Private Healthcare Institutions and Insurance Companies: from Cooperators to Market Competitors

  • Željko Jović Medi Group, Milutina Milankovića 3, Belgrade, Serbia
  • Jelena Cvijović University of Belgrade, Faculty of Organizational Sciences, Serbia

Abstract

The provision of adequate healthcare nowadays has a global character, so the implementation of efficient andwell-formulated health reforms has become of serious importance. Among many contemporary trends in this area, there is a tendency of privatization of health care institutions and growth in private insurance premiums. This raises the necessity of developing a cooperation between private healthcare institutions and insurance companies in order to provide services of an improved quality. This paper emphasizes the extremes of their cooperation, moving from fully integrated systems towards competition over the market. The findings indicate that, due to the insufficient development of Serbian healthcare sector, their cooperation is so far not at a highlevel, which brings many issues into question and that should be legally better defined.

Author Biographies

Željko Jović, Medi Group, Milutina Milankovića 3, Belgrade, Serbia

Željko Jović was born in 1973 In Valjevo, Serbia. He graduated from the Military
Academy in Belgrade in 1996 and received his master’s degree at the Faculty of
Security, Belgrade in in 2013. He currently holds the position of Sales director at
„Medi Group”, the first private healthcare platform in Serbia. He is the author of several
articles in the field of marketing in healthcare published in journals and conference
proceedings in this field.

Jelena Cvijović, University of Belgrade, Faculty of Organizational Sciences, Serbia

Jelena Cvijović is a doctoral student at the Faculty of Organizational Sciences, University of Belgrade. The areas of her scientific interest are: marketing communications, indirect advertising, social marketing and consumer behaviour. She has so far published more than twenty research papers in international and national
journals and conference proceedings.

Published
2015-09-20
How to Cite
Jović, ., & Cvijović, J. (2015). Private Healthcare Institutions and Insurance Companies: from Cooperators to Market Competitors. Management:Journal Of Sustainable Business And Management Solutions In Emerging Economies, 20(76), 41-48. doi:10.7595/management.fon.2015.0020
Section
Articles