The do-it-yourself health care consumer: preliminary identification and marketing implications.
Although the presence of do-it-yourself (DIY) segments in some service-markets have long been taken for granted (e.g., home improvement and auto repair), the recent emergence of DIY segments in law, health, and other service-markets has been surprising to many observers. This paper examines the DIY segment in the health service market. The emergence of a DIY segment may be misconstrued by some service-marketers as being synonymous with lost clientele. This paper (1) explains some of the marketing implications of a DIY health services segment and (2) provides a brief profile of the DIY health services consumer. The paper concludes that the DIY segment represents new opportunity rather than lost clientele to service-marketers.
Pinto
M B
MB
University of Maine.
Gehrt
K C
KC
D001294:Attitude to Health; D005260:Female; D006801:Humans; D007255:Information Services; D008389:Marketing of Health Services / Q000379:methods*; D015146:Midwestern United States; D012648:Self Care / Q000706:statistics & numerical data*; D011795:Surveys and Questionnaires