Produced by Emor
Language: Estonian
Original title: Eesti tervishoiu usaldus- ja patsiendikäitumise uuring 2026
Format: MS Power BI
About the Study
The Estonian Healthcare Trust and Patient Behaviour Study 2026 provides a strategic overview of how Estonian residents perceive the healthcare system, which healthcare providers they trust, how they make healthcare and treatment choices, and which developments may shape healthcare behaviour in the future.
The study covers five main areas:
- Awareness and image of medical brands
- Patient behaviour and healthcare choices
- Trust in healthcare
- Attitudes towards healthcare and perceptions of the healthcare system
- Segmentation based on trust and patient behaviour
Key Topics
The study provides insights into:
- Spontaneous and aided awareness of medical brands
- Experience with different healthcare providers
- Brand appeal, patient-friendliness, perceived quality of treatment and trustworthiness
- Attitudes and values related to healthcare in Estonia
- Use of the family doctor advisory line
- Visits to emergency departments and family doctors
- Trust in science, doctors, private healthcare and alternative medicine
- Patient trust profiles and how these have changed compared with the previous year
- Recommendation willingness (NPS) for healthcare brands
- Use of AI-based health advice
- Use of digital healthcare solutions
- Patient behaviour and healthcare service choices
New in the 2026 Study
The 2026 edition includes several new components:
- NPS (Net Promoter Score) for healthcare brands
- Use of AI-based health advice
- Use of digital healthcare solutions, including e-Perearstikeskus.ee, Perearst24.ee, Meliva Digital Clinic, Confido Digital Clinic, Terviseportaal.ee and others
- In the extended strategic insight package: further development of patient personas through trust clusters and patient behaviour-based segmentation
Methodology
- Data collection method: Computer-Assisted Web Interviewing (CAWI)
- Target group: Estonian residents aged 16–74
- Sample size: approximately 1,000 respondents, representative of the Estonian population
- Fieldwork: June–July 2026
- Output: Interactive MS Power BI report
The Power BI environment allows users to analyse results by different target groups and compare medical brands and trends over time. Results can be filtered by variables such as gender, ethnicity, age group, income, settlement type and education.
Mapped Medical Brands
Private Clinics
- Confido
- Synlab
- Meliva
- Medicum
- Medita
- City Tervisekliinik
Central Hospitals
- East Tallinn Central Hospital
- West Tallinn Central Hospital
- East-Viru Central Hospital
- Pärnu Hospital
Regional Hospitals
- Tartu University Hospital
- North Estonia Medical Centre
- Tallinn Children’s Hospital
Trend Data
The report also includes comparisons with previous study waves, with trend data available from 2022 onwards.
Technical info
This report is delivered electronically as interactive Power BI dashboards.
The access link to the Power BI report is sent to your e-mail address within 2 business days after the payment has been successfully verified. The user license is for inter-company use only and this license is linked with one user (one email). The access link is active for 365 days from the send-out date. For every additional user, extra charges apply.
**VAT is added to the price at the checkout before the payment is completed.
This price is for access to the data for one year.
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