Marketing and Urgent Care Centers
The Urgent Care Center’s Niche
The 1980’s were a period of significant economic growth in America’s economy. The growth of the country’s economy meant that people could enjoy basic luxuries. The boom in the country’s economy warranted the development of urgent care centers to cure the deficiencies of the traditional health system.
The traditional health sector was continuously failing to meet the needs of patients. The main areas of patient concern included; Failure to provide an environment where patients can build a reliable doctor-patient relationship, some patients were dissatisfied with the conditions under which care was provided requiring them to wait for long durations in the waiting room and long waits for an appointment.
The niche to have urgent care centers rose out of the need to promote access to health care. This access ought to be speedy and at the convenience of the patient and not at the convenience of the doctor. In most instances, patients only seek medical attention when all home remedies have failed. As such, access to health care ought to be speedy and expedient(Dibb, 2016).
The target clients of the urgent care centers were people aged between 25-40 years. People in this age group are highly mobile and are constantly in a rush to fulfill the demands of their jobs and personal obligations. This is particularly true for career men and women between the age of 25-40, belonging to the middle class and upper-middle class.
Location and pricing
The success of the urgent care centers was dependent on location convenience and price convenience. The centers were located in newly emerging affluent suburbs close to high-traffic commercial and retail centers. On pricing, the urgent care centers accepted insurance; and also accepted cash payments. The charges of the services were subsidized to attract the target customers.
The concept behind urgent care centers was viable and practicable based on the fact that they provided walk-in services offered by competent physicians encountered in a doctors office. In fact, the walk-in concept cured the deficiencies of the traditional health centers.
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