Positioning and self-presentation of innovative organizational forms on the European healthcare market

Abstract Germany is the largest healthcare market anywhere in Europe and the third largest in the world after the United States and Japan and that means he is of signal importance to the German healthcare economy. There is one thing these healthcare markets have in common: they have health regions with regional and supra-regional collaboration structures for generating innovations in healthcare. All of these health regions are governed by processes of change and exposed to global and regional economic influences and competitive mechanisms. This is the reason why healthcare experts will have to come up with well-reasoned forms of collaboration in their individual health locations to maintain economic strength and visibility. This article is dedicated to existing innovative organizational forms in the German health landscape that support branding and brand management on regional and supra-regional level, and thus the positioning and self-presentation on the healthcare market. This article has set itself the goal of delving into the way health regions can boost their attractiveness for and visibility to qualified stakeholders and consumers and what options there are for coming up with forms of collaboration and accessing the potential for innovation within these health regions. This article illustrates what factors are critical for success in terms of innovative organizational forms and how they can achieve a sustainable reinforcement of regional value-added chains. It will find that the focus that stakeholders and consumers of health regions have on results can have a positive impact on the positioning and self-presentation on the healthcare market.