Alternative Health Barriers Slowly Crumbling

Although consumer demand for alternative care services continues to grow, hospitals are slow to respond to this $27 billion out-of-pocket opportunity. This oversight prompted
an industry consultant to ask "Why are hospitals competing for the sickness business and not the wellness business?" Leland Kaiser, a consultant for Kaiser Consulting Network in
Brighton, Colo., posed this question at the Society for Healthcare Strategy and Market Development conference in Orlando last week. A quick survey of the hundreds of hospital
marketing attendees found only a handful offering complementary healthcare services at their facilities.