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Marketing--is it really relevant to the NHS?
Health Services Management
|January 9, 1989
Summary
This study explores marketing principles within the National Health Service (NHS), assessing its market orientation. It suggests strategies to enhance marketing integration for improved health promotion and services.
Area of Science:
- Health Services Management
- Marketing in Healthcare
- Public Health Policy
Background:
- The National Health Service (NHS) operates within a complex healthcare landscape.
- Understanding marketing principles is crucial for effective public health delivery.
- Previous research has explored market orientation in various service sectors.
Purpose of the Study:
- To define marketing and its application to the National Health Service (NHS).
- To evaluate the current market orientation of the NHS.
- To propose actionable steps for increasing market orientation within the NHS.
Main Methods:
- Conceptual analysis of marketing principles.
- Examination of marketing relevance at three NHS levels: health promotion, information, and development.
- Assessment of the NHS's current market orientation.
Main Results:
- Marketing concepts are applicable to health promotion, health services information, and organizational change within the NHS.
- The NHS may not be sufficiently market-oriented in its current operations.
- Reasons for the existing stance are identified.
Conclusions:
- The NHS can benefit from adopting a more market-oriented approach.
- Strategic implementation of marketing principles can enhance service delivery and patient engagement.
- Specific steps are outlined to facilitate this shift.