1Piše: Fonet25. aprila 2018. 15.

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Preventivni pregledi u zdravstvenim ustanovama Foto: Ministarstvo odbranePrivate medical insurance:

Health Care Market overview in Serbia

General Overview
- Population: 8.7 Million people.
- Total expenditure in health care: $3.5B USD / 9.135% of GDP (2016)
- GDP: $41.4B USD (2017)
- Total number of visits to the doctor in the public sector: 27,364,278 visits (2017)
- 21% of citizens paid additional private health care policy (2018) INSURANCE
- Serbian citizens spend in average $340 USD per year for private health care insurance (2019)
- Private health care insurance size: $1.2B USD (2015)
- Average price range for the most demanded health care services: $20 USD to $120USD

Employment in the Health Care sector in Serbia

- 1 physician every 264 inhabitants / 1 physician employed every 517 inhabitants
- Number of doctors: 32,919 are doctors
- Number of unemployed doctors: 16.120
- Number of unemployed dentists: 2908
- Number of unemployed pharmacists: 1859
- Number of doctors in the private sector: 4000 in 2017. There is no more recent statistic,
however, the number of private health institutions increased from 450 registered in 2017 to 775
in 2019, which represents a 72% increase rate in 2 years.
- 75% of health workers are thinking to leave the country because of low payment

Patient’s Problems
- Average waiting time to schedule a medical appointment: 17 days (2018)
- Number of people that wait more than 6 months for specialized medical appointment: More
than 73.000 people per year (2018)
- High death rates in specialized areas of medicine like cardiovascular diseases and cancer are
related to long waiting time for specialized medical appointments and not receiving treatment
on time.

Employment in the Health Care sector in Serbia

- 1 physician every 264 inhabitants / 1 physician employed every 517 inhabitants (Estimate 2019)
- Number of doctors: 32,919 are doctors with license and registered (2019)
- Number of unemployed doctors: 16.120 (2019)
- Number of unemployed dentists: 2908 (2019)
- Number of unemployed pharmacists: 1859 (2019)
- Number of doctors in the private sector: 4000 (2017). There is no more recent statistic, however,
the number of private health institutions increased from 450 registered in 2017 to 775 in 2019,
which represents a 72% increase rate in 2 years.
- 75% of health workers are thinking to leave the country because of low payment
 Communication Channels

Marketing campaign includes 3 main channels: Social Media Ads, TV broadcasting and promotion
outreaches in health care facilities.

Social Media Ads and TV broadcasting will have the main target of gaining users to subscribe in the app.

Promotion outreaches in health care facilities have the main target of recruiting doctors and other
health care professionals to join the app. This step comes with a validation process to make sure all
health care professionals are registered and have a license to operate in Serbia.

The following statistics provide an initial overview of the potential reach to customer using different
communication channels. This is used as a reference and we should not limit to these channels only.

Internet users: 4.2 million people

Social Media:

- Facebook (3.3M active users) – Spending $50.00 USD per day / $1,500.00 USD per month:
o Reach: 132K – 584K views per day / 3.9M – 17.5M views per month
o Links to the app: 447 – 2.6K clicks per day / 13.4K – 78K clicks per month

- Influencers in Instagram with 1M followers (2M active users) – $50.00 USD per post
o Reach (10%): 100K users per post

TV broadcasting (most popular type of media in Serbia) – Spending $200 USD per add in a show:
- Morning program: 1.1M viewers
- Sarenica: 1M viewers
- 150 Minutes: 119K viewers
- Belgrade Chronic: 100K viewers
- TV news on RTS: 1.5M viewers

Number of Private Health Care institutions: 775 (2019)

Number of Public Health Care Institutions: 355 (2019)

Number of people with depression: 400.000 people

Members of the Society of psychologists: 4755

Total number of psychologists: up to 10,000.