Purpose – The purpose of this paper is to explore the application of marketing in health care, and in particular to assess its relevance to clinical leadership in the UK NHS.
Design/methodology/approach – The paper discusses a marketing perspective using literature and policy material.
Findings – The paper suggests that a marketing perspective is relevant in the UK NHS. Health service reforms have created a market in which choice and competition are levers for improving performance. Central to this is the notion of patient choice. Marketing is a way of exploring these issues. The paper suggests that there may be resistance to ideas originating from the private sector, and this needs to be overcome.
Practical implications – Marketing offers a framework and a set of techniques with which to improve organisational performance and ensure a focus on quality in meeting the needs of the patient. The new payment-by-results funding system ensures that money follows patients. Providers will need to focus on quality to attract patients and track resulting funding streams.
Originality/value – The paper demonstrates that private sector methods and techniques are relevant in the public sector, although one must take into account differing contexts.
Uncontrolled Keywords (separate with ;):
Clinical medicine; Leadership; Marketing mix; National Health Service; Relationship marketing; United Kingdom