High-quality health care as a standard with health-related leisure industry as a separated growth market: In a booming and individualistic society of opportunities, health is “in a literal sense” guaranteed through high-level basic medical care and coverage and it is taken for granted. Most of the people pay more attention to superficial aspects and they consider “health” as a lifestyle. Thus, the leisure-oriented health industry is developing itself as an independent growth market besides the strongly privatized “first” health care in terms of financing and service provision, which is characterized by health insurances and pharmaceutical companies. Both sub segments are strongly globalized, whereby German companies position themselves successfully and service providers push the “lifestyle location Germany” forward.

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