Análise de Classes Latentes : identificação do público-alvo e o impacto financeiro em um hospital privado

Abstract

Knowledge about the customer profile is an information that can add to the value of a company. Some hospitals focus their attention on medical care, but do not understand the origin of who affects their income. Given this scenario, the present study aimed to analyze the target audience of a private hospital and which one has the greatest financial impact. For this, the profile of patients and precise procedures in the hospital, the value of the type of insurance used were identified. With this information, patterns of responses were raised to identify groups. To this end, a methodology used for data grouping was the statistical technique of Latent Class Analysis (LCA) through the database by a private health institution of its patients treated from 2019 to 2021. It is possible to perceive the importance of knowing the target audience for the application of actions in patients aged 59 years or less in order to leverage the gain of this audience that is not financial for the hospital's billing. The data also provide the knowledge that the group of people over 60 years of age deliver greater financial return to the institution Regarding the behavior of the people studied, it was noted that patients who took up to six months between appointments demanded lower costs than patients who took more than two years. Finally, through all the study carried out and suggestions for improvements presented, it was possible to confirm that the technique of analysis of latent classes can help in the target audience categorization process and foster the process of increasing hospital revenue in a more dynamic and constructive way.