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The MarkeTech Group: Selling Healthcare Technology in Brazil? Here’s What You Need to Know Are you interested in learning the ins and outs of the healthcare market in Brazil? We hosted two experts on the Brazilian healthcare market during a live Q&A to answer your questions. Frederico Bourroul is a specialist in Brazilian Corporate Finance and Board member of Brazil’s biggest non-profit health care provider – Santa Casa de Sao Paulo. He will shed light on how healthcare is being transformed in Brazil and what it means for device manufacturers. A marketing and sales director for many years, Eric Hubbard will share his experience selling devices directly into the Brazilian healthcare market. Eric will describe what worked and didn’t work for selling equipment in Brazil. This webinar will cover the critical questions regarding current market trends and structure, including challenges med-tech firms face when entering Brazil and how to compete against local Brazilian manufacturers. Some of the information that you’ll learn: • Market Sizing and Opportunity • Healthcare Payers • Growth Trends • Local vs. International Competition • Purchasing Process • Sales Strategies
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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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USA502 Mace Blvd, Suite 15 Davis, CA 95618 PH: + 1 530-792-8400 FX: + 1 530-792-8447
www.themarketechgroup.com
Europe / France3 rue Emile Péhant
44000 NantesPH: +33 (0)2 72 01 00 80FX: +33 (0)2 40 48 29 40
19
MARKETS SERVED
MEDICAL IMAGING
METHODOLOGIES
GO-TOMARKET
EXECUTION
SALES & MARKETINGCOMMUNICATION
PRICINGOPTIMIZATION
NEWPRODUCTROADMAP
MARKETOPPORTUNITYASSESSMENT
Qualitative
MEDICAL DEVICES AND DIAGNOSTICS HEALTHCARE IT PHARMACEUTICAL INDUSTRIES TECH TRANSFER
MEASURING THE VOICE-OF-CUSTOMERS IN HEALTHCARE
Quantitative
