Conference Trends in Healthcare - Challenges and Opportunities

Prevention, coordinated care and the treatment of chronic non-communicable diseases, along with the long-term financial sustainability of the healthcare system and the application of new technologies in everyday practice, remain the key trends this year.

Given that chronic non-communicable diseases account for around 80% of all deaths, participants emphasized the need for a stronger focus on prevention, early detection and sustainable long-term care models. Representatives of industry, European institutions and the Croatian public sector highlighted the importance of coordinated national and European policies aimed at strengthening the resilience and sustainability of the healthcare system, alongside closer public-private sector collaboration.

Andrea Doko Jelušić, Executive Director of AmCham Croatia, noted that innovation is essential to improving the quality of care and system efficiency, as well as the need for a clear and predictable regulatory framework. She also highlighted the importance of European initiatives, such as the EU Cardiovascular Health Plan and the development of the European Health Data Space.
Rina Musić, Chair of the AmCham Board of Governors, warned that one of the greatest challenges lies in ensuring the long-term financial sustainability of the system while maintaining access to high-quality healthcare services.

“Healthcare today is not only a public service, but also a key factor in social stability and economic development. In recent years, more than three billion euros have been invested, in addition to the regular budget, in modernizing the system, upgrading equipment, and strengthening the healthcare workforce. These improvements are reflected in both access to and quality of care. The improved credit rating further confirms stability and sends an important signal for the continued strengthening of the healthcare system. We will continue to invest in infrastructure, human resources and digitalization, with a clear goal – to ensure accessible, high-quality healthcare for every patient within a public system that commands citizens’ trust,” said Marija Bubaš, Associate Professor, MD, PhD, State Secretary at the Ministry of Health, in her keynote address.

During the conference, participants were presented with a best-practice example from Italy, where obesity has been officially recognized as a chronic non-communicable disease at the national level. “Recognizing obesity as a chronic, relapsing disease in Italy represents for a concrete step toward prevention and integrated care. Building on this, AmCham Italy launched the Coalition Against Cardiovascular Disease, Diabetes and Obesity (COTA) to strengthen collaboration and promote more effective European action,” said Simone Crolla, Executive Director of AmCham Italy.

The first panel discussion, “The Growing Challenge of Chronic Diseases: What’s Next?” featured Krunoslav Capak, Associate Professor, MD, Director of the Croatian Institute of Public Health; Zrinka Mach, MD, President of the Croatian Society for Chronic Diseases; Željko Miličević, Country Senior Manager for Croatia, Slovenia and Bosnia and Herzegovina at Eli Lilly; and Jurica Toth, Market Access and Government Affairs Manager at Medtronic. Professor Capak noted that chronic non-communicable diseases account for more than 80% of all deaths in Croatia. Panel participants emphasized that patients require not only treatment but continuous, coordinated care. The system still largely relies on individual diagnoses, even though many patients live with multiple chronic conditions, highlighting the need for a more comprehensive approach to care. Industry representatives added that chronic diseases such as obesity, diabetes, and cardiovascular disease represent one of the greatest challenges for healthcare systems, but also an opportunity to increase investment in prevention and innovative therapies.

Željko Miličević, Country Senior Manager for Croatia, Slovenia and Bosnia and Herzegovina at Eli Lilly, stressed: “Chronic diseases such as obesity, diabetes and cardiovascular conditions are among the greatest challenges facing healthcare systems today. New initiatives at the EU level increasingly prioritize cardiometabolic health. This provides strong momentum for further progress at the national level, particularly in strengthening prevention, early detection, and timely access to treatment. Ensuring timely access to innovative therapies is of crucial importance for patients in Croatia. This is not a cost but an investment in health and in the long-term sustainability of the healthcare system.”

The second panel discussion, “The Value of Innovation in Healthcare Modernization,” featured Hana Huzjak, Senior Economic Adviser at the European Commission; Francis Lepoutre, General Manager at Roche Croatia; Conor Dempsey, General Manager for Croatia and Slovenia at MSD; and Vedrana Raguž, Country Lead for Croatia at Pfizer.

Hana Huzjak presented the EU-level report on the state of health in Croatia and noted: “Europe urgently needs innovative and resilient healthcare systems that both protect citizens’ health and strengthen economic competitiveness. Through the European Health Union, we are accelerating innovation, strengthening prevention, and enabling faster access to therapies and medical devices. Advancing innovation in Europe ensures that patients gain faster access to new therapies at an affordable price.”

The discussion on innovation highlighted that Croatia continues to lag behind the EU average in per capita healthcare spending, while an aging population is placing additional pressure on the system. At the same time, digital transformation, artificial intelligence, and the use of real-world data represent key opportunities to improve treatment outcomes and overall system efficiency.

“Healthcare spending per capita in Croatia is just above half of the EU average. Cardiovascular diseases and cancer account for 3 out of 5 deaths, although we are seeing significant progress in cancer treatment outcomes. Population ageing is increasing the burden of chronic diseases, and without additional funding and effective health policies, both healthcare services and the economy will face substantial pressure. The plans for 2026 leave limited room for innovation. At the same time, digital transformation and technologies, real-world evidence, and AI offer a strong opportunity to deliver greater patient benefits and improve the efficiency of healthcare spending,” said Conor Dempsey, General Manager of MSD for Croatia and Slovenia.

Furthermore, Francis Lepoutre, General Manager of Roche Croatia, emphasized that for 35 years Roche Croatia has been advocating a “Triple Win” approach, in which patients, the healthcare system, and industry all benefit. By viewing healthcare innovation as a strategic investment and a driver of growth, rather than a cost, we can build a more resilient and more humane system. He highlighted that Roche’s tradition of more than three decades, combining diagnostic and therapeutic innovative solutions under one roof, effectively contributes to their goal of ensuring a healthier future for all citizens of Croatia.

In the closing segment of the conference, Tomislav Sokol, Member of the European Parliament, emphasized the importance of equal access to innovative treatment and care: “The European Union must deliver real added value in healthcare in areas where member states cannot act effectively on their own. This means ensuring equal and timely access to innovative medicines, medical devices, and new forms of treatment across all member states. It is unacceptable for patients in Croatia to wait significantly longer for new therapies than patients in larger countries. The goal of European health policy must be to ensure that no patient in Europe is treated as first- or second-class.”