What is acquisition strategy


1. Acquiring new customers and orders.
2. Acquisition of companies or parts of companies from a strategic point of view, e.g. B. Internationalization strategy of a group. Mergers & Acquisitions

The term acquisition is used for the verbalization / procurement of orders (order, customer acquisition).

Acquisition refers to customer recruitment based on personal contact maintenance by representatives or advertisers ("acquirers"), mostly used for subscriptions and freight contracts.

In the health industry:

Synonymous term for acquisition, whereby acquisition usually means the acquisition of a company or part of a company or of shares in a company by another company. In the health market in the narrower sense, the concept of acquisition only began to grow with the appearance of private hospital operator groups and their efforts to grow by taking over municipal, free, non-profit and sometimes also private hospitals or clinic groups (external growth). In the meantime, however, there are also a number of examples of municipal hospitals or university clinics participating in other hospitals in order to secure or expand their regional market in this way and to ensure the closest possible cooperation with the acquired hospitals.

The acquisition process on the hospital market is usually highly standardized today (for details see under privatization). Recently, acquisitions of hospitals by private clinic groups that exceed a certain size have also been monitored by the Federal Cartel Office. In 2005, for the first time in the history of the Federal Republic of Germany, a private clinic group was prohibited from taking over a hospital. These were the two hospitals in the Rhön-Grabfeld district that were to be sold to Rhön-Klinikum AG.

In the area of ​​care facilities, too, facilities have been acquired by other, mostly private, providers for a long time. The basic framework conditions and rules largely correspond to those of acquisitions on the hospital market.

With the GKV Modernization Act (GMG), which came into force at the beginning of 2004, the possibility of establishing medical care centers (MVZ) was also opened up. This form of outpatient care itself will also be the subject of acquisitions in the foreseeable future.

The purchase of practices from general practitioners, on the other hand, is not referred to as an acquisition, even if this is in principle a similar process. A doctor who gives up or terminates his practice will usually try to get his successor not only to take over the premises (purchase or rent) as well as equipment and appliances, but also to get compensation for the so-called ideal practice value. The patient index or file is a central component of this ideal practical value. In connection with the establishment of MVZ, it is common for doctors to bring their practice to such an MVZ and, in this context, receive compensation for the ideal practical value from the future provider or operator of the MVZ. In the meantime, one could certainly speak of the acquisition of practices from general practitioners.

In contrast, acquisitions have always been common in the supply industry and service providers for the healthcare market, for example in the medical technology, pharmaceutical or IT sectors.

[s.a. Acquisition potential] Acquisition refers to the activities of the field service (personal selling).

- to acquire new customers or

- to do business with existing customers.

With a broad definition of the term, all sales-market-oriented activities serve the purpose of acquisition (strategic marketing).

Previously: Acquisition. In the context of the market and customer orientation of the banks in the last few years, the function of actively acquiring (acquiring) customers or businesses has increasingly come to the fore.

all efforts to win new customers (customer acquisition) or the initiation of new business (order acquisition). Acquisition costs include that part of the sales costs that are expended in order to obtain orders from customers, i.e. to address customers, to inform them and to induce them to buy (entertainment costs, presentation costs, travel costs, in some countries also bribes).

(Company takeover), see Acquisition. See also Mergers & Acquisitions.

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