Can services marketing concepts be applied to health care?
OBJECTIVE
To generate thought and discussion regarding the application of key features of generic services which may influence management and marketing decisions in health care.


BACKGROUND
Health care, as many other services provides benefits to the consumer, the quality of which is largely dependent on the interpersonal element of the service delivery. Services now dominate the UK economy, and consumer participation in service delivery is as important in health care as in services in the private sector.


METHODS
There is now an established body of research on the nature of services and the particular management and marketing challenges posed by service provision. The application of general management concepts and tools to the public services is an area of current debate.


RESULTS
The paper firstly discusses key features of services and their application to health care contexts. Secondly, a discussion of strategic classifications of services seeks to identify common themes which exist across the diverse service sector.


CONCLUSIONS
Nursing and midwifery managers have much to gain from understanding the use of services management frameworks, and have scope for much creativity in adapting generic frameworks for their own areas of practice.
Proctor
S R
SR
Faculty of Healthcare Sciences, St George's Medical School, London, UK.
Wright
G H
GH
D003695:Delivery of Health Care / Q000458:organization & administration*; D006302:Health Services Research; D006801:Humans; D008389:Marketing of Health Services / Q000458:organization & administration*; D009745:Nursing, Supervisory / Q000458:organization & administration*; D010358:Patient Participation; D017060:Patient Satisfaction; D013222:State Medicine / Q000458:organization & administration; D006113:United Kingdom