The data-driven revolution, a term used to describe the use of data about consumers for decision-making, has already arrived in several sectors of the corporate world, not only in advertising. Who is joining the wave now is the health area. It was with this opportunity in mind that Semantix decided to acquire Zetta Health Analytics and dive headfirst into the industry data market. “This brings a rich layer of segmented platform to the healthcare sector,” André Frederico, general manager for Latin America at Semantix, told DINHEIRO. “It will allow the contribution of a series of elements within the ecosystem.” The Brazilian company opened its capital on Nasdaq this year and has investments from companies such as Bradesco/Inovabra, Crescera and Innova Capital. On Wednesday (7), the market value was US$ 181.9 million.
The avowed objective of the company, which is 12 years old and has more than 300 customers in 15 countries, is to be the market leader. For this, M&A actions (mergers and acquisitions) will “help to enter where we still don’t have expertise”, said Frederico. This was the rationale used in the acquisition of Zetta, which should take healthtech resources to the Semantix Data Platform. It is an ecosystem that offers multiple market intelligence solutions in one place. “Before, it was necessary to hire several individual answers. On a single platform, we eliminate those frictions,” he said. With this, customers access information from various systems and public sources to make more informed decisions and create data models for the business.
TRANSPARENCY Zetta has already been elected twice, in 2020 and 2021, the number 1 healthtech in the Top 100 Open Startups ranking in its segment. It specializes in creating SaaS (software as a service) solutions for public policy, epidemiology and care cost management. It offers base unification, corporate health management, market intelligence tools and resources to increase the profitability of companies. Founded in 2019, it has already processed BRL 42 billion in health care plan claims in the 648 clients served.
“The acquisition of Zetta will enable the contribution of a series of elements within the health ecosystem”André Frederico General Manager for Latin America at Semantix.
For Thiago Pavin, founder of Zetta, the startup contributes “to the transparency and financial sustainability of the supplementary health market”. Its end products are data dashboards and insights. “We teach institutions to take better care of employees and people, while saving money.” According to him, the organization of data and the creation of comparable indicators is a demand of sector managers, be they companies, hospitals or insurance companies. On the Semantix platform, this will be done at scale.
Data management is increasingly decisive and strategic in a data-driven scenario and precisely because of this there is a strong concern with security. As the business model revolves around this asset, cybersecurity is essential. “We cannot be exposed to this type of risk”, said Frederico. There are several tools to ensure that there are no leaks, in addition to implementing policies to educate employees on the subject. “It has to be culturally rooted,” he said.
COMPLEXITY The discussion about data privacy has gained strength with the adoption of laws and rules in different parts of the world that punish companies with billions of fines in cases of leaks or misuse. In Brazil, they are under the General Data Protection Law (LGPD). In the medical field, the issue is even more complex. According to Pavin, from Zetta, the tension is greater because, on the one hand, there is a need for each person to have their information preserved. On the other hand, the use of massive data from a broad spectrum of people generates inherent elements of the sector that help to take care of the population, prevent diseases and even pandemics. Therefore, for Pavin, the important thing is to put the patient at the center of the process and understand that their data is extremely sensitive. “We need to have an additional responsibility with that,” he said. “Because people are very fragile when they are sick.”
According to him, models will soon be developed so that information can be monetized, where people will be more in control of the data and which will also enable more clinical trials and research. “Everyone will win.”
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