When building the product means building the market

I interviewed families to understand their needs, perceptions, and challenges when seeking specialized care. I also contributed to the research study Cuidando de Quem Cuida — Um panorama sobre as famílias e o autismo no Brasil em 2020, using its findings to inform product and communication discussions.

As the service evolved, I developed a positioning study covering competitive analysis, differentiators, taxonomy, naming options, brand architecture, and product descriptions.

The study identified opportunities to differentiate the service beyond features competitors already emphasized, such as in-home care and multidisciplinary support. It explored attributes including clinical excellence, scientific foundations, integrated care, parent coaching, and technology.

One strategic recommendation was to place the child's development at the center of the narrative, presenting caregiver support as a complementary part of the value proposition. The goal was to make the service easier to understand, more relevant, and more consistent with the experience being offered.

I developed a content strategy to expand Genial Care's digital presence and help the brand connect with families by addressing their questions, information needs, and different stages of their journey.

The work included defining six editorial series, planning content for digital channels, developing educational materials, and organizing content production and publishing processes.

I also reviewed and produced clinically validated content, balancing accessible language with scientific rigor. In parallel, I collaborated with partners and other teams on content and organic acquisition initiatives.

The goal was to educate the audience, strengthen trust in the brand, and support discovery of the service through useful, relevant content.

Together with Product and Clinical Operations, I contributed to initiatives aimed at improving the journey from initial interest to the start of clinical care.

This cross-functional work included reviewing processes, standardizing approaches, organizing information, and improving alignment between teams responsible for different stages of the journey.

My contribution focused primarily on customer experience and communication: identifying points of friction, supporting clearer interactions, and helping make transitions between stages more consistent and organized.

These improvements were developed collaboratively and depended on coordination across several teams and the service's operational capacity.