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The implementation of quality in health services should go beyond legal, regulatory and purely technical obligations in relation to carrying out health insurance practices. The purpose of this paper is to present a management model that intends to equip private health care companies in favor of quality development from the use of a model for forming a competitive strategy in the supplementary health sector companies.

In this approach the proposed model is grounded on guiding procedures for the process of strategy formulation, with a systemic structure that separates in analysis involving the internal and external environment to the organization to verify the strategy that best applies. It is based on prescriptive strategy – the five competitive forces and, with adaptive strategy, the competition arenas.

Through the proposed model the analytical mechanisms of political-legal environments surrounding companies in the sector can be described, identify organizations and their process performance, study them, and perform comparative analysis of information between them. All of this development seeks to ensure the formation of policies, to guide strategic action in health insurance.

This work strongly contributes to the foundation and strengthening of strategic knowledge and has quality aimed at the study of the private health care market, due to the high degree of regulatory requirements by the state to the businesses, the environment turns into a chain of complex information that migrates from the condition of just meeting legal requirements, to also satisfying the demands of a hypercompetitive market.