Salve sua empresa: capacite-se em gestão – como profissionalizar uma empresa de saúde

Ana Lucia Luz, consultora de gestão

Assista ao vídeo desta palestra em nosso canal

Com um terço das novas empresas brasileiras fechando em dois anos de vida (estudo Sobrevivência das Empresas no Brasil, realizado pela Fundação Getulio Vargas em parceria com o Sebrae), ainda há quem ache que basta entender da área de atuação de um negócio para ter sucesso. “Para ter um negócio de sucesso, não pode apenas entender do negócio, é preciso entender de negócio”, declarou a consultora de Gestão, Marketing e Coach Executivo Ana Lucia Luz na palestra “Profissionalização da Gestão” no 8º AnestEdu.

Segundo Ana Lucia, que é consultora de Planejamento Estratégico da WMC Anestesia, essa alta taxa de mortalidade entre as empresas brasileiras, principalmente as novas empresas, deve-se muito à falta de capacitação profissional dos empreendedores para gestão de negócios, pois é preciso aprender a empreender, e a atualização precisa ser constante. “Tenho certeza de que nenhum de vocês entraria em uma sala de cirurgia para trabalhar ou passar por um procedimento com um cirurgião ou anestesista que tivesse menos de vinte anos de estudo formal. Mas fazemos isso nas empresas”.

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As pessoas querem empreender, ganhar dinheiro, contribuir para a economia, mas desconhecem como realmente funciona o mundo empresarial. Dominam suas áreas técnicas, mas não dominam a técnica da gestão.

Consultora de gestão credenciada pelo Sebrae, Ana Lucia afirmou que é difícil encontrar profissionais realmente preocupados com excelência, apesar de a excelência ser uma grande necessidade no momento pelo qual passa o país. O empreendedorismo está na veia do brasileiro e estamos vivendo um momento em que se fala muito nisso:

Como profissionalizar a gestão da sua empresa de saúde

Ana Lucia Luz dá oito dicas para o empreendedor:

  1. Capacite-se. O Sebrae, por exemplo, oferece muitos treinamentos e cursos para quem pretende empreender ou já é empresário. Há uma infinidade de cursos de graduação e pós-graduação, MBAs, etc., e informação é o que não falta, é só buscar em outras empresas de sucesso e com quem já trilha o caminho do empreendedorismo. “Não há mais desculpa para a ignorância.”
  2. Separe o patrimônio pessoal do patrimônio da empresa. “Paga a escola do filho com a conta da empresa e a secretária com a conta pessoal. ‘Depois o contador que se vire, pago esse profissional muito bem para isso’: errado.”
  3. Destine o faturamento e o lucro com sabedoria. “Faturamento e lucro acabam indo para a viagem internacional de fim de ano, ‘afinal, eu mereço, trabalhei muito não para minha empresa crescer, mas para ir para a Disney com os meus filhos’.”
  4. Controle os processos e os indicadores. “Será que sei qual foi o lucro apurado no final deste mês, do mês passado? Estamos crescendo? Qual meu serviço mais lucrativo, o menos lucrativo? Em que está a maior incidência de gastos, qual a diferença de custos e despesas?”
  5. Tenha uma visão sistêmica. “É preciso entender que quando se está fazendo gestão, ‘não se toca em uma flor sem incomodar uma estrela’, como disse Khalil Gibran. Ou seja, tudo tem a ver com tudo. Até o lixo que estou gerando tem impacto na gestão da empresa.”
  6. Tenha critério para tomadas de decisão: não deve ser emocional. “Não que não usemos o feeling, mas ele não pode ser o único direcionador. E é preciso planejar.”
  7. Preocupe-se com o crescimento e a longevidade da empresa. “Tudo o que não está crescendo, está morrendo.”
  8. “Despessoalize” a empresa. “Que a empresa exista e sobreviva além de você.”

Ana Lucia disse ainda que são necessários três perfis para uma empreitada de sucesso: o perfil empreendedor-visionário, aquele que enxerga e vai além, percebe as necessidades e oportunidades que o mercado oferece; o administrador-pragmático, que conhece os números, os resultados e indicadores e quer saber como o dinheiro que está investindo no negócio vai crescer e sustentar o empreendimento; e o técnico-mão na massa, aquele que de fato entende da área de atuação do negócio – saúde.

Gestão não é algo simples, é uma ciência social aplicada, conforme explicou a consultora. Para se fazer uma gestão profissionalizada é preciso muito empenho, pois é um circuito de atividades interligadas para obter resultados com a utilização de recursos físicos e materiais (recursos humanos, financeiros, etc.), muitas vezes escassos e não disponíveis. “A diferença entre o administrador e as pessoas comuns é que o administrador é aquele que, como diz o ditado, sabe pegar os limões e fazer uma limonada. Sua grande missão é otimizar os recursos limitados para obter lucros que, esses sim, sejam ilimitados”, afirmou.

Por que algumas empresas não crescem e até morrem

Além de um terço dos negócios no Brasil fechar em dois anos, o fato de os dois terços restantes sobreviverem ao segundo ano não significa que irão sobreviver ao mercado. O crescimento das empresas brasileiras também é muito pequeno: apenas 1,3% crescem mais de 20% ao ano por pelo menos três anos. Vinte por cento ao ano é a remuneração do capital inicial investido em uma empresa. Esse capital é necessário para suportar o crescimento e a continuidade da empresa.

Ana Lucia Luz ressaltou que, com o passar do tempo, as empresas crescem e passam a enfrentar os desafios de uma grande empresa, como mudança do regime tributário, mas com as dificuldades da pequena empresa. O Brasil não é um país em que a oferta de capital é fácil e barata, pelo contrário. Nos Estados Unidos, por exemplo, a taxa de juros é de 3% ao ano. “Aqui, cheque especial é 3% por minuto”, brincou Ana Lucia. “As pessoas se esquecem de que precisam de capital de giro para suportar os primeiros meses de crescimento e acabam fechando porque não têm condição de manter o negócio aberto.”

Dados da Endeavor, organização de apoio ao empreendedorismo:

“O grande problema da gestão no Brasil começa na falta de sonhar grande. A maioria começa seus empreendimentos por um único motivo: sobrevivência. É o empreendedorismo por necessidade, e não por competência. Não é um empreendedorismo que vem até nós porque realmente queremos construir uma grande empresa. Isso impacta diretamente a necessidade da profissionalização. ‘Deu para pagar as contas, está bom’.”
“O senso comum diz que o brasileiro é muito criativo, e até somos em nossos jeitinhos. Mas nossa posição em inovação, um fator extremamente importante no desenvolvimento e na perenidade da gestão, mostra outra realidade. Não somos muito inovadores. Somos extremamente tradicionalistas, fazemos o que os outros já estão fazendo e, de preferência, já estão ganhando dinheiro, para termos certeza de que vale a pena colocarmos nosso capital lá.”

Não se engane: o que evitar para ter sucesso na profissionalização da gestão

“Se eu sou um bom cirurgião, um bom médico anestesista, como não serei um bom empreendedor?” Esse é um grande engano, segundo Ana Lucia Luz. A consultora afirmou que a capacidade técnica de exercer com excelência uma profissão não necessariamente significa – e às vezes, passa muito longe disso – conhecimento de gestão.

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Outros enganos a serem evitados:

  • Qualquer um pode administrar um negócio. É preciso aprender, profissionalizar-se.
  • Empreendedores são jogadores inconsequentes. O empreendedor está disposto a assumir riscos calculados. Ninguém joga dados com a gestão. Há, sim, questões de mercado que podem sair do domínio do empresário, mas negócios devem ser feitos de forma planejada, e não aleatória.
  • Empreendedores são seus próprios chefes e completamente independentes. Donos do próprio negócio não estão livres para tomar todas as decisões que bem entendem. As decisões estão, evidentemente, na sua mão, mas ele precisará prestar contas. Todo gestor presta contas, no mínimo, para o contador. Há o banco, o sócio, o cônjuge, a secretária… Uma empresa é um ecossistema. Na gestão, estamos todos conectados.
  • Empreendedores trabalham menos que seus funcionários. O dono da empresa trabalha muito, e não importa o quanto a empresa cresça, ele continuará trabalhando muito.
  • Dinheiro é o mais importante ingrediente para se começar o negócio. Não é verdade que o dinheiro garante o sucesso do negócio. Tantos ganhadores da Mega-Sena, em um ano, ficaram pobres novamente.
  • Se o empreendedor é talentoso, o sucesso vai acontecer em um ou dois anos. Se não se profissionalizar, o talento pode ser desperdiçado.
  • Qualquer empreendedor com uma boa ideia pode ter sucesso. Há muitas ideias sensacionais que não se tornam bons negócios, porque um bom negócio depende de muitas outras circunstâncias.

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