Reflections on our IBD Project in São Paulo, Brazil
Project Country: Brazil / IBD Client: Sabara Children’s Hospital
Written By: John Eagen, Ritika Mittal, Elena Mnayarji, Masato Takeda, and Zainab Kumandan
From May 17 to 31, 2025, our team had the incredible opportunity to spend two weeks in São Paulo, Brazil, for our IBD project. We arrived just as the city was entering its autumn season—mornings and evenings were slightly chilly, but during the day, temperatures ranged between 75–85°F under strong sunshine. The weather was nearly perfect throughout our stay, with barely any rain and clear blue skies almost every day. It was the best time of year to be there, and an ideal climate for working on our project.
Our journey unofficially began with lunch on the rooftop of Shopping Pátio Higienópolis—a mall that, by the end of our stay, had become a favorite among the women on our team. Battling with Portuguese menus, we enjoyed a delicious and relaxing lunch in the breeze of São Paulo, lifting our spirits as we prepared for the two weeks ahead.
When it comes to Brazilian cuisine, “meat” is king. Throughout our stay, we indulged in a variety of meat dishes. Felipe (CEO of Sabará Children’s Hospital), along with Daniella and Rogerio, who are leading the development of the new hospital, kindly took us to many wonderful restaurants. From charcoal-grilled steaks and salmon to pirarucu (a massive fish from the Amazon), every dish was smoky, juicy, and unforgettable. We also enjoyed feijoada—a rich stew of beans, pork, and beef—and got a true taste of Brazil’s vibrant culinary culture.
One of the most memorable dinners we had was at the home of Dr. José Luiz Egydio Setúbal, President of the Fundação José Luiz Egydio Setúbal, which owns Sabará Hospital. Hearing his personal stories, reflections, and vision for the future of the foundation and hospital was deeply moving. It was a once-in-a-lifetime experience for all five of us—one we’ll carry with us well beyond this project.
Our first official project day began with an introduction ceremony and a tour of Sabará Children’s Hospital. The hospital currently has around 150 beds, all in private rooms where families can stay overnight with their children. We were impressed by how seriously the hospital prioritizes family-centered care. During the tour, we focused on understanding Sabará’s current marketing efforts and internal operations.
Much of our weekdays were dedicated to our core mission: developing a four-year marketing strategy for the launch of Sabará’s new hospital. To prepare for our final presentation, we conducted numerous interviews with internal and external stakeholders and hosted three workshops with hospital staff. What stood out most during these sessions was the strong, shared philosophy held by every employee, regardless of their role or seniority: patient- and family-centered care, humanization of treatment, and an unwavering commitment to safety and trust. Reaffirming these values throughout our workshops made our final proposal far more compelling and authentic.
On the Friday before our first weekend, we visited the construction site of the new hospital scheduled to open in 2027—the centerpiece of our project. The site is located near the heart of downtown São Paulo, one of the city’s most sophisticated and dynamic areas. When we arrived, construction was underway on five underground levels, with excavation reaching just a few meters above the subway line. Nothing had yet been built above ground, but the sheer scale of the site made us feel the magnitude of the project. As we imagined the future state-of-the-art facility that would soon rise from this space, our entire team was genuinely thrilled and filled with excitement for what’s to come.
After a demanding week, we finally welcomed the weekend. John, Masato, and Ritika traveled to Iguazu Falls—one of the world’s three largest waterfalls—while Zainab and Elena went to explore Rio de Janeiro.
Iguaçu Falls
Iguaçu Falls spans 2.7 kilometers and comprises 275 individual waterfalls—a majestic natural wonder. From nearby viewing decks, we marveled at the breathtaking scenery and were soaked in refreshing mist. The boat tour was another highlight. Getting up close to the falls on the wet tour was exhilarating—an experience we highly recommend.
Just next to the falls is the Parque das Aves (Birds Park), where we encountered dozens of colorful birds, including native parrots and toucans. While Ritika found the length of the exhibit a bit exhausting, John and Masato thoroughly enjoyed every minute.
Rio de Janeiro
Rio was simply incredible. Elena kicked off the best morning ever with a breakfast of six eggs. Elena and Z met up with a few other Haassies and a some in IBD! They visited Christ the Redeemer – one of the 7 wonders of the world and relaxed by the beach.
After a fun and refreshing weekend, we shifted our focus back to the project. With everything we had gathered from the interviews and workshops, we spent long hours crafting a cohesive and feasible marketing strategy. Whenever discussions reached a standstill, we returned to our trusty hangout—Shopping Pátio Higienópolis—to recharge and keep brainstorming. Through many rounds of trial and error, we finally completed our final presentation.
On the last day, we delivered our proposal to an audience of about 40 managers from across Sabará. Our three-hour presentation laid out a feasible and impactful marketing strategy for the new hospital. We were proud of what we had accomplished, and the warm praise we received from several Sabará directors afterward made the hard work all the more rewarding.
We ended our journey with one last meal—surrounded by Felipe, Daniella, and Rogerio, sharing grilled meats, laughter, and gratitude. And with that, our five-month-long IBD journey came to a close.
I’d like to end this blog post with a quote Felipe shared with us:
(The message behind these lines: Even the most beautiful, precious, or golden moments in life are fleeting. Nothing pure and perfect lasts forever. To hold on to that “gold,” we must recognize its impermanence and commit ourselves to continual, extraordinary effort—both to cherish it and to create new golden moments again and again.)
“Nothing Gold Can Stay” by Robert Frost
Nature’s first green is gold,
Her hardest hue to hold.
Her early leaf’s a flower;
But only so an hour.
Then leaf subsides to leaf.
So Eden sank to grief,
So dawn goes down to day.
Nothing gold can stay.
