ANAHP hospitals hire Imagem for PR help

The National Association of Private Hospitals (ANAHP), which comprises 28 top privately held hospitals in Brazil, has hired Imagem Corporativa to handle its PR.

Imagem was appointed via a bidding process which included a total of three agencies. Founded three years ago, the association did not previously use an external PR agency.

Regina Costa e Silva will coordinate the new account, working with two other Imagem staff, including one who will be based within the ANAHP

headquarters in Sao Paulo. The team will report to the association's

superintendent Morris Lifschitz.

The agency will provide press relations, internal communications and media training services to ANAHP and will produce the content for the association's website.

Costa e Silva said that Imagem was appointed on the basis of its presentation which highlighted the reason for the image problems of private hospitals in Brazil.

'Journalists tend to think that the State should provide all health

services. They believe private hospitals take advantage of the sick to make money easily,' Costa e Silva said.

'Our challenge is to show to the press that private hospitals contribute to reduce the number of patients seeking the public health system,' she added.

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