title: A commentary on the status of the behavioral approach in the healthcare marketplace.
abstract: Clinically applied behavioral technology (e.g., integrated, systems-based hospital programs) and specific behavior therapies (e.g., systematic desensitization) have a long record of documented and powerful efficacy yet have failed to penetrate successfully the healthcare marketplace and to receive adequate public recognition. Many behavioral techniques are utilized widely without acknowledgement of their true origins. The current position of the behavioral approach in the healthcare marketplace is examined, and factors making for resistance to its acceptance are identified. Recommendations are offered for the more effective promotion of behavioral methods and services.
authors.affiliation: Behavioral Medicine Associates Inc., New York, New York 10010-6132.
authors.forename: G R
authors.initials: GR
authors.lastname: Moss
mesh_terms: D000329:Advertising; D001521:Behavior Therapy / Q000191:economics; D006291:Health Policy / Q000191:economics / Q000331:legislation & jurisprudence; D006801:Humans; D007857:Leadership; D008389:Marketing of Health Services / Q000379:methods*; D010353:Patient Education as Topic; D011641:Public Relations