The supplementary health sector in Brazil underwent significant transformations in 2024, shaped by regulatory changes, technological advances and new consumer demands.
As the country has faced challenges related to an ageing population, medical inflation and the search for greater sustainability, companies, operators and service providers have been forced to rethink strategies.
In this article, we revisit the most significant events of 2024 and explore the trends that promise to reshape the sector in the coming years.
Retrospective 2024: Milestones in Supplementary Health
Expansion of the list of compulsory procedures
In 2024, the National Supplementary Health Agency (ANS) revised the list of mandatory procedures, including new technologies and innovative treatments, such as gene therapies and high-cost drugs for rare diseases. This movement was widely debated, given the impact on the cost of health insurance, but it represented a breakthrough in access to modern treatments.
Judicialization on the rise
Judicialization has continued to be one of the sector's biggest challenges. With the inclusion of new therapies on the ANS list, many operators faced financial and logistical difficulties in meeting the demands. Court rulings that forced the costing of treatments outside the list intensified the debate about the limits of coverage and the sustainability of the system.
Mental Health in Evidence
Mental health remained a priority in 2024, especially given the ongoing impact of the COVID-19 pandemic on the population. Operators invested in emotional wellbeing programs, telepsychology and digital therapies, but demand for services in this area still outstripped supply.
Advances in Telemedicine and Digital Health
Telemedicine has established itself as an essential resource. In 2024, there was greater adherence by patients and professionals, with emphasis on the use of artificial intelligence (AI) in screening, diagnosis and remote monitoring. Technologies such as wearables and health apps have also gained momentum, giving beneficiaries greater autonomy and reducing costs for operators.
Changes to the Remuneration Model
Value-based healthcare models have advanced in Brazil, with operators and hospitals negotiating contracts that prioritize clinical results and efficiency over the volume of procedures. This movement reflected the search for greater financial sustainability and quality of care.
Regulatory pressure for transparency
The ANS has intensified its demands regarding transparencyThis initiative is part of the new Health Insurance Act, which obliges operators to provide more detailed information on costs, the accredited network and quality indicators. This initiative sought to empower consumers, allowing for more informed and conscious choices.
Focus on Primary Health Care (PHC)
Primary health care has become a central strategy for supplementary health care, with operators investing in their own clinics and preventive programs to reduce unnecessary hospitalizations and long-term costs.
Trends for the coming years in the sector
Integration of Artificial Intelligence and Big Data
Technology will continue to transform supplementary healthcare. The integration of artificial intelligence (AI) into processes such as automated screening, disease prediction and data management will allow for greater efficiency and personalization in care. O use of big data will help operators to identify health patterns in the population, optimizing resources and preventing complications before they occur.
Expansion of Preventive and Wellness Programs
With an ageing population and the high prevalence of chronic diseases, prevention will be essential. Personalized nutrition programs, physical activity and mental health monitoring will be at the heart of operators' strategies.
Popularizing Digital and Hybrid Health
The digitalization of the sector will continue to grow, with hybrid health (a combination of face-to-face and digital consultations) becoming standard. Health apps connected to devices such as smartwatches will enable continuous monitoring, reducing costs and improving the beneficiary experience.
Growth of the Regional and Segmented Plans Market
The personalization of plans will be a major trend, with products aimed at specific audiences, such as the elderly, young people or people with chronic illnesses. In addition, regional plans will gain ground as they offer more affordable costs and focus on local networks.
Sustainability and ESG (Environmental, Social and Corporate Governance)
Sustainability will be a growing priority. Operators will have to adopt practices in line with ESG criteria, such as reducing waste in clinical processes, using renewable energy and social inclusion in health programs.
Strengthening Primary Care
Primary care will continue to evolve as a strategic pillar. Operators and providers will look for models that integrate family doctors and multidisciplinary teams to guarantee continuous, preventive care.
Regulatory Reforms and New Products
It is expected that new regulations will continue to shape the sector, with discussions on making the products offered by operators more flexible, such as plans with deductibles or differentiated co-payments.
Population Aging and Chronic Disease Management
With Brazil expected to become one of the oldest countries in the coming decades, the management of chronic diseases will be central. Health plans will have to invest in models that combine technology, prevention and specialized care to meet the demands of this public.
Expanding the Use of Innovative Therapies
Access to advanced therapies, such as genetic treatments and immunotherapies, will be expanded, but will require discussions on ways of sharing costs between operators, the government and consumers.
Customer Experience as a Strategic Focus
The beneficiary experience will be a priority, with operators investing in humanized service and accessible digital channels
Come with SAUDI to follow the trends and get ahead of the competition
Integration of artificial intelligence and big data, expansion of preventive and wellness programs, regional and segmented plans, regulatory reforms, total transparency.... o SAUDI is a data platform that medical bill audit from your health insurance company.
With SAUDI and its modules designed to automate the entire bureaucratic process of medical auditing, the manager has 360 degree view and the ability to carry out integrations that provide a complete strategic vision to help make more assertive decisions.
Request a free demo of the SAUDI system, the most widely used by dozens of health plans throughout Brazil. The best part is that you'll see how SAUDI is intuitive and easy to use! ; )
