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Marketing midwifery services

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Midwifery Practice: Core Topics 1

Part of the book series: Midwifery Practice ((MIPRA))

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Abstract

When question ing a group of midwives about their definition of market­ing, I received a mixed response. Common answers were ‘Advertising and promotion’ and ’Selling’. More cynical respondents believed it to be about ‘Getting people to buy things they don’t really want or need’. Little wonder then that, with the arrival of the internal market in the NHS, midwives have often taken a reluctant interest in the subject. However, the reorganisation of the NHS as a business, largely driven by economic principles, requires all services, including midwifery, to bid for scarce resources, justify expenditure and improve efficiency. Midwifery needs to convince potential buyers of the value and potential of its services and convince policy makers of its important role in the future of maternity services (Hauxwell & Rees 1995). Marketing theories have much to offer midwifery service providers, and many professional groups within the NHS have already accepted their importance.

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Authors
  1. Kathleen King
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Editor information

Jo Alexander Valerie Levy Sarah Roch

Copyright information

© 1996 Kathleen King

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King, K. (1996). Marketing midwifery services. In: Alexander, J., Levy, V., Roch, S. (eds) Midwifery Practice: Core Topics 1. Midwifery Practice. Palgrave, London. https://doi.org/10.1007/978-1-349-14112-8_9

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  • DOI: https://doi.org/10.1007/978-1-349-14112-8_9

  • Publisher Name: Palgrave, London

  • Print ISBN: 978-0-333-66320-2

  • Online ISBN: 978-1-349-14112-8

  • eBook Packages: MedicineMedicine (R0)

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