STRATEGIC MARKETING PLANNING OF A RADIATION ONCOLOGY DEPARTMENT AT BASE HOSPITAL INSTITUTE BASED ON THE NEW SUS TARIFF MODEL

The HBDF (Hospital de Base do Distrito Federal) Radiation Oncology Department is currently being updated and expanded. Telecobalt decommissioned in 2018, with the last cobalt source removed on 04/24/2019. The update of the SUS (Sistema Único de Saúde) tariff model in May / 2019 took effect. Upgrade of the current linear accelerator scheduled for this year (installation of MLCs and IGRT), via donation contract from Sírio Libanês Hospital. Acquisition of a new linear accelerator, replacing the telecobalt machine, will allow for high-tech radiation therapy. The main strengths and weaknesses of the department will be presented, as well as the opportunities and threats presented. The financial overview of HBDFs Radiotherapy Department will be presented, showing its production evolution and its average monthly revenue. Sales forecast analysis will be performed and how these activities will be included in the marketing strategy. By comparing the billings of the old tariff model with the new tariff model, there was readjustment for this patient profile (49% palliative). This value was compared to the inflation rate of the period, and there was a reduction in the inflation gap. The change in the way in which radiotherapy treatments are charged in the new tariff will reflect an increase in the number of patients treated monthly, with an updated technology park that allows for hypofractionation. This fact is even more evident in public institutions with the HBDF profile, where there is a large percentage of palliative patients undergoing treatment, in which hypofractionation was discouraged following the old SUS tariff, and now, stimulated with the new tariff, with higher profitability. In conclusion, the purpose of the radiotherapy department strategic marketing plan is to serve as a guide for the organization by monitoring clinical, financial, and customer satisfaction Results:

 

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Artikel online veröffentlicht:
23. Oktober 2019