Four distinctive service characteristics affect the design of marketing programs: intangibility, inseparability, variability, and perishability. Healthcare service providers want to provide care and healing to the patients. However, the patients, like the consumers, want to see, hear, touch, smell, and feel something tangible in experiencing the healthcare services. People in nature find it uncomfortable dealing with the intangible things.
a. Assuming that you are hired as a consultant to improve quality of the healthcare service products, what would you advise your healthcare client on what to do to overcome the challenges of inseparability, variability, and perishability of the healthcare services?
