Unimed elimina mais de 150 infratores
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Unimed is the largest health cooperative in Brazil, with a national presence and a focus on quality of life. A reference in care, trust and innovation, it offers health plans, medical care and integrated solutions for millions of beneficiaries.
Due to its relevance and massive digital presence, the brand became the target of misuse in paid media campaigns and online scams, which required strategic and continuous action to protect its reputation and the experience of beneficiaries.
Its strong digital presence, combined with the brand's consolidated reputation, ended up attracting misuse in paid media campaigns and attempted online scams, practices that put both the institutional image and the safety of beneficiaries at risk. Given this scenario, strategic and continuous digital shielding action has become essential, capable of protecting the brand's ecosystem and preserving the trust built over decades.
Unimed's main concern was to protect its brand in an increasingly vulnerable digital environment. Several unauthorized advertisers and brokers had been using the name “Unimed” in paid search campaigns, simulating official representations and leading users to fake websites and fraudulent advertisements.
These practices not only diverted media investments and distorted performance indicators, but also represented a direct risk to the safety of beneficiaries, exposed to scams and fraud.
The challenge was twofold: eliminate unfair competitors and contain digital scams, while establishing a solid and continuous governance structure for brand protection, ensuring integrity, trust and sustainability in the online environment.
Branddi began the work with a complete diagnosis of the occurrences, analyzing thousands of advertisements and advertisers that used Unimed's name inappropriately. Based on this analysis, a continuous digital governance plan was developed, combining technology, legal intelligence and tactical media action.
The project was based on the systematic combat against unfair competitors, the identification and blocking of online scams and the elimination of irregular and repeat advertisements. The negotiations were conducted on a large scale, involving direct notifications and active mediation with platforms and advertisers, which significantly accelerated the removal of content and the blocking of repeat offenders.
All monitoring was supported by monthly dashboards and the Branddi Score, a proprietary index that measures performance in brand protection. This indicator consolidated the effectiveness of the actions and demonstrated, objectively, the progressive reduction in occurrences.
The result was the creation of a robust digital shielding structure, integrated with Unimed's reputation strategy and beneficiary experience. The initiative reinforced brand governance and ensured a safer, more predictable media environment aligned with the values of trust and care that define the cooperative.