Supermarket Introduces On-Site Doctor Consultations to Tackle Rural Physician Shortage

In response to the growing shortage of general practitioners and specialists in rural areas, a major supermarket chain has launched an innovative pilot program in Mosbach, northern Baden-Württemberg. The initiative aims to improve access to medical care by offering video consultations with doctors directly within the supermarket premises, a first of its kind in Germany according to the organizers.

The concept is a collaboration between the supermarket chain Kaufland and private healthcare operator Sana. Recognizing the significant deficit of medical professionals--particularly in regions like Baden-Württemberg, where approximately 1,000 general practitioner positions remain vacant--the program seeks to address long waiting periods and overburdened practices that often turn away new patients due to capacity constraints. Nationwide, a recent study by the Bertelsmann Foundation estimates that more than 5,000 general practitioner positions are currently unfilled, a figure that continues to rise.

At the heart of the project in Mosbach is the 'S Medical Room,' a dedicated, soundproof space near the supermarket's checkout area where customers can access telemedicine services after shopping. Patients check in via smartphone and are guided by on-site medical staff, who can conduct basic health assessments such as blood pressure measurements and electrocardiograms. The video consultations are designed for conditions that can be effectively evaluated remotely, including coughs, colds, and minor ailments. Prescriptions for over-the-counter medications can be issued during these sessions. However, more serious conditions or requests for certain prescriptions, such as antihypertensives or antibiotics for severe infections, still require an in-person consultation, which can be arranged through the program if necessary.

This Medical Room operates as an external branch of a medical center based in nearby Neckarsulm. The supermarket group provides the necessary facilities and state-of-the-art medical equipment, rented out to the clinic operator. While the project is currently limited to Mosbach, both partners have indicated that, if successful, the model could be expanded to additional locations across the country. The dual aims are to alleviate the shortage of doctors in underserved areas and to attract new customers to the retail space.

The regional association of general practitioners in Baden-Württemberg has described the initiative as a valuable supplement to traditional care, especially where regular medical services are limited. Nevertheless, the association stresses the importance of integrating such new offerings with existing local practices to maintain continuity and coordination in patient care.

Similar ventures are underway in the broader retail sector, with other chains, including major drugstores, exploring the sale of over-the-counter medications and the provision of health checks to help bridge gaps in medical access. Companies such as dm, Lidl, and Rossmann are either piloting or preparing to introduce health-related services and products in their stores, reflecting a broader shift toward integrating healthcare into everyday retail environments.

As the healthcare landscape evolves to address demographic challenges and regional disparities, initiatives like the Mosbach supermarket's telemedicine room represent a novel approach to improving accessibility and convenience for residents in rural communities.