The D’O () Network and the Fleury () group dominate the top of the ranking of more valuable brands in the hospitals and laboratories in Brazil. The survey released exclusively by the Infomoney and prepared by TM20 Branding, in partnership with Brazil Panels and Elos Ayta, lists São Luiz Rede D’Or in the first position, followed by Fleury and A+, both from the Fleury group.
According to that based on international brand evaluation standards, the São Luiz Rede D’Or brand, which brings together nine hospitals in the state of São Paulo, is worth R $ 1.58 billion. The Fleury and A+brands, of diagnostic medicine, are worth R $ 1.42 billion respectively and R $ 1.09 billion.
Hermes Pardini of the Fleury group is the fourth brand in the ranking, valued at $ 870 million. In fifth position comes the Copa D’Or, whose brand is worth R $ 700 million and Barra d’Or, of R $ 590 million, both from Rede D’Or. Sabin Laboratory is the only one that does not belong to any of the groups among the seven most valuable brands of the survey.
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“Brazilian private health is experiencing a moment of consolidation. Hospitals and laboratories are not only service providers, but also brands that generate trust, loyalty and differentiation in an increasingly competitive sector. Strong brands help attract patients, health professionals and strategic partners,” says TM20 Branding CEO Eduardo Tomiya.
The D’Or Network began acquiring the São Luiz hospitals in 2010, in what is a strategic framework for the company for its expansion in the state of São Paulo, the largest health market in the country. Today, there are units in the capital and metropolitan region, as in Guarulhos, Osasco and ABC Paulista, as well as Campinas, inland.
“This growth demonstrates the brand’s relevance and proximity to different audiences,” Rede D’Or hospitals CEO Rodrigo Gavina told Infomoney. “Being recognized as the most valuable brand in the hospitals and laboratories sector is a source of great pride. For us, from Rede D’Or, this result reflects the strength of the São Luiz Flag, which has been consolidated as a reference in care quality, innovation and trust throughout its history.”
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Added, the brand value of the six hospitals of Rede D’Or and the Fleury Group in the ranking equals R $ 6.25 billion. “Investors look at these assets not only for immediate profitability, but also for the long -term value associated with reputation and patient relationships,” says Tomiya, who positions both groups as.
Fleury Group CEO Jeane Tsutsui attributes the result of the brands Fleury Medicine and Health and the diagnostic medicine to the longevity of the 99 -year -old company, acting in 14 states and over 230 units. “This trust capital is fundamental to the success of a health institution and this, consequently, is one of the main pillars of our competitive capacity in the different markets in which we operate in the country,” he told the Infomoney.
The combination of business with Hermes Pardini is treated as one of the company’s main strategic movements to achieve the brand’s result. According to Tsutsui, this allowed the geographical and business portfolio expansion with LAB-TO-LAB operation, as well as the development of the new links business unit that allowed the creation of services in segments such as ophthalmology, orthopedics and infusions.
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“On marketing and communication fronts, besides bringing reliable information to the population through our medical specialists in our channels and the press, we have the use of marketing strategies that stand out with digital campaigns that have allowed us to be high rates of demand capture and conversion,” says the executive.
The head of market research, Brazil Panels, listened to 400 consumers of classes A, B, C and D in the five regions of Brazil. The methodology developed by TM20 to calculate the brand value considers financial aspects, market research and competitiveness of each company.
As the captured financial data are of economic performance and projections of unlisted and unlisted companies, but with information available, such as Sabin, the survey could not evaluate philanthropic institutions such as Einstein, Syrian-Lebanese and Mother of God.
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See the seven most valuable brands in the following hospitals and laboratories.
| Mark | Controller | Valor |
| Hospitals São Luiz Rede d’Or | Rede D’or | R $ 1.58 billion |
| Fleury | Fleury Group | R $ 1.42 billion |
| a+ | Fleury Group | R $ 1.09 billion |
| Hermes Pardini | Fleury Group | R $ 860 million |
| Copa D’Or Hospitals | Rede D’Or | R $ 700 million |
| Hospitals Bar D’Or | Rede D’Or | R $ 590 million |
| Sabin | Sabin Laboratory of Clinical Analysis | R $ 560 million |
