Marketing: a flawed concept when applied to health care?

British Journal of Nursing : BJN
A P Young

Abstract

Since the introduction of a marketing orientation to the NHS in 1990, arguments continue to abound as to the extent and success of the internal market. This article identifies where and how the market is operating and explores the inherent difficulties of using this model, both ethically and economically. The dangers of increasing inequality, social manipulation, continuing cost pressures, loss of professional autonomy and restricted professional collaboration have to be balanced against the potential value of marketing on performance measures and a more responsive service. The article concludes that marketing needs to be tailored to the particular culture of the NHS rather than copied from the private sector and should emphasize client needs, integrated planning, good communication and the development of agreed quality indicators.

References

Sep 14, 1995·British Journal of Nursing : BJN·A P Young
Jun 1, 1994·Nursing Management·A Young
Aug 1, 1991·Clinical Biomechanics·R K BeggD Wardlaw

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