Public sector marketing
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Our White Paper on marketing in Central Government makes the case that UK
Government marketing is not only good value in terms of return on investment, but
also that campaigns designed to help us live healthier lives and reduce crime are
the right areas for public money to be spent on.
Our paper offers examples and evidence that investment in public sector marketing
is a good strategy to maintain.
Members can login to download this paper for free. Non-members can purchase a soft
copy for £25 (inc. VAT), please contact our library services team
to place an order.
The real NHS: the benefits of a marketing approach
In November 2006 the National Health Service's new marketing code was issued, the
first explicit sign that the long-proposed ideal of a patient-led service
By focusing on patient needs, marketing can help change the orientation of
the NHS away from a process or operations approach, to one that places patients
at the centre of its activities.
Some NHS staff may perceive marketing as just 'spin' or advertising, but it can
play a far more strategic role within the NHS and help deliver real benefits for
both patients and staff.
The Chartered Institute of Marketing consulted with professional marketers from
across the NHS to produce The real NHS, which explores the issues involved
in adopting a responsible marketing approach within the NHS, and what marketing
can deliver for the NHS, its 'customers', and its many stakeholders.
Measure for measure: metrics and marketers in the NHS
Our second paper on marketing in the NHS explores how marketers can ensure they
are delivering value for money and making the most of the precious resources they
Measurement can be used to prove the value of marketing to the NHS as an
income earner, cost-saver and value-creator - not a cost to the system.
The Chartered Institute of Marketing has worked with marketers from across the NHS
to produce this paper, looking at the importance of measurement in the context of
the NHS, how marketers can measure and monitor their activities, and what tools
they can use to help them do so.