Not only are waits to get a doctor’s appointment long, but once you’re there, expect to spend more hours waiting.

The reason boils down to this: too many patients in too few time slots. As physician payment decreases, doctors respond by seeing more patients. It’s the fallacy of cutting physician pay in a fee-for-service world.

Doctors can either be on time, or spend time with you. You cannot have both. If you value being on time, choose a punctual doctor, but expect efficient visits. If longer appointments are your preference, expect delays.

CNN’s Elizabeth Cohen offers more tips to patients, such as seeing someone else.

However, that’s no incentive for doctors to change. As long as there continues to be a physician shortage and pent-up demand, for every patient that leaves, 10 more are more than happy to take their place.

With Baby Boomers entering Medicare age, demand will only increase. Expect the situation to get worse.

If you’re a doctor, access is valuable currency. If handled correctly, it is the most powerful marketing tool for your practice.