Does the NHS really need 24/7 opening?

This comment piece on the BBC website asks whether we need longer hours in the NHS but raises another important question. 

Nick Triggle's article looks at the recent debate around 'Tesco' style opening hours in the NHS. One bit really struck me, however: 

The health service has already tried to expand opening hours across GP practice.

Under Gordon Brown's premiership GPs were pushed into opening late into the evening and on Saturdays.

Most did, but some of the clinics failed to attract many patients and in a number of areas the extended opening has been reduced or stopped altogether.

We still hear men complaining about GPs only being open when they have to work. So, how were these extended hours promoted? What level of awareness was there?

If they were poorly promoted and awareness was low, is it any surprise that no-one turned up?