System Wins Top of Mind Award for 30th Consecutive Time

united 27 10 2022In this year when it celebrates 55 years of presence in the Brazilian complementary health market, the Unimed system has something to celebrate. After all, in more than half of its history, the brand is best known to Brazilians. In total, it is ranked first in Top of Mind for 30 years, the largest brand recall study in Latin America. This means that Unimed was present in all editions of the survey in which the category of health plans was considered. The study is conducted by Instituto Datafolha from north to south of Brazil.

special time – “This is a very special moment for Unimed, which celebrates the 55th anniversary of the brand as a leader in the sector and with the consequent recognition of the positive impacts that our cooperatives generate, promoting quality of life, health and care “, says Omar Abujamra Junior, president of Unimed do Brasil, the confederation that represents the Unimed system. “Thirty consecutive years have confirmed the strength of our brand, chosen today by 19 million beneficiaries. This reinforces the trust placed in our work and reflects the perception of our commitment to promoting high quality health care, at all times in the lives of our clients and in all regions of the country.”

Conquest – The achievement of this year, more than reaffirming the omnipresence of the Unimed system in the memory of the population, crowns the 55 years of presence and leadership of the brand in the Brazilian complementary health system, with above-average growth of the market, which positions it as holder of 38% of the health insurance market. Present in 90% of the national territory, between July 2021 and July 2022, while the complementary health sector grew by 3.3%, the Unimed System achieved a 4.1% increase in its portfolio.

absolute leadership – According to the survey conducted by Datafolha among 7,701 Brazilian women and men aged 16 and over from all regions, genders and social classes, between August 2 and August 13, 2022, Unimed reached the index of 33 points, very ahead of second place, which added up to six, a difference of 27 points.

future challenges – The leading position in the ranking attests to Unimed’s solidity in the face of the future challenges of the health sector in Brazil at a key moment for the brand which is repositioning itself in the market. The modernization of the brand, the update of the language drivers and the launch of a new national campaign emphasize a systemic and human vision.

Capillarity – “Our brand has capillarity as one of its greatest strengths, in addition to being at the center of people. Therefore, we are strengthening and expanding the strategy with a strong and representative motto that reinforces Unimed’s presence in people’s lives beyond the help desk,” concludes Rubens Carlos de Oliveira Júnior, Market Development Manager at Unimed do Brasil.

About Unimed – In 2022, Unimed celebrates 55 years of activity, leader in the complementary health sector. The brand was born with the founding of Unimed Santos (SP), in 1967, and today includes a system of 341 medical cooperatives, which are present in 90% of Brazilian cities and serve approximately 19 million people. Unimed has 118,000 cooperative doctors, generates 136,000 direct jobs and has the largest care network in the country, made up of 150 own hospitals and around 2,500 accredited hospitals, in addition to emergency care units, clinics and laboratories, among other services. This whole operation is injecting, into the Brazilian health system, more R 73.6 billion per year. Unimed also stands out in the segments of dental plans, health insurance, life, private retirement and real estate, in the management of financial resources, as well as in education focused on health and the cooperativism. (Unimed do Brasil Press)

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