The do-it-yourself health care consumer: Preliminary identification and marketing implications

Mary Beth Pinto, Kenneth C. Gehrt

Research output: Contribution to journalArticle

4 Scopus citations

Abstract

Although the presence of do-it-yourself (DIY) segments in some service-markets have long been taken for granted (e.g., home improvement and auto repair), the recent emergence of DIY segments in law, health, and other service-m,arkets has been surprising to many observers. This paper examines the DIY segment in the health service market. The emergence of a DIY segment may be misconstrued by some service-marketers as being synonymous with lost clientele. This paper (1) explains some of the marketing implications of a DIY health services segment and (2) provides a brief profile of the DIY health services consumer. The paper concludes that the DIY segment represents new opportunity rather than lost clientele to service-marketers.

Original languageEnglish (US)
Pages (from-to)97-106
Number of pages10
JournalHealth Marketing Quarterly
Volume8
Issue number3-4
DOIs
StatePublished - Jan 1 1991

All Science Journal Classification (ASJC) codes

  • Health Professions(all)
  • Marketing

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