Precificação de planos de saúde: um estudo multicaso em operadoras do interior de São Paulo

• Autor(a) principal: Chioda, Welligton Antonio
• Data de Publicação: 2021
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UNESP
• Texto Completo: http://hdl.handle.net/11449/216373
• topic: Preços; Saúde; Saúde suplementar; Legislação; Estudos de casos

The hiring of private health plans has increased considerably over the years and this type of service has been gaining more and more space in the market. With Federal Law 9.656 of 1998, the health plan sector is now regulated, and there can no longer be practices that were previously allowed, such as exorbitant prices, procedural limitations, among others. This work aims to analyze, according to the operators' employees, the strategies used for the pricing of the products offered to the population in order to understand what are the aspects that most influence this analysis, since after the 1998 regulation, health plans have a price margin where they can work, so it is interesting to understand how it is analyzed in which part of this margin operators assign their prices. A multi-case study was carried out in eight health plan operators in the region of Ribeirão Preto, using a questionnaire with six questions, each divided into a quantitative and a qualitative perspective. The results showed that despite differences between operators such as location, size, billing, among others, the analyzes show that there is a pattern in which aspects are used for pricing and how they interfere in the preparation of a final sales table, with few evidence of divergence between the analyzed sample. The main factors identified as being of great importance in pricing strategies are the customers profile, competition, payment methods for service providers and the relationship with these providers.