Universidad Argentina de la Empresa

Global Human Talent Management

OSDE

Members: Andriossi, Martina; Dominguez Ramirez, Julieta; Lopez, Joaquin;

Odena, Inés; Ogueta, Anna

Teachers: Martinez, Daniela; Bergero Julia

2021
INTRODUCTION

The present study, has been elaborated on the basis of a thorough bibliographical
research and interviews with people linked to the bibliographic research and interviews with
people linked to the prepaid medicine sector, aims to diagnose the situation of the OSDE
company, framing it in the current context, through the development of different tools. The
company being analysed belongs to the service sector, and more precisely to the health
sector, and it is important to analyse the different alternatives that the context offers in
order to ensure its survival, permanence, credibility and excellence in service, which is one
of the main objectives on which the organisation is based. To this end, the content has been
divided into 4 sections:

Part 1: Internal environmental analysis

The company under study is presented: The OSDE Group, what is its vision, mission,
what are its objectives, its history. Also provides a comprehensive description and analysis
of how the company's workforce is composed today, including demographic, professional,
stylistic, cultural, and cultural characteristics.

Part 2: External environmental analysis

The company is analysed under the dynamics of the sector in which the organization
competes, thus developing different methodologies (such as PESTELE, SWOT, 5 Porter
Forces, among others) to get to know the external environment of the organization in a
concrete way.

Part 3: Human Resources Management Practices Research

This section is mainly based on highlighting how the Human Resources area is
organised, its structure, its main areas of responsibility. At the end, various
recommendations for professional and necessary changes based on all the content
proposed above will be presented.

Part 4: Human Talent Competitive Analysis and Looking ahead suggestions

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 Perspectives on the possible future of this organisation in terms of human talent
management are presented.

INDEX
INTRODUCTION........................................................................................................................ 2
PART 1: Internal environmental analysis....................................................................................4
About the company.............................................................................................................. 4
Mission............................................................................................................................ 4
Vision............................................................................................................................... 4
Values.............................................................................................................................. 5
Services............................................................................................................................ 5
OSDE´s workforce............................................................................................................. 6
PART 2: External environmental analysis...................................................................................7
The industry dynamics.......................................................................................................... 7
OSDE’s competitiveness........................................................................................................ 8
Policy............................................................................................................................... 8
Economic.......................................................................................................................... 9
Social............................................................................................................................. 10
Technological.................................................................................................................. 11
Ecological....................................................................................................................... 12
Legal.............................................................................................................................. 13
SWOT Analysis....................................................................................................................15
Strengths........................................................................................................................ 15
Weaknesses.................................................................................................................... 16
Opportunities.................................................................................................................16
Threats........................................................................................................................... 17
Employment brand............................................................................................................. 17
REFERENCES..................................................................................................................... 19

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PART 1: Internal environmental analysis

About the company

OSDE (Organización de Servicios Directos Empresarios) is an Argentine organization
that began in 1970 with the approval of Law No. 18,610, which established the regime of
prepaid medicine companies and allowed the creation of mutual entities for the hierarchical
personnel of the companies. It started to develop its activities in 1972 with the objective of
providing health services under the legal figure of a non-profit organization (Asociación
Civil). It offered effective medical coverage for the hierarchical personnel of companies,
independent professionals, and self-employed entrepreneurs.
In 1989, the direct plans for affiliates from the interior in transit began. Until now,
only the health services of the medical centers hired by affiliates who were paid monthly for
the number of partners served were administered.
In 1991 it became the first network of medical assistance services of Argentina, and
then it began to extend its activities. OSDE is part of Grupo OSDE, which is also made up of
companies such as Binaria Seguros de Vida S.A., Binaria Seguros de Retiro S.A., Fundación
PROSAM, and Sistema de Urgencias del Rosafé S.A.U. (URG Urgencies), and Fundación
OSDE.

Mission

OSDE’s mission is to always respond to their affiliates. They work to provide an

exemplary health service through the largest Argentine network of health professionals
who, thanks to their human and professional quality, contribute to improving people's lives.

Vision

OSDE’s vision is to be the reference institution of Argentina for its contribution to

people’s well-being and the common good.
Its vision reflects the importance that the company gives to the quality of its service,
the way of relating between the internal and external and the environment and way of
working within it. It should also be highlighted that the common good is the essence that
has the ultimate goal of the organization.

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Values

OSDE has a fundamental set of values that reflect the organization’s priorities, beliefs,
and driving forces. They are the following:
-CLOSENESS. They prioritize ‘humane treatment’ with everyone with whom they
interact, they strive to listen to their needs and act on consequences.
-SOLIDITY. " ‘Backed by our solid track record’ We are backed by our solid track record
as a business organization and we are supported by the professionalized and extensive
network, present throughout the Argentine territory.”
-VOCATION TO ANSWER. "Always give an efficient, agile and personalized response’ Our
strong vocation of service makes us always give an answer to our partners. The best
possible: efficient, agile, and personalized.”
-SOCIAL COOPERATION. “We are an active part in the transformation of Argentine
society through the economic and social support that we provide to our collaborators and to
the communities in which we operate.”

Services

For medical coverage, OSDE offers the following services: (A3)

· Hospital or clinical internment.
· Maternity coverage: for pregnancy and childbirth.
· Medical attention: online or in person.
· Diagnoses: low, medium, and high complexity diagnoses.
· Medicine coverage: discounts in medicine and vaccines.
· Odontology: orthodontics, dental prostheses.
· Mental health: therapy and psychology.
· Refunds for external medical care.
· Travel insurance.
The list of services offered for each affiliate varies according to the plan they have.
OSDE offers Plan 210, Plan 310, Plan 410, Plan 450, and Plan 510. Each plan differs from one
another, ranging from basic or standard services to full coverage and extra services. There
are different categories of medical plans as well: OSDE NEO, for affiliates from 18 to 25 years
old; and Plan Joven, for affiliates from 26 to 35 years old.

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OSDE´s workforce

OSDE has an important organizational structure and a really distributed workforce. It

has a Board of Directors that is made of the representatives of all subsidiaries, it has Central
Headquarters, where general guidelines are provided to the entire country. This Central
Headquarters has a General Manager while the rest of the companies have a General
Manager. OSDE has 37 subsidiaries distributed throughout the country, each subsidiary is an
autonomous business unit that makes its decisions.Each subsidiary has a group of proxies,
to give local participation, and the executive board is elected from the Board of Directors.
Both, the executive board and the board of directors, make general decisions for the
management and administration of the company.

Each OSDE´s group has a president and each company within the group has a general
manager; these subsidiary managers report to the general manager of OSDE, the rest of the
Group companies have managers in each subsidiary, who in turn also report to the
subsidiary manager.

During the last couple of years, a change was ordered in OSDE's organizational
structure. The reasons are various; on the one hand, because its growth has made it
necessary to think about management schemes that speed up the development of the
different areas of the organization. On the other hand, because Social Responsibility is built,
among other things, through the optimal functioning of the entity, which requires the
permanent updating of its leadership structure.

For these reasons, the creation of the different Directorates has been arranged,
assigning the following positions to them: General Director, Commercial Director,
Administration Director, Medical Director and Director of Processes and Systems. The
functions inherent to each of these Divisions, which encompass all operational areas, are
determined by the Chief Executive Officer, who also depends on the Management of
Subsidiaries and other Management of the Institution.

The purpose of this innovation is to promote quick and executive decision-making, as

well as to tend to combine criteria on which the general directives of the organization are
based.

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PART 2: External environmental analysis

The industry dynamics

To begin with, external analysis is important to understand the company's

competitive environment. Using the Five Forces Model, created by Michael Porter, we can
analyze the level of rivalry among organizations, the potential for entry into an industry, the
power of large suppliers, the power of large customers, and the threat of substitute
products that could influence OSDE´s profitability.
Regarding the competition in the industry, within the health services industry, we
can highlight a large number of prepaid medicine companies and health insurance.
However, based on statistics from 2019, we can see that OSDE had 2.2 million affiliates.
Furthermore, its strongest competitor in the market is Swiss Medical, which at that time had
1 million affiliates. Between them, they cover 50% of the market. So, we can conclude that
due to the economic and policy conditions of the country, and the characteristics of this
industry, it is difficult to compete in this market and become a threat to OSDE.
The potential for new entrants to the industry has various barriers that would make
it difficult for them to enter. To begin, the industry has many regulations by the state such
as the "mandatory medical program" (PMO) that produces a great cost in its service. The
PMO is a basic basket of benefits that requires health insurance agents to provide certain
mandatory coverage. This includes basic coverage of primary and secondary health care,
mental health, rehabilitation, and drug facilitation such as ticlopidine, used to reduce the
risk of thrombotic strokes, among many other benefits.
On the other hand, we must bear in mind that OSDE offers a wide variety of
providers trained for various specialties, which generates many benefits for members. They
are given freedom and comfort, reflecting as such says their mission and vision the desire to
stand out for their high quality of service. Consequently, this produces loyalty on the part of
its associates, which also functions as an entry barrier.
OSDE's providers include a wide variety of health service providers, drug stores, and
other companies due to the high outsourcing that this company is characterized by.
Referring to the health service providers, we are talking about the providers, who provide
medical supplies that allow the necessary tasks to be carried out for the health care of the

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members. Although they are essential for the operation of the company, they do not have
great power due to the form of the contracts agreed at the time of affiliation with OSDE.
This foresees extra costs of differentiated tariffs, among others. Further, they tend to
choose OSDE over the competition thanks to their fee and the short pay period agreed in
their contract, which generally produces a good relationship between the parties. The latter
is related to one of its objectives, "to create close and responsible links with the
communities in which they operate, promoting integration and improving the quality of
life”.
Regarding the power of customers, we can say that it is low thanks to the large
number of customers that this company presents, this produces that sporadic service
cancellations do not affect the operation of the company. Beyond the fact that clients have
several options to choose from within the medical service, their loyalty is a positive factor
for the power of the company. These could be reflected during the pandemic that began in
2019, where due to the economic recession, a large drop in membership was expected.
However, this produced a large increase in them that reflects their contentment.
Finally, with regard to substitute products, we can find different health services in
Argentina, including free public health provided in hospitals to all citizens of the region.
These public health services generally have a lower quality than prepaid medicines, which
produces what consumers with the possibility of accessing them prefer a private health
service on the substitutes mentioned.

OSDE’s competitiveness

The PESTEL framework is useful to analyze the macro-environment and identify how
trends such as political, economic, social, technological, ecological (environmental), and
legal can affect organizations. The following are the aforementioned trends, with the
characteristics of each and the main elements to be considered.

Policy
Severe Haemophilia A Programme: In 2019, the government modified a program in
which instead of reimbursing a percentage of the cost of medication for patients suffering
from hemophilia to the social security system, the patient will be provided with the
medication once he or she has registered for the program and meets the program’s

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requirements (specific medical requirements). For those who are on the list of those who
meet the conditions and meet the requirements, the health insurance companies will send
this list to the Superintendence of Health so that they may enrol. This has a direct impact on
OSDE as the government provides the drug to the affiliate, allowing the organizations to
save on the cost of the medication.
Oxford vaccine against COVID-19: On 14 August 2020, it was announced that the
Argentine laboratory mAbxience SA produced the active substance for the vaccine. The Slim
Foundation signed an agreement with AstraZeneca (a British pharmaceutical company) to
finance the production of the vaccine for Latin America. The British pharmaceutical
company took the risk of doing the production of the vaccine pending the final clinical trials.
This has a general impact on the national health industry, the mass production of the
vaccine affects vaccination centers. On the other hand, it also potentially affects the
country's health insurance companies, depending on the policies to be adopted by the
national government. It is possible that in the future OSDE may have to cover vaccines for its
members, at the moment it is a government expense. Besides, it should be clarified that the
costs of swabs are partially covered by the different prepaid medicines.

Economic

Significant devaluation of the local currency and uncertainty about the country's
economy: By July 2017, the peso was trading at 17.66 to the dollar. In May 2018, the
Argentine peso was trading at 24.00 to the dollar. By the end of August 2018, the peso was
hovering around 40.00 per dollar. In August 2019, the national currency reached 60 pesos to
the dollar, which in less than four years increased its value by 50 pesos to the dollar. By
November 2020, the value reached 83.50; and today, in August 2021, the peso is trading at
97.48 to the dollar.
This situation of instability in Argentina directly affects the organization, since the
prices of medicines and medicines prices of medicines and certain treatments are increasing
significantly. This means that coverage also has to be higher and higher, and more capital
has to be invested in order to be able to continue to offer a quality service to be able to
continue offering a quality service with full coverage.
Regarding the Economic crisis, according to a survey carried out by the NGO Defend
Buenos Aires, in the first months of 2019, more than one hundred thousand people

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between the city of Buenos Aires and the province disaffiliated from prepaid social security,
from Swiss Medical, Medicus, to OSDE, among others. This is due to the difficult present
situation in the country, where more than twenty thousand people lost their jobs in the
above-mentioned locations. Due to the economic situation of the country in 2019, the prices
of health services increased considerably, causing many Argentines to stop paying for the
service, causing OSDE to suffer a loss of affiliates.
Nevertheless, that was stopped due to the covid-19 pandemic, when OSDE noticed a
large increase in new affiliates seeking prepaid medicines, possibly due to social concern. In
2021, although the economic crisis is getting bigger in the country, many people started to
ask "about the cost of the fees of private prepaid medical providers increased by 40.5%",
due to different factors of inflation, mainly the pandemic. Some of the reasons were: that
people did not have medical coverage, that they wanted to switch to a cheaper plan, among
others. According to the report by the Elegimejor platform, the most requested pre-
payments due to knowledge and/or reputation were OSDE (40%), Galeno (20%), Sancor
(20%), Omint (10%), and Medifé (10%).

Social

Social perspective of the economic crisis: According to Javier Miglino, Director of

Defendamos Buenos Aires, and as explained above, more than 100,000 people stopped
paying their respective prepaid health insurance due to the economic and political situation
of the country.
This has a direct impact on prepaid health insurance, as their main sources of income
are their members and they are necessary to sustain the company financially. However,
thanks to the wide variety of plans it has and the changes it made to adapt to the pandemic,
the amount of loss of affiliates was not significant. They have even detected growth in the
number of affiliates during it.
It is expected that by 2021, 56% of prepaid members will switch to a cheaper plan
than they currently have. This means that more and more members will be subscribing to
more limited plans, with the possibility of co-payments, which could generate less revenue
for OSDE.
Lack of sex education: Latin America is considered the region with the second-
highest rate of unintended pregnancy in adolescents in the world. This is due to different

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social, economic, and cultural factors, ranging from lack of information to the absence of
recognition of the right to choose. This is why the lack of sex education in Argentina,
according to a study supported by UNICEF, means that an adolescent girl has a child every
six minutes and seven babies are born every day to girls under 15.
On the other hand, according to research conducted by AHF Argentina, only 14.5% of
Argentines use condoms in all their sexual relations, 65% do so only sometimes and 20.5%
never. In addition, in our country more than 98% of infections are caused by unprotected
sex it is estimated that 139,000 people are living with HIV, 17% of whom are unaware of
their diagnosis.
The number of HIV diagnoses among young men has also increased. Compared to
previous years, there is a significant increase in syphilis cases, with a peak among 14 - 25
years olds. "Affecting both men and women, these infections are most prevalent among
young people”. We can relate what happened and continues to happen historically in
Argentina, with OSDE as it seeks to protect people's health, and that is why it also has Sex
Education issues on the agenda as it is a growing issue for the whole community.
Increase in overweight/obesity rates: Argentinian citizens are facing a situation that
generates a change in inhabitants. This is a result of the compulsory quarantine, present
throughout the country since March 2020 due to the coronavirus (COVID-19). "Factors such
as increased sedentary factors such as increased sedentary lifestyles, altered sleep
schedules, increased stress due to lack of socialization, altered eating schedules and
increased consumption of unhealthy foods.” According to the Ministry of Health, 6 out of 10
Argentinean adults are overweight, and in the case of school-age children, 30 percent are
overweight and 6 percent obese.
Moreover, it is important to take into account the impact Covid-19 had on mental
health. According to the world health organization "Pooled prevalence of depression,
anxiety, insomnia, PTSD, and psychological distress were 15.97%, 15.15%, 23.87%, 21.94%,
and 13.29%, respectively." What impacts OSDE due to increased costs in caring for these
issues.

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Technological

Technology advances rapidly, more particularly for the healthcare industry, so it is

important that OSDE takes these changes into account so as not to become obsolete and
can continue to offer a high-quality service. Some of the most important advances are:
Robotics applied to medicine is one of the participants in the improvement of health
and its treatments. Operating robots are already available to doctors, who can reach places
in the human body that are difficult for surgeons to reach.
Myoelectric prostheses are also available for amputees. The prosthesis reproduces
the movements of the limb. These, aided by the remaining nerves, reproduce the
movements as the amputated limb would.
4D ultrasound scanners nowadays have a high resolution and realism. In addition,
they bring a three-dimensional approach to ultrasound. The 5D ultrasound consists of an
ultrasound that captures three-dimensional images of the baby inside the womb. These
images will be very sharp and have a higher resolution, allowing for a much more realistic
view of the baby's face and body.
Argentine researchers at the Ezeiza Atomic Centre have created the first Positron
Emission Tomography (PET) scanner to analyze cellular metabolism using non-invasive
methods and detect early on malignant diseases, cardiac or neurological problems. This is a
major breakthrough in medicine and the healthcare industry.
Telemedicine is one of the most useful changes during the pandemic. In recent
years, applications have been developed that allow for virtual medical consultations. Since
the pandemic, private health services and the new "digital" health insurance companies
have deployed their catalog of solutions to assist many people and, at the same time,
relieve the health system. There are apps that can be used to manage video consultations,
patients' medical records, and prescriptions for medicines online. In particular, OSDE was
able to develop a platform being the first prepaid medicine in Argentina to develop this
advance, which allowed them to stay connected and improved the quality of its service.

Ecological

Law Nº 2585/07: Article 8 of this law clarifies that "The Maintenance and
Infrastructure Professional must verify the execution of cleaning procedures in the different
sectors of the health facility and coordinate actions to review the state of the infrastructure,

12
together with the person in charge of the Safety, Hygiene and Environment Area, in the
different sectors of the health facility". This law ensures that all sectors of the health facility
must maintain a cleanliness protocol to guarantee a clean service, which is why OSDE must
consider this law so that all of its providers work both in their clinics and in hospitals,
providing a quality service in establishments that are suitable to do so.
Law 154/99 Pathogenic Waste (Autonomous City of Buenos Aires), this law regulates
the generation, handling, storage, collection, transportation, treatment, and final disposal of
all pathogenic residues from those activities that tend to care for human and animal health,
located within the City of Buenos Aires. Pathogenic residues are all those wastes or
elements materials in solid, semi-solid, liquid, or gaseous state that presumably present or
may present characteristics of infectivity, toxicity, or biological activity that can directly or
indirectly affect living beings, or cause contamination of the soil, water or the atmosphere
that are generated in the care of human or animal health by the diagnosis, treatment,
immunization or provision of services, as well as in research or commercial production of
biological or toxic elements. OSDE must guarantee and control compliance with this law in
order to avoid contamination and diseases due to waste in the establishments that provide
their service.
A marked social trend that tends to recycle and the division of waste both at the
private and corporate level, including paper recovery, caps, keys, bottles, etc. It constitutes a
significant action with a great educational impact. Being an organization that seeks to
guarantee well-being, OSDE is concerned about this movement. We can note the high
commitment of the company in this aspect, for example through the “LEED Gold seal” to the
OSDE headquarters of Parque Patricios. It was awarded for Leadership in Energy and
Environmental Design, granted thanks to the planning of land use and use of the
environment, efficient use of water (a 48% saving in the consumption of this resource),
energy efficiency and care of the atmosphere, the use of materials and resources and the
care of environmental quality.

Legal

During the last few years, the creation of new laws or the modification of existing
ones affected the operation of prepaid medicines, since they must be observed and
respected by companies. Among them the most prominent are:

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Assisted fertilization law: Sanctioned on June 5, 2013, the regulation seeks “Guarantee
comprehensive access to medical-care reproductive procedures medically assisted”. When
referring to procedures, these consist of techniques performed with medical assistance for
the achievement of a pregnancy, which includes “the low and high complexity techniques,
whether or not they include gamete and/or embryo donation...” (Reproducción asistida,
n/d.)
Gender identity law: This law recognizes transvestites, transsexuals, and transgender
allowing them to be registered in their identity documents with the name and the gender of
choice, on the other hand, orders that all medical treatments of adequacy to the gender
expression are included in the Compulsory Medical Program, which guarantees coverage of
practices throughout the health system, both public and private.
Cow's milk intolerance coverage law: This law extends coverage to 100 percent of
medicated milk for children older than one year who suffer from allergies to cow's milk
protein (CMPA). A 400 gram can of this milk is worth approximately 2,000 pesos with a yield
of 4 or 5 days. The beneficiaries of the benefit must not meet age requirements since it will
be covered from birth itself.
Update of the diabetes law: the update of the regulations for the prescription of
drugs and supplies for people with diabetes, established by National Law No. 23,753
(promulgated on January 5, 1989), establishing coverage of 100% to medicines and essential
supplies for the treatment of patients with diabetes.
Obesity Law: “The law contemplates providing all the necessary treatments, medical clinical,
nutritional, psychological, surgical and pharmacological, as well as all those necessary
practices for the attention of eating disorders to all social workers. No organization may
refuse the request of an obese person to provide the requested service. "
Cystic fibrosis law: “all diagnostic studies will have 100% coverage, treatment and control
related to or derived from cystic fibrosis of the pancreas or mucoviscidosis, as well as the
diagnosis and treatment of the organs that are being affected by the progression of the
disease. These pathologies will have the same coverage for psychological and/or psychiatric
treatments that are necessary. These coverages would be in charge of all the social and
private prepaid works of the Argentine Republic.”
Law 26.682 is possibly the most relevant of the changes in recent years. This modification
causes prepaid medicines to provide their benefits to every human person, to promote their

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prevention, protection, treatment, and rehabilitation. This caused the companies of this
industry to reject any affiliation, despite their age or pre-existing diseases. This caused an
increase in the costs of prepaid medicines such as OSDE.
Finally, a decree that also has a great impact on the finances of prepaid medicines is
the mandatory medical program. Decree 492/1995 establishes a basic basket of mandatory
benefits that all prepaid medicine must cover at least in any of its plans. Consequently, it
causes very high fixed costs such as Spinraza medication. This is used for spinal cord
atrophy, with an annual cost of approximately 324 thousand dollars for each patient.

SWOT Analysis

Once the environment surrounding the organization has been analyzed, it is

necessary to analyze its internal characteristics, which will define how easy or difficult it will
be to implement the strategies designed by management.
According to the authors "SWOT is an acronym that is used to describe the particular
Strengths, Weaknesses, Opportunities, and Threats that are strategic factors for a specific
company.” (Johnson G., Sholes K. and Whittington R., 2006).

Strengths

 Nº 1 in the country's health segment. OSDE is leading the health services industry,
covering approximately 35% of the market.
 Reliability for both internal and external audiences.
 Prestige and brand recognition.
 Fluidity of communication among its employees (everyone knows everything and for
that reason they communicate it outside the company, mentioning the quality of the
environment where they are).
OSDE is a company with more than 40 years of experience, where excellence in service
provision is one of the main pillars on which it has been based since its beginnings. That is
why the quality of care and differential treatment with each of its affiliates, and that is how
they are called to all people who opt-in some way, either by voluntary contributions or by
deriving the contributions when working in a dependent relationship, is one of the values on

15
which Osde is founded and that aims to convey to all employees who are part of that
organization.

Weaknesses

 High costs of the plans it sells.

 Not for all segments.
 The relationship with medical providers. As OSDE operates through direct contracts,
if OSDE increases its fees, the providers want them to increase their fees as well, and
this can lead to a cut in medical coverage for members).
Year after year, medical expenditure has a significant increase in the cost structure, which
leads to a loss of profitability over time, since the value of the contributions paid by the
members cannot be increased without prior assessment and consent from the national
government, it should not go unmentioned that this arises since the implementation of the
Pre-Paid Medicine Law. In addition, medical providers ask for an update of their tariffs,
which also contributes to affect the cost structure if they can be covered by the increase in
fees.

Opportunities

 Corporate Social Responsibility (CSR) actions.

“It is a new and growing area that covers all 36 OSDE subsidiaries. However, OSDE has been
carrying out CSR activities for 40 years without calling them CSR. For many years, OSDE has
been working on dialogue with partners, providers, related companies, and collaborators.
There is a team that visits all our members who are hospitalized throughout the country
every day to talk to them, find out how they are doing, what they need and solve any
problems they may have. Something similar happens with providers, doctors, and health
centers. For more than ten years we have been running training courses for doctors, not just
OSDE doctors, and we have been developing actions that are open to the whole
community.” (Cella L., 2015)
 Large market to develop and maintain.
 Large emerging market (youth). NEO is the name of the special medical program
provided by OSDE for all young people between 18 and 27 years of age.

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 The main objective of the OSDE NEO program is to offer attractive and comprehensive
medical coverage to all young people in the first steps of their adult life.
 Growing demand for technology to provide information. Through new
telecommunication technologies, specialized medical care also reaches people in
geographically inaccessible áreas in real-time.

Threats

 Increasing competition from other social works.

 The political and economic situation in the country.
“The financing sector (social security and prepaid health insurance) was going through a
very complicated situation, the increase in costs due to new therapies, legal protection, and
devaluation meant that the economic balance was negative or only left between 1 or 2
points of profitability, which is usually used to maintain technical reserves. Both the
financing sector and the provider sector (clinics, diagnostic centers, and private care) have
been interacting for years with negative or minimally positive economic margins.” “Health
spending is not only impacted by inflation, but also by technological innovation, population
aging, devaluation and incremental benefit legislation with no source of funding.” (Fontana
L., 2021)
 Loss of members for not advertising. Little presence on social media, while
competitors are developing strong advertising.

Employment brand

To know the image of the brand from the point of view of the experts, we
investigated various recognitions that were awarded to OSDE during the last years. The
company has led most of the rankings in the Health Sector. Here are some studies that place
OSDE in the first position of their sectoral lists and, in this way, distinguish it as the best
social welfare and prepaid medical care in Argentina.
- Economic Press Magazine - 17th edition (January 2019): this study shows the
perception of the image of the company in general, where executives and managers
recognize the prestige of the business. OSDE has a very clear predominance, almost 50% of
the respondents chose it in the first mention.

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 - Mercado Magazine - 8th edition (January 2019): This analysis was based on the
online reputation of the companies in the country. In the general ranking OSDE was in the 3
plan, and was the leader in the Private Medicine category. “For its preparation, attributes
such as performance 1.0 (design, updating and information of the web), performance 2.0
(communication and actions of the company in portals, search engines, networks) and
online / offline synergy (integration of traditional initiatives) were taken into account and
online)”.
- Merco Talent - 5th edition (December 2018): this ranking, prepared by Merco,
evaluates the most attractive companies in Argentina when it comes to building loyalty and
attracting the best human resources. OSDE leads it for the fifth consecutive year and stands
out as the best social work.
- Clarín economic supplement - 9th edition (September 2018): this study aims to
measure corporate reputation by consulting managers, journalists, financial analysts,
opinion leaders and public officials, among other sources. OSDE takes the first place for the
ninth consecutive year and is affirmed as the best social work.
- Apertura Magazine - 16th edition (March 2018): this ranking was compiled from a
survey of 260 opinion leaders (190 businessmen, 35 consultants and 35 specialized
journalists) in which 11 attributes that make up the perception of a company are analysed.
OSDE obtains the first position in the field of Prepaid Medicine.
- Apertura Magazine - 18th edition (April 2020): OSDE highlighted thanks to the
leadership that it carried out in the face of the covid-19 situation. This caused a rise of 24
positions compared to the previous year, reaching number 23. "This health crisis implied an
accelerated passage towards digital care", Gabriel Barbagallo, Communication Manager at
OSDE.
To adapt to the pandemic, the main changes made by the company were: increased
the number of personnel within the area of online and telephone consultation (training
employees from different areas), developed the digital credential and created a new
telephone system that allowed to accelerate the diagnosis of the affiliates.

All these recognitions and rankings show that the company values providing
excellence in their services and achieving high customer satisfaction. In the last few years,

18
OSDE has excelled in prestige and image, and it continues to strive for leadership in their
field of business. This contributes to building a positive employment brand for OSDE.

REFERENCES
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2016/2018). P2B estudio | Patricio S. Bourse.
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https://www.osde.com.ar/novedades/vacunacion-contra-covid-19-como-es-la-
estrategia-12761.html
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confirman-el-impacto-de-la-pandemia-sobre-la-salud-mental.html

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● OSDE. (January 4, 2021). Ahora podés elegir la modalidad en la que querés realizar
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atencion-medica-virtual-presencial-12731.html
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certificación LEED Oro. https://www.osde.com.ar/novedades/sede-parque-patricios-
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● Clarín.com. (July 24, 2020). Fibrosis quística: qué cambia con la ley que aprobó el

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aprobo-senado_0_PD3tK9sF_.html

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