Field Methods

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Over the past several years, Medical Science Liaisons’ activities have evolved to include a host of strategic initiatives, including thought leader management and support for commercial, clinical and sales undertakings. MSLs’ scientific expertise and relationship-building skills make them unique assets for any life sciences company. As their contributions increase, however, so has confusion about the MSL role. Forward-thinking companies focus MSL talent by defining MSL priorities and communicating their capabilities throughout the organization. They support the effort with detailed metrics that accurately assess MSL performance and prove value to a range of internal stakeholders.
The New MSL Profile provides data and best practices to prioritize and communicate MSL team activities, improve thought leader relationship-building and use performance metrics to measure individual and team success.
Define the MSL’s expanded strategic role: Understand how and when other companies use MSLs. In the new model, MSLs provide a range of services to both external and internal clients, but inefficiency can lurk in unfocused or overextended groups. Track timing and frequency of field- and office-based activities to boost productivity, and uncover strategies for identifying and developing thought leaders more effectively.

Build a world-class MSL team: Guide your MSL resource allocation with meticulous structure, budget and territory sizing data. Refine MSL recruiting efforts by identifying attractive levels of education and experience. Strategies will also help in improving coordination with sales and other functions.

Prove the MSL team’s value: Learn field-tested methods for turning MSLs’ qualitative efforts into quantitative results. 
Design a comprehensive performance measurement program that combines hard and soft metrics to build a compelling value mix for all stakeholders.

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The Indian Method of meditation is really just a technique for beginners to get started and experience some small result immediately. It is intended to spark interest in those who have trouble and to discourage giving up on meditation practices. It is proactive and yeah active it is. There are some small considerations for safety concerns but they are really common sense and easily comprehensive.

Here it is, my favorite past Time growing up was Gazing up at the galaxy of stars in the nights sky. I always wondered what the stars where thinking and if they could share communication between each other. You never know? Well, at least it doesn’t hurt to imagine.

The method is really pretty simple actually. You just go out into a field of tall grass or wheat,You will want something soft to fall down on ground. Stare at the stars above and start slowly spinning around in circles while doing it. Then when you are comfortable enough slowly do your best to walk in a circle while spinning is a circle. There are some people that are very good at this process.

It is called Circumambulation To spin in a circle whilst spinning in a circle. Same as a planet does when revolving around the sun. Many cultures from around the globe do this and it is an art form. Some experienced at it can propel themselves very high into the air. It is a dance, and symbolic act representation of the Universe and the act of nature.

When your spinning and staring at the stars you will get dizzy quick the trick here is to try to prolong this as long as possible you want maximum dizzy-ness build up. Well, once you are at top speed and have done all you can just stop. For me it is almost always falling to the ground in relative exhaustion and too dizzy to stand. Then just relax and enjoy the view.

Needless to say the stars will not stop spinning. Your physical eye will continue to send them spinning round and round at a very high or fast rate. It will slowly subside. Just take note of all of this and what you are experiencing. It can be fun but it can be a wise decision to have someone with you for safety reasons. Just in case you never know. Always better safe than sorry. Good luck and have fun.:O)

There you have it, the great Indian Stargazing Meditation Method. For meditation help and all things mystical, metaphysical, And Spiritual.

The research area of Brahmavarchas Research Institute is indeed very widespread. It encompasses obstruction of all those vile mental activities which disallow human consciousness to rise to great heights. In its place we desire that our outstanding thinking be conjoined to great pious activities for world welfare. On the face of it, it seems as though our life is directed by our needs, circumstances faced and results of our actions. When circumstances are desirable we are happy and when they become undesirable we cry and wail aloud in grief. Based on this belief we amass material means so as to create desirable situations. Almost everyone the world over indulges in this thinking he/she will reap success and joy.

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Despite this virtually universal belief if one dives deep into it the truth that emerges is totally different. No doubt human consciousness is influenced by external attractions and pressures yet it is in no way absolutely dependent on it. This is because even if desirable objects and circumstances do not come ones way yet it is quite possible that on the basis of inner greatness i.e. with the help of a high stature viewpoint ordinary or even very difficult circumstances can be faced with a calm serene smile. Not only this but even in the midst of dire situations which are full of obstacles one can advance both materially and spiritually in life that too in a big way. There are examples of people reveling in the most wholesome situations and yet they lead miserable lives. Thus it is crystal clear that circumstances in a certain sense are not to be blamed and that ones downfall or advancement is directly related to ones mental state.

It is certainly not necessary that our mental state progresses only if desirable means are at our disposal. This is because obstacles faced by us can nourish our psyche very wholesomely. In fact the stark reality is that untoward/dire situations give man a golden opportunity to augment our daring, zest and zeal. Thus initially on the face of it they seem to be insurmountable obstacles but ultimately they are our true friends since they help us advance a great deal in life. At this point we must ignore the outlook of ignorant people. When compared to them wise people will easily imbibe the fact that the human psyche/mind is an independent and self regulatory energy. With the help of exalted thinking it can independently progress a lot and thus reach the pinnacle of human glory. External wholesome situations are like fragrance added to gold. And yet even if there is a total lack of it yet no harm comes in the way of our soul advancement. If and when the infinite storehouse of our mental potential is awakened man can perform tasks termed ‘miraculous’ by laymen. It is akin to getting a boon from Gods and Goddesses.

The belief that man can be influenced merely by material means is widespread everywhere. Hence the world over it is seen that people run madly after amassing wealth and material comforts (house, TV, computer, AC etc). Rare are those who clearly understand the true reality of human life. They give more importance to the advancement of their psyche and have deep faith that it is high thinking that manifests intense/potent energy in their soul. When the thought flow i.e. its viewpoint is transformed positively ones personality changes for the better phenomenally. When you positively change your psyche your external circumstances are bound to follow suit with relative ease and speed. It is not in man’s hands to change external situations per se but yes our mental state certainly can be changed by us. A positive psychic transformation manifests intense joy and a very easy path is laid down by it for man to ascend the peaks of both material and spiritual success.

Very briefly put materialism involves influencing of the psyche via external circumstances. On the other hand spiritualism involves changing ones mental state so as to change external circumstances. By itself none of these can be ignored yet depending on what is more important to an individual that ideology will be adhered to. Today the Philosophy of Materialism has ensnared the mindset of virtually entire world humanity. As a result virtually no one feels it is important to raise ones mental state.

Thus today our task is well designed. In that those spiritual tenets that make man’s thinking powerful and great should be placed before world humanity with a ‘new packaging’. This new packaging is definitely required because if the basis changes its application and designing too requires a face lift. In ancient times faith was given a lot of importance and was well imbibed too. Hence if scriptural proof, speech of great thinkers, advice of preceptors/Gurus, true traditions etc. were put forth there then remained no need of any other proof, witness etc. Thus with deep faith an individual’s psychic state advanced greatly. But today faith or theism is a virtual taboo. Intellectualism of contemporary times has made progress phenomenally. Hence at every step intellectuals demand proof, logic, rationality etc before accepting any tenet or principle. In a certain sense mere faith has no value for them. Similarly the miraculous attainments of Modern Science has further emphasized on proof, logic etc. Hence when ever any important principle is discussed it is accepted only if it is proved to be true scientifically. To the extent that Philosophical Science too whose very basis is logic are out to prove their principles true with the help of a strong scientific footing.

The situation is strange. The horse of Spiritual Philosophy was trotting along merrily for a great length of time but since unwholesome elements have made an entry in its realm, a face lift is the need of the hour. Even if faith is accepted in certain quarters its car will move ahead with the help of its wheels viz. intellectualism and scientific analysis but certainly not scriptures and traditional culture. One can say that now perforce Spiritual Science will have to be put forth with a new scientific basis. This task is as difficult as assigning a new basis to materialism. Thus both tasks will have to be taken up simultaneously. If we make efforts to assign greater importance to nourishment of ones thinking in comparison to amassing material comforts it is akin to reversing the very thought flow of this modern era of information technology. Keeping in mind the gigantic nature of our endeavor it seems as though somewhere down the line we are trying to re-create this world. Thus the entire thought arena of the world will have to be churned thoroughly. In ancient Indian Mythology (Puranas) there is the episode of Samudra Manthan or the churning of the ocean. In that great men had dared to churn the entire ocean. Although as a result of it precious jewels emerged yet before that a great transformation had to be undergone. Initially Halahal poison came out and after that wine. Poison kills us whereas wine intoxicates us. It is only when both were removed that Samudra Manthan continued further. Ultimately after intense efforts precious jewels emerged from the churned ocean.

Today’s Samudra Manthan will involve neo creation of world human thought flow. If these efforts succeed a dual benefit will be witnessed by all and sundry. Today’s Halahal or poison is man’s egoistic/selfish behavior narrow-minded thinking unwholesome desires and the attitude of eat, drink and be merry. This is the root cause of man leading a beastly life full of ghastly actions when in reality there lies potential in him to lead a life of great Rishis, saints etc of yore. Varuni is that which mocks farsightedness and generosity and instead revels in the ocean of psychic taints (Kusanskaras). Hence our very first goal is to overcome these two vile qualities from the human psyche. This is no doubt a formidable task i.e. difficult but not impossible.

Similarly after warding off taints the ‘empty space’ must be filled up immediately by principles that encourage great thinking. This dual task is like fighting 2 wars one at the same time. This war is as long as our world. It is as gigantic as a mob of 0.4 billion human beings. Very briefly put it certainly is not an overstatement if we say that it is the total transformation of the subtle world of consciousness. Our Thought Revolution Movement is not a small time endeavor like removal of social evils, removal of blind traditions etc. Assuming this were the case that area could have been positively transformed via a small group of social reformers. But the fact is that our task is more deep, subtle, gigantic and extremely important.

Apart from this a bigger challenge stares wide eyed in our face. In that it cannot be executed by a lone valiant warrior however powerful he/she maybe. Instead great thinkers full of world well being is most required. No doubt thinkers abound in our world and with a good amount of cash they can be ‘bought’ too. They can execute tasks that are apt or otherwise. And yet for our mission not only will they be of no use but will be difficult for us to employ. Sharp thinking is priceless and where does one have the ‘money’ to buy it? And if it is devoid of faith it cannot delve deep into our mission’s research endeavor. He who is devoid of faith can argue superficially like a lawyer but ultimately his/her logic will prove to be like an empty vessel. It will neither manifest life nor a potent influential power. This type of research full of lameness, blurred vision etc can prove to be useful very minutely and yet it has no place in our gigantic mission which aims at in depth scientific research.

Thinking or mental reflection has 2 aspects viz. intellect and sacred sentiments (Bhava). The arena of the intellect is our brain and that of our sentiments is our bosom/heart. When we say ‘heart’ it is not the anatomical bag that circulates our blood. Instead it is that sensitive area of our inner consciousness wherein an admixture of our aspirations and desires go on to form our psyche. It is the polar region, fount and navel of ones inner personality. This sensitive focal point can tell us whether man is gentlemanly or vile in nature. From here emanate sacred vibrations that induce man to go about working not only for his well being but the world at large. The utility of ones intellect is limited to understanding various tenets and principles. It is generally weighed on the basis of how much material benefits have been amassed. Hence the intellect always is tilted towards amassing of material comforts etc. And yet if one wishes to imbibe greatness in ones life one will have to control ones attraction for material based pursuits along with their enjoyment. This decision is not in the hands of the psyche and that only our Bhava or sacred sentiments can do the needful. The new era will hence be neo created on the firm foundation stone of human sacred sentiments. In spiritual parlance it is called Bhakti or devotion to divinity in any form. Bhakti means sacred sentiments that coax mankind to aspire for greater heights both materially and spiritually. It is said to be synonymous with Shradha or deep faith. If we desire that people imbibe a sense of sacrifice/renunciation, religious vows for self control and austerities for reaching spiritual peaks they must be egged on to follow the Path of Bhakti or Devotion.

History is witness to the fact that it was simply on the basis of our sacred emotions that man’s psyche was molded aptly. Man was thus given a wholesome path of living a life of world well being wherein all the dire obstacles faced by him were overcome calmly and with a serene smile. Of course it is not as though Rishis, great men, saints etc lack an intellect yet their consciousness is taken over by sacred sentimental vibrations/Bhava. If this were not the case they too would have utilized their wily intellect to amass material wealth and comforts. It has been seen time and again that less educated and poverty stricken individuals too have become spiritual kings at some point in time of their lives. The reason being that their inner inspiration to pursue sacred ideals, ethics etc helped them overcome innumerable obstacles and with the help of their sacred sentiments they became prime examples of renunciation and sacrifice for a supreme cause. It is a very important step in this New Age to radiate ones sacred sentiments and augment our devotional principle by leaps and bounds. We will most definitely have to take recourse to the cultural tradition and heritage of both religion and spirituality for our supreme goal of Era Transformation. Instead if one ignores this only to lean on intellectual wiliness people will superficially understand things but will never aspire for true greatness. Of course lip service in the form of superficial eulogies will be heard everywhere but will never help our goal of Era Transformation.

Generally atheistic intellectualism ultimately veers towards hard heartedness and unruliness. When we cast a glance at so called ‘intellectuals’ it is crystal clear that on the one hand they are adept, skillful etc and yet they fail to establish sacred ideals and human values in society. The intellectual class of writers, poets, lawyers, political leaders, artists etc no doubt is small in number yet if their intellectual brilliance had been based in actions meant for world welfare it could have by now transformed the entire world positively. But alas the situation is quite hopeless as of now. Brilliant people the world over are busy swelling their bank balances. Many among them no doubt talk of ideals, values etc but know for sure it is mere lip service. In the garb of ideals etc they are out to amass wealth, name and fame only for their petty selves. And hence one can safely conclude that their contribution to world society is not even equal to that made by an honest laborer, clerk of the lowest rung, humble farmer or servant working in a household. The bare fact is that directionless and hence a wayward intellectual class has done more harm to the world than given any benefits.

Our respected readers should understand that the above observations have certainly not been made to rant and rave against the power of the intellect. Instead the idea is to conjoin sacred sentiments/Bhava to a brilliant intellect. This indeed is the reawakening and reformation of Bhakti Tattva or the devotional element of our soul. This verily is Amrit or Soma Rasa (divine immortal nectar). Many are making efforts to augment ones IQ. Now what they need to do is to induce great thinking in ones psyche and augment sacred sentiments. The research focus of Brahmavarchas indeed is this. Keeping in mind the all round uplifting of world creatures this endeavor certainly should be lauded and eulogized.

How gigantic and widespread is the task taken up by the Brahmavarchas Research Institute? This answer can be given only if we realize that light will have to be thrown on thousands of activities and situations that influence in thousands of ways, thousands of classes of world humanity, numbering up to about 40 billion. Vile instincts and beliefs that enhance beastly behavior did not establish itself in one day. This is because after Satyuga or Golden Age vileness in order to firmly establish itself in the human psyche put forth very alluring arguments, logic, examples and proof. It was only after ‘great’ efforts by these that people thought it to be ‘beneficial’ and gleefully imbibed psychic taints. By itself a mountain of dirt and waste matter can be burnt to ashes using a very tiny spark of fire. And yet this is not how it is disposed off. Instead certain very well defined means are used to dispose off waste matter. The same holds true for destroying taints in world human psyche. The field of thought revolution is so vast and gigantic that a very apt change needs to come in vogue as far as every belief, every tradition/culture, every mental inclination and type of personality is concerned. This is an all world revolution. Over here ‘all’ means every form of thinking. The function of consciousness as also its character is thinking. It is the fount of ones capability. Circumstances are but its consequence. To the extent world human psyche is purified to that extent world problems will be solved and wholesome situations will be ours for the asking. No doubt if we wish to herald a bright future in the 21st century material comforts/gains too are required and yet never should we ignore the prime importance of nourishing our psyche with elevated thinking and run madly after material pursuits know for sure that our dream of human advancement and world peace will never be realized. Thus the fundamental tenet of neo creation is one viz. to elevate man’s thinking in a positive manner wherein human beings belonging to various strata of society benefit equally. Doubtlessly this is a gigantic task. The prime need therefore is that thinking which oozes with goodwill for all world beings without exception. Our research endeavor will succeed only when all this will be done in totality.

In its preliminary stage Brahmavarchas Research Institute has taken up 4 chief aims: 1) the power of the mental principle and its mode of application 2) a powerful Yajna method for destroying diseases of the body, mind and intellect 3) availing benefits from the infinite storehouse of consciousness and nature 4) putting forth an all encompassing form of the philosophy of religion and spirituality. When all of these are brought together the map of and substratum of the philosophy of a New Era is created. It is like making a cast and mould. As of now only these means are at our disposal and hence we begin from this end. A point to note that the above four have so many branches and sub branches and each of them is so important that they just cannot be ignored. Man has infinite aspects and each one is influenced variedly. Hence none of these aspects can be ruled out. The meaning of an all encompassing thought revolution is not to allow water to enter ones boat through even one minor hole. Hence our movement against mental taints should leave no room for the ‘enemy’ to find even one chink in our armor. Our fort should be so secure that not an iota of a chance is given to the enemy (like white ants) to destroy our sacred mission.

Brahmavarchas’ research method: When the designing of the first leg of research is firmly laid down the subsequent steps will follow suit. One by one all those aspects will be covered which are as of now glanced at very minimally. In these paragraphs it is not possible to elucidate its classification too. In a nutshell we can say that research has commenced and an entire generation of humanity goes by will it end. For this innumerable gifted thinkers will be required but to give their exact number is difficult. This bridge is so gigantic that hoards of people will be required to build it in an atmosphere of camaraderie and cooperation. Because the means are many, the task will be completed with greater speed. And yet we cannot underestimate the contribution of anyone because for example a tiny ant slowly but surely can scale a mountain peak too.

These days (this was written before 1990 A.D.) around 2 dozen people who are post graduates and specialists of law, medicine, philosophy, literature and modern science have enlisted themselves as research members. Although the task has commenced if we keep in mind the gigantic nature of the task and the speed required to complete it fruitfully it is clear that the number of our present team members is quite less. A much more widespread and in depth research skill is required so that the first leg is completed in a befitting manner which in turn would enhance our enthusiasm to take up the next leg of research with more fervor.

For our present research studies a voluntary thinking set of people are required whose eyes are not rooted on how much they will be paid for their hard work. It is not possible to pay exorbitant fees to gifted thinkers since this is a very gigantic sacred task. Lord Ram, Lord Krishna, Lord Buddha, Mahatma Gandhi etc carried out their gigantic tasks with the aid of so many volunteers and helpers. It would be rare to find even one amongst these volunteers who were ‘bought’ with money. In fact they did not have the means even to ‘buy’ these helpers. The same will happen with the vast number of research members volunteering to execute the mighty task of Thought Revolution in the world. Those who deem themselves fit for our task should understand that it is difficult for them to be paid for their hard work. Hence over here we request and invite those who have no financial constraint to become our members since we repeat again that we cannot pay them as such. These members could be of 2 classes: 1) whose family will look after their requirements while they are conducting research for us 2) who do not have to send cash to their family and can make do with their daily expenses on their own. Of course the Mission will look after their lodging/boarding needs aptly. But beyond that the Mission cannot help them with more financial aid.

The above observations are reserved only for those research members who by giving all their time to research will reside full time at our Brahmavarchas Research Institute. Apart from them a great number of such volunteers are required who will come and reside at our institute minimum for 2 months at a stretch every year. An alternative to this will be residing at their homes and working for 2 hours daily (more not less) for our Mission. They can visit nearby libraries and collect literature on the subjects assigned to them by us. If the library etc loans them this literature they can operate from their homes, collect important matter and send it to us on a regular basis. Mahakal (Cosmic Time) has decided to fight dire situations and induce zest in the human psyche for Neo Creation. This flow is seen in the form of cosmic consciousness radiating at a stormy pace. It first influences awakened souls. It is like the first rays of sunrise falling on high mountain peaks. When we heat milk its ‘sticky’ aspect appears as a layer of cream at the top. In these days the energy of transformation too is working on these lines. The varied classes of awakened souls are giving us a glimpse of their special qualities by taking up wholesome tasks and imbuing them with potent life force (Prana). Now comes the turn of gifted thinkers. Wherever they reside, we request them to come forward and take up the priceless task of neo creation of peoples’ sacred sentiments and thinking. There is no dearth of retired people, financially independent people and those without major family commitments in this world. Their gifted thinking capacity is especially invoked by Era Consciousness. In fact even busy people can in their own small way contribute their talent for this great transformation. Brahmavarchas Research Institute invites cooperation from all these people the world over who are not only gifted thinkers but have immense zeal/zest to idealistically create a New Era.

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Introduction

In the United Kingdom, public health services are managed by the National Health Service (NHS). Unlike other countries like the United States, health in the UK is provided under a national health care system. This scheme is funded by the government through taxes and is also operated by the government. This kind of system is founded on the belief that all citizens in the United Kingdom are entitled to medical services. This goes a long way in ensuring that all the necessary medical services are available to consumers at their point of need. The National health care system is also advantageous in that it can provide long term services to those in need of them. The NHS was established with the intention of providing health care for all who needed it at the point of delivery because in the past, health care was not available to all who needed it. Consequently, there was a need to make sure that health care services were more coordinated in the region. There are numerous organisational changes that the NHS has undergone. First of all, it created an internal markets idea where health authorities and doctors were given funding from the government and they could use this to purchase health care from different groups like acute hospitals. However, with time, this scheme was not very effective as there was too much bureaucracy. Consequently, there was a need to bring in reforms in order to reduce inefficiencies and the current system was born; the use of primary care trusts. (Department of Health, 2006)

The Health care system in the United Kingdom is operated by a national budget made by the government. This budget normally includes all the issues that will affect the effectiveness of service provision such as; capital outlays, operating expenses and medical training. Specific health care providers normally operate on set budgets made on a yearly basis.

Despite all these benefits, one must not underestimate all the disadvantages that come with provision of health services under such a scheme. First of all, the total available resources will always and have always been less than the demand for health care. Consequently, there is a need to prioritise issues and allocate finances for the neediest groups. Groups such as the elderly are maintained at a pre-set fee and must therefore be denied certain medical procedures such as kidney dialysis; this procedure is only allowed for those who are fifty five years and below. There are many patients in the UK who have still not reaped the full benefits of a national health care system. Another challenge facing the health care system in the UK is the fact that there is little room for technology within service provision. All these challenges will be examined in detail in the subsequent portions of the essay.

Overview of the health care system in the UK

There are a number of stakeholders that are involved in provision of health services within the United Kingdom. The first being the Department of Health; their main objective is to ensure the well being and health of its citizens. Additionally, there is the National Health Service whose objectives are not clearly laid out. There are also Primary Care Trusts (PCTs) that have been commissioned with the process of selecting a number of health services for their local population in order to ensure the well being and health of the population. PCTs have the option of choosing health care services from any of the following groups (Department of Health, 2005)

social services
voluntary services
private clinics
private hospitals
NHS

In light of these alternatives, there is a variety of health care providers to choose from and these health care service providers need to market themselves in order to ensure that they get commissioned by the NHS trust care. Some of the issues that need to be given top priority during marketing include availability of suitable equipment and employment of new technologies in provision, Possession of well trained staff among other issues. Because of all these differences in priority issues, there is competition among health care service providers.

It should be noted that the government currently has moved towards incorporation of marketing strategies in the process of health care provision. The government has indicated their commitment towards marketing strategies because it uses private providers in the process of reducing the amount of time people spend waiting for services provided by the NHS. The government has also included independent centres in the process of treatment and diagnosis. Additionally, patients have been given choices between the NHS and private care providers with regard to elective services. The Department if Health (2006) asserts that whenever commissioning if health services is done, there should be utmost consideration of contestability. The latter trait is also applicable to medical services provided outside the hospital scenario such as carer services.

The relationship between the National Health Service and its suppliers is not clearly defined. This is because the NHS has some inherent community values between the organisation and its partners, however, it also has to consider the fact that it has to be contestable and market driven. This presents some complexities in the supplier-organisation relationship. There is a need to make sure that both aspects are adhered to. Health care trusts; who serve as health care commissioners, usually establish a criterion that facilitates the structuring of the local market. They are also charged with the responsibility of choosing service providers that will deliver health services that fall within their strategic direction and those ones that will also demonstrate that the organisation have obtained a return on their investment. (Coast, 1996)

What people think about the service

It should be noted that not many patients/clients are satisfied with the level of service provision by the NHS and even other service providers. The organisation subjects most of its patients to long waiting periods. Besides that, there are limited resources hence the NHS has to prioritise which services are more vital. The overall effect of this is that some patients may miss out on vital health services. Other people think that the NHS has not given them adequate opportunities to choose different health car options. Consequently, most of them seem to lack the ability to get better health care even when they can afford to.

Problems and issues of the service

Market research is a vital part of any organisation that wishes to stay ahead of its competitors. There is a need to include the needs of the patient when trying to decide on which health service providers will be chosen for certain medical services. Private health care providers should be acceptable to patients. If the NHS simply chooses its own bidders without consulting the population, then there may be customer dissatisfaction.

Another major marketing issue affecting the health service system, in the UK is the issue of technology and innovation within service delivery; this falls under the ‘product’ portfolio of the 4 principles of marketing. Service innovation is one of the key marketing techniques that any organisation worth its salt needs to take advantage. Principles of marketing are founded on the belief that a product with more value will fetch greater demand from the market. Service providers who continuously embrace innovation will provide consumers with greater value for their investments and this will give them an edge over their competitors. The NHS has not fully embraced those options in its marketing strategy. Consequently, patients are not getting the best quality service from the organisation. Innovation could have been seen through provision of health care for patients in the privacy of their homes. The organisation also has the option of introducing outpatient follow ups. This will ensure that health care consumers receive ‘after sales service’. This could go a long way in reducing the long patient lists since potential health problems could be detected early enough and dealt with. The overall health of the population may improve and this will enhance consumer satisfaction. The organisation needs to embrace the fact that most of its consumers re not satisfied with their level of service provision because they have not been innovative. (Maynard, 1991)

In line with innovation, the NHS has not introduced numerous choices for the consumer. There is a lack of innovation during the process of designing product packages. Issues such as community service are not included in mainstream services offered by the NHS. The result of such an approach is that there is a sort of monopoly by the NHS trusts and general practitioners. The health organisation has not realised that consumers need to determine for themselves which services are more appropriate for them. By increasing choice for patients, there will be more responsiveness among health care providers and the NHS. This is an aspect that is lacking and needs to be embraced.

Innovation is not only applicable to the NHS; private health care providers need to embrace this too. In the past, they have not demonstrated their ability to incorporate new and creative ideas in health care provision. There is also a need to adopt technology in various aspects of their operations. Currently, most practitioners may be seen trying to outsource IT experts when dealing with medical records. This causes serious impediments to the delivery of services a it is too bureaucratic. Patients have complained about how most doctors they approach spend most of their time on the computer rather than on patients themselves.  This means that there is a need to train medical professionals on how to deal with new technologies. In line with this, there is also a problem with the coordination of Information Technology systems. Complaints have brought forward by patients about how different health providers affiliated to the NHS have no coordinated health care records. Therefore, a patient who had done an x-ray in one health clinic and seeks treatment from another health clinic will be asked to carry his or her results manually to the second clinic. This need not be the case; all private health care providers affiliated to the NHS should coordinate their information systems to maximise efficiency and also to prevent undue waiting periods for their consumers. (Dopson, 2003)

The third marketing problem that the NHS has is the issue of consumer education. Most consumers who may opt to go for elective services do not have the knowledge of where they can find these practitioners. The main marketing issue here is promotion. Compared to other public health services like education, there are minimal cases of promotion in the health services sector. Consumers need to know the various health options available to in order to make use of them. The main promotional tactic that has been utilised by the NHS is public relations. Many NHS trusts usually establish community services with their local populations and this is the major route that they have concentrated on. However, there is very little implementation of advertising campaigns by the NHS and other private health care providers. Additionally, there is the use of sales personnel to market health products. The latter strategy could be adopted by private health care providers who offer elective services. They have not promoted their services to various individual in order to let them know what they can offer. (Hyde, 2004)

External forces affecting the problems

Political

The NHS and private service providers are faced with certain political issues. They need to make sure that decisions made are in line with current legislations. If this does not occur, then there may be challenges from the public.  For example, an NHS trust in Derbyshire was faced with court battles from a patient after the primary trust made the decision to procure United Health Europe Limited as their private service provider. The case started in the High Court and eventually reached the court of Appeal which ruled that the NHS should start another process of procurement as they had made the wrong choice when selecting the private care provider because they had not engaged in adequate consultation with the public. This indicates that the NHS was lacking in the area of market research.

The Health Care and Social Care Act of 2001 requires that NHS primary care providers need to engage in adequate consultations with the public whenever there is a need to introduce new services to the market or before market testing. The issue of market research was also highlighted in the case of Morris v Trafford NHS trust. The NHS needs tp make sure that there is full involvement of the local community in any of its decisions.

Another political issue that affects the above marketing issues is conflict of interest. There are instances when commissioners of health services happen to be health providers themselves. This could undermine efforts to choose the most appropriate health clinician or service provider if the person doing the choosing can be chosen too. (Chappel et al, 2001)

Economic factors

The major factor that the NHS has to consider when offering services to the public is its budgetary constraints. The NHS is run by the government and mainly depends on budgetary allocations granted by the government. Consequently, there is a need to make sure that all the marketing services will be conducted within the given budget. This is a major constraint during the process of decision making; most services, equipments, recruitments have to be laid aside just because there is alack of adequate funding. Subsequently, the best decisions need to be made in order to maximise the limited resources available for use by the National Health Service.

In addition to this, there is also the issue of competition among private health care service providers. The government gave private health service providers the mandate to offer treatment and diagnosis to patients. This means that they need to make use of various marketing tools in order to stay ahead of their competitors. Most of them still lack the ability to develop adequate marketing strategies to deal with this new development. There are various options that marketers can use to deal with competition.

Another economic factor that affects the NHS is the fact that they have so many factors that they need to include in the decision making process. NHS trusts have numerous partners and stakeholders that they deal with on a day to day basis. As a result, they cannot make marketing decisions to suite themselves alone and then leave out their partners’ view points. They have to adopt consultative approaches within their marketing processes. (Mullen, 2004)

Social factors

It is quite necessary for the NHS to tackle some of the needs that their local communities have. This means that there should be identify some of the needs that their clientele have before they can adopt models for the company. It should therefore be noted that the number of patients is increasing by the day and the NHS needs to find out some of the causative factors from the community itself and then come up with strategies to deal with it. The issue of community involvement has led to one of the major marketing problems facing the NHS; market research. They seem to lack the ability to involve the public in this crucial awareness strategy and have therefore been lagging behind.

Private service-providers need to come up with innovative packages for their clientele. However, this can only be achieved through staff training and development. They also need to ascertain that their staff members have the best possible working conditions and also that they are given good salary packages. This will reduce confrontations within private clinics or hospitals and will also enhance cohesion.

Cultural factors

The people in the United Kingdom have taken up unhealthy lifestyles that are incompatible with healthy populations. Most people are fond of eating junk foods or foods rich in cholesterol. This means that the UK population is particularly vulnerable to heart related complications. Additionally, a large majority of the population engage in smoking hence increasing the cases of respiratory illnesses. Therefore, the NHS needs to prioritise some of these issues. They need to asses the level of prevalence of the above mentioned diseases through market research and then they need to come up with special product packages to combat them. (Chappel et al, 2001)

Technological factors

There is a need for the NHS to embrace more technology in the area of service provision. The field of medicine has numerous applications that can utilise technology. This can be in record keeping, coordination of services by other NHS providers, use of up to date equipments in the treatment and diagnosis phase and also in the administrative process. Countries such a the US do not have a national health care system and they boast of having one of the most technologically advanced medical systems in the world. This brings to light the fact that a national health care system can slow down technological adaptations.  However, with consistent efforts by the various stakeholders in the NHS, then there will be continuous improvement in this area.

Private health providers also need to embrace technology through use of advanced equipments and training techniques for their staff members.

Environmental factors

The major environmental aspect affecting health care providers is in relation to the community. The organisation is expected to participate in community cleaning services in order to serve as an example to the locals. This will boost their public relations and will go along way in promoting their services. Additionally, health care providers need to make sure that they use biodegradable disposing bags for their health related wastes.

Marketing strategies that can solve the problems

The first thing that the NHS needs to do is to adopt a market research strategy. Market research is the process of;

collecting
recording
analysing data that exists in the market (Kress, 1988)

This data will normally involve both consumers and competitors. Most of the time, market research is done in order to find out information before introduction of certain products or in order to come with forecasts. Normally, organisations will need to come up with demographic factors about their clients. Market research should be mainly be adopted by private health care providers. Since the government has given private service providers the mandate to offer health services to consumers directly, there will be a need to come up with the most attractive package since the sector is no vulnerable to market forces.

Some of the tools that the private service providers or the NHS can use to conduct their market research can include the use of questionnaires. They could find out what patients normally look for in a good health care system. In order to reduce ambiguity or diverse answers, there could be a list of these items to choose from. Additionally, the questionnaires could also include information about where consumers mostly go to purchase their health care and what prices are charged. This will give private service providers information about their competitors and will help them to come up with better prices for their services. This will help them in the process of achieving competitive edge. The main advantage of using questionnaires is that they take up relatively minimal time compared to other sources. Secondly, questions are straight forward and uniform. This will help the service providers come up with solutions as fast as they possibly can.

Market research can also be conducted through secondary sources. Here, private service providers can use the internet or company websites in order to compile information about some of their competitors. By conducting marketing research, private service providers will ensure that their prices, products and location strategies suite their clients. The internet is quite a valuable source on some of the strengths and weaknesses of health service providers. In case company websites are not available, then private health care providers can make use of journal article or newspapers containing information about their field of interest. There are also other countries in Europe that have adopted similar health care system to the UK’s. As result it possible for the NHS to emulate some of their marketing strategies in order to improve the public’s health. (Rossi, 1983)

Market research will go a long way in ensuring that two of the marketing problems mentioned above have been solved. The first was the issue of patient involvement in decision making processes. Issues found from the research should act as a basis for some of the changes to be incorporated into the NHS and also among private care providers. The second issue that will be solved is the issue of innovation. Consumers can give their take on some of the services that they would like to see in the NHS or among private service providers. This will ensure that most of these issues highlighted could be lumped up into anew product package. Consumers have numerous and creative ideas that could boost the public health care system in the United Kingdom.

The second marketing strategy that private service providers could adopt is through brand positioning. There are two main avenues available;

intangible brand strategy
tangible brand strategy

Intangible strategies are those brands that are not linked to any particular product. Such brands are usually designed to capture audiences through their names rather than the rationale behind them. The second type of strategy is the tangible brand strategy. These are brands that are linked to specific functions. The most appropriate strategy for private health care providers is the latter. This is because some of the most powerful organisations in the world have adopted this strategy. For example, FedEx has established a tangible strategy that links its name to guaranteed delivery. Citizen Bank has established brand that is responsive and rapid. (Bohmer et al, 2001)

The first step is the process of creating a strong brand image is through a compilation of items that may be most attractive to customers these could include

-properly trained nurses

-convenient locations

-best trained doctors

-has treated people for 50 years

These and many more could act as a platform. The market research strategy mentioned above could also act as a guide and will need more editing and analysis in order to come up with the most popular attributes. Thereafter, the health care providers could compare their attributes with those ones offered by the competitors and deduce which ones will fetch the highest market power. The health care providers then need to come up with feasibility options for different brand options. For example, is they choose the issue of having well trained nurses as their brand strategy, then they must asses what it will entail financially to adopt that trait. This is because possessing well trained nurses is a good motivating factor for patients but may not be very affordable for a particular service provider. (Mitton & Donaldson, 2004)

The issue of brand strategy is quite useful to private service providers because they have now been given the mandate to provide elective services. If clinics, hospitals, etc do not adopt a brand strategy, then they take the risk of disappearing among the other health care providers. Brand strategies will solve the problem of consumer education because they will act as platform for promoting the respective health service provider.

Conclusion

The National Health Service and private health providers have not involved the public in their decision making processes, they have also been slow in promotional efforts. Lastly, the two groups have also done very little innovation in their service delivery. These three marketing challenges can be solved through adoption of brand strategies and through market research. (Fowler, 1993) In the current market place, organisations are becoming highly competitive; using these marketing strategies could put an end to patient dissatisfaction.

Reference:

Department of Health (2006): About us: The Department of Health, retrieved from http://www.dh.gov.uk/AboutUs/fs/en accessed on 30 April 2008

Mitton, C. & Donaldson, C. (2004): Priority Setting Toolkit: A guide to the use of economics in healthcare decision making; London, UK: BMJ Publishing, pp. 35–45

Bohmer, P. et al (2001): Maximising health gain within available resources in the New Zealand public health system; journal of Health Policy, 55:37–50

Chappel, D. et al (2001):  Implementation and evaluation of local-level priority setting for stroke; Public Health. 2001, 115: 21–9

Maynard, A. (1991): Developing the Health Care Market; The Economic Journal, 101:1277–86.

Mullen, P. (2004): Quantifying priorities in healthcare: transparency or illusion? Health Service Management Resource; 17:47–58

Coast, J. (1996): Priority Setting: The Health Care Debate. Chichester; UK: Wiley

Fowler, F. (1993): Survey Research Methods; Newbury Park; CA; Sage; pg102

Kress, G. (1988): Marketing research; Prentice-Hall; London; pg 98

Rossi, P. (1983): Handbook of Survey Research; New York; Academic Press; pg 103- 108

Department of Health (2005): NHS improvement plans: putting people at the heart of public services; a report by Department of Health

Dopson, S. (2003): Leading Healthcare Organizations; Pal grave Macmillan

Hyde, j. (2004): Managing and Supporting People in Healthcare; Bailliere Tindall, London International Journal of Healthcare Management

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