The problems of the German healthcare system require the adoption of a market-oriented mindset within the existing healthcare framework to address them. The increasing demand for healthcare could lead to more employment and prosperity instead of empty state coffers. However, healthcare marketing, as a core element of the economization process, is still in its infancy. This work justifies the necessity of economizing the healthcare sector, derives healthcare marketing from service marketing, presents the current state of knowledge in the subfields of health insurance, hospital, and physician marketing, and describes future research needs. The essential services provided by health insurance companies, hospitals, and practicing physicians are patient-oriented services. Definitions, strategies, objectives, operational tools, and marketing constructs are discussed.