“Every month we held meetings with employees and presented our numbers. It was clear and evident: we were coming out of the bind. That year, 2015, SONNE saved our company.”

Atílio Barbosa, director-partner of Medcel

Medcel was founded in 2005 with the aim of preparing newly graduated physicians for the medical residency exam – to many an exam more harrowing than the med-school entrance exam itself. Its founder, Dr. Atílio Barbosa, had the exact notion of the pain and challenges facing young doctors and set up his course tailored to serve this very specific public. It turned out so well that in its first four years – despite having to contend with a strong competitor- then company expanded its business at an annual rate of 100%. And it continued to grow at double-digit rates until 2014 when, for the first time, its revenue fell. The onset of 2015, with the Brazilian crisis already showing its signs, found Medcel employees insecure and unmotivated, betting on the company’s decline. SONNE initially conducted an exploratory study with the internal team and customers and, using precise analytical techniques, diagnosed that the company’s problems were in the commercial and strategy areas. With precise recommendations, such as adjusting the value proposition of its products and restoring its purpose so as to, thereby, seek new markets, SONNE helped the company to recover in record time. In the second half of 2015, just six months after SONNE’s arrival, Medcel grew 70% compared to the same period for the previous year, and has continued to grow.

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