wunderman, Paloma Quintela has been working with clients in the health segment since her time at Wunderman, such as Boehringer, a group of companies focused on research, development, manufacture and marketing of innovative health products. Gabriel Zanferrari, who has worked at Madre Produtora Digital and JWT, has also specialized in the health segment. Both are passionate about demystifying complex content and democratizing knowledge in the health area, transforming it into interesting content that is easy for the public to understand, without doing more of the same, but with creativity, design and effectiveness to generate business for their clients
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