A COMMENTARY ON THE STATUS OF THE BEHAVIORAL-APPROACH IN THE HEALTH-CARE MARKETPLACE

Clinically applied behavioral technology (e.g., integrated, systems-ba sed hospital programs) and specific behavior therapies (e.g., systemat ic desensitization) have a long record of documented and powerful effi cacy yet have failed to penetrate successfully the healthcare marketpl ace and to receive adequate public recognition. Many behavioral techni ques are utilized widely without acknowledgement of their true origins . The current position of the behavioral approach in the healthcare ma rketplace is examined, and factors making for resistance to its accept ance are identified. Recommendations are offered for the more effectiv e promotion of behavioral methods and services.