Abstract
Since January 2006 and the introduction of choice at the point of referral, marketing is increasingly recognised as an essential tool for survival in the new market for NHS patients and their choice of service provider. In March 2008, the Department of Health published a code of practice for the promotion of NHS funded services. In April 2008, 'Free Choice' was rolled out, giving increased freedom of choice to patients. Most senior managers in the NHS acknowledge the increasing need for an understanding of marketing and how it can benefit their organisation. This is illustrated by the proliferation of marketing conferences and meetings available, such as the recent NHS Marketing Forum 2008 held by the Health Service Journal in October 2008, supported by the NHS and the Chartered Institute of Marketing, among others.
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