A Cardiology Market Share Study in Beaver Dam, Wisconsin Using Geographic Information Systems Spatial Analysis
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SubjectBeaver Dam Community Hospitals; Cardiology Market Share; direct and indirect competitors; service area; GIS; Community Hospitals
In Wisconsin, heart disease is the number one cause of death. In order to fix this problem there needs to be an emphasis on cardiology care. It is important for health care institutions to adequately provide cardiology medical coverage to their patients. However, many health care institutions operate as a business and need to make sure that there is enough demand for a service in order to supply a service to a population. Beaver Dam Community Hospitals Inc., (BDCH) is an independent hospital located in Beaver Dam Wisconsin. Currently, they are analyzing their service lines to see if they adequately cover the Beaver Dam, Wisconsin, area. Cardiology patient data from 2008 and 2009 was used to determine two types of service areas for BDCH and their direct and indirect competitors. One service area was a more focused area where patients were actually coming from while the other service area was a more general 30 minute drive time area that had more conservative results. With the count of cardiologists at each facility and populations of both service areas gathered, a cardiologist per population ratios were created. The ratios were then compared with the recommended 6.0 cardiologists per 100,000 population ratio created by the Graduate Medical Education National Advisory Committee (GMENAC), a report that analyzes physician manpower ratios for specific service lines. By looking at the data statistically and spatially, using Geographic Information Systems (GIS), each service area was measured and mapped based on the difference in the observed cardiologist/population ratios and the expected cardiologist/population ratios. The cardiology service lines at BDCH are staffed appropriately to provide care to their service areas. This is important finding for BDCH because they can market this to their advantage and increase their presence in and around the community, as well as to future patients. In future studies it would be useful to use an updated benchmark ratio for cardiologists and to determine what cardiologists are at each facility fulltime and eliminate the cardiologists that are there on an ‘as needed’ basis.
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