With the pandemic, people’s behavior has changed in relation to health, and we want to be present at this time
Medical-hospital plans registered an increase of 1.4 million beneficiaries in the last month of January, up 3.06% compared to the same period in 2021. In just one month, from December last year to January this year, more than 12,500 new users, who continue in search of alternatives capable of filling the shortcomings of the Unified Health System (SUS) and offering quality services without extortionate prices. According to the ANS (National Supplementary Health Agency), there are today 48.9 million supporters of health care plans in Brazil, a number driven by Covid-19.
Data from Anab (National Association of Benefit Administrators) show that there was an 81% growth in the number of Brazilians concerned about having a health plan, the third item in the ranking of needs, behind only their own home and car. “With the pandemic, people’s behavior has changed in relation to health, and we want to be present at this moment”, says Cris Duclos, who left Electrolux Latin America to assume the position of CMO of Dr. Query.
Last December, the company founded in 2011 bought a 27.5% stake in the startup Cuidar.me, and started offering health plans with monthly fees starting at R$169, an option based on demands indicated in its own database. . A study found that 57% of people searched for health plans since the beginning of the pandemic. Among the 60.5% of patients who responded that they did not have medical insurance, 81.9% claimed that the reason was linked to price. According to the company, the value of R$ 169 is 30% lower than the prices charged by the competition.
With more than three million patients served and estimated revenue of R$315 million in 2021, the network has 32 medical centers in São Paulo, Rio de Janeiro and Belo Horizonte (MG). “In Dr. Consultation You can schedule an appointment, exam, vaccine and pay only for what you consume, buy a subscription and have discounts, or purchase a health plan that will give you complete coverage”, explains Cris Duclos.
The combination of quality and affordable price comes from the use of data and intelligence, which allows personalized service and informs decisions ranging from media intelligence and customer base segmentation to offers and monitoring of quality and consumer satisfaction.
Demonstrating health to give and win, Dr. Consultation grows amid the frenzy of healthcare cradled by the triad formed by prevention, technology and accessibility. It was this vigor that caught the attention of Cris Duclos. “I visited clinics, studied the model, saw the care process and the concern of having the patient at the center of the journey”, he attests. The marketing front vitamin the plan. This March, influencers publicize the hashtag saudecomodrconsulta, but the work focuses on the evolution of the brand’s positioning and value proposition, making it more emotional and less functional. Communication partners are also being defined.
From game changer to well-known brand, Dr. Consultation now seeks loyalty with digital as the core of the business. An evolution of the brand’s application is planned for this year, with a new interface and features. The purpose of providing quality medicine also joins the goal of being an increasingly diverse company. Around 70% of the workforce is made up of women, but now “we need to reflect this proportion thinking about diversity as a whole”, emphasizes Cris Duclos, who returns to the service sector after also working at Wunderman, Vivo and Claro/BCP.
Promoted to director at the age of 30 in a male environment, she preserves a careful look so that the women on her team have the same chance, this time, in a company with a dynamic and unrestricted environment. “I worked in telecom for many years and lived the explosion of this market. Some segments must change and grow a lot with the use of data and technology. Health, for sure, is one of them,” she believes. When companies rethink their business models, Cris recommends the experience in a business where hypotheses are tested, discarded and validated until reaching the desired result.
