The commodification of health care refers to the increasing focus on the profit motive in the provision of health care. Although health insurance and medical savings accounts have long been considered the pillars of managed health care, the commodification of health has begun to challenge these institutions. One of the driving forces behind the commodification of health is the aging American population.

One result of the greater number of elderly individuals in the United States is an increased demand for health care. In fact, as the baby-boomer generation ages the costs of health care are expected to rise dramatically. The aging of the baby boomers will also contribute to the commodification of health, because they will require more health care services and products as they age. The use of health care services and products that are expensive now will become more affordable as the baby-boomers grow old and need less help with their health care issues.

• Other factors that are promoting the commodification of health are the increased opportunities to access health care.
• Medical tourism has been successful in other parts of the world, where hospitals and clinics are oriented toward the needs of the foreign patient.
• In the United States, the patient has only limited access to primary care doctors. Also, the demographics of the U.S. population are changing, causing health differences between states and communities.

Health care providers are also becoming involved in the commodification of health through marketing. One way that this is happening is through the establishment of a “marketing hub” for health. In this center, health providers can meet and share information about health and promote a healthy lifestyle. Some centers even offer classes and courses in healthy living. This allows practitioners to advertise to these new markets and create new markets for themselves.

Health care providers are also looking to the private sector to help fund the commodification of health. There are currently more insurance companies providing coverage for wellness practices than ever before. This has caused health spending to increase steadily. In addition, the pharmaceutical industry has also become involved in the process of promoting health through medical tourism. Pharmaceutical companies are taking advantage of the need for services abroad.

It should be noted that the commodification of health care is an ongoing project that is not set in stone and will vary across markets. There are already many examples of how this has happened throughout the development of the health care system in the United States. As this trend continues to grow and becomes more complex, there will be a greater need for practitioners to engage in this dialogue and market to their patients.