Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Strategic marketing in the NHS
T2 - Kwik-health NHS Trust
AU - Laing, A.W.
AU - Galbraith, A.
PY - 1995
Y1 - 1995
N2 - 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.
AB - 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.
KW - article
KW - consumer
KW - economics
KW - financial management
KW - hospital management
KW - methodology
KW - national health service
KW - organization and management
KW - public hospital
KW - public relations
KW - standard
KW - United Kingdom
KW - Consumer Satisfaction
KW - Hospital-Physician Relations
KW - Hospitals, Public
KW - Interprofessional Relations
KW - Marketing of Health Services
KW - Product Line Management
KW - Scotland
KW - State Medicine
U2 - 10.1108/02689239510086498
DO - 10.1108/02689239510086498
M3 - Journal article
VL - 9
SP - 6
EP - 13
JO - Journal of Management in Medicine
JF - Journal of Management in Medicine
SN - 0268-9235
IS - 2
ER -