Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Clinical leadership in UK health care: exploring a marketing perspective

Clinical leadership in UK health care: exploring a marketing perspective Purpose – The purpose of this paper is to explore the application of marketing in health care, and in particular to assess its relevance to clinical leadership in the UK NHS. Design/methodology/approach – The paper discusses a marketing perspective using literature and policy material. Findings – The paper suggests that a marketing perspective is relevant in the UK NHS. Health service reforms have created a market in which choice and competition are levers for improving performance. Central to this is the notion of patient choice. Marketing is a way of exploring these issues. The paper suggests that there may be resistance to ideas originating from the private sector, and this needs to be overcome. Practical implications – Marketing offers a framework and a set of techniques with which to improve organisational performance and ensure a focus on quality in meeting the needs of the patient. The new payment‐by‐results funding system ensures that money follows patients. Providers will need to focus on quality to attract patients and track resulting funding streams. Originality/value – The paper demonstrates that private sector methods and techniques are relevant in the public sector, although one must take into account differing contexts. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Leadership in Health Services Emerald Publishing

Clinical leadership in UK health care: exploring a marketing perspective

Leadership in Health Services , Volume 21 (3): 10 – Jul 18, 2008

Loading next page...
 
/lp/emerald-publishing/clinical-leadership-in-uk-health-care-exploring-a-marketing-ibhxN3EhQS
Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1751-1879
DOI
10.1108/17511870810892994
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to explore the application of marketing in health care, and in particular to assess its relevance to clinical leadership in the UK NHS. Design/methodology/approach – The paper discusses a marketing perspective using literature and policy material. Findings – The paper suggests that a marketing perspective is relevant in the UK NHS. Health service reforms have created a market in which choice and competition are levers for improving performance. Central to this is the notion of patient choice. Marketing is a way of exploring these issues. The paper suggests that there may be resistance to ideas originating from the private sector, and this needs to be overcome. Practical implications – Marketing offers a framework and a set of techniques with which to improve organisational performance and ensure a focus on quality in meeting the needs of the patient. The new payment‐by‐results funding system ensures that money follows patients. Providers will need to focus on quality to attract patients and track resulting funding streams. Originality/value – The paper demonstrates that private sector methods and techniques are relevant in the public sector, although one must take into account differing contexts.

Journal

Leadership in Health ServicesEmerald Publishing

Published: Jul 18, 2008

Keywords: National Health Service; Relationship marketing; Marketing mix; Clinical medicine; Leadership; United Kingdom

References