Paper Summary:

This paper first explains that the introduction of competition and 'patient choice' means that the National Health Service (NHS) of the U.K. now must use strategic marketing to attract patients and income, which is a somewhat new concept for this organization. the paper then uses the marketing tools of segmentation, targeting and positioning to analyze the NHS' strategic marketing process. The paper concludes with recommendations regarding to promotion, policy and price. Several colored tables are included with the paper.

Table of Contents:
Marketing in the National Health Service [NHS]
Marketing Segmentation, Targeting and Positioning
Recommendation: Promotion
Recommendation: Policy
Recommendation: Price
Where Did We Get to?
Appendix: PEST Analysis Framework

From the Paper:

"Previous promotional methods have included bill boards, television adverts, posters in retail areas, machines in entertainment venue toilet areas but the majority focus upon the avoidance of sexually transmitted diseases and unwanted pregnancies. These are obviously very valid benefits to using the product however judging by increasing reports of STDs; adolescents and younger adults don't appear to be changing behavior. Alcohol and drug usage are considered to be a major cause of this, and as articulated by Knowsley Primary Care Trust (2008), can make people feel invincible when they are actually most vulnerable."

Sample of Sources Used:

• Ansoff, I. (1987). Corporate Strategy. London: Penguin.
• Blythe, J. (2001). Essentials of marketing. (2nd ed.). Harlow: Pearson Education.
• British Broadcasting Corporation News. (2006). Third have sex before legal age. Retrieved from BBC News Web site : http://news.bbc.co.uk/1/hi/4784939.stm
• British Broadcasting Corporation News. (2007). Sex Infections continue to rise. Retrieved from BBC News Web site: http://news.bbc.co.uk/1/hi/health/7108869.stm
• British Broadcasting Corporation News. (2010). Chlamydia test kits in party bags. Retrieved from BBC News Web site: http://news.bbc.co.uk/1/hi/england/tyne/8451850.stm

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