The communication agency Fbiz has just taken over institutional communication for A.C.Camargo Cancer Centerfacing the challenge of repositioning the brand as the only one with the Cancer Center seal in Brazil. Founded more than 70 years ago by physician Antônio Prudente and journalist Carmen Prudente, ACCamargo became the first experience of the Cancer Center model in Latin America and a reference in cancer treatment and research.
“ACCAMARGO is an institution that has all the attributes needed to increase the strength of its brand through its new positioning. Talking about cancer is not an easy thing, and it is not usually a subject that people enjoy. Our biggest challenge, together with Fbiz, will be to break taboos and show how cancer should be viewed in a more optimistic way”, says Thais Arruda, Senior Communications and Marketing Manager at ACCamargo Cancer Center.
ACCamargo Cancer Center currently serves 100,000 patients per year, with a team of over 5,000 professionals, including 750 physicians and multidisciplinary specialists. In addition, the institution houses the most important International Cancer Research Center in Brazil, reinforcing its commitment to excellence in care and innovation in the oncology field.
“Have you ever noticed that when someone says the word “cancer,” they tend to change their tone of voice? Sometimes they lower their voice to hide the pain, sometimes they slow down their pronunciation to express compassion. Cancer, unlike many other diseases, can be cured in a very high percentage of cases. Unfortunately, taboos do not help. And there is only one cure for taboos: science. This is what ACCamargo has been doing every day for over 70 years. We are very happy to have understood this mission and are proud to work for them,” says Fernand Alphen, CEO of Fbiz.
With this partnership, Fbiz will seek to strengthen the image of ACCamargo Cancer Center, highlighting its pioneering spirit and leadership in the fight against cancer, both in patient care and in the cutting-edge research developed by the institution.
“It is an honor to be part of the ACCamargo team. Work with such a social impact enhances Fbiz in every way. We are very excited about the possibilities of contributing to this legacy of health in Brazil,” adds Paulo Loeb, CEO of Fbiz.
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