The use of health care services: is illness the only motivator?

Increasingly, consumer researchers and marketers have turned their attention to the marketing of health care services. In that vein, this paper addresses the question of what determines a consumer's use of these services. Through a review of relevant studies, an examination is made of such factors as illness, social and behavioral variables, and changing attitudes toward health, which have been prompted by various social movements. It is concluded that while illness is a critical factor in the use of health care services, other factors are playing an increasingly important role. Strategic marketing implications are offered as to how health care marketers should address the illness factor in the promotion and delivery of care services. Finally, future research directions are suggested which would help to define and gauge the role of illness in the consumption and strategic marketing of health care services.