The Heart Hospital (HCor) is one of the leading healthcare institutions in the country, operating in cardiology, neurology, oncology, orthopedics, diagnostic medicine, and other specialties.
Since 2017, Agência Sabiá has been working in partnership with the hospital's Internal Communication and Endomarketing areas, supporting communication with around 5,000 employees and physicians, integrating departments, strengthening the institutional purpose, and promoting continuous engagement.
CHALLENGE
From the first months of In 2020, HCor began operating under maximum pressure due to the Covid-19 pandemic. Professionals in care, medical, administrative, and support areas faced intense shifts, a high emotional burden, and a prolonged scenario of uncertainty.
The Communication and HR teams, together with leadership, had already implemented important actions to ensure the physical and mental health of employees. Even so, the need to structure continuous initiatives for recognition, appreciation, and well-being, capable of sustaining engagement throughout a critical and prolonged period, became evident.
SOLUTION
Sabiá, in partnership with the HCor team, co-created the HCor Heroes Program, a recognition platform that integrated, enhanced, and unified existing initiatives.
More than a one-off campaign, the program was designed as an integrating concept, focusing on:
- Symbolic and emotional recognition
- Wellness and decompression promotion
- Valuing the Individual and Collective Roles
- Strengthening the Shared Purpose
The concept stemmed from the idea that each employee was a hero in the fight against the pandemic, using their unique skills to care for patients and keep the hospital running during one of the most challenging periods in recent history.
It wasn't an exclusive concept, but inclusive and collective. A story that highlighted the strength of the community of heroes who, together, formed the front lines of care and hope.
Integrated engagement pillars
The HCor Heroes Program was structured based on five pillars of well-being and engagement, supported by a continuous calendar of actions and distributed through the hospital's internal channels.
This approach made it possible to create constant presence of the message, reinforcing the feeling of belonging and recognition over time.
Examples of implemented actions
Art in the locker rooms of Covid-19 areas
Sabiá selected the artist Ronaldo Inc., a graffiti specialist, supported the entire process—from briefing to validation to execution—of the artwork in the common areas used by frontline staff.
The illustrations transformed transitional spaces into welcoming and inspiring points, generating a strong identification with the teams.
Messages of appreciation in common areas
A complete set of visual elements with messages of encouragement and gratitude displayed in cafeterias, support areas, and break rooms, ensuring they are clearly visible to all employees.
Treats to help you relax and brighten your days
With a focus on simple yet meaningful gestures, employees received chocolates and tea, along with messages from the Heróis HCor platform.
The initiative resonated immediately and led to spontaneous expressions of pride from employees on their social media accounts.
Videos with heartfelt messages
The HCor choir and family members of healthcare workers helped create videos offering encouragement and support, which were shared with the entire staff, strengthening the emotional and human bonds during a time of great vulnerability.
RESULTS
Even amid a prolonged crisis, HCor’s staff continued to work tirelessly and with dedication, knowing that their efforts were recognized, valued, and celebrated.
Externally, the initiatives featured on the hospital’s LinkedIn Company Page reinforced the public’s pride in the role of healthcare professionals and helped strengthen the hospital’s employer brand.
- +71,000 people affected
- +2,800 positive interactions
Testimonial
“Sabiá is always ready to assist, is always very flexible and responsive, and features a sophisticated design.”
Flavia Amati Oliveira
Internal Communications – HCor
