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The pediatric marketplace
1Ross Laboratories, Columbus, Ohio 43216.
Insights
Pediatricians are seeing more young children, but the growing number of pediatricians means practices need marketing strategies and adolescent care to ensure future growth.
Area of Science:
- Pediatrics
- Healthcare Demographics
- Market Analysis
Background:
- The landscape of office-based pediatric practices is influenced by pediatrician and patient populations, visit frequency, and market share.
- Understanding these demographic trends is crucial for the sustainability of pediatric care.
Purpose of the Study:
- To analyze the demography of office-based pediatricians.
- To examine trends in the pediatric patient population and market share for primary medical care.
- To identify factors influencing the present and future status of pediatric practices.
Main Methods:
- Analysis of pediatrician population size.
- Assessment of pediatric patient population size.
- Evaluation of patient visit frequency.
- Tracking of pediatric market share for primary care.
Main Results:
- The pediatrician population has increased.
- Pediatricians' market share of young children has grown.
- The growth in pediatrician market share has not compensated for the increase in the pediatrician population.
- Visit frequency trends were also analyzed.
Conclusions:
- Continued growth in pediatric practices may necessitate strategic marketing.
- Expanding primary care services to the adolescent population could be vital for future practice development.
Abstract:
This study presents an overview of the demography of office-based pediatricians, trends in the patient population, and the growth of the pediatricians' market share of children seeking primary medical care. The following four factors bear directly on the present and future status of the office-based pediatric practice: (1) size of the office-based pediatrician population, (2) size of the pediatric patient population, (3) the frequency of patient visits, and (4) the pediatric market share. Results indicate that the pediatricians' market share of young children has continued to grow. However, the pediatricians' share of young children has not grown fast enough to offset an increase in the pediatrician population. Continued growth of the pediatric practice may depend on developing effective marketing strategies and providing more primary care to the adolescent population.