Every nurse's business : the role of marketing in service delivery

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This report has been written for practitioners who would like to consider how marketing, particularly in the context of the purchaser-provider system, might be relevant to their work. It seeks to clarify some of the issues around marketing and purchasing in a way that will be helpful to practitioners, and includes information for nurses who want to play a more active role in the purchasing process, work pro-actively within a multi-professional forum and reflect on how nursing can be marketed effectively. The report also highlights that very few purchasers know of the good practices for which their providers have been singled out. It details a range of activities demonstrating the potential of nurses, midwives and health visitors to take the initiative in identifying gaps in service provision whether or not they are specifically nursing-related. It seeks to shed light on how practitioners can identify gaps in provision, operationalise their 'good ideas' for developing practice and stimulate awareness and discussion of the structures in which they work.

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