The institution's success, financial as well as in terms of treatment outcomes, is to no small extent a result of market activity.

The institute posted revenue of EUR 23m last year and a surplus of EUR 0.9m. It made EUR 2m with market activities, or 8% of total revenue, which director general Robert Cugelj noted was significantly above the 3-4% average for Slovenian health institutions.

The target is to increase the share of revenue from market activities to 12%, largely to drive development and investments. "We have to achieve a breakthrough. If you don't develop you'll be quickly forgotten," he told the STA.

Cugelj said Soča's treatment outcomes were currently roughly on par with the European average, but taking into account better financing and staffing levels in Western Europe the results were "very good".

The institute's strategy for the next four years includes goals such as faster reception procedures and the introduction of new technologies to help patients recover more quickly.

Some of the technologies are being developed in-house, with Cugelj pointing out that in the past five years Soča filed six patents and sold four to major commercial players in the industry.

Cugelj said that competition in Europe was another reason why Soča must develop, noting that patients would simply go abroad. This requires that the institute raise its profile in Europe, even if it is already "a brand" in the Middle East and in the former Soviet Republics.

This points to the broader problem of how well known Slovenian health care is abroad, as price is not the decisive factor for foreigners seeking such services. "We have a problem with how well known Slovenian health care in general is," Cugelj said.

According to him, the government will have to help build reputation of the health sector. It would make sense to create a single brand promoting Slovenia as a health and wellness destination in cooperation with spas and health institutions.

Cugelj is convinced that given the appropriate strategy and activities, Slovenian health care could generate EUR 100m in market revenue per year.