Patricia Guelfi Cunha

Main Atributions ● Start Up da implementação do Urolift ( novo procedimento cirurgico para tratamento do crescimento da próstata. Desenvolvimento do processo de negócio, viabilização da comercialização, gestão de inventário, precificação.Market assessment to develop a coherent marketing and pricing strategy. Gestão do P&L da unidade de negócio. Treinamento de terceiros e de HCP. Processo de submissão do Urolift para inclusão no Rol da ANS- ( estudos clínicos, board médico, estudos de viabilidade econômica) Gestão do Canal indireto- importação, cadeia de distribuição e implementação de logistica reversa. Promoção, cadastro e relacionamentos para implementação/ registro e cadastro nas principais redes de Hospital e operadoras de saúde. Introdução no Urolift em Hospitais Públicos. Formação e Certificação de cirurgiões para uso do Urolift. Resultados: 400 Procedures novos procedimentos realizados ( out of pocket e sistema público de saúde) 15% do total aprovados e reembolsados por Seguradoras de Saúde. Renovação de licitação em hospitais da rede pública. Implementação de venda direta ao paciente.

● Responsible for sales and marketing in the Neurovascular area, P&L management. ● 10 pp increase in std margin. ● Go Direct Project Implementation ● Experience in auditing the indirect compliance channel. ● Focus on market expansion - relationship with Medical Societies / CONITEC and public consultation for the implementation of mechanical thrombectomy in SUS ● Interface with all areas related to credit and supply chain to optimize inventory. ● Focus on unmet needs / customer facing. ● Development of market intelligence tools: Market Share analysis and accuracy. ● Experience in bidding processes :30% growth in the public market / direct approach. ● Development of a new training model for direct and indirect sales force. ● Experience in local clinical studies and partnerships with public agencies.Main Results: ● Implementation of the Go Direct project (growth from 14% to 35% in direct sales). ● CAGR from 2018 to 2020 16%. ● Revenue Growth: 36% in 2020; ● Development of national campaigns (# AVCNÃOFIQUEEMCASA). ● Inclusion of mechanical thrombectomy in the public market as of Sep / 2021.

● Responsible for restructuring the definition of the new business model for the Cardiology Specialty. ● Development of dashboard and pricing, to improve the financial result of the Cardiology Area ● Structuring of PROADI (Programa de Apoio ao Desenvolvimento Institucional do SUS)- public to private Market/ Protocols, Budget analyses for implementation and execution ● Prospecting to expand the area of Cardiology. ● Working with 20 people in the areas of medical relationship, pricing ladder, and new packages/ bundles for HMO´s and out of pocket market.

Main atributions: ● Marketing management in the area of ​​Endoscopy and Endotherapy Surgery; ● Image market, repositioning the product portfolio of the endotherapy platform, customer perception, competition. Double reporting: Latam and local Presidency; ● Leadership in the management of the marketing area, sales strategies for market expansion and expansion of new users. Main Results: ● Launch of an Ultrasonic Scalpel, pricing, market intelligence and development of a market penetration and lending strategy, with a 10% market share gain in the Urology area. ● Implementation of the new endotherapy portfolio, customized for the Brazilian market, with a reduction in the inventory of 1,800 sku’s.

● Responsible for the bariatric and metabolic surgery business area; ● National performance, with a close global and Latin American relationship; ● Development of a market expansion project aimed at expanding the indication for Bariatric and Metabolic Surgery for patients with type 2 diabetes; ● Price segmentation for surgical procedures with the creation of customized kits; ● Elaboration of regionalized marketing actions and monitoring of the execution through a dashboard to measure results. Main Results: ● Launch of a new endo-stapler platform with 8% market penetration; ● Publication of DSS (Diabetes Summit Surgery), in 2016 with the positive recommendation of Metabolic Surgery.

Main atributions: ● Responsible for the marketing area in bariatric surgery and thoracic surgery; ● Product launch, pricing and market segmentation. ● Holding of national and international congresses; ● Relationship with paying sources with a focus on competitive advantage, for the adoption of new launches - evidence-based medicine; Main Results: ● 9% increase in market share in bariatric surgery. ● Inclusion of laparoscopic bariatric surgery in ANS; ● 25 pp growth in market share, through the creation of customized surgical kits for different targets.

Main atributions: ● Responsible for the surgical equipment market in São Paulo, operating in private and public hospitals; ● Performance in the segments of colon, bariatric, chest, gynecology, head and neck, urology and cardiology; ● People management, leadership and interaction with areas of professional education, compliance, marketing for alignment and delivery of marketing strategies, prices and market growth, and new accounts; ● Management of the indirect channel, pricing, definition of quotas, region of operation; ● Direct and indirect sales force training; ● Implementation of the main marketing actions for the sales team; Main Results: ● 50% growth in direct sales (go to market). ● 30% increase in sales in the public market and teaching hospitals; ● Implementation of a new differentiated sales force with an exclusive focus on generating primary demand. ● Award for Best Business Unit and Best Region in Brazil for 3 consecutive years.

Main atributions: ● National performance; ● Development of new practical training for surgeons; ● Market prospecting to develop new users. Main Results: ● Leadership in practical training for university hospitals with a focus on medical residents.

Main atributions: ● Leader in sales of public hospitals. (linear platform staplers); ● Leader in sales of new circular stapler. Main Results: ● Won a new product sales contest; ● 2 years regional sales champion.

Negociação com Convênios e Operadoras de Saúde para pacotes de cirurgia eletivas . Busca e cadastro de novos médicos clínicos e cirurgiões para incremento da demanda Interface entre médicos e administração do Hospital/ Suporte as necessidades e implementação da nova marca do Hospital Santa Rita .

Main Results: Implementação de gases especiais para procedimentos e novos equipamentos para cirurgias , como ressonância magnética, litotripsia entre outros . Lançamento da linha de Oxigenoterapia para Hospitais Contratos corporativos com Hospitais e grandes redes hospitalares