Europe Eye hospital in Bucharest to re-brand and move from niche to generalist market

The Europe Eye Hospital in Bucharest, which was opened by Turkish investors after a USD 20 million investment in 2011, will re-brand and become a general hospital. Following investments of EUR 0.4 million, the hospital will be called European Hospital. With 35,000 patients in the first year after opening, the hospital expects revenues of some EUR 1.5 million for 2012, the hospital owners plan to expand the chain in the future, with a new hospital every year for the next five years. After re-branding, the hospital will include the major medical specializations. Moving out of a niche market, eye health, the hospital will have to enter a battle with plenty of names on the Romanian market. Several players sped up the pace of expansion on Romania's private medical services market in recent years, including MedLife, Regina Maria, Sanador, Delta Health Care, among others. Taking advantage of the low development of public healthcare services, which is still state funded in Romania, the private operators stepped in to fill the gap on the market, where most private companies chose to buy private medical insurance for their employees. editor@romania-insider.com (photo source: the company)