Planejamento de comunicação Unimed cerrado: plantar e colher 2012

Abstract

The communication planning developed in this paper has the main purpose to approach cooperative doctors and give support to their respective Singulares federated to Unimed Cerrado (Federation of Goias, Tocantins and Distrito Federal). As well as strengthen the image of the Federation to the singulares and to the market through the campaign involving the health issue for the doctors, sustainability and important health dates. Cooperative doctors are the main audience worked on, the focus of Unimed Cerrado to have their increasingly close bonds with the singulars and the Federation, but also were developed one action for secretaries, who are extremely important and work on daily bases with the physicians. The campaign is institutional and conceptual and aims to reach the whole public without talk about numbers or sell Unimed services, but to conquer them and reunite them using the tools of corporate communication based on the values of a good relationship.