Situation on the health market
The health market is a dynamically developing and prospective business area.
Experts from PMR, dealing with market research and analyses in Central and Eastern Europe, expect that in 2022-2027*:
- the growth rate of private health insurance will reach the average annual level of approx. 8.5% for supplementary health insurance and approx. 8.2% for subscriptions;
- the average growth rate of the fee for service market will be 8.3% per year.
In addition, the following is expected:
- further intensive development of telemedicine and service opportunities through remote channels;
- increasing number of persons outside working age and greater need to provide care to senior citizens;
- increasing public awareness of prevention and periodic examinations;
- persistently high inflation of medical services, in particular due to wage pressures from medical staff;
- reducing the materiality of the COVID-19 pandemic factor and its impact on the health market.
As of mid-2022, the National Health Fund increased valuations of services in specialized outpatient care. This has a positive effect on medical centers offering healthcare services under public financing.
In 2022, the impact of the COVID-19 pandemic did not leave as much of a mark on the health market as in 2020 and 2021. The general accessibility of vaccinations, the gradual easing of regulations, as well as the frequency of changes in anticovid guidelines have stabilized the predictability of medical centers’ functioning.
Contrary to initial concerns, the influx of people from Ukraine due to the war did not contribute to an observable increase in unmanageable demand for healthcare services in the private sector. However, a potential escalation or prolonged conflict can negatively affect the private healthcare market, through the macroeconomic situation and indicators of inflation and interest rates, which could result in reduced private consumption and a decline in real remunerations.
The broad range of health products is adapter to the segment’s and client’s needs
According to PMR, medical inflation will be an important factor affecting the value of the private healthcare care market. The previous trend of growing prices will be maintained in the coming years and its pace will be even higher. This is why the above aspects will be particularly important for the prices of outpatient care and physician services. The healthcare services market (fee for service, subscriptions, insurance) is sensitive to marked increases in the price of electricity and materials and raw materials, which raise operating costs. The growth rate for remunerations in private healthcare is as high as 13.2% y/y, which is mainly due to remuneration claims of white staff including nurses, physical therapists, physiotherapists, hygienists and dental assistants.
The projected total value of the private healthcare market will be PLN 73.7 billion in 2023, of which the value of the market excluding medicine and non-medicine expenses*** is about PLN 34.3 billion. The projected CPI inflation for 2023 in the healthcare market sector is 6.9% (CPI). The average increase for the market is lower than inflation because it takes into account fairly stable medicine prices. Growth is expected at 13.2%***** for physician services.
* PMR report, “Private healthcare market in Poland 2022 – market analysis and development forecasts for 2022–2027”
** PMR report, “Private healthcare market in Poland 2022 – market analysis and development forecasts for 2022–2027”
*** The „medicine and non-medicine expenses” category includes: (1) patient spending on medicines (reimbursed, non-reimbursed Rx and OTC), dietary supplements and other products in pharmacies, and (2) patient spending on OTC medicines and dietary supplements outside of pharmacies (in convenience stores, including grocery stores, gas stations, drugstores, herbalists, herbal and medical stores, specialized supplement stores, sporting goods stores and others), including online sales in e-stores (including e-pharmacies) and sales platforms.
*****PMR, 2022, Value of the on-site payable healthcare market in Poland (billion PLN) and dynamics (%) 2018–2027
Activity and product offering
PZU Zdrowie is one of the largest nationwide medical operators. The PZU Zdrowie medical network has almost 130 own centers, including diagnostic imaging labs, and nearly 2,200 partner centers in 600 cities in Poland. It has its own 24/7 medical hotline, myPZU patient portal and Telemedicine Center. It provides healthcare in the form of insurance and subscriptions for companies and individual clients. PZU Zdrowie medical centers are also available to patients who do not have PZU packages. The Health Area consists of the PZU Życie medical operator business and health insurance. It is an integral part of the PZU Group’s business model and represents one of its most important areas of growth.
In 2022, revenues in the health pillar increased by 16.2%y/y to PLN 1.272 million. An increase was noted both in revenue generated by the ever-expanding network of medical centers (up 16% y/y) and in sales of health insurance and subscriptions (up 16.4% y/y). The number of health contracts across the PZU Group rose to 3.23 million, or 6.4% y/y, mainly due to sales of health insurance and add-on protection products.
generated by the ever-expanding network of medical centers y/y
PZU Zdrowie’s medical operator activities include:
- handling health products in the form of insurance (life and health insurance and non-life and other personal health insurance – products of PZU SA, PZU Życie and TUW PZUW);
- sales and service of non-insurance products (occupational medicine, group and individual medical subscriptions, partnerships and prevention programs);
- building its own medical infrastructure of a uniform standard (medical centers, diagnostic laboratories and its own Telemedicine Center) to ensure the best possible access to the services as provided and to meet revenue targets.
The medical care model is focused on keeping up the good health of clients, providing a broad range of prevention measures and screening tests and on promoting healthy lifestyles.
Activities completed in 2022 in furtherance of the development of the health area
Non-insurance offerings (packages, subscriptions) In 2022, PZU Zdrowie continued to develop its group and individual medical care offerings to pursue its strategy as a comprehensive medical operator. The main activities included:
- expanding the individual client subscription offerings, introduced in late 2021, with new options – partner, parent, family, Senior and Student packages. „Medical package for 67+ clients” received the August award of the month from Gazeta Ubezpieczeniowa [Insurance Newspaper];
- making e-Rata payments available to clients through Alior Bank;
- implementing subsequent prevention packages (prepaid packages of medical services for one-time use at PZU Zdrowie medical centers) – at the end of 2022, there were 22 packages in PZU Zdrowie’s offerings targeting various health problems;
- implementing an add-on service to the medical subscription „hotline”, which operates 24/7 and guarantees immediate teleconsultation in cases requiring rapid medical intervention;
- implementing a medical product for Bank Pekao clients, with a dedicated range of medical packages that is only available in conjunction with bank products;
- implementing the medical subscription add-on package „COVID-19 prevention” – a post-COVID-19 prevention program aimed at diagnosis and exclusion of complications associated with the presence of COVID-19.
Insurance offerings
PZU Zdrowie, in addition to offering its own health products, acts as a medical operator handling insurance products of the PZU Group. In 2022, PZU Życie continued to implement the PZU Na Życie Plus product. With the new offering, employers can provide their employees and their families with insurance cover, along with medical care, under one multifaceted contract and one sales process. The product is available for purchase as of 1 July 2022.
PZU Życie launched a new online store in July 2022: Private medical care | PZU Zdrowie Store, where individual clients can learn about PZU Życie’s product offerings and then purchase individual appointments and examinations, as well as medical packages on myPZU.
- Opening of three new medical centers
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Centrum Medyczne PZU Zdrowie Łódź Ogrodowa [PZU Zdrowie Medical Center – Łódź Ogrodowa]
In early May, PZU Życie launched a new multispecialty medical facility in the center of Łódź. It is located in the Ogrodowa 8 Office, between the Manufaktura Shopping Center and Piotrkowska Street in a first floor apartment of 1,000 sqm. The professionals working there provide care for adults and children. The strengths of the new center include its expert medical staff, wide range of diagnostics and occupational medicine service. Professionals in many fields are available to patients: for adults – 22 types of specializations (including surgeons, diabetologists, endocrinologists, gynecologists, gastroenterologists, ophthalmologists, orthopedists, urologists), for children – 11 specializations (including allergists, dermatologists, nutritionists, cardiologists, laryngologists); -
Centrum Medyczne PZU Zdrowie Gdańsk Marynarki Polskiej [PZU Zdrowie Medical Center – Gdańsk Marynarki Polskiej]
In late May, PZU Życie opened a center of its own in the revitalized Gdańsk Shipyard area. In the new building at ul. Marynarki Polskiej 195, a multispecialty medical center was established with a wide range of diagnostics and medical consultations, as well as an occupational psychology clinic. The new medical center, located in the Palio Cavatina retail and office complex, replaced the existing facility at ul. Jana Pawła II 20. It can be used by both existing patients and new patients under the National Health Fund, corporate or individual subscriptions. Professional offering includes consultations in allergology, endocrinology, gynecology, neurology, ophthalmology, orthopedics, otolaryngology, rheumatology and urology. In addition, it provides free primary care, cardiology, dermatology and diabetes counseling under the National Health Fund. Gdańsk patients will have the necessary diagnostic tests performed on site, including ultrasound, X-ray, EKG, and videodermatoscopy; -
PZU Zdrowie Medical Center Krakow Niska [PZU Zdrowie Medical Center – Kraków Niska]
In November, PZU Życie opened a center of its own in Kraków at ul. Niska 2. It is the largest medical facility in the northern part of Kraków, with a large portion of specialized outpatient care, including a dedicated pediatric area. More than 100 physicians work there. The center can be used by clients with PZU Życie packages, as well as by patients who need individual appointments and examinations. The center offers a wide range of services: specialized consultations for adults and children in the area of more than a dozen specializations (including vascular surgery, dermatology, endocrinology, orthopedics, pulmonology, rheumatology), care of primary care physicians (adults and children) and professionals under the National Health Fund, diagnostic tests (i.a. holter ECG, videodermatoscopy, audiometry, spirometry), laboratory diagnostics, vaccinations for adults and children, minor surgical and dermatological procedures (including cryotherapy and electrocoagulation);
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Centrum Medyczne PZU Zdrowie Łódź Ogrodowa [PZU Zdrowie Medical Center – Łódź Ogrodowa]
- Completing the acquisition of the diagnostic imaging laboratory of NZOZ Grupa Medical in Grójec;
- Preparing the acquisition of the Nowa 5 medical center in Gorzów Wielkopolski (transaction date – January 2023), the first PZU Życie facility of its own in the Lubuskie region;
- Preparing to launch two new diagnostic imaging labs – in Gdańsk and Kraków – in Q1 2023;
- Increasing the number of cooperating physicians in the company’s own network to more than 2,500 physicians – in response to growing patient demand for medical services across all business lines;
- Significantly increasing the scale of cooperation with the National Health Fund by, among other things, increasing the number of patients admitted and services provided in specialized outpatient care (related to the release of service limits as of July 2021);
- Expanding its own Telemedicine Center, which employs 140 physicians and psychologists, in 15 specializations. The facility is responsible for 45% of all telemedicine services provided to patients. The Telemedicine Center’s physicians also operate the First Contact Center Platform for the Ministry of Health;
- Introducing a new psychological service – crisis intervention, providing assistance to victims and their families in emergency situations, such as the death of a loved one, a random accident or serious illness. Support is provided at the patient’s place of residence. It can take the form of meetings and remote follow-up. Assistance is provided by psychotraumatologists and psycho-oncologists qualified in crisis intervention. The patient remains under the care of the same psychologist. In 2022, 203 intervention trips were organized for 288 eligible persons.
2022 was also a year of intense project work aimed at developing technological functionalities for patients and building new lines of business. Development of the mojePZU (myPZU) portal and assistance functionality to support selfservice and customer service:
- Redesigning screens – improving UX according to customer expectations;
- Introducing native screens in the mobile app for:
- making an in-person appointment;
- arranging laboratory tests;
- making telemedicine appointments;
- automation of laboratory test appointments;
- Launching the sale of laboratory tests to clients who are not logged in and do not have PZU Group products;
- Optimization and automation of processes at the PZU Zdrowie hotline;
- Expanding e-commerce sales to include products with different VAT rates;
- Implementing a process for ordering prescriptions when continuing treatment without an appointment with the physician;
- Creating a patient file, which contains medical documentation produced by physicians of PZU Zdrowie own networks’ facilities: prescriptions, referrals, recommendations;
- Automation of laboratory test appointments – clients who have received a referral for laboratory tests at one of PZU Zdrowie’s own network centers can make an appointment through the myPZU portal for laboratory tests automatically.
A new PZU Zdrowie website was launched in June 2022, operating at zdrowie.pzu.pl. The purpose of the change was to add new functionality and bring the site in line with search engine positioning (SEO) and search engine campaign (SEM) requirements and user experience (UX) practices. New elements of the website include: a streamlined search engine for medical centers, a „For patient” section, a „Blog” advice section, and „Media contact” and „About us” tabs, as well as an English-language version of the website.
Development of innovative solutions
PZU Zdrowie is constantly looking for innovative solutions that can deliver value to patients, physicians and the PZU Group.
Areas of exploration and analysis include the use of advanced telemedicine systems, artificial intelligence, virtual reality, digital therapeutics. Particular attention should be given to the following activities:
Continuation of the 2021 pilot. The PZU Zdrowie diagnostic imaging network continued its collaboration with Polish start-up company – BrainScan to support stroke diagnosis in CT scans. The solution facilitates the radiologist’s work and allows automatic recognition of a life-threatening lesion. The artificial intelligence algorithms used to analyze the images generate a preliminary diagnosis and mark the examination with a special marker, so that the time for making an initial description in the case of a stroke is reduced to just 2–3 minutes. This allows a team of neurologists to undertake the treatment and diagnostic process almost immediately. Monthly, about 1,000 head CT scans at 10 hospitals are initially diagnosed using AI. Development work is underway to use this solution with regards to other studies and increase the scale of operations;
Software streamlining cardiac diagnostics as part of a pilot program supports the work of physicians at several Warsaw PZU Zdrowie medical facilities. The solution, offered by the Polish company – Cardiomatics, is based on artificial intelligence; it speeds up the receipt of test results and helps effectively analyze and interpret the ECG’s results. The software is cloud-based and used to automate the analysis of ECG signals. It is a CE Class IIa medical device, functioning on the basis of accurate artificial intelligence algorithms, the effectiveness of which has been confirmed in clinical trials, among others. The software is used by more than 1,000 medical professionals in more than 15 countries, including Switzerland, Germany, the UK and Poland. More than 150,000 patients have already been diagnosed thanks to Cardiomatics;
With an eye on environmental measures and process efficiency, PZU Zdrowie has been using Autenti’s electronic signature to handle documents exchanged between PZU Zdrowie and selected partner centers through this platform since 2022. The solution is used to sign documents remotely and enables qualified signatures to be produced in a matter of minutes. In addition to streamlining internal processes, an additional benefit of the solution is the reduction of paper used;
PZU Zdrowie continues its activities within the AI in Health Coalition. Within the framework of its activities, the Coalition aims to promote the use of artificial intelligence in the Polish health care system. Bringing together a group of experts and entities pursuing the ultimate objective of the wellbeing of patients, its ambition is to set directions for the development of the use of AI-based technologies in the sector. The Coalition aims to develop conditions that will enable the broadest possible use of solutions of this kind. At the same time, it highlights the significance of professional medical personnel, pointing to the supporting role of technology, which is to augment the treatment process rather than eliminate or diminish the role of a physician. In its activities, the Coalition gets involved in projects seeking to advance the digitization of the health care system, in cooperation with the Ministry of Health and the Office of the Prime Minister. In May 2022, the Coalition published a „White Paper on AI in Clinical Practice” resulting from the work of its members and a report on the Polish medtech sector – „Top Disruptors in Healthcare”.
PZU Zdrowie’s involvement in the promotion of health
- „Summer Senior Academy” – a series of 10 webinars on prevention in adulthood, conducted in cooperation with the National Institute of Silver Economy;
- The OK Senior Passport – a material supporting preventive care for seniors, distributed among senior institutions supported by the National Institute of Silver Economy and at PZU Zdrowie medical centers;
- „Siła KobieTy” [Women’s Strength] – a preventive action by „Dziennik Bałtycki” under the auspices of PZU Zdrowie – educational articles and an information campaign with an exhibition on women’s health;
- „Wstążka z wąsem” [Moustache Ribbon] – PZU Zdrowie educational webinar on cancer prevention for men and women;
- PZU Zdrowie is the medical operator of the „Healthy Life” campaign organized by the PZU Group, the Ministry of Health and the National Health Fund, under the patronage of the Presidential Couple. During June–October 2022, 12 health zones were implemented, providing free medical services and advice to visitors;
- „Miasteczko Zdrowia” [Health Town] in Gdańsk and Wrocław – PZU Zdrowie field actions in cooperation with the Veritas Foundation, providing free medical services and advice;
- Senior Day in Gdańsk and Kielce – preventive actions carried out by PZU Zdrowie medical centers addressed to seniors;
- Day of Smile in Poznań – a preventive action carried out by PZU Zdrowie medical centers, addressed to children;
- “Wbiegnij na Varso Tower” [Run up Varso Tower] – towerrunning under the auspices of PZU Zdrowie to the highest building in the European Union (Varso Tower in Warsaw);
- “Międzypokoleniowy Marszobieg po Zdrowie” [Intergenerational March for Health] – run, whose partner was the PZU Zdrowie medical center in Kielce;
- Polish Cup in cross-country running in Cetniewo – run under the auspices of PZU Zdrowie;
- Development of the PZU Zdrowie Guide blog „Health Guide” with articles on healthy lifestyles and selected medical issues.
- “Zdrowie w rozmowie” [Health in Conversation] in partnership with the AI in Health Coalition – a podcast series on medical innovation;
- „AI in Health” in cooperation with the Coalition in Health – a conference on the application of artificial intelligence in medicine;
- „Top Disruptors in Healthcare 2022,” in collaboration with the AI in Health Coalition, a report that inventories the Polish healthcare start-up market;
- “Supertalenty w medycynie” [Supertalents in Medicine] in cooperation with Puls Medycyny – a competition for physicians of the younger generation;
- “Plebiscyt Hipokrates” [Hippocrates Plebiscite] in cooperation with Polska Press – a competition for the bestrated physicians and medical centers;
- „Mother and Child Startup Challenge” in cooperation with the Mother and Child Institute – a competition for start-ups in the field of obstetrics and neonatology;
- „Złoty Skalpel” [Golden Scalpel], in cooperation with Puls Medycyny – a competition for scientists in the field of medical innovation;
- „Dziecięcy Szpital Przyszłości” [Children’s Hospital of the Future] in cooperation with the K.I.D.S. Foundation – a competition for innovative solutions in children’s hospitals;
- „Zdrowie Dzieci” [Children’s Health], in cooperation with the Medical University of Gdańsk – a conference on issues of child and adolescent health;
- “Polska w Europie” [Polish woman in Europe], in cooperation with the Association of Health Care Journalists – a training conference for medical staff;
- Partnership with the Student Government of Warsaw Medical University – publishing of the academic calendar; patronage of the 87th congress of the Commission for Higher Medical Education.
- it is a knowledge base on children’s cancers that may be accessed by both the parents of sick children and representatives of the medical community. It aims to facilitate the exchange of experiences with other parents who have found themselves in a similar situation and to provide support in many areas related to pediatric oncology;
- a program implemented by the Ministry of Health to prevent chronic diseases, whose diagnosis was more difficult due to limited access to medical tests and physician consultations during the COVID-19 pandemic.
PZU Health Services Management Center (CZUM) in Gdańsk
In addition to standard patient services, the PZU Zdrowie medical hotline is the operator of the following Ministry of Health projects:
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24/7 support of the Contact Center for people infected with COVID-19
30,000 patients took 983,000 measurements, of which 11,000 generated an alert requiring a response from the Contact Center and 300 Emergency Medical Team calls (project completed by 30 June 2022). -
COVID-19 test referrals
Nearly 90,000 referrals were issued for the COVID-19 test (project completed by 30 June 2022). -
Prevention 40 Plus
330,000 questionnaires qualifying patients aged 40 and over for free preventive examinations completed in January–December 2022. -
First Contact Center Platform
172,000 calls handled and 168,000 teleconsultations provided in January – December 2022 as part of night and holiday medical assistance available outside the working hours of primary health care centers, i.e., Monday to Friday from 6:00 p.m. to 8:00 a.m. and 24/7 on weekends and public holidays. -
The Hotline of the National Vaccination Program
Nearly 270,000 registrations issued for COVID-19 vaccination in the period July -December 2022
Distribution and customer service
Health products – in the form of life & health and property insurance as well as non-insurance products – are distributed through virtually all sales channels of the PZU Group, including the corporate and agency network of PZU and PZU Życie and the sales network of PZU Zdrowie.
The COVID-19 pandemic also contributed to an increase in sales through the digital channel of the mojePZU website where clients may choose from the new offering of prevention packages and individual medical subscriptions as well as individual medical consultations delivered both in the form of teleconsultations and stationary appointments.
Health products distribution network
Development of the scale of operations of PZU Zdrowie
Medical infrastructure
PZU Zdrowie cooperates with almost 2,200 partner centers in nearly 600 towns and cities in Poland. At the same time, it is consistently developing its own network of nearly 130 centers, including in Warsaw, Łodź, Gdańsk, Poznań, Katowice, Wrocław, Kraków, Częstochowa, Radom, Płock and Opole. Initially, it was created by acquiring local health care service providers with extensive experience and a good reputation in the medical community. Currently, PZU Zdrowie is in the process of expanding the scope of its activities in the following two ways:
- by acquiring establishments enjoying a good reputation on the local market;
- through building greenfield medical centers, which makes it easier for the company to usher in uniform standards in terms of equipment and patient service in such facilities.
Amenities for patients receiving medical care from PZU Zdrowie
What distinguishes us:
- access to specialist doctors without a referral
- accepting referrals from outside the network PZU Zdrowie
- reimbursement of the costs of medical visits and examinations outside PZU Zdrowie facilities
- modern and accessible patient portal
- Scientific Council – expert support from various fields of medicine
- modern medical centres equipped with top-class equipment
- electronic medical interview „Symptom Checker”
- emergency medical assistance
- wide range of telemedicine services
- high standards of patient service
- organization and management of occupational medicine using a dedicated portal
- preventive programs
- psychological help and vouchers for psychological consultations
- smooth process for proceeding to medical care
- pregnancy care and access to birthing school
Contact channels
A patient can make a doctor’s appointment or an appointment for any other medical service provided by PZU Zdrowie through:
access to the calendar of appointments of each center
505 15 48
Medical centers and physicians
Factors, including threats and risks, that may affect the operations of the health area in 2023
Major risk factors include:
- the demand for specialized doctors exceeds the supply, which may slow down growth and affect margins;
- inflationary pressures from affiliate networks and salary pressures exerted by doctors and other personnel serving patients in medical centers may directly affect financial performance in the health area;
- wage pressure combined with an increase in demand for medical services may result in limited ability of providing these services in selected medical centers – medical personnel may prefer/accept only facilities that meet higher employee compensation expectations;
- changes in fertility, mortality, and morbidity rates, as well as the health consequences of the fact that during the pandemic treatments for certain conditions (e.g., cardiovascular and oncology) were postponed, may affect the value of sales and the claims ratios (e.g. in subscription plans or in health insurance);
- changes in trends and behaviors displayed by clients, who will start searching for customized offerings – clients’ new expectations may bring about the need to change processes and systems, which in turn may affect the bottom-line results;
- uncertainty surrounding the evolution of the pandemic and potential limitations in the operation of medical facilities may significantly affect the performance of medical centers;
- an increase in unemployment and uncertainty on the labor market may reduce sales growth of new insurance and medical subscriptions for corporate employees;
- continued pressure on the prices of group insurance products – the market for health services remains very competitive both in terms of prices and the range of available services;
- relatively high saturation of the market in larger cities and also staff shortages and lack of customer potential in smaller towns may reduce growth rates;
- potential modification of the valuation of outpatient specialist care services by the National Health Fund may cause significant changes in the financial results generated by medical centers;
- stronger and/or more aggressive policy geared at the development of the network of own facilities by competitors in the market may significantly affect the options available to patients or the competitive position of medical operators in the long term.