MEASURING THE VOICE-OF-CUSTOMERS IN HEALTHCAREMEASURING THE VOICE-OF-CUSTOMERS IN HEALTHCARE
Selling Healthcare Technology in Brazil?Here’s What You Need to Know
2013 The MarkeTech Group, LLC 2
Robert-Jan EnzerinkPartner
Moderator and Panelists
Eric HubbardSenior Director of Automation, Sales and Marketing –
Rigaku Automation
Frederico BourroulBoard Member – Santa Casa de Sao Paulo
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USA Stats
• Population: 312 Million• GDP: $16 Trillion (USD)
• Healthcare Spending: • $3,000 Billion (18.8%)
Brazil Stats
• Population: 197 Million• GDP: $2.05 Trillion (USD)
• Healthcare Spending: • $185 Billion (9.0%)
Source: ANS and IBGESource: World Bank and WHO
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Why Brazil?
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7,500 Hospitals• 2,812 (Public)
443,210 Beds
How Healthcare in Brazil and the USA Compares
Brazil United States
5,724 Hospitals• 1,250 (Public)
765,000 Beds
$ $$224 Billion/year
$5 Billion/year
$0.55 Billion/year
1.95 Doctors per 1000 people
$3,000 Billion/year
$307 Billion/year
$6.13 Billion/year
2.42 Doctors per 1000 people
Healthcare
Pharma
Imaging
Physicians
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4%
Brazil Market Opportunities
Estimated growth
GDP
2X
POPULATION 60 and older
(by 2032)
Increased outsourcing by public state and municipal hospitals, above the current
15%+30%
Grows 20% by 2017 to
Private Coverage
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The Unified Health System (SUS) establishes that health is a right to all citizens and is the duty of the State and provides healthcare to citizens.
Citizens may also purchase private healthcare coverage.
How does Healthcare Coverage Compare?
Brazil United States
Has both public and private Healthcare coverage residents can purchase.
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25%
75%Private Coverage
Public Coverage
$105
$80
Private Expenditures (Billions)
Public Expenditures (Billions)
SUS, Statistics
Source: ANS, SUS, and IBGE
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Despite several limitations, the SUS has managed to vastly improve access to primary and emergency care, reach universal coverage of vaccination and prenatal care, and invest heavily in the expansion of human resources and technology, including major efforts to produce the country’s most essential pharmaceutical needs.
-Paim et al. The Brazilian health system: history, advances, and challenges. The Lancet, Health in Brazil. May 2011.
Quote: Healthcare in Brazil
“”
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Pros and Cons of the SUS
+ Pros
+ Biggest universal healthcare system in the world
+ All citizens have a right to healthcare
+ Has vastly reduced issues such as maternal and child mortality, cardiovascular disease, and death by influenza
- Cons
⁻ Health system is largely decentralized
⁻ Inefficient delivery of service/treatment
⁻ Family physicians reach 1 of 2 Brazilians
⁻ System is underfunded
Source: The Economist, World Health Organization, and SUS
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Challenges in Brazil Laws and Regulation
Language (Brazilian
Portuguese)
Regional Respect
(Local businesses are preferred)
Price Sensitivity
Tariffs/Taxes& COGS
Verticalization
Brazilian Market
Knowledge
What challenges will companies encounter when trying to enter the Brazilian market?
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Tender Process – Public / Private
Public Private
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Challenges in Brazil Laws and Regulation
Language (Brazilian
Portuguese)
Regional Respect
(Local businesses are preferred)
Price Sensitivity
Tariffs/Taxes& COGS
Verticalization
Brazilian Market
Knowledge
What challenges will companies encounter when trying to enter the Brazilian market?
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SELLING STRATEGIES:
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Geography and Population Density Within Brazil
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SELLING STRATEGIES:
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TRENDS & FORECAST:
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MEASURING THE VOICE-OF-CUSTOMERS IN HEALTHCARE
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