• The Electrophysiology business in Brazil corresponds to 10% of the Business Un

• The Electrophysiology business in Brazil corresponds to 10% of the Business Unit’s revenue
currently, with exponential growth expected in the coming years.
– This growth will only be possible with the launch of the new electroanatomical mapping:
• Electrophysiology is a business extremely dependent on services – the sale of products
(disposable catheters) is made with integrated services, that is, in the price of consumables,
It is understood in the market that the service to carry out the procedure is included.
– It is necessary for a highly trained and qualified specialist to follow the procedure with the
doctor. In each procedure, the specialist must bring equipment to assist in carrying out the procedure.
examination and enable the use of consumables that will be sold (Catheters)
• The healthcare market has complexity and different customers who are an important part of the
treatment decision:
– Patient: increasingly informed and able to participate in the decision of their treatment
– Doctor: great decision-making power in choosing treatment/technology
– Health insurance/hospital: focus on cost reduction
– Government/public system of health
3
Electrophysiology
• Current scenario:
– Our current portfolio is limited to conventional procedures (conventional ablation and
electrophysiological) and capable of operating in only 30% of the market – BSC market share: 10%
– 20% of the sales force trained in Electrophysiology – focus on CRM
– Logistical limitations for launching Rhythmia
– Distributors challenge:
• High investment required (capital equipment and human capital)
• Sales force focused on CRM
• High employee turnover
• Based on the information mentioned, make a plan to:
– Improve sales results (short and long term)
– Plan the launch of electroanatomical mapping (Rhythmia)