Marketing Health Services
Almost two out of three American adults are currently classified as overweight or obese, and the skyrocketing economic cost of obesity in the United States includes direct medical costs (estimated at 5%-7% of national health expenditures), lost productivity of workers, and other often intangible but real costs. And the phenomenon of obesity is spreading at an alarming rate, not just in industrialized countries but also in developing countries, where it exists alongside malnutrition. While the advent of such widespread obesity is well-known, what is less well-known is the impact that this epidemic is having on suppliers of medical services. This article helps provide some insight into the impact of obesity on medical care with a case study of the market for bariatric hospital beds and related services.
Nemarkommula, A. R.,
Singh, K. P.,
Hilsenrath, P. E.
A growing market. As obesity rates rise, so do the opportunities for marketers of specialized services.
Marketing Health Services, 23(4), 34–38.