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Selling Healthcare Technology in Brazil?
Here’s What You Need to Know
MEASURING THE VOICE-OF-CUSTOMERS IN HEALTHCARE
Moderator and Panelists

Robert-Jan Enzerink
Partner
renzerink@themarketechgroup.com

Eric Hubbard

Frederico Bourroul

Senior Director of Automation, Sales and Marketing –
Rigaku Automation

Board Member – Santa Casa de Sao Paulo

2013 The MarkeTech Group, LLC

2
USA Stats

Brazil Stats

• Population: 312 Million
• GDP: $16 Trillion (USD)

• Population: 197 Million
• GDP: $2.05 Trillion (USD)

• Healthcare Spending:
• $3,000 Billion (18.8%)

• Healthcare Spending:
• $185 Billion (9.0%)

Source: World Bank and WHO

2013 The MarkeTech Group, LLC

3

Source: ANS and IBGE
Why Brazil?

2013 The MarkeTech Group, LLC

4
How Healthcare in Brazil and the USA Compares

7,500 Hospitals
• 2,812 (Public)
443,210 Beds
Healthcare

$

5,724 Hospitals
• 1,250 (Public)
765,000 Beds

$224 Billion/year

$

$3,000 Billion/year

Pharma

$5 Billion/year

$307 Billion/year

Imaging

$0.55 Billion/year

$6.13 Billion/year

1.95 Doctors per
1000 people

2.42 Doctors per
1000 people

Physicians

United States

Brazil

2013 The MarkeTech Group, LLC

5
Brazil Market Opportunities

GDP

POPULATION

Private Coverage

Estimated growth

60 and older
(by 2032)

Grows 20% by 2017 to

4%

2X

+30%

2013 The MarkeTech Group, LLC

Increased outsourcing
by public state and
municipal hospitals,
above the current

15%

6
How does Healthcare Coverage Compare?

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.

Has both public and
private Healthcare
coverage residents can
purchase.

Citizens may also purchase
private healthcare coverage.

Brazil

United States

2013 The MarkeTech Group, LLC

7
SUS, Statistics
25%

Private Coverage

75%

Public Coverage

$80
$105
Private Expenditures
(Billions)
Public Expenditures
(Billions)

Source: ANS, SUS, and IBGE

2013 The MarkeTech Group, LLC

8
Quote: Healthcare in Brazil

“

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.

2013 The MarkeTech Group, LLC

9
Pros and Cons of the SUS
- Cons

+ Pros
⁻

Health system is largely decentralized

+

Biggest universal healthcare system in
the world

⁻

Inefficient delivery of service/treatment

+

All citizens have a right to healthcare

⁻

Family physicians reach 1 of 2 Brazilians

+

Has vastly reduced issues such as
maternal and child mortality,
cardiovascular disease, and death by
influenza

⁻

System is underfunded

Source: The Economist, World Health Organization, and SUS

2013 The MarkeTech Group, LLC

10
What challenges will companies encounter
when trying to enter the Brazilian market?

Price Sensitivity
Regional
Respect

Tariffs/Taxes

(Local businesses
are preferred)

& COGS

Language
Verticalization

(Brazilian
Portuguese)

Laws and
Regulation

Challenges in Brazil
2013 The MarkeTech Group, LLC

Brazilian
Market
Knowledge

11
Tender Process – Public / Private
Public

Private

2013 The MarkeTech Group, LLC

12
What challenges will companies encounter
when trying to enter the Brazilian market?

Price Sensitivity
Regional
Respect

Tariffs/Taxes

(Local businesses
are preferred)

& COGS

Language
Verticalization

(Brazilian
Portuguese)

Laws and
Regulation

Challenges in Brazil
2013 The MarkeTech Group, LLC

Brazilian
Market
Knowledge

13
SELLING STRATEGIES:

2013 The MarkeTech Group, LLC

14
Geography and Population Density Within Brazil

2013 The MarkeTech Group, LLC

15
SELLING STRATEGIES:

2013 The MarkeTech Group, LLC

16
TRENDS & FORECAST:

2013 The MarkeTech Group, LLC

17
www.themarketechgroup.com
USA
502 Mace Blvd, Suite 15
Davis, CA 95618
PH: + 1 530-792-8400
FX: + 1 530-792-8447

Europe / France
3 rue Emile Péhant
44000 Nantes
PH: +33 (0)2 72 01 00 80
FX: +33 (0)2 40 48 29 40

2013 The MarkeTech Group, LLC

18
MEASURING THE VOICE-OF-CUSTOMERS IN HEALTHCARE

MARKET
OPPORTUNITY
ASSESSMENT

NEW
PRODUCT
ROADMAP

PRICING
OPTIMIZATION

SALES & MARKETING
COMMUNICATION

GO-TO
MARKET
EXECUTION

METHODOLOGIES

Qualitative

Quantitative

MARKETS SERVED
19
MEDICAL IMAGING

MEDICAL DEVICES AND DIAGNOSTICS

HEALTHCARE IT

PHARMACEUTICAL INDUSTRIES

TECH TRANSFER

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Selling Healthcare Technology in Brazil? Here’s What You Need to Know

  • 1. Selling Healthcare Technology in Brazil? Here’s What You Need to Know MEASURING THE VOICE-OF-CUSTOMERS IN HEALTHCARE
  • 2. Moderator and Panelists Robert-Jan Enzerink Partner renzerink@themarketechgroup.com Eric Hubbard Frederico Bourroul Senior Director of Automation, Sales and Marketing – Rigaku Automation Board Member – Santa Casa de Sao Paulo 2013 The MarkeTech Group, LLC 2
  • 3. USA Stats Brazil Stats • Population: 312 Million • GDP: $16 Trillion (USD) • Population: 197 Million • GDP: $2.05 Trillion (USD) • Healthcare Spending: • $3,000 Billion (18.8%) • Healthcare Spending: • $185 Billion (9.0%) Source: World Bank and WHO 2013 The MarkeTech Group, LLC 3 Source: ANS and IBGE
  • 4. Why Brazil? 2013 The MarkeTech Group, LLC 4
  • 5. How Healthcare in Brazil and the USA Compares 7,500 Hospitals • 2,812 (Public) 443,210 Beds Healthcare $ 5,724 Hospitals • 1,250 (Public) 765,000 Beds $224 Billion/year $ $3,000 Billion/year Pharma $5 Billion/year $307 Billion/year Imaging $0.55 Billion/year $6.13 Billion/year 1.95 Doctors per 1000 people 2.42 Doctors per 1000 people Physicians United States Brazil 2013 The MarkeTech Group, LLC 5
  • 6. Brazil Market Opportunities GDP POPULATION Private Coverage Estimated growth 60 and older (by 2032) Grows 20% by 2017 to 4% 2X +30% 2013 The MarkeTech Group, LLC Increased outsourcing by public state and municipal hospitals, above the current 15% 6
  • 7. How does Healthcare Coverage Compare? 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. Has both public and private Healthcare coverage residents can purchase. Citizens may also purchase private healthcare coverage. Brazil United States 2013 The MarkeTech Group, LLC 7
  • 8. SUS, Statistics 25% Private Coverage 75% Public Coverage $80 $105 Private Expenditures (Billions) Public Expenditures (Billions) Source: ANS, SUS, and IBGE 2013 The MarkeTech Group, LLC 8
  • 9. Quote: Healthcare in Brazil “ 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. 2013 The MarkeTech Group, LLC 9
  • 10. Pros and Cons of the SUS - Cons + Pros ⁻ Health system is largely decentralized + Biggest universal healthcare system in the world ⁻ Inefficient delivery of service/treatment + All citizens have a right to healthcare ⁻ Family physicians reach 1 of 2 Brazilians + Has vastly reduced issues such as maternal and child mortality, cardiovascular disease, and death by influenza ⁻ System is underfunded Source: The Economist, World Health Organization, and SUS 2013 The MarkeTech Group, LLC 10
  • 11. What challenges will companies encounter when trying to enter the Brazilian market? Price Sensitivity Regional Respect Tariffs/Taxes (Local businesses are preferred) & COGS Language Verticalization (Brazilian Portuguese) Laws and Regulation Challenges in Brazil 2013 The MarkeTech Group, LLC Brazilian Market Knowledge 11
  • 12. Tender Process – Public / Private Public Private 2013 The MarkeTech Group, LLC 12
  • 13. What challenges will companies encounter when trying to enter the Brazilian market? Price Sensitivity Regional Respect Tariffs/Taxes (Local businesses are preferred) & COGS Language Verticalization (Brazilian Portuguese) Laws and Regulation Challenges in Brazil 2013 The MarkeTech Group, LLC Brazilian Market Knowledge 13
  • 14. SELLING STRATEGIES: 2013 The MarkeTech Group, LLC 14
  • 15. Geography and Population Density Within Brazil 2013 The MarkeTech Group, LLC 15
  • 16. SELLING STRATEGIES: 2013 The MarkeTech Group, LLC 16
  • 17. TRENDS & FORECAST: 2013 The MarkeTech Group, LLC 17
  • 18. www.themarketechgroup.com USA 502 Mace Blvd, Suite 15 Davis, CA 95618 PH: + 1 530-792-8400 FX: + 1 530-792-8447 Europe / France 3 rue Emile Péhant 44000 Nantes PH: +33 (0)2 72 01 00 80 FX: +33 (0)2 40 48 29 40 2013 The MarkeTech Group, LLC 18
  • 19. MEASURING THE VOICE-OF-CUSTOMERS IN HEALTHCARE MARKET OPPORTUNITY ASSESSMENT NEW PRODUCT ROADMAP PRICING OPTIMIZATION SALES & MARKETING COMMUNICATION GO-TO MARKET EXECUTION METHODOLOGIES Qualitative Quantitative MARKETS SERVED 19 MEDICAL IMAGING MEDICAL DEVICES AND DIAGNOSTICS HEALTHCARE IT PHARMACEUTICAL INDUSTRIES TECH TRANSFER

Editor's Notes

  1. Source: WHO (2011-2012)International Hospital Foundation (Brazil+HS_Layout+1.pdf)
  2. These are from Fred’s slides
  3. Fred’s Slides
  4. RE: transition to stakeholders
  5. Source: Population LabsNotes: Population density in Brazil