Branding for physicians

A well-known surname in the medical field in Curitiba and Balneário Camboriú. Dr. Maurício Baggio (plastic surgeon) decided to invest in branding and marketing to attract patients to his clinic and procedures. In addition to the invasive procedures of Plastic Surgery, a specialty in which he has extensive experience, he decided to expand his aesthetic care through Advanced Aesthetics services, offering top-tier aesthetic procedures.

Experience with healthcare brands

BDDB.ag has worked in branding, design and communication since August 2002, and healthcare is one of its most consistent segments. We created the new brand for Hospital São Vicente, in Curitiba, based on internal and national research, with a brandbook, wayfinding and campaigns. For Grupo Hospitalar Nossa Senhora das Graças, we developed brands, a new visual universe, a website and signage. We were also responsible for the global repositioning of Casex, a Brazilian manufacturer of ostomy and wound care products, and for the brand and digital presence of plastic surgeon Dr. Maurício Baggio.

In medical communication, we work with sober language, truthful content and the identification required by the CFM (Conselho Federal de Medicina, Brazil's Federal Council of Medicine): name, CRM number (the physician's Regional Council of Medicine registration), the word MÉDICO (physician) and, where applicable, the specialty with its RQE (specialist registration number), with no promise or suggestion of results and no sensationalist or self-promotional content, as required by CFM Resolution No. 2,336/2023. Each piece is approved by the physician or the medical director before publication, since they are the ones accountable for the advertising before the CRM. To learn more, read Visual identity for medical clinics or talk to our team about the brand of your practice or clinic.

Frequently asked questions about branding for physicians

Can physicians advertise and do marketing on social media?

Yes. CFM Resolution No. 2,336/2023, in effect since March 2024, allows physicians and healthcare facilities to advertise on their own social media, including to build and maintain a patient base, and also to share educational content. The pieces must include the name and the CRM registration number accompanied by the word MÉDICO (physician) and, where there is a registered specialty, the RQE number. The rule forbids guaranteeing, promising or suggesting good results and prohibits sensationalist or self-promotional conduct. The CFM's Medical Advertising Manual details how it applies.

What does branding for physicians include?

Positioning of the physician's or clinic's brand, visual identity, tone of voice, website, stationery, practice signage and an editorial line of educational content for social media. Everything is planned in accordance with CFM Resolution No. 2,336/2023 and approved by the physician or the medical director, who are accountable for the advertising before the CRM.

Does BDDB.ag guarantee more patients?

No. No serious agency can guarantee that, and CFM Resolution No. 2,336/2023 forbids physicians from guaranteeing, promising or suggesting good treatment results. What we do is organize the brand, improve the experience at the touchpoints and make the booking options clear.

Can I post before and after photos of patients?

CFM Resolution No. 2,336/2023 allows it, only for educational purposes and under strict rules: the images must come with educational text about indications, factors that influence results and possible complications; the before and after must show satisfactory and unsatisfactory outcomes as well as complications; the patient cannot be identified; the images cannot be edited or manipulated; and, when they come from the files of the physician or the practice, the patient's authorization is required. We recommend that the physician validate each case with their legal counsel or with the Codame (the medical advertising committee) of the CRM in their state.

How long does it take to build the brand of a practice or clinic?

It depends on the scope. An identity with a website and basic materials takes a few weeks to a few months. Projects involving repositioning and multiple locations take longer. The timeline is defined in the proposal.