Patient in the digital world

How new technologies are changing the medical services market in Central and Eastern Europe

13,9 bln €

the value of private medical services market in CEE countries


number of patients in CEE that are willing to use telemedicine

It's time for a revolution in the functioning of the healthcare system in Central and Eastern Europe. Healthcare providers need to prepare for the rapid development of new technologies and the changing needs of patients.

These changes are primarily a great opportunity for the countries of our region to catch up to the more developed countries of Western Europe. The technology allows for moving away from investing in expensive infrastructure, in favor of more efficient and cheaper telemedicine.

The attractive and constantly growing market for private medical services

The value of private medical services market in CEE countries is estimated at EUR 13.9 billion. Some of the factors affecting the value of the market are: population size, the level of development of private service providers, and the level and availability of services financed by the public purse.

The size of the private medical services market of CEE countries

Telemedicine – the future of healthcare systems

The study conducted for the purposes of the PwC report reveals that already nearly 60% of patients from the CEE region are willing to use telemedicine. The services with the greatest potential include: teleconsultations, telemonitoring, telediagnostics and telerehabilitation.

The interest of patients in telemedicine

Changing preferences of digital patient

  • He wants to have full access to information He wants to have full access to information

    Patients are increasingly more aware of the diseases and conditions that affect them. The internet and new technologies provide access to knowledge that was previously available only to doctors specialising in a given field.

  • He uses the services that is entitled to more often He uses the services that is entitled to more often

    Under pre-paid medical services, patients seek medical advice on average 3.6 times a year, which is about 20% more frequently than 2–3 years ago. This has a significant influence on the profitability of the whole segment of pre-paid medical services and insurances.

  • A visit to any doctor does not satisfy him any more A visit to any doctor does not satisfy him any more

    They want to visit a specialist from a given field, one that they have chosen themselves, who is well-known and respected by other patients. The importance of doctor assessment systems is increasing. Small medical practices that are able to offer the patient an individualised approach and continuity of care provided by the same doctor throughout the whole treatment are an attractive alternative.

  • He is looking for a new doctor on a regular basis and analyses new offers He is looking for a new doctor on a regular basis and analyses new offers

    Of the patients with pre-paid medical services or insurance, 30% buy additional medical services, of which only 35% decide to go to the service provider for which they have bought the pre-paid medical services or insurance, while 65% of patients choose a totally different clinic or a different doctor.

  • The cost of the service is no longer a decisive factor The cost of the service is no longer a decisive factor

    An important element is no longer the cost only, but also the range of available services, the length of time spent waiting for a visit, and the convenience and proximity of health centres. Increasingly often, patients book an appointment with a doctor by phone or on the internet, instead of going to a centre personally, as was the custom a few years ago.

Technologies supporting the development of telemedicine

Next generation healthcare will increasingly use more technological innovations, such as mobile devices, dedicated applications, teleconsultations, and even artificial intelligence or data mining tools. More and more services will be provided remotely at the patient’s home or at service points, even in places like the pharmacy, drugstore, or modern trading points.

Next generation healthcare will use more technological innvations
“The development of the healthcare market in CEE will follow the direction set by newtechnologies and telemedicine. This is a great opportunity for the countries of our region that are struggling with insufficient funding, which prevents them from catching up with Western European countries. Thanks to the new healthcare solutions, comparable standards and outcomes can be reached faster, and following a model that is much more efficient, both in terms of costs and quality of services provided.”

Mariusz Ignatowicz
Partner, Leader of CEE Healthcare and Pharma

“The changing market and new patient needs will cause private medical service providers to introduce a number of changes in their organisations. Otherwise, they will risk losing their share of the market or facing a drop in profitability. The changes will mostly affect those healthcare segments where new technologies are already available and, at the same time, the share of private funding is the largest. These will, in particular, include basic healthcare, outpatient specialised care, and then diagnostics, rehabilitation and services for seniors.”

Szymon Piątkowski
Deputy Director, Head of CEE Healthcare Advisory


Contact us

Roksana Gowin

Starszy menedżer, PwC Poland

Tel: +48 519 504 582

Follow us