Abstract
Doctor ' s surgeries are typically ineffi cient: They are generally stuck in the middle of the market, neither providing an individually tailored personal experience, nor one that is fast, effi cient and cost effective. Introducing ideas from service simultaneity, and dramaturgy (the theory and practice of dramatic composition), this paper provides a simple but powerful model for the conceptualisation and redesign of the doctor ' s surgery. We argue that doctor ' s surgeries that are successful will be those that focus either on standardisation of activities in a back offi ce environment (Service Factory), or high customisation of activities in a front offi ce environment (Service Theatre). Those that attempt to do everything will succeed in doing nothing well.
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