ABSTRACT
In this contribution the opportunities, strategies, and restrictions of religious providers in the health market will be analyzed from an economics of religion perspective. Attention will be focussed on the plurality of small religious businesses offering health related services that can be individually tailored to the needs of the client. Starting from the special structure of the relationships to their ‘patients,’ it will be shown which competitive advantages religious enterprises have at their disposal to ensure their existence in the competitive market of health services. The promotion of physical or health benefits of the religious is thus viewed as a special type of client and competitor orientation. The performative act of the provider and the sacralization of the customer supplement the professionalization that can be observed at the same time. The comprehensive goal consists in staying in competition in the health market while the niches and shortcomings of ‘conventional medicine’ are being filled and met. As central resources for competition, patient-oriented communication, time budgeting, and a customized identity management are highlighted.
