Read the Conversation
EF: What attracted you to work at GE HealthCare?
AN: I have over 30 years of experience in the healthcare industry, mostly in pharmaceuticals, in vitro diagnostics, and MedTech, but I have not worked with imaging before. That was the first thing that came to mind when I was approached by GE HealthCare. The company itself is massive, and during my discussions with the senior leadership, I learned that they had over 40 innovations ready to be launched. It was a positive conversation with the senior team, and I was impressed by GE HealthCare's brand reputation and global recognition. Ultimately, I feel it was a good decision. I am in the right place, ready to tackle the challenges ahead.
EF: How strategically important is Latin America to GE HealthCare?
AN: Latin America is crucial to GE HealthCare for a couple of reasons. First, it is a growing and emerging region. Unlike Japan, the U.S., or Europe, where the population is aging and stable, Latin America has a more youthful and growing population. This alone can drive double-digit growth over the next five years. As the economy improves, more people access healthcare services, creating new opportunities for GE HealthCare.
The second reason is that Latin America is a place where new ideas are tested. Culturally, people here are more open to trying different things, leading to innovative approaches to healthcare. This mindset makes it a unique source of fresh ideas and solutions. In fact, we are seeing Latin America exporting technologies and processes to more developed countries, showing that it is not just about importing from traditional markets. These are the two key reasons why Latin America stands out for GE HealthCare.
EF: How does your strategy vary across different countries within Latin America, and what does that strategy look like in Brazil?
AN: In Brazil, we have about 40 percent of the Latin American healthcare market, largely because of its large population and the way its healthcare system is structured. However, all regions are important to us and we have a presence in more than 30 countries.
To manage the diversity, we divided Latin America into five areas or clusters. Brazil and Mexico are independent clusters, as they are the biggest markets. Then we have PCP, which stands for Peru, Colombia, and Puerto Rico. Colombia is our third-largest market in the region. Another cluster is CHAR, which covers Chile and Argentina. Finally, there's INDI, which encompasses all other smaller markets, primarily indirect ones. Each cluster has its own strategy based on its unique needs. For example, Brazil's healthcare market is mostly private, while Mexico's is primarily public. This distinction shapes our staffing, resource allocation, and how we market and promote our products and solutions in each region.
EF: Could you explain GE HealthCare's different business segments, and how they perform across Latin America?
AN: Overall, we are in a strong position, leading the market in four key segments - Ultrasound, Primary Care Solutions (PCS), Pharmaceutical Diagnostics (PDx) and Imaging, our strongest segment, which includes MRI, MI, and CT. We have a comprehensive product line in this area and are well-positioned in Brazil, Mexico, and Colombia, with good prospects in Chile and Argentina. Even in indirect markets, where we are not directly present, we maintain a strong market share in Imaging. Ultrasound, our second strongest segment, is different from Imaging; it is more like a retail segment, with a broader consumer base. GE HealthCare has a diverse portfolio in Ultrasound, which makes us a key player worldwide, and the same applies to Latin America. We provide a wide range of ultrasound solutions that meet various needs.
In Primary Care Solutions (PCS), which includes multi-parametric monitoring systems and anesthesia systems, we are involved in large deals, especially in anesthesia, and we play in all areas of monitoring. PCS is different from Imaging because there is a greater distribution of equipment across many hospitals, unlike Imaging, where one MRI machine serves thousands of patients.
Finally, Pharmaceutical Diagnostics (PDx), our contrast media and pharma division, has its own management structure. PDx requires a unique approach because it operates differently from our other segments. In this area, we have a solid presence across Latin America and cater to various needs.
In summary, each segment has its unique aspects, but we are well positioned across all of them, with a significant market share and prospects for growth throughout Latin America.
EF: As GE HealthCare leads in designing sustainable healthcare systems, what is your perspective on the role AI can play in Latin America?
AN: Latin America is not a single uniform region, unlike Europe, where there is a somewhat consistent standard of care. Instead, Latin America has a range of care standards. On one hand, there are top-notch hospitals and clinics with advanced technology, like those equipped with GE HealthCare's AIR Recon DL, an artificial intelligence algorithm for MRI scanners that improves image quality by reducing noise and artifacts, resulting in sharper images and faster scan times. This technology is particularly beneficial for MRI patients who often experience discomfort and anxiety due to the confined space and length of the procedure. However, while some hospitals in Latin America have access to the latest innovations, many others do not. The majority of the population still lacks access to these cutting-edge technologies, primarily due to differences in government funding and healthcare infrastructure. This difference creates a duality where some facilities offer high-quality care while others struggle to provide basic services.
Another example of advanced technology in Latin America is GE HealthCare's Revolution Apex CT scanner, available in Peru, Mexico, and Puerto Rico, among other places. This high-end CT scanner offers specialized applications for various fields like neurology, cardiology, and oncology, providing high-resolution images for better diagnosis and treatment.
In ultrasound technology, GE HealthCare´s Senographe Pristina is a state-of-the-art mammography system designed by women for women. It is already installed in several countries, including Argentina, Mexico, and Brazil. However, the broader challenge remains in expanding access to these technologies to more people across Latin America, rather than limiting them to a few select hospitals.
Ultimately, while Latin America has locations boasting innovation and high-quality healthcare, there is a significant need to bridge the gap and ensure that advanced technologies reach more patients across the region. It is essential to work towards broader access to prevent these innovations from being confined to a privileged few, ensuring a more equitable distribution of healthcare advancements.
EF: How would you define the concept of "access" in healthcare?
AN: To me, access means providing the best healthcare possible to everyone in the community, ensuring that the entire population has the chance to receive quality care. Before joining GE HealthCare, I worked at another MedTech company and was also involved with a trade association called ABIMED, where I served as chair. During my time at ABIMED, we, as executives, often discussed with governments how to improve access to healthcare, aiming for more patients to receive treatment with a minimum standard of care.
Access is a significant challenge for developing countries like those in Latin America, where government budgets are often restricted. In Brazil, I discussed with government officials the need for a national healthcare plan that goes beyond individual governments or political parties. Healthcare should be a country's priority, not tied to the left-wing or right-wing ideologies of the current administration. It should be a consistent, country-wide strategy to ensure everyone has access to basic healthcare services, regardless of which party is in power.
EF: What would be your dream collaboration project? Which partnership would really excite you to lead?
AN: Regarding access to healthcare, I believe in collaborating with both payers and service providers to ensure a complete loop. At GE HealthCare, we offer technology and solutions, but to make healthcare more accessible, we need to figure out who will pay for it and how we can expand services to reach more people, rather than just a select group.
Additionally, I would like to work with local innovation hubs in Latin America. There are many talented individuals with fresh ideas and innovative technologies addressing our unique challenges. These hubs are great places for collaboration and exploration. In Brazil, for example, there are several innovation centers filled with smart people, and the same is true in Colombia, Mexico, and Argentina. Connecting with these hubs could be a significant step forward for us.
EF: Is there any final message or topic that we have not covered that you would like to share with our readers?
AN: GE HealthCare has over 6,000 employees in Latin America, creating value for the region. Our Local Country Teams (LCTs) work closely with their respective countries, seeking to understand the local context and applying our technologies to address specific needs. We are heavily focused on education, a critical element. Recently, I had a discussion with a physician in Brasilia about how we can support not only GE HealthCare users but also the broader community through education. It is also important to highlight GE HealthCare's commitment to innovation. We invest over $1 billion in research and development (R&D) each year, with a dedicated R&D center in São Paulo. Last year, we published over 25 research papers, demonstrating our focus on advancing the industry. In summary, I want to say that GE HealthCare is fully committed to Latin America, ensuring that our customers have access to the latest technology as quickly as possible.
As a positive reinforcement of Latin America's appetite for innovation, during JPR, the largest Radiology event in the region, we launched a new resonance for the sector, SIGNATM Champion. This equipment stands out for its capture power, speed, embedded AI technologies and better patient experience. During the launch at JPR, we signed a contract for two of these machines, which will soon support our customers.
