Despite being one of the largest networks of diagnostic and preventive health services in Brazil, the Hermes Pardini brand was not known throughout the country as its main competitors. In recent years the company has been expanding its operations in several Brazilian states, opening new units or through acquisitions of smaller players. But the business growth needed a more relevant marketing strategy, in order to make the brand better known in the field of healthcare, in which excellence in science and technology are fundamental for the achievement of credibility with patients who seek these services. The big challenge was to draw the market's attention to Hermes Pardini's ability to deliver innovative solutions to people. The first step to define a strategy was to choose an area of Hermes Pardini activity in which the technology could be more visible and tangible to patients.