The competition among hospitals is becoming increasingly intense due to political framework conditions. Hospital staff and management are facing ever-higher targets regarding efficiency and quality. More and more patients need to be cared for in shorter hospital stays. Patient needs are often neglected. Service and customer orientation, which every package traveler expects in their hotel today, are traditionally not prominent features of German hospitals. On the contrary, patients experience the hospital with a sense of helplessness. However, patients are becoming more self-assured, informing themselves, and starting to weigh their options regarding which hospital to choose. This also initiates a change in the approach to patient care. Service and customer orientation are increasingly being identified as strategic goals: because satisfied patients lead to better outcomes.