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 NHS was breaking entirely new ground in engaging with the practices of the marketplace, and that the long-proposed ideal of a patient-led service was underway.
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.
Many NHS staff fail to understand what marketing is and what it can deliver for the NHS. Perceived as just 'spin' or advertising, marketing can actually play a far more strategic role within the NHS and help deliver real benefits for both patients and staff.
The Chartered Institute of Marketing has 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.
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