Bringing innovative medical technologies to the market in Brazil

Vitor Muniz August 2013

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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

(GM, BUD, PM, MKT, Sales & Services)

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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

+ Legitimate Breakthrough Area

9 8 7 6 5 4 3 2 1 0

3 4 5 6

7 8

9 10 +

Possibility of Adoption Level based on the current practice

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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

products & outcomes)

Expand your vision about the healthcare chain as whole (evolve influence, e.g.

adjacent areas that you can add value)

Consumer demographics driving demand up

Providers driving for efficiency & quality

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Raise the standard of healthcare through the improvement of the patient experience and outcomes Expected Answers
Superior Patient Experience

Healthcare Professional Confidence & even More Safety

Better Patient Outcomes through most efficient healthcare (less costly = less

errors)
Positive-sum game by raising the standard of care and clear solution

differentiation (service plays a fundamental role)

Positive impact of the new technology in the health care chain as a whole

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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

Partnerships with the Healthcare Society in order to update the guidelines

based on gold standard procedure to improve the patient care

Joint effort with the Healthcare Society in order to find the latest clinical studies

that can support evidence-based the update in the guidelines

Transparency is essential

Health Economics plays an important role in policy and operational decisions

related to the establishment of new 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

Understand the Patient Needs

Assess the Patient Pathway in the Healthcare System

Analyze the current access to the treatment

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

technology for all, we have segmented them based on severity condition

The severity condition has helped us to prove to the Government in the

Municipal and State Levels that the investment has a positive return
The Partnership with Healthcare Professionals and Public Administrators has

been the key in the access of the product in selected places

The work with Physicians has helped the introduction and the implementation

of the new technology for patients, especially, in the out-of-pocket segment

The Patient Adherence is only achieved with the Nurses daily care

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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

FOCUS is very important and essential!

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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

The Current Standard of Care is very relevant!

The 3 best The 3 worst

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Source: Carta Capital Magazine. July 17th 2013 . p. 27.

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

Ministry of health Federal treasury Ministry of education

MOH hospitals

MOE hospitals

State treasury

State health secretariats

State hospitals

Municipal treasury

Municipal health secretariats

Municipal hospitals

Corporations Health plans Households Out-of-pockets payments

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)

Sales Representative / Detailer Communicates where the product is available

Doctor
Prescribes the Product

Market Access Manager Ensures the Works toward Product Availability reimbursement
Medical Store / Retail / Distributor

Access Private

Private Healthcare Insurance

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

government level, such as similar budget realities

Despite the fact that we have established the new Medical Technology in

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

Bringing innovative medical technologies to the market in Brazil has been an

amazing experience as we have improved the Standard of Care in the country

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Thanks!
Contact:
http://br.linkedin.com/pub/vitormuniz/4/71b/588 or vitor_muniz@hotmail.com
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