CAM DONALDSON is Health Foundation Chair in Health Economics and ESRC Advanced Institute of Management Research (AIM) Public Service Fellow, Centre for Health Services Research, School of Population & Health Sciences and Business School (Economics), University of Newcastle upon Tyne, UK. KAREN GERARD is Senior Lecturer, Health Care Research Unit, Faculty of Medicine, Health and Life Sciences, University of Southampton and Senior Visiting Fellow, Health Economics Research Centre, Institute of Health Sciences, University of Oxford, UK. CRAIG MITTON is a Research Scientist in the Ce