Purpose: There appears to be a need in the industry for a guide explaining how to build and benefit such a professional looking online identification as a medical travel agency. The main purpose of this article is to guide the companies on building a successfully working online reputation. Method: The recommendations are made regarding to the experiences of applications made in the author's own medical travel agency as well as the consultancy services given by, and their findings. Findings: Findings of the article suggest systematical management improvements aiming increasing profitability of the investments made online. In addition, improvements in technical requirements and process communication have a high impact on customer attraction criteria. Practical implications: The results of this study can be used by the medical travel agencies either with or without professionally working marketing departments aiming to improve their online reputation. Also, as a report for those willing to follow the continuously changing trends of e-marketing in the sector of medical travel.