Rogerio Malveira Barreto

Country representing





  • Universidade Federal do Ceara
  • Medical Degree

Current organisation


Current role

CEO and co-founder / physician

Skills and Expertise

Human rights
Project management
Social entrepreneurship
Teaching and training

Areas of interest

Human Rights

Website & Social Links

I am passionate about

I am a social-physician-entrepreneur passionate about empathy and humanization in health who believes we need to make health care understandable for everyone. I focused for three years, in med school, on how to develop strategies to combat health illiteracy and make healthcare easier. When health providers provide information and treatment in a way patients can relate to, they recognize the full humanity of those patients. For two years, I was the National Officer on Human Rights and Peace (NORP) of International Federation of Medical Students` Associations Brazil (IFMSA Brazil), where I studied the link between health and Human Rights. According to the Universal Declaration of Human Rights, "Everyone has the right to a standard of living adequate for the health and well-being of himself and of his family". However, how are you going to achieve a good health standard if you do not comprehend information in health and, therefore, you cannot make conscious choices concerning your Health? So developing strategies concerning health literacy is a core human rights concern. In college, I did clowntherapy for three years, which allowed me to completely rethink empathy for patients. Because of my work as NORP and as clowntherapist, I started to become interested in social entrepreneurship. After school, I co-created ADVMED, a start-up that aims to develop technologies to improve patients´ understanding and health professionals’ work. One of its products is a software that generates a new model of medical prescription up to 5 times more understandable in 40% less time than usual. It is scalable, and it addresses a core root of health care problems: health illiteracy.


The IFMSA spans 119 countries. We sponsor health projects, and I focused specifically on Human Rights and Peace. For two years, I was the Brazilian National Officer on Human Rights and Peace (NORP). At the beginning of my term, there were 24 local committees with the Human Rights area active. At the end, there were 50. During the term, I co-created a project against child abuse for, In Brazil, 1 in 3 women and 1 in 6 men were sexually abused during childhood. For 5 weeks, we engaged parents, children, teachers and health professionals to break the stigmas around child abuse conversation. We executed the project in 15 cities in Brazil, reaching more than 2,000 people. In med school, I was part of Academic Impact, a global initiative to promote the UN’s Global Goals. There, I chaired a Human Rights conference for the entire Universidade Federal do Ceara. Because many patients lack health literacy, they do not understand medical instructions clearly and often do not adhere to health treatments. This leads to hospitalizations and huge costs. In the US, it costs $60 billion. Because there is, basically, no information on this in Brazil despite the fact there are 28 million functional illiterate people, I had an idea: create a software for health professionals that would generate a new model of medical prescription. This new model is organized by time of intake and uses simple images. It clearly shows how, when, and which medication to use. It improves both treatment adherence and patient-doctor relationship. We prototyped this ADVMED software in a public hospital for 2 months. Its final version will be available the first week of August, with dozens of doctors awaiting this fundamental health care improvement.