Em 10 anos trabalhando na área de saúde e marketing, nunca vi o que vem ocorrendo agora: médicos procurando meus serviços por conta da queda abrupta no número de pacientes e cirurgias!
Quando começamos a trabalhar com marketing médico, os clientes nos procuravam porque desejavam melhorar o fluxo de pacientes, melhorar o que já estava bom. Eles viam a necessidade de implantar o marketing médico porque tinham aspirações ainda mais altas para o futuro: tinham planos de aumentar o consultório, montar uma clínica, quem sabe fazer algumas reformas…
Porém, o que vemos hoje são médicos buscando o básico: pacientes. Médicos esses que apresentam agendas vazias, tardes inteiras ociosas no consultório.
Quando comecei a trabalhar no setor de saúde, eu tinha 20 anos de idade. Nessa época eu percebia que com ou sem crise o segmento mantinha uma bom rendimento, porque, de fato, saúde é essencial.
O fato é que com a crise houve uma grande mudança na área de saúde no Brasil e poucos se deram conta disso!
A principal delas tem ligação com os planos de saúde empresariais. No passado esses planos eram minoria e os pacientes tinha muito mais acesso a saúde. Com os planos empresariais o jogo mudou: as mensalidades passaram a ser ajustadas pelo grupo (empresa) e assim os custos tiveram maior impacto, ou seja: o aumento da mensalidade é sentido de forma mais direta.
A coparticipação também é um fator determinante, há 10 anos atrás somente 22% dos planos tinham coparticipação, hoje são 87%. As pessoas pensam várias vezes antes de usar o plano, porque elas terão que pagar um percentual.
Além disso, mais de 14 milhões de pessoas perderam o emprego e também seus planos de saúde empresariais.
As empresas cobram mais assiduidade dos funcionários, que com medo de perder seus empregos evitam marcar consultas ou realizar tratamentos que podem esperar um pouco.
E as mudanças não param por ai!
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