Ânima Educação / Inspirali

outracoisa* — Head of Design (Rio de Janeiro)

Inspirali, the medical education vertical of Ânima Educação, partnered with outracoisa to improve the efficiency of its student conversion funnel. The result was I Want to Study Medicine, a content hub that brings together everything an aspiring medical student needs to begin their journey. In addition to supporting students on their path to medical school, the hub also generates valuable insights to refine recruitment strategies.

A path toward the dream of studying medicine.

How much dedication, passion, and how many dreams lie behind a young person’s journey to medical school? This project carries the responsibility of offering meaningful content and features to those who are devoting an essential phase of their lives to becoming doctors—while also addressing the business goal of attracting future students to Inspirali-affiliated institutions. The strategy was built around the significance of this journey and the potential impact for both students and the business.

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A content hub for the entire journey of a future doctor.

The project posed a complex challenge: strengthen the relationship with a fragmented audience and make engagement throughout the conversion funnel more efficient. The solution was to create a digital content hub that would attract aspiring medical students by delivering relevant experiences while capturing valuable data to convert them into qualified leads. At the heart of this challenge was the need to drive applications to Inspirali’s partner institutions, ensuring the hub delivered both meaningful value to students and measurable business results.

A personalized hub with actionable content and new business potential.

Our goal was to create a digital product that was both strategic for the business and relevant to its target audience—anchored in three core pillars: brand neutrality, to boost content credibility; relevant content, to provide practical and personalized information that fosters a sense of belonging to the medical world; and a logged-in area, as a key engagement strategy enabling closer tracking and qualified lead generation.

With this structure in place, we organized the content into thematic verticals, each with a public-facing landing page and gated internal pages accessible after sign-up. To tailor the user experience, we implemented three main features: a sign-up questionnaire to capture preferences, a college search tool that suggests options based on user needs, and a personal dashboard where users can track their favorite schools, receive tailored suggestions, and view a personalized exam calendar.