To quote the piece in the Daily Telegraph (Mon 25/10/10)
Kissing it Better is the website and brainchild of Nicola Matthews and Jill Fraser, two British nurses whose experiences either as a patient or coming to visit an elderly mother in hospital, left them disillusioned about the NHS. Using their own funds to set up the website, they hope to spread hundreds of novel ideas, trawled from staff, volunteers, carers and patients worldwide, which they believe could make a world of difference to patient care.