Serbia Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in serbia, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals
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Healthcare
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Overview

Serbia’s healthcare sector is modernizing rapidly and presents excellent opportunities for U.S. exporters in high-end medical technologies, digital health, diagnostic solutions, and specialized partnership models.

Serbia’s healthcare expenditure accounts for about 10% of GDP in 2024, underlining strong government commitment. The National Health Insurance Fund (NHIF) remains the primary purchaser, with universal public coverage. Facilities are largely state-owned, although private sector services are expanding quickly in diagnostics, clinics, and insurance. Supported by World Bank and EU investments, infrastructure upgrades and modern equipment procurement are ongoing.

Imports make up around 88% of the medical equipment market. U.S. products account for roughly 15%, with actual numbers higher due to shipments through European affiliates. EU and Chinese suppliers are also major players. Most domestic output is limited to basic supplies, while advanced imaging and laboratory products are primarily imported.

Leading Sub-sectors

U.S. medical equipment enjoys a strong reputation for quality and innovation, but exporters face competitive pressures from EU—and increasingly, Chinese—suppliers benefiting from local specifications and lower prices. Best sales prospects for U.S. firms include:

  • Diagnostic Equipment: Linear accelerators, cardiovascular diagnostics, non-invasive surgical devices, anesthesia and ICU systems, MRI/CT scanners, radiation therapy, ultrasound, and urology devices.

  • Laboratory Technology: Blood bank equipment, medical lasers, ultraviolet/infrared devices, and laboratory diagnostics.

  • Digital Health & Hospital IT: Growing investments in hospital management software and healthcare digitalization solutions.

  • Rapid Diagnostic Tests: High demand for innovative U.S. products, including infectious disease and drug tests.

  • Rehabilitation Devices & Homecare: Expansion in home healthcare and patient monitoring systems.

  • Pharmaceuticals & Supplements: Large-scale imports sought by state health fund.

Opportunities

There are strong opportunities for U.S. manufacturers of premium diagnostic and imaging equipment, nuclear medical instruments, pacemakers, clinical laboratory analyzers, home healthcare and rehabilitation devices, and patient monitoring systems including ICU solutions. Demand is also rising for public-private partnerships for equipping and managing hospital units and clinics.

Medium- and long-term procurement prospects include:

  • Over €400 million allocated for hospital construction and upgrades, including new clinics and specialty centers in cities such as Belgrade, Novi Sad, Niš, Kragujevac, and maternity hospital renovations.

  • Hospitals and NHIF prioritize new diagnostic, imaging, and monitoring equipment, with routine tenders for technologies favored by U.S. exporters.

  • Expanding health information systems, e-health records, and digital management platforms for both the public and private sector.

  • Training, technical assistance, and information campaigns, often funded by development partners.

  • Opportunities for U.S. firms in PPP models for hospital management or equipment provision.

 

Hospitals routinely invest in new diagnostic and monitoring equipment and management software. In 2024, the Serbian Healthcare Fund showed interest in large-scale imports of vitamins and supplements from the U.S.

In summary, Serbia’s healthcare market is modernizing rapidly with significant demand for high-quality U.S. medical technologies, digital and diagnostic solutions, and innovative partnership models—though competition, pricing, and regulatory complexity require careful planning by U.S. exporters.

Regulatory Environment

Serbia’s Ministry of Health oversees policy, budget, and procurement, while the Medicines and Medical Devices Agency (ALIMS) govern registration, marketing, and clinical trials. Despite EU harmonization, local marketing approval delays can affect import timelines; market entry planning is essential for exporters.

Resources and Industry Contacts

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