Innovation in health-care companies: a strategy to increase customer service productivity

  • Claudio Miraldo
  • Sonia Francisca Monken
  • Lara Motta Universidade Nove de Julho
  • Ana Freitas Ribeiro Universidade Nove de Julho


Purpose – To promote access to their services, health-care companies provide various communication channels to their customers (beneficiaries) to enable the receipt of requests, such as authorization for examinations, procedures and hospitalizations. Under the approach of innovation studies, the management of customer relationship channels for health-care companies is characterized as a knowledge-intensive business service (KIBS). The purpose of this study is presenting innovation as a strategy to increase customer service productivity, as well as the monitoring of the quality of the service, the generation of health information for beneficiaries and compliance with the regulation set by the Brazilian National Health Agency (ANS). Design/methodology/approach – The study is characterized as an applied research, as it proposes solutions to problems faced by supplemental health-care companies using the strategy of action research, i.e. an independent, social research with an empirical basis. Findings – The result of this study shows that a computerized health-care system can increase productivity by 21.96%, and it presents an innovative solution for health-care companies to guarantee the process of meeting the demands and requests of their beneficiaries, ensuring the compliance with ANS regulations. Practical implications – These results can be replicated to other healthcare companies and contribute to those seeking innovation, increased productivity and quality improvements in their services. Originality/value – This work was also motivated by the lack of lstudies in the areas of health-care companies in Brazil.


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Miraldo, C., Monken, S., Motta, L., & Ribeiro, A. F. (2019). Innovation in health-care companies: a strategy to increase customer service productivity. INMR - Innovation & Management Review, 16(4), 357-374.