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

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The MarkeTech Group: Selling Healthcare Technology in Brazil? Here’s What You Need to Know …

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

    • 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