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Strategic marketing in the NHS: Kwik-health NHS Trust

Research output: Contribution to journalJournal article

Published
<mark>Journal publication date</mark>1995
<mark>Journal</mark>Journal of Management in Medicine
Issue number2
Volume9
Number of pages8
Pages (from-to)6-13
Publication statusPublished
Original languageEnglish

Abstract

Unlike managers in most service organizations, hospital managers do not have significant control over the shape or cost of the service product or the manner of its delivery. Hence, the crucial issue for hospital management to address is how to develop the marketing of a service the control of which is divorced from those with the strategic market perspective. While the internal management of hospital care in NHS is in its infancy, initial developments such as clinical directorates point the way forward in creating a market orientation within provider units. Ultimately, it must be considered what degree of influence over clinical decisions affecting hospital services is realistic, ethical and desirable for strategic marketing and business services. Arguably there is a case for the adoption of some middle ground, with both sides moving from their present positions but perhaps with the clinicians moving furthest.