NHS Trust marketing: a survival guide

Abstract

Investigates the opportunities for marketers within the newly reformed NHS and gives a personal view of where the marketing emphasis should be placed in the early years of a trust. Examines the nature of the marketing challenge and outlines a typical trust culture and surrounding political environment, within which any marketing activity must take place. Argues that marketing must be seen as a core philosophy that permeates throughout the organization, reflected in a “top ten” of marketing activities for a new trust. Explores alternative implementation structures and recommends that the chief executive takes the marketing lead. Concludes by predicting the growth in power of purchasers and future mergers among providers.

Citation

Crowther, C. (1995), "NHS Trust marketing: a survival guide", Journal of Marketing Practice: Applied Marketing Science, Vol. 1 No. 2, pp. 57-68. https://doi.org/10.1108/EUM0000000003885