Hapvida is one of the largest healthcare operators in Brazil, but its sales model relied heavily on brokers — over 80% of all sales came through this channel. This dependency created high acquisition costs, low scalability, and limited digital adoption.
In conversations with the client, we heard statements such as:
• “We need to digitalize our business and move faster.”
• “We must reduce our dependency on traditional brokers.”
• “We are spending money on media without a clear strategy.”
• “We must reduce our dependency on traditional brokers.”
• “We are spending money on media without a clear strategy.”
These insights became the foundation for redesigning Hapvida’s digital journey.
The Challenge
• Over 80% dependency on broker channels.
• Low digitalization of the commercial process, reducing efficiency.
• High acquisition costs and poor conversion of cold leads.
• Low digitalization of the commercial process, reducing efficiency.
• High acquisition costs and poor conversion of cold leads.
Objectives
• Shift digital from a supporting role to the protagonist of the sales funnel.
• Personalize the customer journey using data and AI.
• Implement behavioral segmentation to target different profiles effectively.
• Reduce reliance on assisted sales and scale direct-to-consumer growth.
• Personalize the customer journey using data and AI.
• Implement behavioral segmentation to target different profiles effectively.
• Reduce reliance on assisted sales and scale direct-to-consumer growth.
Proposed Solutions
We designed a modular, conversion-driven digital journey composed of three key applications:
• Precision Marketing & Lead Tool – qualifying leads through behavioral data.
• Sales Tool – optimized flows for sales reps, with higher clarity and reduced friction.
• Digital Onboarding – a seamless and transparent experience for new customers.
• Sales Tool – optimized flows for sales reps, with higher clarity and reduced friction.
• Digital Onboarding – a seamless and transparent experience for new customers.
The core idea was to reorganize the journey into interactive blocks that deliver perceived value first, before asking for sensitive data.
UX Approach
• Digital as growth driver – online as the main funnel, not just a support channel.
• Quick simulation upfront (“easy mode”), reducing barriers to entry.
• Critical information visible at plan selection, no hidden drop-downs.
• Contextual tooltips and AI-powered FAQ to reduce doubts and friction.
• Behavioral segmentation at the start (e.g., small business, family, dental).
• One unified journey, with intelligence to differentiate B2C and assisted flows via UTMs.
• Quick simulation upfront (“easy mode”), reducing barriers to entry.
• Critical information visible at plan selection, no hidden drop-downs.
• Contextual tooltips and AI-powered FAQ to reduce doubts and friction.
• Behavioral segmentation at the start (e.g., small business, family, dental).
• One unified journey, with intelligence to differentiate B2C and assisted flows via UTMs.
Expected Results
• 10%–20% fully digital conversion for individual and SME plans.
• Increased productivity in assisted sales.
• Lower CAC and better use of cold leads.
• Scalability for B2B2C partnerships.
• Increased productivity in assisted sales.
• Lower CAC and better use of cold leads.
• Scalability for B2B2C partnerships.
Takeaways
This project demonstrates how a customer-centric experience, powered by data and modular design, can transform a broker-dependent sales model into a clear, digital-first journey that drives growth and efficiency.