Journal of Marketing Management

Including Customers in Co-Design to Market Test Health Services
Bruce E Perrott

Abstract
This paper will explore the concept and meaning of service co design as it applies to the design, development and market testing ofhealth services. The results of a pilot study in health service co design will be used as a research based case discussion, thus providing a platform to suggest future research that could lead to building more robust knowledge of how the consumers of health services may be more effectively involved in the process of developing and delivering the type of services that are in line with expectations of the various stakeholder groups.

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