Overview

When pharmacies were authorized to perform laboratory tests and rapid testing in the post-pandemic landscape, clinical laboratories needed to respond with clarity and authority.

The Trust Takes Time campaign was built around that challenge to position Laboratório Qualitá as the safe, experienced choice in a market clouded by noise and distrust surrounding rapid tests.

First Step

The first step was creating an official campaign badge to unify the visual identity across all materials.

The concept works on two levels.

The first recalls the legacy of clinical laboratories, with years of practice, rigorous protocols, and hard-earned credibility. The second subtly challenges the speed of pharmacy-based testing, because when it comes to healthcare, speed without accuracy is no advantage.

The word time carries the full weight of the campaign. It speaks to the journey that shapes a professional, the credibility built through years of consistent practice, and the precision that a well-executed exam demands.

"Confiança leva tempo | Escolha Laboratório" = "Trust Takes Time | Choose laboratory"​

Emotional Approach

The campaign videos were designed to spark reflection and build an emotional connection with the audience.

10 videos were produced for social media, each exploring a different angle on trust, in healthcare, in professionals, and in everyday decisions.

The tone was crafted to resonate with an audience that lived through the pandemic firsthand, carrying real memories of tests, uncertainty, and diagnostic errors.

​Reels "Trust Takes Time" - Subtitled in English by the VEED app.

The goal was to use human, thought-provoking language, the kind that makes people stop and think before they decide, and drive impact wherever the patient is: on social media, on the streets, and inside the laboratory itself.

Outdoor

Pieces placed at strategic locations across the city.

Promoting Excellence in Every Space

Social Media

Educational and authority-driven content with thought-provoking questions.

Flyers

Print materials developed for internal and external campaigns.

Radio Spot

Advertisements designed to reach audiences outside the digital environment

Reúne Award

The Trust Takes Time campaign was nominated for the Reúne Award 2023, an initiative by Grupo Reação to recognize outstanding projects from healthcare companies. Evaluated criteria included innovation, digital presence, team engagement, public health impact, and growth strategies, all pillars the campaign directly addressed.

Recognizing Excellence in Healthcare Campaigns

Results

• Increased engagement and strengthened digital presence

• Expanded brand reach across physical and regional channels

• Growth in laboratory test requests and overall patient flow

• Development of accessible, diverse exam packages

• Brand recognition through nomination for the Reúne Award