Healthcare Management Internacional by Grupo Mídia

HEALTHCARE MANAGEMENT International

Editorial

Edmilson Jr. Caparelli CEO | Publisher of Grupo Mídia

STAFF

Publisher: Edmilson Jr. Caparelli Administrative Director: Lúcia Rodrigues Executive Director: Marcelo Caparelli Marketing Director: Jailson Rainer Commercial Director: Giovana Teixeira Art Director: Erica Almeida Alves Grupo Mídia’s Editor: Carla de Paula Pinto Writers: Maísa Oliveira, Fernanda Testa e Guilherme Batimarchi Trainees: Juliana Ijanc’ e Kahel Ferreira Art Producer: Valéria Vilas Bôas Subscriptions : assinatura@grupomidia.com Reader Services: atendimento@grupomidia.com Custom Projects: projetoseditoriais@grupomidia.com Contact: Head Office: +55 16 3629-3010 | branch office: (11) 3014-2499 contato@grupomidia.com | redacao@grupomidia.com | comercial@grupomidia.com Head Office: Rua Aureliano Garcia de Oliveira, 256 - Ribeirão Preto-SP Branch Office: Av. Paulista, 1471 - 11º Andar - São Paulo - SP The content of the articles is the responsibility of the authors and not necessarily reflect the opinion of Grupo Mídia. The playback of materials and articles shall be allowed only if previously authorized by writing by Grupo Mídia, with the source credit.

Warning: people that are not mentioned in our staff are not allowed to do stories, sell ads or even to decide on behalf of Grupo Mídia.

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Brazilian potential

or ten years in Brazil, Grupo Mídia has been promoting the healthcare sector with publications which are leader in the market. It also arranged health events for the Brazilian community that has consecrated in the industry and are indispensable in the healthcare professional’s agenda. In 2016, we seek to expand our editorial activities and show the world all the potential the industry has, in terms of innovation, quality and investments. With this goal, we bring the first edition of Healthcare Management International. In the following pages, the reader can check on the performance of Grupo Mídia on healthcare, as well as other key players in the segment, such as the Hospitalar Fair and the performance of ABIMO (Brazilian Medical Devices Manufacturers Association) and its partnership with Apex-Brazil (Brazilian Trade and Investment Promotion Agency) that, through the Brazilian Health Devices project, encourage exports of the country’s industries, leading companies for major events such as the Medica Trade Fair, Arab Health, and many others. Despite the economic difficulties we are going through, the following pages prove that these obstacles will be overcome and that the country’s health is still a fertile ground for investment and growth.

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Summary

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15 years of Brazil in MEDICA

Technology and innovation from Brazilian companies to the world

Hospitalar at Medica

America´s biggest trade fair will be present at Medica in search of new business opportunities and relationships with the world market

Brazil and Germany together in healthcare A Brazilian south state will have the first cluster of health installed with the help of Medical Valley, Germany

Across the world

Brazilian companies invest in their involvement in international fairs

Grupo Mídia on Healthcare

Management as priority

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With targeted publications and events for the industry, Grupo Mídia bets on the connection between healthcare players

The important contribution of FBAH to the professionalization of hospital administration in Brazil

Article- Claudia Scarpim

Ethics, the health executive and the market and organizational culture

HEALTHCARE MANAGEMENT International

Medica 2015

15 years of Brazil in MEDICA Technology and innovation from Brazilian companies to the world 12

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n 2002, the Brazilian companies began to attend the Medica Trade Fair in Dusseldorf, Germany, the largest medical industry fair in the world. At that time, the brand Brazilian Health Devices didn’t exist, which is a current project run by ABIMO - Brazilian Association of Industries of Medical, Dental, Hospital and Laboratory Equipment, in partnership with Apex-Brazil (Brazilian Trade and Investment Promotion Agency) whose mission is to promote exports of goods and healthcare equipment of Brazilian industries. At that time, Brazil almost didn’t export medical equipment; instead, the country imported almost everything that was consumed, such as advanced equipment and highly sophisticated products. “The whole industry was not yet we took part in what prepared for would become the largest e x p o r t a t i o n , and most important trade and it only took small steps fair for the world´s medical towards the and hospital sector”, i nternat iona l market, through Djalma Rodrigues, some pioneering current Fanem´s President c omp a n ie s ,” recalls Clara Porto, ABIMO´s project manager. “15 years ago we took the associates to the fair for the first time, which was certainly a milestone in the history of all the companies that were with us”, says the former president of ABIMO, Djalma Rodrigues, current Fanem´s President. “Our first participation was filled with emotions because we were just landing on the astonishing world of high tech”, he recalls. Today, forty-seven companies are a part of the Brazilian Health Devices and, in 2016, the presence of Brazilian companies is celebrating its 15th anniversary. To Clara Porto, the research conducted by the association indicates that the industry observers are well aware that the Brazilian products and health equipment industry is investing in technology and growth, both at home and abroad, with the goal of becoming one of the world’s largest by the end of this decade.

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First impressions According to Djalma, being in Germany was a shock to everyone, even for visitors who were unaware of Brazil’s ability to produce medical equipment. They even confused the Brazilian products with products from other countries, such as Mexico and Turkey. “It was through its presence in the fair that Brazil could show the world that it was a quality option in the field of medical equipment. I’m sure that it has changed the lives of many of these companies”, says Djalma. Another person who can confirm what occurred 15 years ago is Waleska Santos, founder of HOSPITALAR, the largest healthcare event in Latin America and third largest in the world: “Even before the first edition of HOSPITALAR in 1994, we have already took part in what would become the largest and most important trade fair for the world´s medical and hospital sector”, says the entrepreneur. The Olidef Medical Equipment and JP Farma participate as exhibitors at Medica Trade Fair from the beginning. “Because we export to more than 50 countries, we consider the fair a special moment to meet current and future distributors”, says the company’s director, André Ali Mere Jr. “The BHD - Brazilian Health Devices project, in partnership with Apex-Brazil, should be celebrated as an important and essential endeavour for the foreign market.” HEALTHCARE MANAGEMENT International

Medica 2004

Memories Since 2002, the Brazilian pavilion collects good results for the country. From eight participating companies in the first year, all accounted for $ 100 thousand dollars in business, to 50 participating companies in the Brazilian Health Devices in 2015, which exceeded US $ 18 million in business during the fair and the next 12 months. In its third participation the number of exhibitors was very expressive: 40 companies. In its fifth participation, Brazil would occupy the place in which it remains today. The first business closing record was set in 2009 by 50 participating companies, with more than 3,500 contacts made, and $ 19 million of business expectations. After 10 years participating in the Medica Trade Fair, in 2011, the Brazilian Health Devices was released internationally as the new brand of the Brazilian industry 14

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of health products, celebrating an increase of 232% in Brazilian exports since 2002. The first decade was marked by the brand´s launch at an event for Brazilian and foreign authorities, international press and customers. Malu Sevieri, director of the Brazilian company that represents Messe Düsseldorf (Medica´s promoter company) says that a lot has changed in the past 15 years: “The first remarkable physically change is the quality and quantity of exhibitors. The Brazilian pavilion has more companies joining the project each fair, and I particularly think that in the last two or three years the setting was much more beautiful” she says. She also says that she realizes a great mature participation of exhibitors: “They’re very well prepared, which certainly helps to have a positive result. We Brazilians, culturally tend to think

that the foreign technology is better, and MEDICA clearly shows that we manufacture high quality products and we are very competitive” The importance and representativeness of Brazilian products became increasingly evident. 2013 ensured a high visibility at MEDICA with the largest share of the country since it began its international exposure at the fair. Besides the main division, for the first time, Brazil was represented by four companies in the fair’s area dedicated exclusively to Laboratories and Diagnostics, in hall 3. The goal, in addition to strengthening the image of Brazil as a supplier of laboratory products, was to establish more effective business for companies in this sector, after all, this is the division where the major global players in the diagnostic chain meet. In 2014, Brazil was also represented in the hall dedicated to physiotherapy and orthopedics, the hall 4. “This segmentation allowed our companies to be side by side with its main competitors and with equal opportunities to find buyers interested specifically in their segments”, says Clara. “Every year we try to improve the strategies and implement innovative actions. Our path in Medica is a pride for the Brazilian Health Devices and ABIMO”, she concludes.

Clara Porto, ABIMO´s project manager

Brazil at Medica 2016

Brazillian Happy Hour is a success

At total, there are 39 Brazilian companies exhibiting their products in the main division, 4 companies in Hall 3, and 4 companies in Hall 4. In 2015, the companies participating in the Brazilian division closed approximately US$ 10 million in business deals arising from the fair, from more than 2,400 contacts. “These are very significant numbers, facing a domestic economic scenario that is not very satisfactory in Brazil. Companies have taken advantage of this time to invest in exportation”, Says the coordinator for trade promotion of ABIMO, Laísa França. “The great feature of the Brazilian product is to have a effective positive cost - because healthcare is increasingly looking for economy and efficiency in their treatments, anywhere in the world - and Brazil is a partner that has all the conditions to meet this need”, said Paulo Henrique Fraccaro, superintendent of ABIMO.

Since it had its first edition in 2011, the traditional Brazilian Happy Hour is one of the most expected actions within the Brazilian pavilion at Medica Trade Fair. The Brazilian Health Devices see this action as business strategy and networking, with typical Brazilian food and drinks to the international public, as well as live Brazilian music: “This way we seek to provide a relaxed environment for the participating companies to network and to narrow relationships with international customers”, explains ABIMO´s project manager, Clara Porto. Gabriel Isaacsson, project manager at Apex-Brazil, says it is important to highlight the the Agency´s constant search for appreciation of innovative actions that seek concrete results in terms of business closure and projecting a positive image for Brazilian industries. “The Brazilian happy hour at MEDICA is a concrete example of this kind of action. HEALTHCARE MANAGEMENT International

Official media and relationship In addition to the coverage for “ABIMO em revista” and the Brazilian Health Devices Yearbook, this year Grupo Mídia is present in the Brazilian pavilion for a video coverage of all four days of Medica. A company specialized in public relations will also be responsible for the relationship with the specialized media and conducting a research with potential customers and partners about the brand “Brazilian Health Devices” and Brazilian products. “All this planning was done to make the 15th anniversary of the Brazilian division at MEDICA unforgettable”, concludes Clara.

Brazilian Health Devices The Brazilian Health Devices Project, run by ABIMO in partnership with Apex-Brazil, has the mission to promote exports of industries goods and healthcare equipment. Brazilian Health Devices is the brand that brings together the sector’s export industries and represents them internationally.

ABIMO ABIMO (Brazilian Association of Industries of Medical, Dental, Hospital and Laboratory Equipment) is the organization that represents and seeks to promote the sustainable growth of the brazilian Health product industry in national and international markets.

Apex-Brazil Apex-Brazil (Brazilian Trade and Investment Promotion Agency) has the mission of developing the competitiveness of Brazilian companies, promoting the internationalization of its business and attracting foreign direct investment. Apex-Brazil supports currently more than 12,000 companies in 80 productive sectors of the Brazilian economy, exporting to more than 200 markets. The Agency also coordinates FDI attraction efforts to the country. 16

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Hospitalar at Medica

America´s biggest trade fair will be present at Medica in search of new business opportunities and relationship with the world market

n order to enhance communication and marketing actions through personal contact with buyers, distributors, suppliers, exhibitors and healthcare professionals from around the world, the representatives of Hospitalar, the largest healthcare’s trade fair of the Americas, are participating in this year’s edition edition of Medica. “The Hospitalar has a cooperation agreement and has been a part of MEDICA for 19 years” says Monica Araujo, director of Hospitalar. Hospitalar, as a business development platform, aims to provide higher visibility from international buyers to the Brazilian companies. “We are at Medica in order to strengthen Hospitalar as a global enabler for business and relationship in the health market”, declares Monica. “We also hope to strengthen what we’ve already done in recent years, in addition to increasing the number of exhibitors at Hospitalar.” There are 5 Hospitalar leaders participating at Medica 2016. In addition to Monica, Hospitalar´s president 20

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and founder, Dr. Waleska Santos; the external market coordinator, Pedro Cilento; the Key Account of IT, Vinicius Pereira and the event manager, Fabio Stringhini will be present.

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The event is very important to us. It allows us to give greater prominence to Brazilian national health chain companies, as well as identify potential international partners for a business generation. MEDICA is a great opportunity to give more visibility to our exhibitors and attract even more international visitors to our event. Thus, we have increased the scope of our operations extrapolating national borders.” Monica Araujo, director of Hospitalar

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Tobias Zobel, Medical Valleyâ&#x20AC;&#x2122;s executive director

Brazil and Germany together in healthcare A Brazilian south state will have the first cluster of health installed with the help of Medical Valley, Germany

io Grande do Sul is the country’s second industrial park in terms of complexity and diversification. It has a very different healthcare infrastructure, which happens to be better than other states. It has been the installation target of industries and companies in the sector. And it’s because of this exact potential that, for about a year, the state government has been making arrangements for the installation of the Medical Valley, a cluster in the healthcare’s technology area. The goal is to bring industry, universities, research center, hospitals and the nation together, through its related departments and local authorities. Check out the interview with Tobias Zobel, Medical Valley’s executive director, on the negotiations with Brazil and the country’s potential for healthcare. What are the recent cluster advances in Brazil? We have now finalized our governmental structure of partners. This is probably the first “case” in Brazil to connect the industrial sector with these kind of services of the cluster within an international value chain. Hence, this project shows an importance to the federal system of the country. For this reason, we were able to also involve CAPES (Coordination for the Improvement of Higher Education Personnel) as project patron. This is an important step regarding the development of the health cluster in Rio Grande do Sul. How is the current project? We are now preparing all partners to enter their information about their field of expertise, type of

products or services and objectives as part of the cluster. With this information, we will find matching companies and hospitals from the Medical Valley in Germany to set up new product development projects and create a higher visibility of the cluster. Were there any companies and organs joining for the coming of the new cluster? As explained, Secretary Fabio “A lot of companies are Branco brought interested in new CAPES into the possibilities in Brazil”, cluster system to run this Tobias Zobel, Medical state project as Valley’s executive director prototype and example for a whole new cluster strategy of the country. Also, the state group “sala do Investidor” will support to give special services to companies that are interested in any kind of collaboration with the state of RGS. Has the current country’s economy recession interfered in the coming of the new cluster? Of course, the crisis in Brazil slowed down the progress with our project. Also, Brazil has been evaluated in the international media lately to be a risky country for investments but at Medical Valley Germany, we are still being contacted by various companies that are interested in new possibilities in Brazil. So, we are still very optimistic that aside from this delay, the cluster will be a success story in the state. HEALTHCARE MANAGEMENT International

ARTICLE

Ethics, the health executive and the market and organizational culture

Claudia Scarpim

Claudia Scarpim is the executive director of the Instituto Ética Saúde and the Health Executives Brazilian College - Cbexs

he health manager, not rarely, is subject to ethical dilemmas on the course of his/her activities. In Brazil, the healthcare system works with the short covering logic, resources are not enough, badly spread, there’s pressure for cost cuts from one side, from the other there’s the technological advance that shows itself more and more efficient and one should still deal with the issue of the people’s access to health versus improvement of the quality of the assistance, apart from the system’s own sustainability, which is in check and, worryingly, on its limit. Health is complex, with a lot of acting factors; distinct organizational ethics and the pressure for results build a scenario prone to the uprising of dilemmas in organizations, and therefore, on the executive’s life, that apart from being subject to the organizational ethics of the institution they manage, they are subject to their own individual principles and values on which their way of living has been based on and it is not always that these antagonist sets are in harmony. On the other hand, it is the modern health managers’ duty to implement the ethical precepts on the institutions they work for, contributing for a mechanism of constant change

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It is the modern health managers’ duty to implement the ethical precepts on the institutions they work for” Claudia Scapim. Executive director of Instituto Ética Saúde

in which the professional develops the organization and the organization develops the professional in the best practices of ethics and integrity. This is an endless activity because the nowadays ethical dilemmas are different from the ones of the past and will certainly be different from the ones to come. Hence, ethic formation is never complete and never fades and should be implemented in all health organizations in a regular manner. In this exchange, it is imperative that executives take it with courage to create mechanisms that secure that the organization is guided by ethical precepts, assuring that a feeling of belonging, unity of values and principles will flourish in each employee and that a perennial virtuous circle is formed and that it reflects and, constantly, reinforce the culture of the organization. The modern sense of competence is no more attached to the pure technical, technological and scientific knowledge, it should also gather what philosophers call know-know, that adds technicity to ethics, morals, values, creeds, actions and behaviors. A few years back it was recommended that such values were systematically displayed in a code of conducts, on its mission and values statement and that they were assured mechanisms of support to executives on the decisionmaking process, materialized in the formation of plural and heterogeneous ethical committees, that gathered different perspectives and that were capable of pondering over eventual dilemmas and back the executives up on the decisions but, nowadays, we’ve talked about modern compliance systems, that go significantly beyond its precursors, foreseeing the detailed mapping of the risks of each institution and the setting of a channel to receive any eventual complaints of ethical of even legal failures that might threaten the institution, starting this complex system with the application of preventive and corrective measures in risk containing. Compliance or integrity mechanisms are already a reality in the supply chain and hospitals abroad and are more and more being implemented in national health institutions, becoming modern and complex systems that monitor, detect and mitigate corporative and employees’ risks guaranteeing and promoting that ethical decisions set the tone in the health sector.

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The modern sense of competence is no more attached to the pure technical, technological and scientific knowledge, it should also gather what philosophers call know-know, that adds technicity to ethics, morals, values, creeds, actions and behaviors” Claudia Scapim. Executive director of Instituto Ética Saúde

Even more modern are the integrated compliance systems that trespass the boundaries of institutions to map risks on the relations between the players of the health productive chain, leaving room for free and independent discussions and free from sectorial interests, becoming pure and autonomous systems, managed by governance models shared by the participant institutions. It is the methodology of the sectorial agreements, defended and spread by the NGO Transparency International and the Ethos Institute that applies to any sector of the economy and has been a presence in the health, sports, civil construction sector, among others. They are modern resources that are made available to Brazilian executives to build and maintain an ethical and sustainable environment in the health sector. HEALTHCARE MANAGEMENT International

Across the world Brazilian companies invest in their involvement in international fairs

he sky is the limit for Brazilian companies that are going global. Sharing and gaining knowledge by participating in different trade fairs around the world, such as MEDICA,

in Germany; Arab Health, in Dubai; FIME, in Miami; EFORT, in Vienna; and many others. We talked to some Brazilian company managers who are exploring this opportunities abroad and elevating their business to a whole new level.

“The company commercializes its products throughout Brazil and several countries from all over the world. It has a Products Development Department with qualified professionals to attend its customer’s needs. Hospimetal holds the most advanced technology to operate the stainless steel, developing products that attend the actual market’s requirements. The company is interested in developing distributors, although the company already has several distributors around the world.” - Wiliam Donisete de Paula, director of Hospimetal.

“Sincron was already present in the trade fairs in Dubai, Miami, Chile and several international business meetings. In 2016, we will be at Medica to follow the development, applications and interoperability of technologies to nurse call systems worldwide. We are a 100% domestic industry. With its own engineering, Sincron invests in development of hardware and software focused on providing solutions and technology globalized world.” - Liliana Chiodo Cherfen, head of Salutem Electronic Industry, which holds the Sincron mark.

“We, from Indusbello Company, have fixed the German Medica trade fair in our event calendar. We believe it’s essential to participate in this event which is a world reference in the hospital sector. We are presenting the new logo for the hospital sector, which is now being presented as SANITÀ. We hope, with the new branding strategy, to stand out in the industry and solidify our line of technologically innovative products in the medical field.” - Leonardo Beni, director of Indusbello. 26

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“Brazilian leader in the segment, Samtronic focuses on the production and marketing of a wide range of products for infusion therapy. Samtronic achieved its position in the market due to constant investment in research and development, in order to meet the needs of Brazilian and international hospitals. With the quality management system, committed to the excellence of the equipment supplied to the market and to meet the standards of national and international regulatory bodies, Samtronic has structure and qualified team for pre and after sales, ensuring proper management and application of the products.”

“DK Diagnostics is constantly evolving to meet your goals: be a brave being of real value on the international stage. For their unreleased technologies that seek always the best relationship with the world market and their tendency to seek balance, about cost, in practicality, in evolution and in respect for nature and the human being, the DK is investing heavily in the scientific improvement of its products and partners. In 2017 we hope that the economic factors are more favorable and that it can allow us to a rapidly developing for the improvement of life.” - CEO, Mr. José Carlos Lapenna.

“Our participation in Medica is strategic for Fanem, since it exposes our products in a global showcase. This visibility is important because exports represent an increasingly significant portion of sales. Among the products that we are showing to the international market is the Hybrid Drive Duetto® 2386, designed to meet the needs of neonatal healthcare teams, providing comprehensive and safe treatment.” - Djalma Luiz Rodrigues, executive director of Fanem.

“The MAGNAMED is a Brazilian company focused on the market of intensive care and specialized in pulmonary ventilation. The equipment already included in our portfolio are Oxymag, FlexiMag Plus and BabyMag. Participating in the Medica Fair is very important, as is the opportunity to present our portfolio to major buyers in the world. We have a good business prospects” - Reginaldo Damião, Export Manager of MAGNAMED. HEALTHCARE MANAGEMENT International

Grupo Mídia on Healthcare With targeted publications and events for the industry, Grupo Mídia bets on the connection between healthcare players

or almost 10 years in the communications market in Brazil, Grupo Mídia is responsible for the publication of healthcare magazines such as: Healthcare Management, leader in the healthcare management industry; HealthARQ, the only Brazilian magazine directed to healthcare architects and industry engineering; and Health-IT, which brings the latest in technology in healthcare businesses.

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All publications have a targeted distribution to CEOs, CIOs, CFOs, and other industry executives from all over Brazil. In addition to the magazines, Grupo Mídia also organizes major events in the healthcare sector in Brazil, such as the “100 Most Influential People in Healthcare”; “Health-IT’s Forum + Award”; “HealthARQ’s Forum + Award”, “Healthcare Business Forum and Healthcare Excellence Award”; and “Healthcare Leaders”.

100 Most Influential People in Healthcare The “100 Most Influential People in Healthcare” ceremony is a special that is published in Healthcare Management magazine. The election is based on a public voting and market research. There are 20 categories spanning the entire healthcare chain, such as Quality and Safety, Sustainability, Sector Entities, Supplemental Health, Industry and others. Each category contains five honorees. There are no ranking among them. In the same category, you can see executives, doctors, entrepreneurs and managers that have made great achievements in the past year, acting in many different branches of Healthcare. The award ceremony of 2016’s “100 Most Influential People in Healthcare”ended the Hospitalar Fair +Forum, the America’s largest fair in the healthcare sector, since 2013. The award, considered the Oscars of Healthcare,

brought together more than a thousand professionals this year in São Paulo (SP). Brazilian multinational CEO’s were honored, such as Otto Philipp Braun, from B. Braun; Oscar Porto, from Medtronic; Fabio Scopeta, from IBM; Cristina Palmaka, from SAP; and others. The special honoree of the night was the doctor and architect Dominic Fiorentini, founder of Architecture Fiorentini, a reference in innovative and functional designs of health institutions. Fiorentini passed away in September 2014. Thrilled, Fiorentini’s daughter and current company’s director, Paula Fiorentini , received the award at the ceremony. “I appreciate this beautiful tribute. My father was a visionary man, very dedicated to healthcare causes, and all his features made him unique. I am eternally grateful for the opportunity to work with him”, she said. At the end of the award, all guests celebrated at a cocktail party hosted by Grupo Mídia.

HealthARQ´s Forum + Award Following the same methodology of the Health-IT´s Forum + Award, Grupo Mídia hosts this forum and award with focus on the architecture, engineering and construction in healthcare. In November 2016, the event takes place in São Paulo, and is in its second edition. It will honor successful cases, institutions, professionals and brands that stood out in the industry last year. HEALTHCARE MANAGEMENT International

Healthcare Leaders of North and Northeast 2016 In August 2016, Grupo Mídia held the “Healthcare Leaders of North and Northeast” award, during the Hospitalmed Fair in Recife, Pernambuco. The award pays tribute to acknowledged and successful cases, brands, institutions and professionals of the year. “We decided to honor this country’s region just to prove how large is the entrepreneurship and innovation in our industry. Brazil is much bigger than Rio and São Paulo and we have a lot to learn from the North and Northeast”, explains Edmilson Jr. Caparelli, Grupo Mídia’s president. After the awards in 2016, Grupo Mídia made a special tribute to Paulo Magnus, president of MV, for his career

in the healthcare sector. In his speech, Magnus said that the merit of honor is a reflection of a solid team´s work. “It would not be possible without a committed and dedicated team to provide the best for healthcare. I also thank all our customers for their trust”.

Forum + Health-IT Award Through its Health-IT magazine publication, Grupo Mídia promoted the Health-IT’s Forum + Award which next edition will take place in 2018. The event brings together CEOs and CIOs from different health institutions and industries across the country. During the Forum, all participants have the opportunity to follow a series of panels and debates involving everyday topics, such as infrastructure and connectivity – hospitals being controlled by the palm 30

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of our hands, digital hospitals, the importance of the adherence to clinical staff in technological changes and support to medical decisions. The debates end with the Health-IT award, which honors the most acknowledged brands, successful cases, institutions and professionals of the past year. The “CIO of the Year 2016”, chosen by Grupo Mídia, was Jacson Barros, IT coordinator director of Hospital das Clinicas, University of São Paulo’s Medical School.

Healthcare Business Forum and Healthcare Excellence Award 2016 In October 2016, Grupo Mídia organized the III Healthcare Business Forum for more than 150 healthcare managers and guests. The event took place at the Sofitel Jequitimar resort, located on the coast of São Paulo. The debates central theme was Compliance and Ethics in management. “Given the current political scenario facing the country, with corruption scandals being triggered every day, we thought about providing these discussions surrounding the importance of ethics and transparency in administration,” explains Edmilson Jr. Caparelli, Grupo Mídia´s president. In addition to lectures and debates, Grupo Mídia also held, at the same place, the “Healthcare Excellence Award 2016”, in which there were honored health institutions that stood out in the healthcare sector last year. There

were 13 categories, each one with three honorees in different management sections, such as Corporate Governance, Personnel and Management, Environmental Responsibility, Technology, and others. The honoree of the night, chosen by Grupo Mídia was the Brazilian Federation of Hospital Administrators (FBAH). At the time, Paul Camara, president of FBAH, spoke of the partnership between the entity and the Grupo Mídia. “We are very happy to announce that, from now on, Grupo Mídia will be responsible for the publication of Hospital Administrators magazine and organizing forums and conferences that we will hold at the Hospitalar 2017.” The elect are also in the latest issue of Healthcare Management Magazine.

Healthcare Leaders The “Healthcare Leaders” is the tribute of Healthcare Management magazine for the industries, health operators and companies that stood out in the last year. The special also features an awards ceremony, held in December, marking the end of the year for the healthcare community. HEALTHCARE MANAGEMENT International

Management as priority The important contribution of FBAH to the professionalization of hospital administration in Brazil 32

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he dream to implant the higher education of hospital administrators in Brazil was the first step that led to the Brazilian Federation of Hospital Administrators FBAH in 1971. Already in the first two years of activities, the federation enabled the first hospital business school in South America. Since then, FBAH acts in favor of this professional activity and the hospital administrators education. In an interview with Healthcare Management International, Paulo Roberto Segatelli Camara, vice president of FBAH, talks about the organization’s acting in Brazil and the outlook for 2017. How is the FBAH´s performance in Brazil? FBAH has the same goal of developing projects that contribute to the professionalization of hospital management and health management. Thus, in the second half of 2016, we launched a pilot project that introduced some state branches to disseminate the Federation and approach it to the audience: managers and hospital administrators. How does FBAH promotes the industry professionalization in management? We have the support of major partners in the field of education and professional qualification. For this, we have entered partnerships with renowned institutions such as Sírio-Libanês Hospital and Fundação Getúlio Vargas / PROAHSA. The Federation participates, not only of dissemination, but also in actions that enable input associated with these courses. Always aiming to bring improvement and qualification to health professionals. How do you evaluate the current healthcare system in Brazil? The health system in this country is broken. The economic and financial situation we face today resulted in the migration of more than 1.9 million people to the public system and this situation is unsustainable, there HEALTHCARE MANAGEMENT International

is no way to offer quality. Brazil invests 4.7% of GDP in Public Health, which is not enough. It is necessary to review the entire system, especially the law. A new model, integrated in all areas and at all levels: primary, secondary and tertiary, this is necessary! The Brazilian healthcare screams for help! What are the prospects for 2017? We hope that with the inevitable approval of PEC 241, the government can support its claim that health will be treated with priority. Let’s hope that they are responsible and effective spending control. What are the plans of FBAH for 2017? Regarding FBAH, we began the preparations of the 40th Brazilian Congress of Hospital Administration and Health Management, which will take place from May 15 to May 19, 2017 in cooperation with the Hospitalar fair and forum. It is a great project that has the support of major institutions in its preparation, especially in its scientific content. In this context, we have started a partnership with five promoters. They are: Hospital das Clínicas of the University of São Paulo, Beneficência Portuguesa Hospital in São Paulo, Sírio-Libanês Hospital, MHA Engineering and Pro-Health Benevolent Association of Social Care and Hospitalar.

Grupo Mídia and the FBAH During Excellence in Healthcare Award 2016, the FBAH, which was the night´s honoree, announced the partnership between the entity and Grupo Mídia. Now, Grupo Mídia will be responsible for the production of the FBAH magazine, the preparation of the congress to be held in the Hospitalar in 2017 and other events of the Federation.

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we have a great project that has the support of major institutions in its preparation, especially in its scientific content” Paulo Roberto Segatelli Camara, vice president of FBAH

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