The Covid-19 pandemic has hit all sectors and markets in Brazil and around the world. Without a doubt, health was one of the most impacted and demanded areas at this time of a pandemic, where care and focus on the patient have never been so in evidence. Therefore, one of the biggest questions asked now is how this recovery in the health market will be. And, in addition, what are the main resources that can help the sector to face the challenges and opportunities of this recovery?

Evolution of the health market

25 years ago, the health market was focused on individual customers, but with the arrival of new employers from abroad, the sector underwent a transition to the corporate market. These employers used to already offer health plans in their benefit packages, a practice absorbed by national companies until today. Thus, supplementary health has moved from a system of individual plans to a market of corporate plans.

In 1998, Law 9,656 was enacted, which regulates the health plan market and the creation of ANS – National Supplementary Health Agency –, assuming the role of regulatory body in this sector. At the time, the law determined a minimum list of procedures that should be covered by health insurance companies, which is updated every two years to include new procedures and medical treatments. This process was created to support the consumer, who does not understand the system and was often disadvantaged when purchasing a health service. Over the years, Law 9656 has received more than 300 complementary publications, the Normative Resolutions, which complement or explain the law.

In view of this, when talking about the health market today, we are talking about a highly regulated environment, with a low supply of products for the individual consumer and great cost challenges for the corporate market, that is, employers. The corporate market is currently the major consumer of the supplementary health system, with more than 80% of people who have access to health plans through their employer.

On the other hand, a major impasse suffered by the health market is medical inflation, which is very detached from conventional inflation. This detachment is a global reality due to several factors such as the aging of the population or new technologies incorporated into the medical routine. However, these new technological resources used for the diagnosis or treatment of a pathology often do not replace the previous technology, they simply complement it. The problem is that this cost increase, especially with new technologies, causes medical inflation to be detached from conventional inflation anywhere in the world. The difference is that in developed economies this imbalance is around 40%, while in Brazil it is around 300%, something completely different from the global reality.

With an overwhelming history, the current context of the health market in Brazil reveals a great challenge imposed on society, since health is essential and non-negotiable. Taking care of people and offering a good experience through technology, prioritizing the individual, certainly influences the final cost. However, only through care will health be effective and accessible to all, and technology becomes even more relevant in this process.

Perspectives for the future of the health market

The adoption of new technologies in the health management system is a path of no return. Many markets have already undergone major changes with the inclusion and use in abundance of new technological resources, such as the financial, entertainment and urban mobility markets, for example. Now it's the health market's turn. It is clear that technology has been present in the sector for a long time, but mainly in diagnostics. In a way, technology in the health management system is a novelty in recent years that should intensify from now on, helping users, employees and employers to have more transparency in the management process and a better condition for taking assertive decision.

A second prospect for the future of the healthcare market is changes in cost control measures. All the transformations that are being experienced will base companies on having a strategy that is more focused on health improvement programs, with a focus on prevention and emphasis on guiding good practices, adopting a management process that is much more based on indicators. This change in cost control probably just didn't happen until now due to the absence of mass technology – until then – and the difficulty that companies have in having access to accurate and agile information to optimize decision making. In this way, technology only prepares the ground for this new reality of proximity, of greater ease in the management process and of greater condition of monitoring by the information regarding the user.

In addition to perspectives for the future as a way to face challenges and opportunities, this is also a positive legacy left by the pandemic: telemedicine. Recently released by CFM – Conselho Federal de Medicina –, this resource has been bringing good experiences to users, being very easy to use and reducing costs. Today, even professionals who were more resistant to the topic understand that this is an excellent solution for both the doctor and the patient. So, while legal clearance is tentative, telemedicine is here to stay. With telemedicine, the health management process gains more proactivity, prevention and prediction, in addition to being an efficient way to avoid waste, fraud and reduce medical inflation.

The role of the cloud in this scenario

Today, we certainly live in the era of connectivity, which was only achieved due to the facilities that the internet and technology brought to society. This new reality has created in the individual a need to consume information and the LGPD itself – General Data Protection Law – reinforces the power that the individual now has in relation to their personal data. Currently, a person is guaranteed, by law, the autonomy of being able to take their data from one institution to another when necessary or if they wish.

Therefore, in a practical example: when starting a service or treatment in an institution, the hospital system has access to sensitive information about the patient, from allergies, blood factor, to certain more serious pathologies developed throughout life. cloud -based management system needs to deliver all this printed information to the patient so that he can take it away. With the cloud, this can be done quickly via offload. That is, there are cost savings, care for the environment and it serves the individual wherever he is.

The fact is that the cloud allows you to connect the entire network. And, for legal reasons, there is no longer any type of technological isolation or restriction to information in the current scenario in which we live. Technology is really a great ally to reinvent your business right now. Click here and learn how Sky.One can be the best partner on this journey!


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