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Background
Professional Educational
Abbott
BD Coloplast
Healthcare Experience
= 12 years
Leadership
INSEAD
= 5 years
Strategy
USP
= 2 years
Marketing
FAAP
= 19 years
Administration
FMU
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Agenda
Raise the standard of healthcare through the improvement of the patient experience and outcomes Challenges to establish new medical guidelines for your devices based on clinical evidences
Case study: developing a new category for an innovative medical device on the Brazilian market
Barriers to demonstrating sufficient added-value to both private and public segments
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Raise the standard of healthcare through the improvement of the patient experience and outcomes Adoption Model
+ 10
Level of Positive Impact in the Patient Experience & Outcomes compared with the current healthcare practice
9 8 7 6 5 4 3 2 1 0
3 4 5 6
7 8
9 10 +
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Raise the standard of healthcare through the improvement of the patient experience and outcomes Environment
Small differences between products (difficult to demonstrate, e.g. patient
safety)
Competition tends zero-sum or negative-sum game (commoditize different
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Raise the standard of healthcare through the improvement of the patient experience and outcomes Expected Answers
Superior Patient Experience
Better Patient Outcomes through most efficient healthcare (less costly = less
errors)
Positive-sum game by raising the standard of care and clear solution
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Agenda
Raise the standard of healthcare through the improvement of the patient experience and outcomes Challenges to establish new medical guidelines for your devices based on clinical evidences
Case study: developing a new category for an innovative medical device on the Brazilian market
Barriers to demonstrating sufficient added-value to both private and public segments
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Challenges to establish new medical guidelines for your devices based on clinical evidences Healthcare Societies play a crucial role
Work with the Healthcare Society in order to understand the current guidelines
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Challenges to establish new medical guidelines for your devices based on clinical evidences Patient Associations are very important
Establish Partnership with Patient Associations
Holistic view about the costs involved and the current healthcare effectiveness
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Agenda
Raise the standard of healthcare through the improvement of the patient experience and outcomes Challenges to establish new medical guidelines for your devices based on clinical evidences
Case study: developing a new category for an innovative medical device on the Brazilian market
Barriers to demonstrating sufficient added-value to both private and public segments
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Case study: developing a new category for an innovative medical device on the Brazilian market Difficulties to implement the treatment for all patients
Due to the challenges in order to prove the efficiency of the new medical
Municipal and State Levels that the investment has a positive return
The Partnership with Healthcare Professionals and Public Administrators has
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Case study: developing a new category for an innovative medical device on the Brazilian market Brazil is really a big country with different realities
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Source: Comparative size of Brazil. From E. Bradford, EA History of Brazil, 3rd ed. (New York, 1993), p. 14.
Case study: developing a new category for an innovative medical device on the Brazilian market Brazil is really a big country with different realities
INEQUALITY IN THE DISTRIBUTION Physicians (per 1,000 people) in the Brazilian States
Case study: developing a new category for an innovative medical device on the Brazilian market Understanding the Healthcare Sources, Agents and Providers is crucial
Main Players and Fund Flows in the Brazilian Hospital Sector
Sources Agents Providers
MOH hospitals
MOE hospitals
State treasury
State hospitals
Municipal treasury
Municipal hospitals
Non-profit hospitals
For-profit hospitals
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Source: Hospital Performance in Brazil: The Search for Excellence Gerald Martin La Fargia, Bernard Couttolenc World Bank Publications- 2008
Case study: developing a new category for an innovative medical device on the Brazilian market Practical Dynamics = Workflow = Roles & Responsibilities
Visits the Doctor
Clinical Evidences Diagnosis Prescription Clinical Evidences
1)
Doctor
Prescribes the Product
Market Access Manager Ensures the Works toward Product Availability reimbursement
Medical Store / Retail / Distributor
Access Private
Healthcare Secretariat
Public
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Patient
Tender
Agenda
Raise the standard of healthcare through the improvement of the patient experience and outcomes Challenges to establish new medical guidelines for your devices based on clinical evidences
Case study: developing a new category for an innovative medical device on the Brazilian market
Barriers to demonstrating sufficient added-value to both private and public segments
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Barriers to demonstrating sufficient added-value to both private and public segments Local Experiences are the most required evidences
Based on our experience, local governments and private providers are looking
for local positive outcomes from similar institutions and patient realities
In our case, there is a preference for local experiences, especially, in the
some important Municipalities and States, there is a need for a local study
The Patient Compliance with the treatment has been the key for our promise
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Thanks!
Contact:
http://br.linkedin.com/pub/vitormuniz/4/71b/588 or vitor_muniz@hotmail.com
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