“Veselības centru apvienība” (VCA) has been named as the most humane brand in the healthcare field, taking second place overall in Latvia’s ranking of the most humane brands, according to Baltic Brand Capital 2025 – the most comprehensive brand and consumer lifestyle study in the Baltics.
By significantly improving its performance, VCA secured second place in Latvia’s “Most Humane Brand” category ranking. The study shows that consumers value a brand`s humanity as much as its service quality, making humanity an essential long-term factor in building trust.
“In the medical field, people increasingly value not only professional treatment, but also a humane approach – understanding, support, and respect for each patient’s individual needs. Humanity is the very cornerstone. We are gratified that VCA has received the highest rating from the public in its sector and one of the highest ratings in Latvia overall. I would like to thank every VCA employee who contributed to this achievement through their daily efforts. A humane approach to healthcare strengthens society's overall health habits. It increases people's adherence to treatment, trust in medical services, and willingness to seek timely professional help. These factors lead to better health outcomes in the long term. I believe this is the path we must take together to shape more sustainable, higher-quality, and accessible healthcare system in Latvia,” says Iveta Lāce, chairwoman of the board of VCA.
The results of the study demonstrate VCA’s dedicated efforts and contribution to society – from regularly organizing lectures and informative campaigns to actively engaging in public education initiatives that help people better understand the causes of health issues and encourage the adoption of healthy habits on day-to-day basis. VCA also implements a comprehensive residency training program by covering residency study costs for young doctors, and together with partners implements the scholarship “There’s Chemistry Between Us!” program to support new science teachers. In addition, VCA carries out a range of other social responsibility initiatives aimed at improving the quality of life and health of Latvia’s population in the long term.
Various brand criteria in healthcare are becoming increasingly important and appreciated – over the past five years, there has been a clear trend of healthcare brands receiving higher ratings for humanity, and compared to 2021, this rating has nearly doubled. Alongside its high rating for humanity, the VCA brand has also received strong recognition in the categories of value, appeal, and others. This confirms that people readily choose VCA as a trusted, well-known, and accessible partner in healthcare.
“Brand Capital” is currently the most extensive brand and lifestyle study in the Baltics. Its origins date back to 2004 with the creation of the “Latvian Brand Top,” and since 2013 the study has also been conducted in Lithuania and Estonia. To ensure the representativeness of the data, the study is carried out by “Norstat,” one of the leading and largest market research data collectors in Europe. In 2025, the “Brand Capital” study compiled data on approximately 600 brands, surveying more than 3,000 residents of the Baltic States, who responded to nearly 300 questions about lifestyle and attitudes toward brands.
