Applying the marketing concept in health care: the no-show problem.
This article applies the marketing concept to the no-show problem in health care. The no-show problem at a hospital-based outpatient internal medicine clinic was analyzed to determine the determinants of no-show behavior. Two surveys were conducted: a patient questionnaire, and a telephone interview of patients that had recently missed an appointment. The surveys identified the lack of transportation as an important determinant of no-show behavior among the clinic's low-income and elderly patient population. The authors suggest that effective implementation of the marketing concept requires that health care organizations offer individualized transportation services to and from their facilities.
Paul
J
J
Department of Management, new Mexico State University, Las Cruces 88003, USA.
Hanna
J B
JB
D001071:Appointments and Schedules; D006297:Health Services Accessibility; D006302:Health Services Research; D007388:Internal Medicine; D007407:Interviews as Topic; D008389:Marketing of Health Services / Q000379:methods* / Q000458:organization & administration / Q000592:standards; D010044:Outpatient Clinics, Hospital / Q000706:statistics & numerical data*; D010342:Patient Acceptance of Health Care / Q000706:statistics & numerical data*; D011795:Surveys and Questionnaires; D014186:Transportation; D014481:United States; D014887:Weather