Industries evolve: customers are no longer patient. For example, while people 50 and over, still hold doctors in high esteem, that same cannot be said for younger baby boomers, who are more often to question a doctor's advice. The tradition of physicians making patients wait for excessive periods in waiting rooms is at long last coming to an end. Patients are no longer patient. Unless, you hold your patients hostage through an HMO, you may find your patients slowly evaporating to competitors over time. Fact: don't make your customers wait when you wouldn't do the likewise.