Responding to Fluctuating Demand for Healthcare Services

The level of demand for healthcare services can fluctuate quite strongly. Indeed, some parts of the healthcare service are renowned for having peaks of demand which challenge capacity. Dealing with fluctuations in demand is a common problem in many service industries. This article examines some of the strategies available for influencing the level of demand, including the use of price, communications and demand analysis. The article also outlines a wide variety of ways in which patients can be encouraged to be more tolerant of waiting to receive service from healthcare professionals. In particular, eight principles of waiting are discussed and illustrated in the context of healthcare services.