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Marketing of NHS Services - The additional 3Ps and Service Quality
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Marketing of NHS Services - The additional 3Ps and Service Quality 1.0 Introduction Set up just over 50 years ago, the NHS is the largest organisation in Europe. (7 Dec 2002, www.nhs.uk) It is a state run, not-for-profit establishment, offering direct, primary and secondary care. It is a professional, labour-intensive and high-contact service, which is carried out by a service provider such as a doctor or nurse, thus also making it a primary service. Marketing is "as important in health care as in business." (Caroline Ashley, 1998) As well as the traditional "four P's" considered in a traditional marketing plan, being a service, the NHS must also consider the additional three: people, processes and physical evidence. "The process of delivering a service involves a chain of related services and servers and the successful enactment of a wide range of behaviours." (Solomon et al., 1985; Zeithaml et al., 1990 cited in Dobni. D et...
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