Head of marketing Vinicius Lotti explains that the goal of the digital revenue company is to move away from the most technical approach in the sector.
If digital transformation is so important to healthcare, why are doctors still prescribing on paper? If we know that there are so many problems with paper prescriptions (like, in most cases, doctors’ indecipherable handwriting), why not take an important step forward with digital prescriptions? These are some of the questions asked by Vinicius Lotti, head of marketing at Mevo digital prescription healthtech, to reinforce the idea that it is possible to improve this medical prescription process.
According to market data, more than 90% of the health system still operates on paper in the country. “It’s an open ocean of opportunities”, says he, who has been with the company for less than a year, a graduate of BFerraz.
Healthtech, which was created in 2017 as Nexodata, now changes its name to become a “more humane” brand and adopt a simpler language, under the Mevo signature, more health, less complication.
Lotti explains that from the digital acceleration caused by the pandemic, including the advancement of telemedicine, the company also improved its tools and understood that it was time to make a key turn with the rebranding of the brand.
“The idea is to be more assertive in communication. The discourse in the health market is either very serious, very hard, technical, or it is very conceptual and ends up being generic, without saying much. The brand wants to talk more and more with B2B and B2C audiences together. Because it is increasingly the concept of customer centric, the consumer at the center of strategies, everything around patients. We know that health is going to stop being a technical issue and become more pop”, says Lotti.
With a visual identity created by Marcas com Sal, an agency specializing in branding, the new positioning will be presented to the market as of this Monday (28), with a 360º digital campaign, content, experience, events and media in targeted vehicles. “The idea is to provoke reflection in the sector and show that Mevo wants to simplify health”, adds Lotti.
Pedro Dias, co-founder of Mevo, says that the exponential advance of telemedicine has helped to better understand how much the prescription is the link between the different stages of the health flow and how its digitization is one of the main paths for the transformation of the sector. “With that, we realized that there were other business opportunities that are connected with medical prescription and we decided to expand the company’s product portfolio and business strategy”.
As part of the new solutions, now, when patients receive a Mevo Digital Revenue, in addition to being able to use their prescription in person at any pharmacy in Brazil that has internet access, they also have the option to buy their medicines online, through the mobile interface of Mevo. Mevo Digital Revenue has already issued almost 6 million digital prescriptions, exam requests and medical referrals to more than 300 health institutions. Last year, it received a BRL 35 million investment round, with participation from Meli Fund, Hospital Israelita Albert Einstein, Floating Point, FIR Capital and the family office of XP Inc.’s founder, Guilherme Benchimol.
