Urban patients want primary care that is fast, convenient and personal, pushing providers to combine digital access with trusted relationships, longer hours and a stronger focus on overall patient experience
Urban patients want primary care that is fast, convenient and personal, pushing providers to combine digital access with trusted relationships, longer hours and a stronger focus on the overall patient experience.
Healthcare in major cities is undergoing a profound transformation. Residents of Warsaw and other metropolitan areas increasingly expect healthcare providers to offer the same convenience, speed, and accessibility they receive from banks, e-commerce platforms, or transportation apps. Yet contrary to popular assumptions, digitalization is not diminishing the importance of the physician-patient relationship. Instead, it is reshaping expectations around how that relationship should be delivered.
According to the report Primary Healthcare in Poland 2025, commissioned by CMP Medical Center and conducted by the research agency Maison & Partners, urban patients are looking first and foremost for a healthcare system that is efficient, accessible, and well organized. For 73% of respondents living in Poland’s largest cities, one of the most important factors when choosing a primary care provider is a convenient location. Proximity to home or work and the ability to access care quickly have become key elements of patient satisfaction.
“In large cities, time has become one of the most valuable resources. Patients want healthcare services to be as easy to access as any other part of their daily lives. However, this does not mean they no longer need a relationship with their doctor. They expect both convenience and continuity of care,” says Michał Kozaczuk, MD, a family medicine resident at CMP Medical Center.
The study highlights a challenge faced by healthcare systems across Europe: patients’ expectations are rising faster than organizational capacity.
Long waiting times remain the most frequently cited reason for considering a change of primary care provider. Patients increasingly expect healthcare services to operate according to standards they experience in other industries - responsive, flexible, and available when needed.
Yet the reality often falls short. According to the report, only 15% of patients living in Poland’s largest cities are able to secure a same-day appointment with a primary care physician. Unsurprisingly, frustration is growing. Nearly one-third of respondents (31%) considered changing their clinic during the past year. Among them, 47% pointed to excessive waiting times, while 32% cited the inability to obtain medical assistance on the same day in urgent situations.
Expectations regarding opening hours are also evolving. Among respondents dissatisfied with accessibility, 77% believe clinics close too early, reflecting the need for healthcare services that fit modern urban lifestyles.
Some providers are already responding to these trends. Within the CMP network, selected clinics remain open until 9 p.m., providing greater flexibility for working patients.
One of the most interesting findings of the report is that patients are not seeking a fully digital healthcare experience. Rather, they expect technology to remove friction from their healthcare journey while preserving meaningful human interaction.
Patients continue to value access to a regular physician who understands their medical history and can coordinate their care over time. Empathy, trust, and continuity remain critical components of the patient’s experience.
"Patients do not want to become anonymous users of a healthcare system. They want a trusted physician who knows them and their history. What they no longer accept are unnecessary barriers, complicated processes, and long waits for access," says Dr. Kozaczuk.
This is where technology can play a transformative role.
Digital services such as online booking, e-prescriptions and patient portals are increasingly viewed as standard rather than premium features. In many industries, consumers have become accustomed to intuitive digital experiences, and healthcare is no exception.
However, many healthcare organizations continue to lag behind patient expectations.
The report suggests that the main barrier to digital healthcare adoption is no longer patient readiness but organizational readiness.
Among respondents aware that they can submit a primary care declaration online, 76% are able to complete the process independently. This indicates a relatively high level of digital competence among urban residents.
Yet, despite this, only 26% of respondents currently book appointments online, while 47% still rely on telephone registration. This discrepancy points to a significant opportunity for healthcare providers to modernize patient access and communication.
"Patients no longer compare healthcare providers only with other healthcare providers. They compare their experience with the best services they use every day. The organizations that will succeed are those capable of combining clinical quality with accessibility, convenience, and effective communication - just as leading companies in banking, retail, and technology have done for years," says Dr. Kozaczuk.
This trend is particularly visible among patients who have experience with private healthcare providers. As private medical packages become increasingly common, expectations regarding service quality, communication, and accessibility continue to rise across the entire healthcare sector.
Healthcare experts increasingly argue that the future of primary care should not be built around a choice between technology and human relationships.
Patients want healthcare professionals who know their medical history, support preventive care, and help them navigate an increasingly complex healthcare system. At the same time, they want digital tools that simplify access, reduce administrative burden, and provide greater transparency.
This is one reason why coordinated care models are gaining importance. In these systems, patients receive support not only from family physicians but also from nurses, dietitians, psychologists, midwives, and care coordinators working together as a team.
"The future of primary care is not about replacing relationships with technology. It is about using technology to strengthen those relationships. Patients still want to feel that someone knows them, understands their needs, and helps guide them through the healthcare system," concludes Dr. Kozaczuk.
The healthcare organizations that succeed in the coming decade will not necessarily be those with the largest facilities or the most advanced technology. They will be the ones that understand a simple truth: in modern healthcare, patient experience is becoming just as important as clinical excellence.
