Being a doctor is not the same thing as running a business. At least not according to the medical profession's code of conduct. The commercialization of health services is discussed with an according amount of controversy. Does the commercialization of medicine lead to the access to necessary measures being more and more determined by patients' willingness and ability to pay? Is the expansion of lifestyle medicine accelerating the medicalization of society? Fabian Karsch follows up on the interpretation struggles and medical discourses about the identity of the profession, which show a profession fighting for its self-image, its public image, and its basic internal moral constitution.