Make marketing your business

Drawing on a recent report commissioned by the Department of Health, the authors discuss some of the implications of the NHS internal market reforms for nurses, midwives and health visitors. They focus on ways in which marketing techniques and strategies can be used by these professionals in their workplaces to improve the quality of care to clients. The views and experiences of some practitioners and managers are presented to show the potential benefits of this more proactive and market-oriented approach to health.