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Since the hours of office operation are the supply in this case, you're arguing for both sides here.
If the doctor's office can expand hours at the drop of a hat, then there's no shortage; there is an increase of supply congruent with demand. So they can easily meet the increased demand of their office's time to take advantage of that increased demand and their ability to increase market share by lowering prices.
EDIT : and it IS low-hanging fruit. The doctor can have one of their PAs spend 6 minutes with the patient to do the physical, and have the nursing staff run the vitals (i.e., the patient never sees the actual doctor). All for the low low price of $79, usually paid in cash so there's no insurance billing to handle so the overhead cost is lower.
Nope. The doctors office does not expand office hours at a drop of a hat. If a clinic or office "expands hours".. it does so by largely donating the time. The clinic operates at a loss and often so does the PA and the physicians. Demand outstrips the supply. Generally, the number of people for sport physicals outstrips the supply even with expanded/donated hours... which is why there is still demand for sport physicals during the rest year. A whole host of people get turned away from the reduced cost or no cost physicals.
And its not low hanging fruit. The clinic is not getting 79 dollars. They are providing FREE sports physicals or physicals for 15-30 dollars that's the point of this discussion. While demand is higher.. and supply is constant the price of the sports physicals GOES DOWN.. during this time.. as low as ZERO> and by the way that same PA that spends 6 minutes could be spending 6 minutes handling a person with a cold and get reimbursed 100 dollars or more.