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Strategic marketing in the NHS: Kwik-health NHS Trust

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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Strategic marketing in the NHS: Kwik-health NHS Trust. / Laing, A.W.; Galbraith, A.
In: Journal of Management in Medicine , Vol. 9, No. 2, 1995, p. 6-13.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Laing, AW & Galbraith, A 1995, 'Strategic marketing in the NHS: Kwik-health NHS Trust', Journal of Management in Medicine , vol. 9, no. 2, pp. 6-13. https://doi.org/10.1108/02689239510086498

APA

Laing, A. W., & Galbraith, A. (1995). Strategic marketing in the NHS: Kwik-health NHS Trust. Journal of Management in Medicine , 9(2), 6-13. https://doi.org/10.1108/02689239510086498

Vancouver

Laing AW, Galbraith A. Strategic marketing in the NHS: Kwik-health NHS Trust. Journal of Management in Medicine . 1995;9(2):6-13. doi: 10.1108/02689239510086498

Author

Laing, A.W. ; Galbraith, A. / Strategic marketing in the NHS : Kwik-health NHS Trust. In: Journal of Management in Medicine . 1995 ; Vol. 9, No. 2. pp. 6-13.

Bibtex

@article{9c1e02ed39a24f4d804c9c1249a1716a,
title = "Strategic marketing in the NHS: Kwik-health NHS Trust",
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.",
keywords = "article, consumer, economics, financial management, hospital management, methodology, national health service, organization and management, public hospital, public relations, standard, United Kingdom, Consumer Satisfaction, Hospital-Physician Relations, Hospitals, Public, Interprofessional Relations, Marketing of Health Services, Product Line Management, Scotland, State Medicine",
author = "A.W. Laing and A. Galbraith",
year = "1995",
doi = "10.1108/02689239510086498",
language = "English",
volume = "9",
pages = "6--13",
journal = "Journal of Management in Medicine ",
issn = "0268-9235",
publisher = "MCB University Press",
number = "2",

}

RIS

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 -