Massage, anyone? How about a seltzer with lime? Maybe a beer? (Really)
Neither sounds much like a perk for a radiology patient, does it? Guess again. And the really crazy part is, those are merely three among a vast pantheon of feel-good extras healthcare providers are rushing to shower on patients: ambience, comfort food, image enhancers, aromatherapy, convenience services and, sometimes, just plain stuff.
This trend can be attributed to two drivers: the new kinder, gentler healthcare environment and the Baby Boomer demographic, now of an age when heart attacks, joint replacements, cancer scares and cosmetic surgery are a reality. Put them both together, they spell cashbox.
Tenet Healthcare Corp. (Santa Barbara, Calif.), which owns 114 healthcare facilities in 17 states, reports that during the two quarters ending Nov. 30, 2000, admissions rose 12 percent among 51 to 60 year olds—the fastest growth of any age group. Ranking second is 41 to 50 year olds, with a 7 percent rise from the previous year. In June, Drug Store News reported that 74 million Americans are over age 50 and represent $525 billion in annual healthcare spending.
It’s no wonder, then, that providers are scrambling to woo customers with a blinding array of both ego-boosting and health-enhancing amenities. For practical purposes, however, they can be sorted neatly according to two end-user types: those whose imaging needs are elective, and those whose aren’t. Amenities for the latter are typically lumped under the “healing environment” classification.
Please refer to the November 2001 issue for the complete story. For information on article reprints, contact Martin St. Denis
