Murilo Fernandes

Serves on the advisory board of Salux Technology, supporting the company’s strategic direction, institutional expansion, and market positioning in the digital health sector. Actively contributes to discussions involving growth strategy, governance, partnership development, stakeholder engagement, and the advancement of initiatives focused on digital transformation for both public and private healthcare organizations. Supports the consolidation of the company’s ecosystem of solutions, with emphasis on technology integration, operational sustainability, applied innovation, and the strengthening of Salux’s presence in high-complexity and high-impact healthcare projects.

Led Salux Technology through a cycle of transformation and expansion in the digital health market. Held full executive responsibility for corporate strategy, commercial growth, institutional strengthening, and the evolution of the company’s portfolio of solutions for hospitals, healthcare networks, payers, and public health institutions. Drove market repositioning initiatives, new business development, strategic partnerships, and the expansion of the company’s role in projects related to technological modernization, interoperability, operational efficiency, and innovation applied to healthcare delivery and management. Led strategic efforts to position the company as a digital transformation platform within an integrated ecosystem of technology, services, and institutional relationships.

Through MF Consulting & Research, I develop specialized consulting projects focused on business strategy, innovation, market development, and institutional positioning. The firm supports companies and initiatives that require executive-level perspective to structure growth strategies, assess opportunities, refine value propositions, build partnerships, and strengthen their presence in complex and relationship-driven markets. Over time, the company has served as a platform for strategic advisory, market intelligence, positioning initiatives, and decision-making support in contexts that demand a combination of business vision, sector knowledge, and execution capability.

Managed channel strategy and strategic alliances for Wolters Kluwer’s healthcare business in Brazil, driving the expansion of evidence-based clinical decision support solutions within the local healthcare market. Led partnership development efforts with EMR providers, healthcare organizations, and key ecosystem stakeholders, supporting market penetration, solution adoption, and long-term commercial positioning. Played a central role in assessing market opportunities, identifying customer profiles, refining the local value proposition, and aligning global solutions to Brazilian market needs. Contributed to initiatives aimed at improving patient safety, reducing adverse drug events, and increasing clinical and operational efficiency, while also supporting knowledge dissemination through workshops, executive engagement, and integration opportunities with leading healthcare technology players.

Led business development and sales strategy for a healthcare technology company focused on delivering integrated, turnkey solutions to the healthcare market. Responsible for identifying market opportunities, structuring new business fronts, and expanding the company’s portfolio through strategic partnerships with software vendors, medical device providers, and infrastructure players. Played a key role in the development of SaaS and IaaS offerings, helping position the company as a more complete and competitive partner for healthcare organizations. Also contributed to the evaluation of potential acquisitions, portfolio expansion opportunities, and product improvement initiatives aligned with customer needs and market demands.

Led the launch and market development of Agfa HealthCare’s Integrated Care and Patient Engagement solutions across Latin America, with initial focus on Brazil, Chile, and Colombia. Responsible for structuring the regional business approach, identifying market opportunities, and supporting the introduction of new digital health solutions aligned with care coordination, patient engagement, and the transformation of healthcare delivery models. Worked closely with regional stakeholders to establish the commercial foundation for this business unit, adapting the value proposition to different market realities and helping position Agfa in an emerging and strategic segment within healthcare IT. Played a key role in opening the first wave of opportunities in the region and in building the company’s presence in this new business front.

Led the commercial management of Agfa HealthCare’s IT solutions business in Brazil, with responsibility for driving revenue growth, strengthening customer relationships, and expanding the company’s installed base in a highly competitive healthcare technology market. Managed the sales strategy for a portfolio that included RIS, PACS, HIS/CIS, and ECM solutions, overseeing business development efforts across key accounts and strategic opportunities. Played an important role in rebuilding customer trust, renewing commercial agreements, and reinforcing Agfa’s market credibility, while supporting the company’s positioning as a relevant enterprise technology partner for healthcare organizations in Brazil. Held responsibility for a business line with annual revenues above USD 15 million.

Oversaw Pixeon’s commercial strategy across Brazil’s Southeast region, covering São Paulo, Rio de Janeiro, Minas Gerais, and Espírito Santo, a territory representing a significant share of the company’s annual revenue. Managed the company’s portfolio of healthcare IT solutions — including HIS/CIS, LIS, and RIS/PACS — with a focus on market expansion, product mix optimization, profitability, and competitive positioning. Also coordinated pre-sales, internal sales executives, field account executives, and channel partners, ensuring alignment across commercial and technical fronts. In parallel, contributed to team development, sales capability building, and cross-functional collaboration with services, marketing, finance, and research and development, always with an emphasis on customer value, satisfaction, and sustainable business growth.

Managed strategic and enterprise healthcare accounts, with a focus on high-level relationship building, business development, and the execution of commercial plans for large and complex customers. Worked closely with sales consultants and regional sales leadership to align account strategies with client needs and company growth objectives. Supported the commercialization of in vitro diagnostics, laboratory automation solutions, and specialized services, combining a consultative sales approach with complex account management and value-driven engagement. Held responsibility for an account base generating approximately USD 10 million in annual revenue, contributing to the company’s positioning and sustainable growth across key accounts.

Handled strategic and high-complexity healthcare accounts in the Brazilian market, focusing on the commercialization of enterprise technology solutions such as RIS/PACS, HIS/CIS, and ECM. My role was closely connected to consultative sales cycles, large-account relationship management, and the development of significant business opportunities in a highly demanding technical and commercial environment. During this period, I was involved in important go-to-market efforts and solution strengthening initiatives in Brazil, including offerings such as RIS/PACS Agility, CIS Orbis, and ECM HyDMedia. I also managed a business portfolio generating approximately USD 10 million in annual revenue, contributing to the company’s market expansion and to the strengthening of its position among key healthcare organizations.

Took on commercial and operational responsibilities across different regional fronts within the healthcare and diagnostic imaging market, focusing on business expansion, team management, and the strengthening of strategic brands in Brazil. During this period, I led sales and operational activities related to GE Healthcare and Carestream Health/Kodak products, with emphasis on regional development, customer relationships, and the execution of commercial strategies in key territories. My role included managing the Northeast region for GE Healthcare Diagnostic Imaging, as well as commercial and operational responsibilities for Carestream Health solutions in Brasília, Goiânia, and other regional markets. I also worked as a specialist in RIS/PACS and digital solutions, supporting training initiatives, team enablement, and technical-commercial knowledge dissemination. I held responsibility for significant regional business volumes, contributing to market expansion and to the strengthening of the company’s position within the healthcare sector.

Managed direct sales and channel partners across Brazil’s Midwest and Northern regions, with responsibility for expanding market presence and developing strategic customer relationships. Worked on the commercialization of digital transformation solutions for healthcare, including computed radiography, digital radiography, digital printers, and healthcare IT solutions such as RIS and PACS. Focused on regional reseller development, key account management, and the execution of commercial strategies aimed at increasing market share and strengthening the company’s position in priority territories.

Strong technical foundation in engineering, analytical thinking, and problem-solving.

Executive education focused on management, strategy, and business dynamics in the healthcare sector.