Designed to assess and quantify the private healthcare services market, this study examines public perceptions regarding the performance of the private medical system in Romania.

It also provides an in-depth analysis of key aspects related to the utilization of healthcare brands and medical services among urban residents who have accessed a private medical clinic within the past 12 months. In addition, the study includes a comprehensive persona segmentation of the urban adult population, based on price sensitivity and brand loyalty within this sector.

The report consolidates the findings from three annual waves of the study conducted in 2024, 2025 and 2026.