Making sense of revenues and profits in health care

I read this post on the Health Beat titled “Advice to hospitals in a downturn: Market the high-margin service” and I’m trying to come to grips with it.

Don’t get me wrong, the content itself was pretty much straight forward in that it provides advice on how to increase revenues. But, what I’m trying to get over is that the entire message just seems wrong to me. Perhaps being in Canada, I’m not used to speaking about increasing revenues within a health care context, at least not by hospitals. I recognize that there are business considerations that must be addressed, namely that health care is not free. Contrary to belief, health care in Canada isn’t free either. I understand the need to cover the costs of salaries, supplies, etc.

I’m going to think about this more and try to understand why the message just doesn’t sit well with me.