The introduction of the health fund with a uniform contribution rate for all statutory health insurance providers (GKV) has relativized the price argument in competition. Anne-Katrin Meckel examines possible strategies for differentiation within the GKV system. Optional tariffs, new forms of care, selective contracts, and discount agreements are ways to provide insured individuals with added value beyond the legally mandated services. However, the impact of the additional contribution must not be overlooked, as the majority of insured individuals reject such a charge. The work was awarded the Unikosmos Marketing Award in 2010.