Abstract
This article analyses how the metamorphosis of a state-funded healthcare system into a market-oriented system in Croatia since the 1990s has influenced the health-seeking behaviour of patients. Through in-depth interviews, patients were asked to identify their satisfaction with various health services and providers. Their answers reveal a complex narrative setup in which the possibility to select another healthcare therapy or provider was linked to their “willingness to pay”. The interview responses uncovered inequalities in the context of healthcare, as well as the politics and powers behind allocating and negotiating value in health-seeking. 
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