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Health Hub’s Trend Report 2024- Miroslav Šaban (Philips): “(Re)Thinking healthcare with “green and sustainable” mindset”


ealth Hub, as a unique think tank for health in the region, organized the traditional Trend Report Brunch this year with the networking of stakeholders of the health ecosystem and ambassadors of a healthy life, in order to present innovations and trends in health and health care.

After participating in the European Health Forum in Gastein, following all global trends from the World Economic Forum (Davos Agenda 2024), published annual reports of McKinsey, PwC, Deloitte and publications of the most relevant global think tank platforms for health, Health Hub and partners presented the trends, initiatives and visions of the Croatian healthcare ecosystem that will surely mark this year or should be given the wind at their backs for the fastest possible implementation for the benefit of our patients and communities.

The concept of green and sustainable healthcare was discussed, along with hospitals and healthcare management that adopts the philosophy of green medical technologies, devices and green public procurement.

What do we need to do to transform health to think “green and sustainable” and mitigate the negative impact of the health system on the environment? – is one of the global trend issues that Croatia needs to adopt first, which Miroslav Šaban,  Business to Government and Government and Public Affairs Leader  Zone CEE / Europe from Philips, spoke about in a visionary way at the Trend Report Brunch. 



Miroslav Šaban,  Business to Government and Government and Public Affairs Leader  Zone CEE / Europe from Philips




What trend did you present at this year’s Health Hub’s Trend Report brunch?


I had the honor to represent Philips, global leader of medical technology, at this year’s Trend Report brunch. On behalf of Philips, I presented the trend of “Green Hospitals: Pioneering Sustainable Healthcare”, mainly focusing on the growing role of sustainability in healthcare facilities, emphasizing the adoption of eco-friendly practices and technologies to reduce environmental impact while enhancing patient care.

t’s a staggering fact but if healthcare were a country, it would be the world’s fifth-largest emitter of CO₂. This clearly shows that as an industry, we must focus on providing sustainable healthcare systems that can deliver care for more people in more places. All while reducing our impact on the natural world, without compromising patient care.






How much can this trend change the horizons of healthcare in Croatia and around the world?


The green hospital of the future is emerging now as a concept that we embrace and start to develop, while our world is at the cross-roads, impacted by the fast development of technology, AI, the shaping role of Generation Z which is digitally native, sustainability becoming a must for all and so much more. The green hospital awaits to be fully developed and will significantly transform healthcare in Croatia and around the world. By prioritizing sustainability, hospitals can not only reduce their carbon footprint but also improve operational efficiency, lower costs, and enhance patient outcomes.








What is needed for Croatia to be able to implement such health initiatives?


Implementing sustainable health initiatives in Croatia requires the collaboration between government agencies, healthcare providers, technology companies, and the community. At Philips, we are here to play our part. Key elements of this include investing in green infrastructure and technologies, developing supportive policies and regulations at a society level, promoting education and awareness among healthcare professionals and the public, and fostering partnerships to drive innovation and resource sharing. The goal is to be mindful of resource scarcity.


Green Public Procurement, an approach that we fully support at Philips, plays a significant role in moving the healthcare industry in a more sustainable direction. In 2014, the EU adopted new public procurement directives to simplify and make procedures more flexible and to promote green goals in procurement. The European Commission has recommended that at least 50% of public procurement should be green. That means that contracting authorities are encouraged to integrate environmental criteria into the procurement process, ensuring that environmental goals are considered from the start of the process, eco-labels or European-recognized eco-certificates! Environment & technology are going hand in hand in Europe and Croatia, as well!






What is your message for the health ecosystem in 2024 from your perspective and the trends you advocate?


Our message at Philips is simple and clear: Care means the world to us. Sustainable care means the world to us. Climate change is threatening the health and livelihoods of hundreds of millions of people around the world, often hitting the most vulnerable communities earliest and hardest. At the same time, pollution is leading to increased rates of chronic disease, like asthma and cardiovascular disease.
The link between human health and environmental health is central to sustainable healthcare.


At Philips, we partner with our customers to improve lives through meaningful innovations that support the health and well-being of people and the planet. Without it, we cannot achieve zero emissions. This is why the pioneering work of the Champalimaud Foundation to reduce their environmental impact while offering world-leading patient care is so inspiring! I invite you all to understand more about it, here: