PEBmed
PEBmed, operating as Afya Whitebook inside the Afya (NASDAQ: AFYA) ecosystem, provides Brazilian physicians and medical students with a clinical decision support reference platform and multi-specialty medical education content spanning 20+ specialties, monetized through individual subscriptions and pharmaceutical-sponsored educational content.
- Company typePublic
- Founded2012
- HeadquartersRio De Janeiro, Brazil
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What PEBmed does
PEBmed is a Brazilian digital medical education and clinical decision support provider founded in 2012 and headquartered in Rio de Janeiro. Its primary product, Whitebook (now operated as Afya Whitebook following acquisition by Afya, NASDAQ: AFYA), is a clinical reference platform delivering drug information, clinical guidelines, and medical references to physicians and medical students. The company distributes a broad content library covering 20+ specialties — including Cardiology, Pediatrics, Gynecology, Endocrinology, Psychiatry, Surgery, and Anesthesiology — through multiple formats: written articles, videos, podcasts (Afya News), interactive quizzes, and live congress coverage. The platform targets medical professionals across all career stages, from students to experienced specialists.
PEBmed monetizes through two primary streams. First, individual physicians subscribe to Whitebook's recurring subscription plans for clinical reference access. Second, pharmaceutical companies — including Amgen, Mantecorp Farmasa, UCB, Bayer, AstraZeneca, Pfizer, Biogen, and Myralis — sponsor disease-area educational content (osteoporosis, constipation, rare diseases, candidiasis, transthyretin amyloidosis, lecanemab, pediatric micronutrients), creating a B2B2C advertising-driven revenue layer. Distribution is digital and self-serve through the Portal Afya web property (portal.afya.com.br) and whitebook.pebmed.com.br.
Operationally, PEBmed functions as a sub-brand inside the broader Afya digital health ecosystem, which bundles medical education (Graduação Afya, Medcel), practice management (iClinic), prescription and scheduling tools (Afya ReceitaPro, Agendar Consulta), patient-facing products (Glic for diabetes, CliqueFarma), and specialist content hubs (Afya CardioPapers, Medical Harbour). The company has 11–50 employees and serves a Brazil-only market. Leadership includes founder Bruno Lagoeiro (founder and CEO) alongside product leads Ricardo Maranhão and Evelise Melo.
PEBmed firmographics
Firmographics- Name
- PEBmed
- Legal name
- Afya
- Website
- https://pebmed.com.br
- Company type
- Public
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PEBmed, operating as Afya Whitebook inside the Afya (NASDAQ: AFYA) ecosystem, provides Brazilian physicians and medical students with a clinical decision support reference platform and multi-specialty medical education content spanning 20+ specialties, monetized through individual subscriptions and pharmaceutical-sponsored educational content.
- Ownership category
- akta.pro rank
PEBmed industry classification
Industry- Product category
- Medical Education and Clinical Decision Support
- NAICS
- Software Publishers (513210), Book Publishers (513130), Professional, Scientific, and Technical Services (54)
- SIC
- Services-Prepackaged Software (7372), Books: Publishing Or Publishing & Printing (2731)
- akta.pro primary industry
- Healthcare & Clinical Professional Development (CME/CE) (EDAGANAJ)
- akta.pro secondary industries
- Medical & Clinical Reference (Physicians, Nursing, Allied Health) (EDAGAGAA), Medication Pricing, Copay Assistance & Patient Financial Support Tools (HLACAKAN), Healthcare & Medical Licensure Exam Prep (USMLE/COMLEX, NCLEX, Dentistry, Pharmacy, PA) (EDANAIAA)
Keywords
Where PEBmed is headquartered
LocationHeadquarters
- HQ city
- Rio De Janeiro
- HQ country
- Brazil
- HQ region
- Latin America
Markets served
PEBmed business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Plans (Whitebook): Whitebook offers subscription plans for medical professionals seeking access to clinical references and drug information. The platform provides different pricing tiers for individual medical professionals.
- Sponsored/Promoted Content: Pharmaceutical companies sponsor medical content on the platform, including Amgen, Mantecorp Farmasa, UCB, Bayer, AstraZeneca, Pfizer, Biogen, and Myralis. This includes sponsored videos, articles, and educational materials.
- Digital Health Ecosystem Products: PEBmed operates within the broader Afya ecosystem offering integrated products including Afya iClinic (practice management), Glic (diabetes management), Afya ReceitaPro (prescription tools), and Agendar Consulta (appointment scheduling).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Whitebook subscription plans for medical professionals |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
PEBmed product offering
Product offeringCore offering
PEBmed delivers medical education content and clinical decision support to physicians and medical students across Brazil. Its flagship product, Whitebook (now Afya Whitebook), is a subscription-based clinical reference platform providing drug information, clinical guidelines, and medical references. The platform distributes articles, videos, podcasts, quizzes, and congress coverage across 20+ medical specialties, supplemented by sponsored content from pharmaceutical companies.
Product overview
PEBmed operates as part of the Afya digital health ecosystem. The primary product identified from the source is Afya Whitebook, a clinical decision support platform. The Afya ecosystem includes various digital health solutions for medical professionals including education, clinical tools, and practice management systems.
Differentiator
Problem solved
Functional benefit
Brands
- Whitebook: Clinical decision support and medical reference platform (operated as Afya Whitebook, originally PEBmed product)
- Afya Whitebook
- iClinic
- Medcel
- Glic
- CliqueFarma
- Medical Harbour
- Afya CardioPapers
Products and services
- Afya Whitebook A subscription-based clinical decision support tool providing medical professionals with drug information, clinical guidelines, and medical references accessible via web and mobile.
- Portal Afya Medical Content Platform A digital medical education platform delivering articles, videos, podcasts, quizzes, congress coverage, and clinical reference content across 20+ specialties for medical students, residents, specialists, and experienced practitioners.
Companies that use PEBmed
Customer profileSegments2 records
Ideal customer profiles2 records
PEBmed technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
PEBmed partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- AmgenminorPharmaceutical company sponsoring medical content on the Afya platform, including osteoporosis protocols and related educational materials.
- Mantecorp FarmasaminorPharmaceutical company partner providing sponsored content on constipation management strategies for patients.
- UCBminorPharmaceutical company sponsoring content on rare diseases, specifically Dravet Syndrome educational materials.
- BayerminorPharmaceutical company partner providing sponsored content on candidiasis in cardiac patients.
- AstraZenecaminorPharmaceutical company sponsoring content on rare diseases and first-attendance impact on patient outcomes in Brazil.
- PfizerminorPharmaceutical company partner providing sponsored content on transthyretin amyloidosis with polyneuropathy.
- BiogenminorPharmaceutical company sponsoring content on lecanemab use in early Alzheimer's disease, including evidence and safety data.
- MyralisminorPharmaceutical company partner providing sponsored content on vitamins A, D, and zinc considerations in childhood.
- Afya (Parent Company Ecosystem)corePEBmed operates within the Afya ecosystem, integrating with Afya's broader digital health platform including Graduação Afya, Afya Educação Médica, Medcel, Afya CardioPapers, Medical Harbour, Afya iClinic, Glic, CliqueFarma, RX Pro, Afya ReceitaPro, and Agendar Consulta.
Recent moves5 records
Expansion highlights4 records
PEBmed competitors and assessment
Company assessmentDirect peers
- Epocrates (athenahealth): Drug reference and clinical decision support app widely used by physicians at point of care. Direct competitor to Whitebook's drug information and clinical reference functionality.
- AMBOSS: Digital medical knowledge and clinical decision support platform targeting medical students and clinicians. Closely comparable to PEBmed in combining student/physician reference, decision support, and subscription model.
Broad incumbents
- Doximity: Professional network and content platform for U.S. physicians with curated medical news, CME, and pharma marketing channels. Comparable HCP-focused content + pharma sponsorship model, though U.S.-focused.
- Medscape (WebMD Health): Leading free medical news, education, and reference platform for physicians globally. Closely comparable to PEBmed's content-led portal across articles, videos, and CME, with overlapping pharma sponsorship model.
- UpToDate (Wolters Kluwer): Global clinical decision support reference used by physicians worldwide. Direct functional analog to Whitebook, but operates at global scale and competes for the same HCP subscription wallet.
- Pearson (Clinical & Medical Education division): Large educational publisher with healthcare and clinical reference products. Comparable in producing professional medical learning content and reference works for HCPs.
- Elsevier (Clinical Solutions): Global publisher of clinical decision support, medical textbooks, and reference platforms including ClinicalKey. Comparable to PEBmed's combined content library + decision support positioning.
Regional players
- Sanar: Brazilian medical education platform serving students and physicians with content, courses, and prep materials. Direct regional competitor targeting the same Brazilian HCP audience.
- Jaleko: Brazilian medical education and question bank platform for medical students and residents. Comparable to PEBmed/Medcel in offering study and exam-prep content to the Brazilian medical student segment.
Emerging players
- Lecturio: Medical education platform offering video lectures, question banks, and clinical reference for medical students and professionals. Comparable multi-format content and subscription model, though with a more global footprint.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
PEBmed social profiles
Digital presencePEBmed financial estimates
Financial estimateRevenue estimate
Valuation estimate
PEBmed leadership team
Management profileNumber of profiles
Profiles1 record
PEBmed subsidiaries and ownership
Company hierarchySubsidiaries1 record
PEBmed funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PEBmed M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PEBmed
What does PEBmed do?
PEBmed delivers medical education content and clinical decision support to physicians and medical students across Brazil. Its flagship product, Whitebook (now Afya Whitebook), is a subscription-based clinical reference platform providing drug information, clinical guidelines, and medical references. The platform distributes articles, videos, podcasts, quizzes, and congress coverage across 20+ medical specialties, supplemented by sponsored content from pharmaceutical companies.
Is PEBmed a public or private company?
PEBmed is a public company. It is classified as corporate owned and is currently operating.
When was PEBmed founded?
PEBmed was founded in 2012. It employs 11 to 50 people.
Where is PEBmed based?
PEBmed is headquartered in Rio De Janeiro, Brazil, in the Latin America region.
How does PEBmed make money?
Three revenue lines are on record. Subscription Plans (Whitebook) is the primary driver. The others are sponsored/Promoted Content and digital Health Ecosystem Products.
Who are PEBmed's main competitors?
Direct peers on record are Epocrates (athenahealth) and AMBOSS. Broad incumbents are Doximity, Medscape (WebMD Health), UpToDate (Wolters Kluwer), Pearson (Clinical & Medical Education division) and Elsevier (Clinical Solutions). Regional players are Sanar and Jaleko. Lecturio is listed as an emerging player.
Does PEBmed have an API?
No public API is recorded for PEBmed.
What industry is PEBmed in?
PEBmed's product category is Medical Education and Clinical Decision Support. Its primary akta.pro industry code is EDAGANAJ, Healthcare & Clinical Professional Development (CME/CE), with a secondary code of EDAGAGAA, Medical & Clinical Reference (Physicians, Nursing, Allied Health). Its NAICS code is 513210 and its SIC code is 7372.