Grasping the marketing nettle. A professional development course for nurse practitioners in stoma care

Effective management and efficient use of resources are prerequisites for a high quality service. Marketing skills are now essential for nurses. These consist of nurses being able to prove they can offer an economically viable service and to argue the case for more resources. Regular use of patient questionnaires will elicit opinions on standards of care. The health service's biggest resource is its staff: improving channels of communication and creating areas of accountability will fulfil its potential.