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Discusses needs/benefits segmentation in the context of alternative ways to segment markets. Describes the elements most important in the successful design, implementation and strategic use of needs/benefits segmentation. Counters a set of five commonly held myths, with implications for effective management of expectations and use of results.

The provision of and access to healthcare for pregnant women is a complicated labyrinth of social and health‐related issues. The purpose of this paper is to discuss a new approach by the Save the Mothers organization to stimulate changes leading to safer and healthier pregnancies for Ugandan women using a Master of Public Health Leadership (MPHL) as the mechanism for education, advocacy, and network development.

Save the Mothers developed and supports a modular, post‐graduate, multi‐disciplinary MPHL. This training is designed to develop public health leaders who create transformative local projects and networks of professionals advocating for safe motherhood and consequent decreased child mortality.

Students and graduates have begun to change the conditions in Uganda for women and children by promoting safe motherhood practices and policies. Examples include a journalist, a politician, a social worker, and a school principal who have brought the issues into their spheres of influence and practice. Measurement of the impact of this approach is ongoing.

This program provides a locally based, culturally appropriate approach to change, which could be adapted to a variety of other locales and development issues. This program permits practicing professionals to remain employed while undertaking advanced training, establishes the implementation of local projects, and links a graduate university program with diverse community leaders.

This unique approach within Africa may be a model for the development of multidisciplinary, education‐based initiatives to change conditions in developing countries using existing expertise and stimulating effective advancement through safe motherhood networks.

The debate on reorganisation of hospital services is fertile ground for expert opinion. The Joint Consultants Committee (JCC) have produced the most recent view on the ideal acute hospital size and consultant staffing; however, their ideal is far removed from reality. A survey of trusts across the West Midlands found that many are falling short of the recommendations, such as meeting a one‐in‐five consultant on‐call rota for the major admitting specialties and providing adequate cover in the core sub‐specialties of general medicine and general surgery. While the JCC recommendations give a welcome direction and focus to workforce planning, reaching some of these will require a large financial investment and an increase in the number of trainees. Prioritising the recommendations may help to facilitate implementation by health‐care providers.

Traumatic events can cause post-traumatic stress disorder due to the severity of the often unexpected events. The purpose of this paper is to reveal how conversations around lived experiences of traumatic events, such as the Christchurch earthquake in February 2011, can work as a strategy for people to come to terms with their experiences collaboratively. By encouraging young children to recall and tell of their earthquake stories with their early childhood teachers they can begin to respond, renew, and recover (Brown, 2012), and prevent or minimise more stress being developed.

The study involved collecting data of the participating children taking turns to wear a wireless microphone where their interactions with each other and with teachers were video recorded over one week in November 2011. A total of eight hours and 21 minutes of footage was collected; four minutes and 19 seconds of that footage are presented and analysed in this paper. The footage was watched repeatedly and transcribed using conversation analysis methods (Sacks, 1995).

Through analysing the detailed turn-taking utterances between teachers and children, the orderliness of the co-production of remembering is revealed to demonstrate that each member orients to being in agreement about what actually happened. These episodes of story telling between the teachers and children demonstrate how the teachers encourage the children to tell about their experiences through actively engaging in conversations with them about the earthquake.

The conversation analysis approach used in this research was found to be useful in investigating aspects of disasters that the participants themselves remember as important and real. This approach offers a unique insight into understanding how the earthquake event was experienced and reflected on by young children and their teachers, and so can inform future policy and provision in post-disaster situations.

THE Reference Department of Paisley Central Library today occupies the room which was the original Public Library built in 1870 and opened to the public in April 1871. Since that date two extensions to the building have taken place. The first, in 1882, provided a separate room for both Reference and Lending libraries; the second, opened in 1938, provided a new Children's Department. Together with the original cost of the building, these extensions were entirely financed by Sir Peter Coats, James Coats of Auchendrane and Daniel Coats respectively. The people of Paisley indeed owe much to this one family, whose generosity was great. They not only provided the capital required but continued to donate many useful and often extremely valuable works of reference over the many years that followed. In 1975 Paisley Library was incorporated in the new Renfrew District library service.

Schoolchildren's diets have not improved in the 1980s despite greater emphasis on nutrition education. Recently the School Meals Campaign published a major review of data on children's eating habits and the role school meals can play in improving the nation's health.

This paper analyzes two types of potential intangible public-sector assets for consideration by public-sector accounting boards. Government investments in health and social programs can create two potential intangible assets: the intangible infrastructure used to deliver the health or social program and the enhanced human capital embodied in the recipients of program services. Because neither of these assets is currently recognized in a government's year-end financial statements or broader general-purpose financial reports (GPFR), these reports may underrepresent the government's true fiscal and service capacity.

The paper uses an international accounting standards framework to analyze: whether investments in health and social programs create intangible assets that meet the definition of an asset as set out by International Public Sector Accounting Standards (IPSAS), whether they are assets of the government and whether they are recognizable for the purpose of financial reporting.

The intangible infrastructure asset created to facilitate the delivery of health and social programs would often qualify as a recognizable asset of the government. However, the enhanced recipient human capital asset created through the delivery of health and social programs would, in most instances, not qualify as a recognizable asset of the government, though there likely would be benefits from reporting on it through GPFRs or other mechanisms.

This paper makes two contributions. First, it identifies a previously overlooked intangible asset – the infrastructure created to facilitate the delivery of health and social programs. Second, it presents an argument regarding why, even when it fails to generate a recognizable intangible asset to government, it would be valuable for government to report such investments in supplementary statements.

This study of 216 congestive heart failure (CHF) patients at a large teaching hospital in south‐central Ontario was undertaken to determine whether the patients managed in an outpatient heart failure clinic used fewer hospital resources (as expressed in number of admissions, complexity of admission, and length of stay (LOS)) than a matched cohort who were not managed in an outpatient clinic. Statistical significance of LOS opportunities could not be demonstrated (owing to sample size), however, the heart failure clinic is making a positive impact on all types of admissions (CHF and non‐CHF) in terms of LOS and suggests that management in an outpatient setting for chronic disease states is important for acute care hospitals to consider.