This paper analyzes the care model employed by a self-management operator in Brazil. The investigation was carried out in form of a case study. Different actors, managers of the Operator and the Call Center and affiliated hospitals and physicians, were interviewed for collecting data about the care model provided. The in depth analysis of the interviews used the following analytical dimension for evaluating the collected data: objective of the actors, instituted policies, instituted technological knowledge, organizational form and offered care. Differently from the market logic, the investigated self-management operator showed not profit-driven in its operations but seeks market strategies such as capturing new clients, adopting regulatory measures and controlling introduction of new technologies to ensure his survival. The operator has encouraged health promotion and client bonding. These results refer exclusively to the analyzed operator and do not apply to the existing operators in general.