In recent years, medical tourism and health tourism have developed into an important economic sector in Germany. This includes the targeted recruitment of international patients in order to win them for medical treatments in German healthcare facilities. Acquiring these patients requires focused marketing and an effective strategy that takes various aspects into account and, in its operational implementation, places the best possible patient care at the forefront.
Patient facilitation: The role of patient facilitators, although not free from legitimate criticism, is decisively important in acquiring international patients. These facilitators act as a link between patients and German healthcare facilities by providing information, arranging appointments and accompanying the treatment process.
Medical tourism: Medical tourism plays an important role in attracting international patients to Germany. Patients often seek high-quality medical care at more favourable prices or for specialised treatments that are not available in their home country.
Patient service: Excellent patient service is crucial for winning international patients and building long-term relationships. This includes providing information in various languages, assisting with the organisation of accommodation and transport, as well as offering comprehensive support throughout the entire stay. While the terms patient facilitation/patient facilitator and patient service are used largely synonymously, there is one decisive difference. On closer examination, a patient service performs the patient-facing services described above, among others. In patient facilitation, establishing contact with the medical service providers is at the forefront.
Marketing strategies: Effective marketing strategies for acquiring international patients include the use of digital channels, targeted advertising in the patients' countries of origin, and participation in international healthcare trade fairs and conferences. From a purely economic perspective, participation in international trade fairs is regularly more lucrative and produces a better return on investment (ROI) than a purely digital strategy.
Compliance and legal aspects: When acquiring international patients, compliance guidelines and legal aspects must be taken into account, particularly with regard to patient facilitation and adherence to (inter)national laws and regulations. In Germany, in addition to potential tour-operator liability, the provisions on immorality (as a result of the Kiel ruling) and an examination of §§ 299, 299a and b StGB are particularly relevant.
Cooperations and networks: Working with international partners, including tour operators, embassies and consulates, can facilitate the acquisition of international patients and open up access to new markets. However, caution is advised here: the past has shown many cases of cooperation with such international partners characterised by a lack of transparency and even illegality.
Quality management: Certified quality management in German healthcare facilities is of decisive importance for gaining the trust of international patients and ensuring high-quality medical care. However, the significance of international accreditations in medical tourism is exaggerated, not infrequently out of commercial interest.
Acquiring international patients in Germany opens up a multitude of opportunities for healthcare facilities and contributes to strengthening the healthcare system. Through a targeted strategy that takes all of the aforementioned aspects into account, German facilities can successfully address international patients and provide them with first-class medical care.
