Praxenland

Since April 2024, the KBV and regional medical associations have been raising awareness of the critical situation in outpatient care under the campaign umbrella “Wir sind für Sie nah.” In 2025, the second phase, #Praxenland, highlighted the value of local access to general practitioners, specialists, and psychotherapists – emphasizing what is at risk if this system continues to erode: proximity, trust, and a key pillar of social cohesion. While early campaign motifs directly addressed policymakers, 2026 shifts the focus to a growing shortage of young doctors. With the call to action “Lass dich nieder in Praxenland,” the campaign encourages the next generation of physicians to choose independent practice, showcasing both its professional opportunities and its essential role in sustaining healthcare across Germany. The campaign is rolled out across multiple channels, including city-light posters, video ads, banners, newsletters, social media, and audio formats.