{"id":27274,"date":"2026-03-30T17:46:34","date_gmt":"2026-03-30T15:46:34","guid":{"rendered":"https:\/\/www.elcol-legi.org\/w\/?p=27274"},"modified":"2026-04-10T13:49:44","modified_gmt":"2026-04-10T11:49:44","slug":"entrevista-a-pedro-orbe-dkv","status":"publish","type":"post","link":"https:\/\/www.elcol-legi.org\/w\/entrevista-a-pedro-orbe-dkv\/","title":{"rendered":"Entrevista a Pedro Orbe (DKV)"},"content":{"rendered":"

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\u201cL\u2019assegurat espanyol ja no nom\u00e9s demana assist\u00e8ncia: reclama una gesti\u00f3 aut\u00f2noma i personalitzada de la seva salut\u201d<\/b><\/h2>\n

[\/vc_column_text][stm_spacing lg_spacing=”6″ md_spacing=”6″ sm_spacing=”6″ xs_spacing=”6″][vc_column_text css=””]02\/04\/26<\/em>[\/vc_column_text][vc_column_text css=””]<\/p>\n

Entrevista a Pedro Orbe, director general comercial de DKV Seguros<\/p>\n

[\/vc_column_text][vc_single_image source=”featured_image” img_size=”850×550″ alignment=”center” css=””][vc_column_text css=”.vc_custom_1774885326145{margin-bottom: 20px !important;}”]<\/p>\n

Pedro Orbe, responsable de l\u2019estrat\u00e8gia comercial de DKV, explica les raons del creixement de l\u2019asseguran\u00e7a de salut a Espanya i repassa els temes m\u00e9s rellevants que afronta la seva companyia. Afirma que el mediador \u201ces posiciona com un soci estrat\u00e8gic fonamental i indispensable en l\u2019estructura comercial de la companyia\u201d i explica l\u2019\u00fas que DKV fa de la intel\u00b7lig\u00e8ncia artificial.<\/p>\n

L\u2019asseguran\u00e7a de salut continua creixent a bon ritme. Quins factors estructurals expliquen aquest creixement m\u00e9s enll\u00e0 del context conjuntural?<\/b><\/p>\n

A DKV entenem que aquest auge respon al fet que l\u2019asseguran\u00e7a de salut ja no \u00e9s un servei reactiu, sin\u00f3 una garantia amb acc\u00e9s immediat que aporta tranquil\u00b7litat en un entorn vol\u00e0til. Aix\u00f2 implica que el nombre d\u2019assegurats creixi a bon ritme (tant en el segment individual com en el col\u00b7lectiu, essent aquest \u00faltim el principal motor de creixement).<\/p>\n

A m\u00e9s, la concentraci\u00f3 de grups hospitalaris i l\u2019increment dels costos tecnol\u00f2gics estan comportant un reajustament a l\u2019al\u00e7a de les primes, fet que implica una clara reconfiguraci\u00f3 del mercat en un per\u00edode de temps molt curt. Aquesta realitat reflecteix que les primes de l\u2019asseguran\u00e7a m\u00e8dica a Espanya estan molt allunyades del nostre entorn econ\u00f2mic i, tot i ser un model molt eficient i ajustat en tota la cadena de valor, requereix aquests ajustos per garantir la seva sostenibilitat a llarg termini.<\/p>\n

Pel que fa a xifres del tancament de 2025, el creixement en primes ha estat de l\u201911,3% (9,4% net de l\u2019efecte Muface) i del 1,9% en assegurats (2,8% net d\u2019Administracions P\u00fabliques). El segment col\u00b7lectiu creix un 11,2% en primes i un 4,7% en assegurats, mentre que l\u2019individual (que comen\u00e7a a mostrar signes d\u2019esgotament) ho fa un 8,4% i un 1,4%, respectivament.<\/p>\n

Est\u00e0 canviant el perfil de l\u2019assegurat de salut a Espanya? Quines noves necessitats detecta DKV?<\/b><\/p>\n

El perfil de l\u2019assegurat \u00e9s avui molt m\u00e9s exigent, proactiu i digital. Ja no nom\u00e9s demana assist\u00e8ncia, sin\u00f3 una gesti\u00f3 aut\u00f2noma de la seva salut. Hem detectat que el client ja no es conforma amb una videoconsulta; ara necessita eines de diagn\u00f2stic preventiu al seu propi smartphone, com LifeLight per mesurar la pressi\u00f3 arterial o CardioSignal per detectar ar\u00edtmies.<\/p>\n

Hi ha una necessitat de personalitzar l\u2019atenci\u00f3 i que els clients ens vegin com un soci de confian\u00e7a que els acompanya en totes les etapes de la seva vida. Aix\u00f2 implica una transici\u00f3 des del model tradicional (cobertura d\u2019un risc a canvi d\u2019una prima) cap a un ecosistema de benestar integral que inclou la salut mediambiental, la prevenci\u00f3 activa i un assessorament permanent.<\/p>\n

Per tant, el perfil evoluciona cap a una major demanda de solucions digitals i personalitzades. Hem d\u2019avan\u00e7ar cap a un model de salut m\u00e9s sostenible, m\u00e9s digital i realment centrat en la persona.<\/p>\n

Fins a quin punt l\u2019asseguran\u00e7a de salut s\u2019est\u00e0 convertint en una prestaci\u00f3 gaireb\u00e9 \u201cb\u00e0sica\u201d per a fam\u00edlies i empreses?<\/b><\/p>\n

Per a les empreses, l\u2019asseguran\u00e7a de salut \u00e9s avui l\u2019eix de la proposta de valor per a l\u2019empleat. DKV ha identificat un alt potencial de creixement en el negoci col\u00b7lectiu. Comptar amb una asseguran\u00e7a privada ja no \u00e9s un luxe, sin\u00f3 una eina d\u2019efici\u00e8ncia que redueix l\u2019absentisme i millora el comprom\u00eds.<\/p>\n

Per a les fam\u00edlies, s\u2019ha convertit en una porta d\u2019entrada di\u00e0ria a la tranquil\u00b7litat, integrada al m\u00f2bil com una utilitat m\u00e9s del dia a dia, similar a la banca en l\u00ednia. I, encara que no estigui concebut aix\u00ed, hi ha una tend\u00e8ncia creixent a complementar \u2014i en part substituir\u2014 la sanitat p\u00fablica.<\/p>\n

\u201cEl mediador es posiciona com un soci estrat\u00e8gic fonamental i indispensable en l\u2019estructura comercial de la companyia\u201d<\/b><\/p>\n

Quin paper t\u00e9 avui el mediador en l\u2019estrat\u00e8gia comercial de DKV en salut?<\/b><\/p>\n

El mediador \u00e9s un soci estrat\u00e8gic clau i imprescindible. El seu rol \u00e9s cr\u00edtic per executar l\u2019aposta pel creixement rendible i la competitivitat.<\/p>\n

Sobretot, \u00e9s essencial per fer realitat la nostra proposta de valor: convertir-nos en el soci de confian\u00e7a en salut i benestar dels clients al llarg de tot el seu cicle de vida. Els mediadors no nom\u00e9s ens connecten amb els clients, sin\u00f3 que formen part d\u2019aquesta proposta aportant coneixement, serveis i solucions.<\/p>\n

El nostre objectiu \u00e9s refor\u00e7ar la seva capacitat competitiva amb eines especialitzades que impulsin el negoci en un entorn de transformaci\u00f3 total.<\/p>\n

En un entorn cada vegada m\u00e9s digital, quin valor diferencial aporta el mediador?<\/b><\/p>\n

El valor diferencial rau en la gesti\u00f3 de la complexitat i en l\u2019assessorament hum\u00e0 en moments de vulnerabilitat. Quan es tracta de productes complexos o necessitats personalitzades, el mediador aporta coneixement, proximitat i capacitat d\u2019adaptaci\u00f3.<\/p>\n

Aquest \u00e9s el seu veritable camp de joc en el futur.<\/p>\n

Com utilitza DKV la tecnologia i la intel\u00b7lig\u00e8ncia artificial?<\/b><\/p>\n

DKV integra la tecnologia i la intel\u00b7lig\u00e8ncia artificial sota un enfocament de \u201chumanisme tecnol\u00f2gic\u201d. L\u2019objectiu \u00e9s evolucionar cap a un model de salut connectada, m\u00e9s sostenible, digital i centrat en la persona.<\/p>\n

La IA facilita la feina dels professionals automatitzant tasques perqu\u00e8 puguin centrar-se en \u00e0rees de valor com l\u2019empatia o el judici cl\u00ednic.<\/p>\n

Per a l\u2019assegurat, aix\u00f2 es tradueix en m\u00e9s agilitat i una medicina m\u00e9s personalitzada i predictiva.<\/p>\n

On \u00e9s el l\u00edmit entre automatitzaci\u00f3 i tracte hum\u00e0?<\/b><\/p>\n

El model ideal \u00e9s h\u00edbrid. La tecnologia facilita l\u2019acc\u00e9s, per\u00f2 els professionals continuen sent el centre de la confian\u00e7a.<\/p>\n

A DKV, les consultes digitals s\u00f3n ateses per metges. La tecnologia \u00e9s nom\u00e9s el canal. L\u2019automatitzaci\u00f3 s\u2019aplica a processos, no a la relaci\u00f3 humana.<\/p>\n

La telemedicina ha arribat per quedar-se?<\/b><\/p>\n

No \u00e9s un fenomen puntual, sin\u00f3 un pilar consolidat. El 56% dels assegurats de DKV ja s\u00f3n digitals.<\/p>\n

El 2025 es van realitzar m\u00e9s de 214.000 consultes m\u00e8diques digitals. A m\u00e9s, la telemedicina evoluciona cap a eines de gesti\u00f3 aut\u00f2noma com LifeLight o CardioSignal.<\/p>\n

Com es tradueix la prevenci\u00f3 en valor real?<\/b><\/p>\n

En acc\u00e9s a eines de prevenci\u00f3 i en la promoci\u00f3 d\u2019h\u00e0bits saludables. L\u2019assegurat disposa d\u2019una porta digital que no nom\u00e9s cura, sin\u00f3 que monitoritza la salut.<\/p>\n

El futur de l\u2019asseguran\u00e7a de salut passa per curar o prevenir?<\/b><\/p>\n

El futur \u00e9s un model integral amb un pes creixent de la prevenci\u00f3 digital.<\/p>\n

L\u2019objectiu \u00e9s que l\u2019asseguran\u00e7a sigui un gestor actiu de la salut durant tota la vida del client, no nom\u00e9s un pagador de serveis.<\/p>\n

[\/vc_column_text][vc_row_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][vc_column_inner width=”1\/6″][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column width=”1\/4″][stm_spacing lg_spacing=”50″ md_spacing=”50″ sm_spacing=”50″ xs_spacing=”50″][vc_column_text]<\/p>\n

\u00daltimes not\u00edcies<\/h2>\n

[\/vc_column_text][stm_news loop=”size:4|order_by:date|order:DESC|post_type:post|categories:8″ posts_per_row=”2″][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column width=”3\/4″][vc_column_text css=””] \u201cL\u2019assegurat espanyol ja no nom\u00e9s demana assist\u00e8ncia: reclama una gesti\u00f3 aut\u00f2noma i personalitzada de la seva salut\u201d [\/vc_column_text][stm_spacing lg_spacing=”6″ md_spacing=”6″ sm_spacing=”6″ xs_spacing=”6″][vc_column_text css=””]02\/04\/26[\/vc_column_text][vc_column_text css=””] Entrevista a Pedro Orbe, director general comercial de DKV Seguros [\/vc_column_text][vc_single_image source=”featured_image” img_size=”850×550″ alignment=”center” css=””][vc_column_text css=”.vc_custom_1774885326145{margin-bottom: 20px !important;}”] Pedro Orbe, responsable de l\u2019estrat\u00e8gia comercial de DKV, explica les<\/p>\n","protected":false},"author":562,"featured_media":27275,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[2127,1868,2170],"class_list":["post-27274","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticies","tag-mednews","tag-mn-2","tag-mn295"],"yoast_head":"\nEntrevista a Pedro Orbe (DKV) - 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