NHS told to embrace marketing

The NHS should become more aware of the benefits of marketing, it has been claimed.

A report by the Chartered Institute of Marketing (CIM) states that the NHS needs to become more market-led before it can offer the best possible service to patients.

But the study pointed out that NHS employees are unsure about the role of marketing in healthcare and claimed that this is something that needs addressing, reports bjhcim.co.uk.

David Thorp, CIM director of research and information, believes there are "considerable barriers to change" within the NHS.

"However, if marketers are willing to engage with their colleagues, use intelligible marketing terms, and demonstrate clearly the benefits a focus on patient needs can bring, they will find a more receptive audience."

Only then will the health service become patient-led, he added.

The institute intends to present its report next month in London and in Leeds.

Last week, it was reported that former Boots marketer Andrew Brent has been drafted in by the Department of Health to run an anti-obesity marketing campaign.