Elina Vilja, Former Head of Estonian Brand Marketing, Appointed as Head of Marketing at Meliva
On October 20, Elina Vilja took on the role of Head of Marketing and Communications at Meliva, Estonia’s largest private healthcare provider. She brings over 12 years of experience in marketing and brand management. Previously, she led marketing for Brand Estonia, e-Estonia, and Work in Estonia at Enterprise Estonia (EAS), and served as a partner and CMO at the service design agency Rethink.
According to Marja-Liisa Alop, CEO of Meliva, the company aims to take an increasingly active role in shaping the development of healthcare in Estonia and fostering health awareness among the public. The appointment of the new Head of Marketing and Communications supports Meliva’s ambition to be not only a healthcare provider, but also an influential leader in the field.
“Our ambition goes beyond providing high-quality healthcare services; we want to help shape the direction in which Estonian healthcare evolves and how people view their own health. We want people to pay attention to their health not just when something is wrong, but also to ensure that everything stays well. Through marketing and communications, we can support both public health literacy and active participation in societal discussions surrounding the development of healthcare. Elina’s experience in building major brands, her strategic perspective, and her ability to engage diverse target audiences will help us bring this vision to life,” said Alop.
Vilja’s responsibilities encompass leading marketing and communications across Meliva’s core service areas: specialized medical care, dental care, and occupational health.
“In healthcare, marketing and communications play a far broader role than merely introducing services. We have the opportunity to influence how people think about their health, the choices they make, and when they seek help. I want Meliva to be a trusted partner throughout people’s entire health journey—from wellness preservation and prevention to the necessary treatment,” said Vilja.
According to her, it is essential to align a strong brand and clear communication with a superior patient experience. “A person’s healthcare experience begins long before the doctor’s appointment. Our task is to make navigating healthcare simpler, help people find the right care at the right time, and ensure that the promises made in our communications match what patients actually experience at Meliva. I also want to pay special attention to raising awareness of specialized medical care, including mental health services.”
Vilja highlights Meliva’s membership in the international healthcare group Mehiläinen as a key strength. The combined expertise and experience of medical teams from various countries provide opportunities to introduce new solutions to Estonian healthcare and to continuously develop services, digital tools, and the overall patient journey.
A major motivation for joining Meliva, Vilja notes, was the chance to contribute to the well-being of the Estonian people and, through that, to the development of society as a whole. “The longer people in Estonia remain mentally and physically healthy, the more actively they can participate in work and public life, and the stronger Estonia is as a whole. I am thrilled to join a company that has both the capability and the ambition to make that impact,” Vilja stated.
Meliva is Estonia’s leading healthcare company, offering a wide range of health services to private and corporate clients. The company boasts 30 years of experience and a nationwide network consisting of 23 locations, five specially equipped mobile health clinics, and the Digital Clinic enabling remote consultations. Meliva is part of the international healthcare provider Mehiläinen Group, which operates in Finland, Estonia, Sweden, Denmark, Norway, Germany, Lithuania, Romania, and Serbia.
