Remember the airline and the cucumber sandwiches? Just as we infer a great deal about an air carrier from their on-board catering, while neglecting to care about the $150m aircraft or the make of the engines, we are just as likely to be unhappy with a hospital because the reception area is neglected, the magazines are out of date and the nurse didn’t spare us much time. In truth, the UK’s National Health Service might benefit from ‘wasting’ a bit more money on signalling, while the US healthcare sector could probably benefit from spending a lot less. It is fine to provide up-to-date magazines
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