Hospital Serrano

What Hospital Serrano does

Hospital Serrano is a private, multi-service general hospital headquartered in Nova Friburgo in the Serrana region of Rio de Janeiro state, Brazil. Originally founded in 1997 as Day Hospital Nossa Senhora do Líbano with eight beds, it was rebranded under new management in April 2016 and now operates a 24-hour emergency department with on-call specialists in Urology, Orthopedics, Neurosurgery, and General Surgery; a 10-bed Intensive Care Unit (CTI) with individual patient boxes; a 24-hour surgical center; an in-house accredited clinical laboratory (Serrano Lab, reaccredited by SNA-DICQ); a 24-hour imaging center (radiography, tomography, ultrasonography, echocardiography, Doppler, endoscopy, colonoscopy, and hysteroscopy); and a daytime outpatient Centro Médico (Monday–Friday, 7h–18h) covering 20+ medical specialties. The hospital also operates an affiliated unit, Hospital Geral ProntoCardio, in Campos dos Goytacazes, under the ALTA HS group.

The hospital's technology stack centers on an integrated hospital information and patient management system that unifies emergency, surgical, laboratory, and imaging workflows on a single campus, enabling a one-stop-shop patient experience. Proprietary features include the SNA-DICQ-accredited Serrano Lab with personalized collection and modern diagnostic equipment, the CTI's individual-box ICU design with private bathrooms and independent entrances (described as the best ICU in the region), and ACLS-certified emergency cardiac protocols for rapid response to cardiovascular events. An online portal enables patients to access exam results remotely, and appointment booking is facilitated via WhatsApp and phone.

Hospital Serrano's business model is a hybrid of health insurance reimbursement and private-pay patient fees. The hospital accepts over 30 convênios (health insurance providers), including SulAmérica, Bradesco Saúde, Amil, and Porto Seguro, generating recurring reimbursement revenue for covered emergency, surgical, inpatient, laboratory, and imaging services. Private-pay patients without insurance pay directly for consultations, examinations, and procedures on a fee-for-service basis. Pricing is not publicly disclosed; patients must contact the hospital to verify coverage and rates. The go-to-market motion is direct-to-consumer, targeting the general population of Nova Friburgo and the broader Serrana region through walk-in 24-hour emergency access, scheduled outpatient appointments, and digital marketing via website, blog, Instagram, Facebook, LinkedIn, and WhatsApp.

Name

Hospital Serrano

Legal name

Hospital Serrano

Website

https://hospitalserrano.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Hospital Serrano is a private multi-service hospital in Nova Friburgo, Rio de Janeiro, Brazil, offering 24-hour emergency care, ICU, surgical center, accredited lab, imaging, and outpatient services to the Serrana region's general population and 30+ health insurance plans.

Ownership category

akta.pro rank

Product category

Hospital Services

NAICS

General Medical and Surgical Hospitals (6221)

SIC

Services-General Medical & Surgical Hospitals, Nec (8062)

akta.pro primary industry

Critical Access & Rural Hospitals (HLAFAAAG)

akta.pro secondary industry

Hospital-Operated Urgent Care Centers (HLAFADAC)

Keywords

• Hospital services
• Emergency care
• Clinical laboratory
• Diagnostic imaging
• Outpatient specialties

Headquarters

HQ city

Centro

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Health Insurance (Convênio) Reimbursements: The hospital accepts over 30 health insurance providers and receives reimbursement for covered medical services including emergency care, surgeries, hospitalizations, laboratory tests, and imaging procedures.
2. Private Patient Payments: Direct payment from patients without insurance coverage for consultations, examinations, and procedures.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Hospital Serrano is a full-service private hospital in Nova Friburgo, Rio de Janeiro, providing 24-hour emergency care, a 10-bed intensive care unit (CTI), a 24-hour surgical center, an SNA-DICQ-accredited in-house clinical laboratory (Serrano Lab), a 24-hour imaging center, and a Centro Médico outpatient clinic offering specialist consultations across roughly 24 medical specialties. The hospital accepts over 30 health insurance plans and serves both insured and private-pay patients across the Serrana region.

Product overview

Hospital Serrano is a multi-service hospital offering a unified healthcare platform centered on its main hospital facility in Nova Friburgo, Rio de Janeiro. The integrated portfolio includes 24-hour emergency services with specialist coverage, a 10-bed Intensive Care Unit (CTI), a 24-hour Surgical Center, a 24-hour clinical analysis laboratory (Serrano Lab) with SNA-DICQ accreditation, a 24-hour Imaging Center, a daytime Medical Center for outpatient consultations, and inpatient accommodations. Diagnostic services span clinical examinations and imaging modalities. The hospital also accepts multiple health insurance plans and provides an online exam results portal. A subsidiary operation, Hospital Geral ProntoCardio in Campos, extends the group's regional reach. With over 15 years of service, the hospital positions itself on humanized care and the 'Trilha do Acolhimento' patient experience framework.

Differentiator

Problem solved

Functional benefit

Products and services

• Pronto Atendimento 24h (24-Hour Emergency Department) 24-hour walk-in hospital emergency service for the general patient population, with specialists on standby in Urology, Orthopedics, Neurosurgery, and General Surgery. Located in Nova Friburgo, Rio de Janeiro.
• Centro de Tratamento Intensivo (CTI) Intensive care unit with 10 beds prepared for critical patients, with individual boxes featuring independent entrances, private bathrooms, and televisions for patient comfort and isolation.
• Serrano Lab - Laboratório de Análises Clínicas In-house clinical analysis laboratory with personalized collection and state-of-the-art equipment, operating 24 hours to deliver precise and rapid results. Reaccredited by SNA-DICQ, demonstrating compliance with national quality standards.
• Centro Cirúrgico (Surgical Center) Surgical center with operating rooms equipped with full support structure to perform procedures of various complexities, available 24 hours for General Surgery.
• Centro de Imagem (Imaging Center)

Quantifiable outcome

• CTI considered the best in the region
• +1 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Hospital Geral ProntoCardiocoreStrategic or Co-development PartnerAffiliated hospital unit in Campos dos Goytacazes, Rio de Janeiro state, operating under the same healthcare group (ALTA HS). Joint staff training programs including ACLS certification where representatives from both Hospital Serrano and Hospital Geral ProntoCardio participate together, demonstrating integrated operations and shared excellence standards.
• Health Insurance Providers (Convênios)coreChannel Partner/ Reseller/ DistributorThe hospital accepts over 30 health insurance providers including SulAmérica, Bradesco Saúde, Amil, Porto Seguro, and others. These partnerships allow insured patients to access hospital services with coverage, forming a critical revenue channel.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Hospital Geral ProntoCardio: Sister facility in Campos dos Goytacazes operating under the same ALTA HS group as Hospital Serrano, offering comparable general hospital, surgical, and emergency services with shared clinical protocols and staff training.
• Hospital São José (Teresópolis): Regional hospital serving Teresópolis in the same Serrana mountain region of Rio de Janeiro, offering comparable emergency, surgical, and inpatient services to a similar demographic profile.
• Hospital Santa Teresa (Petrópolis): Regional hospital in Petrópolis, also in the Serrana mountain region of Rio de Janeiro, providing comparable multi-specialty, emergency, and surgical services to a similar regional patient base.
• Unimed Nova Friburgo: Cooperativa médica with its own hospital infrastructure in Nova Friburgo, directly competing with Hospital Serrano for insured patients in the same primary market across emergency and elective services.

Broad incumbents

• Rede D'Or São Luiz: Brazil's largest private hospital network with extensive Rio de Janeiro presence, including high-complexity emergency, surgical, and diagnostic services that compete with regional hospitals for complex referrals.
• Hospital Israelita Albert Sabin: Established private hospital in Rio de Janeiro offering a broad mix of emergency, surgical, and multi-specialty services comparable in scope to Hospital Serrano but operating at significantly greater scale.
• Hospital Copa D'Or: High-acuity private hospital in Rio de Janeiro within the D'Or network, providing 24-hour emergency, ICU, and diagnostic services that compete for higher-complexity cases originating from regional hospitals like Hospital Serrano.

Regional players

• Hospital de Clínicas de Nova Friburgo: Public teaching hospital in Nova Friburgo serving the same Serrana regional population with emergency and inpatient services, representing a public-payor alternative that competes for non-insured patient volumes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/curtahospitalserrano
• LinkedInlinkedin.com/company/hospital-serrano
• Instagraminstagram.com/hospital_serrano

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hospital Serrano