Given the global nature of health services and increasing competition between regions and health care providers, the aim of the study is to develop a theoretical framework and conceptual model for attracting foreign patients to the health care services. In this study, the authors have summarized the results of their previous empirical research based on integrative literature review to develop a comprehensive understanding of the dimensions and factors characterizing the phenomenon of international competitiveness of health care services. The theoretical study results were validated in expert interviews and applied research studies and the applicability of the developed model was tested in the study of experience and satisfaction of foreign patients with the health care services in Latvia. The authors proposed framework and model is based on the system of factors including five dimensions of acquisition and attributed to micro, mezzo, and macro levels. The study confirms and highlights the need for a person and patient-centered care approach in the context of cross-border health care, the importance of international requirements for ensuring service quality and patients’ rights, reinforced by general travel factors, destination marketing, health service-specific communication tools, and choice determinants.