Desperation of Demographic Change in the Health Sector in Germany: Necessary Strategy Orientation for Medical Practices in the Countryside

Abstract: The demographic development in Germany affects the entire healthcare system. The fact is that more and more people are getting older and older and due to the increasing multimorbidity in old age more and more healthcare services are needed. But there are fewer and fewer professionals providing these services. This phenomenon can be observed both in the medical, nursing and social fields. The shortage of doctors and skilled workers that has become apparent in recent years — especially in rural areas — has led to hospitals, medical care centers (MVZ) and medical practices searching for qualified personnel to use the usual acquisition mechanisms (advertisements in daily and professional newspapers, recruiting staff) due to the unsatisfactory results. The alternatives require a high degree of pragmatism. This article demonstrates the importance of strategic alignment in HR marketing of rural medical practices and identifies concrete ways to retain existing employees and position them as an attractive employer for potential new employees.

Key words: management; human resources; labour demand; health care

        JEL codes: I250, J230, J210