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

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
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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
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Source: ANS and IBGE

4. Why Brazil?
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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
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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%
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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
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8. SUS, Statistics
25%
Private Coverage
75%
Public Coverage
$80
$105
Private Expenditures
(Billions)
Public Expenditures
(Billions)
Source: ANS, SUS, and IBGE
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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.
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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
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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
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12. Tender Process – Public / Private
Public
Private
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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
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14. SELLING STRATEGIES:
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15. Geography and Population Density Within Brazil
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16. SELLING STRATEGIES:
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17. TRENDS & FORECAST:
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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
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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