nÃo hà / Apesar de existir desde à dÃcada de 1950/60, o mercado de saÃde suplementar passou a ser regulado apÃs a criaÃÃo da Lei de Planos de SaÃde em 1998, e a criaÃÃo, em 2000, da autarquia federal denominada AgÃncia Nacional de SaÃde Suplementar â ANS, que passou a acompanhar a atuaÃÃo das operadoras nesse mercado. Dentre as diversas competÃncias desta AgÃncia Reguladora està o de retirar a Operadora do mercado de saÃde suplementar, seja por nÃo obedecer as normas reguladoras, seja por decretaÃÃo de sua liquidaÃÃo extrajudicial em razÃo de graves problemas econÃmico-financeiros que o impedem de permanecer assistindo a sua massa de beneficiÃrios. Diante desse cenÃrio, verificamos que muitas operadoras tÃm saÃdo do mercado, na maioria das vezes causando uma sÃrie de âproblemasâ sÃcio-econÃmicos para os agentes que nele participam, como desassistÃncia por algum perÃodo dos beneficiÃrios, inadimplÃncia da Operadora perante diversos prestadores, muitas vezes levando estes a suportarem os calotes e passarem por algum nÃvel de dificuldade financeira, imprevista necessidade de atuaÃÃo do ÃrgÃo regulador para realocaÃÃo dos beneficiÃrios Ãs outras operadoras e dificuldades destas em suportar a entrada desses beneficiÃrios sem carÃncia e com demanda reprimida, aumentando a sinistralidade etc. Assim, torna-se importante investigar se existe um perfil de operadoras que estÃo fadadas ao insucesso, à partir de caracterÃsticas que se entende como pontos que fortalecem ou nÃo as finanÃas dessas empresas. Para isso, utilizamos variÃveis escolhidas com base em estudos cientÃficos ou conhecimentos empÃricos, a serem utilizadas uma sÃrie temporal de 129 meses em um modelo de regressÃo de Cox, sendo este indicado pela comunidade cientÃfica um importante modelo de anÃlise de sobrevivÃncia. / In spite of its existence dating since the 1950âs, it wasnât until the creation of the Brazilian Law on Health Insurance in 1998 and of the federal autarchy (independent agency) named ANS â National Agency for Supplementary Health â in 2000, that supplementary health market came to being regulated. Amongst the Agencyâs many attributions is taking the Health Care Operator out of the supplementary market, either for not obeying the regulatory norms or for having its extrajudicial liquidation declared on account of dire financial and economic problems that prevent the Operator from assisting its beneficiaries. In this perspective, we notice a number of Health Care Operators exiting the market usually causing a series of social-economic âissuesâ for the participant agents such as temporary health care assistance stoppage, financial default by the Operator regarding providersâ services â at times bringing the providers to endure financial difficulties due to lack of payment, unforeseen necessity of action by the regulatory agency in order to relocate beneficiaries to different Operators - thus creating complications to these Operators in receiving new beneficiaries with no grace period and restrained demand increasing loss, and so forth. Therefore it proves to be relevant an investigation towards defining a profile of Operators fated to failure, from traits that are known to determine the financial strength of these companies. To this end we use variables, chosen based on scientific studies or empirical knowledge, to be applied on a 129 monthsâ time series Cox regression model, which is recommended by the scientific community as an important Survival Analysis model.

In this essay we have chosen to research how health supplement companies market themselves and in different ways reach out to a vast majority of people with the help of one of the biggest social media channels, Instagram. It’s common nowadays that companies use social media as a fast, cheap and easy way to market their products to users. Either by promoting it on their own channel or by sponsorship, where they have popular people with a high amount of followers to encourage their viewers to buy their products. Instagram is rapidly growing and today have about 400 million active users every month and 40 % of all Swedish people that uses the Internet are a member of this application. Our research question is: “in which way do health supplement companies work with private individuals to communicate with their target group on Instagram and what is in the medium Instagram that makes it possible to use it for marketing and communication purposes?” By interviewing four individuals who are sponsored by different companies, two experts on the domain and by doing a netnographic observation that examines eight different Instagram accounts we were able to analyse and find the answer to our question. For health supplement companies to successfully communicate with their target group on Instagram it is important that they use the right person as an influencer. This is important to create high credibility towards the consumer. It’s also important that the influencer describes the product in an interesting way and that the person has a lot of knowledge about the product. We also conclude that the most important function that Instagram can offer is the ability to distribute images and influence other users.