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Acess the online magazine VISÃO HOSPITALAR MAGAZINE THE IMPORTANCE OF THE HOSPITAL The hospital is a medical and social organization whose function is to provide the entire population with comprehensive, curative and preventive medical care, in addition to being a center for education and research in health. The current scenario has placed the hospital in the center of all attention, as it recognizes its importance and role at this time and knows how we really need this attention. For some time now, we have demonstrated the situation faced by hospitals, such as the high tax burden, the request for special credit lines, the need for qualification of all professionals working in the segment, the importance of innovation and technology for the entire chain, and , in the midst of all this struggle, there is a much bigger challenge: the search for adequate treatments and procedures, as well as qualified labor to face this challenge that is the coronavirus. The Health Sector requires more than investment and attention; it requires Adelvânio Francisco Morato planning to remain one of the most promising areas for the development President of FBH of our economy and the country. We need to strengthen all hospitals, expand the number of beds in our country and the capacity to provide care for each one, so that we can provide safe, qualified and adequate care for our population. As a pioneer entity in the representation of Brazilian hospitals, FBH has been leading, alongside partner institutions, historical claims that, at this moment, require special attention. WORD FROM We will continue on this journey, joining efforts with the main institutions THE PRESIDENT and authorities that operate in the segment to effectively contribute to the development of our hospitals and professionals. Congratulations to all professionals and hospitals who are standing strong in their mission! Adelvânio Francisco Morato President of FBH EXECUTIVE BOARD PRESIDENT GENERAL SECRETARY CULTURAL ACTIVITIES’ SUPERVISORY BOARD - Adelvânio Francisco Morato Luiz Aramicy Bezerra Pinto DIRECTOR ALTERNATE MEMBERS Marcus Camargo Quintella Roberto Vellasco VICE-PRESIDENT DEPUTY SECRETARY Maurício Souto Maior Altamiro Bittencourt Ivo Garcia do Nascimento SUPERINTENDENT Benno Kreisel Eduardo de Oliveira Luiz Fernando C. Silva Manoel Gonçalves Carneiro Netto DIRECTOR TREASURER BOARD DIRECTORS Reginaldo Teófanes de Araújo Mansur José Mansur SUPERVISORY BOARD - ADVISORS Francisco José Santiago EFFECTIVE MEMBERS Leonardo Rocha Machado de Brito DEPUTY TREASURER Fernando Antônio Honorato Ibsen Pontes Moreira Pinto José Pereira Glauco Monteiro Cavalcanti da Silva e Souza Mauro Duran Adan Manso Leonardo Gigliotti Barberes Élson Sousa Miranda Edivardo Silveira Santos | 3 EXPEDIENT WORD FROM Chief editor Viviã de Sousa - 12118/DF THE EDITOR [email protected] Graphic Project Overcoming a crisis Viva Comunicação Group vivacomunicacaogroup.com In commemoration of National Hospital Day and World Marketing Hospital Day, in this edition we deal with the scenario [email protected] of the evolution of this important establishment for Executive production our segment and for the whole country. Rosana Oliveira [email protected] We also interviewed senator Izalci Lucas (PSDB/DF), who spoke about one of the greatest lessons learned Translation and Proofreading from the pandemic: the importance of investment in Jaqueline Rodrigues Guilherme Franco Santos health and how this crisis mainly affected small and medium-sized hospitals in Brazil. Content production Felipe Nabuco The portrait of the Brazilian hospital network, made by [email protected] Luiz Fernando C. Silva, superintendent of the Brazilian Print run Hospital Federation (FBH), demonstrates the effects 7 mil exemplares of the pandemic on the management of service Art and Layout providers and the numerous challenges faced by the Viva Comunicação Group entire sector. vivacomunicacaogroup.com And when it comes to investment, we present the fund Publication Quarterly created by Bioxxi, the largest company in Latin America in the sterilization of health products, which aims to help hospitals in this moment of crisis aggravated by the pandemic. Overcoming this crisis is due to the effort of all those who went beyond their limits to promote actions, paths and opportunities that would contribute to the development and solution of the problems facing the area. Our goal is to promote strategic content to help our readers visualize new horizons. Federação Brasileira de Hospitais - FBH ENJOY YOUR READING SRTVS Qd. 701 - Conj E - nº 130 - 5º andar Ed. Palácio do Rádio I - Torre III - Brasília-DF Viviã de Sousa | Chief Editor 70340-901 Tel: (61) 3044 0332 E-mail: [email protected] ARTICLES AND REPORTS GESTÃO DA QUALIDADE 08 CANNABIS MEDICINAL 10 VISÃO INTERNACIONAL 12 HOSPITAL REFERÊNCIA 18 GESTÃO DE PROJETOS 20 AHEG 25 GESTÃO DE PESSOAS 30 INTERNACIONAL 32 INOVAÇÃO 34 GESTÃO 36 COVER MARKETING 38 MEDICINA DIAGNÓSTICA 40 TRANSFORMAÇÃO HOSPITALAR 06 NEGÓCIOS 42 REDE HOSPITALAR 22 VISÃO JURÍDICA 45 ENTREVISTA 15 PLANOS DE SAÚDE 47 INVESTIMENTO 27 INOVAÇÃO E SAÚDE 49 TELEMEDICINA 51 SAÚDE DIGITAL 54 FALA GESTOR 56 ENERGIA 58 EVENTS AND INDICATORS ACONTECE NO CONGRESSO 60 CALENDÁRIO DE EVENTOS 62 ÍNDICES ECONÔMICOS 64 HOSPITAL TRANSFORMATION HOSPITAL TRANSFORMATION IN THE COURSE OF THE PANDEMIC By Felipe Nabuco [email protected] Organizational resilience, to changes, which permeated the transformations in adaptability, technological care and in the organization of health services. incorporation and investment The scenario of crowded emergencies, patients dying while waiting for beds, overworked professionals, in people training. How shortage of supplies and medicines, among others, are hospitals reinventing was one of the biggest challenges ever imposed on the Brazilian health system. Added to this context is themselves during the the need to face an enemy that is still little known, as worst time of health crisis in well as its destructive power. centuries? Far beyond technological innovations, it was necessary for hospitals to also look inwards, to the way they The pandemic caused by the new coronavirus manage, analyze and optimize internal processes, how catalyzed changes in care and hospital management, the existing methods and methodologies work and which have long been identified as necessary by the are adapted to institutional scenarios and cultures. sector itself. An example of this is the incorporation For those who had nowhere to look for inspiration, of digital technologies that have become realities it was necessary to seek solutions within the current in hospitals around the world for more than two scenario. And this was one of the biggest challenges decades, but were left aside in Brazil. posed by the crisis: how to do more and better with the same, or even with less? However, this accelerated modernization process, as expected, did not linearly encompass the entire The ability to adapt to changes, as well as Brazilian hospital network, which today is mostly organizational strength and resilience, led the sector (70%) composed of small and medium-sized to redefine organizational flows, to adopt new care hospitals. In most of these establishments, it was not protocols, to force discussion about the difficulties technology, but the very ability to reinvent and adapt faced by the economic and industrial health 6 | VISÃO HOSPITALAR MAGAZINE “Transforming current problems into opportunities for improvement, so that hospitals can leave this pandemic with more management maturity, especially with regard to people's preparation, organizational resilience and capacity for change, is still the greatest challenge.“ complex, which lead to the proper functioning of the several countries, these technologies have been a production chain, as well as to invest significantly in reality since the 1990s. the training of professionals. This accelerated digital transformation, however, One of the immediate consequences of this process also reveals imminent challenges for the Brazilian is the strengthening of safety protocols against hospital network. One of them concerns the hospital infection, as well as the dissemination of urgent adaptations to the General Data Protection collective self-awareness for preventive actions, Regulation (In Portuguese, Lei Geral de Proteção de such as attention to hand hygiene, care with the use Dados - LGPD). Another challenge shows that it will be of masks, among others. necessary to implement a State policy that mitigates the consequences of the abyss that only increases In relation to professional qualification, the moment between small and medium-sized establishments of crisis also showed how essential it is to have and large hospital complexes. trained professionals ready to coordinate, both in the care and management areas, teams in such It is a fact that the country needs to recognize the adverse situations, especially during peak moments strategic and sustainable importance that these small of the pandemic. Establishing training routines and establishments have for the national health system, preparing leaders became an ongoing strategy in the especially in inner cities, where they are the only planning of each establishment as a way to prepare care option for millions of Brazilians (seven out of for unpredictable situations. ten are located in cities from the interior). Today, they represent about 70% of all hospital establishments The much-talked-about incorporation