The Serbian healthcare sector in 2026
The Serbian healthcare system combines a public hospital network (Klinički centar Srbije in Belgrade, KC Vojvodine in Novi Sad, KC Niš, KC Kragujevac and the network of opšte bolnice and specijalne bolnice across the country) with a growing private hospital and clinic sector (Acibadem, Euromedikhs, Stomatološka klinika, MediGroup, Atlas General Hospital and the fertility/IVF tier), pharma companies (Hemofarm, Galenika, PharmaSwiss, MSD, Roche, Novartis, Sanofi and the local generics), and MedTech manufacturers and distributors.
Merch programmes in the healthcare sector split into three recurring workstreams. The first is patient information and education kits — branded tote bags, folders, leaflets and water bottles handed to patients at the public-hospital outpatient desk, the maternal-and-child health centre, the vaccination point or the screening programme. The second is healthcare-staff (HCP) uniform programmes for public and private providers — branded scrubs, lab coats, lanyards, badge holders, name tags, ID holders, tote bags for the daily commute.
The third is pharma and MedTech event programmes — medical conferences (Srpsko lekarsko društvo events, ULUS annual, the regional cardiology and oncology congresses), product launches at Hotel Hyatt or Crowne Plaza Belgrade, sponsor booths at the Beogradski sajam medical days, and patient-advocacy programmes run by the pharma-tier marketing team. Each sub-programme has its own audience tier (specialist, GP, patient, nurse, hospital administrator) and its own compliance envelope.