Abstract
The atmosphere for the Royal College of Midwives (RCM) annual conference Promoting the Business of Midwifery at Harrrogate indicated a new level of optimism for the future of midwifery, generating a view that we must believe in what we do to convey this message publicly to others. Promoting the business of midwifery has a purposeful sense in that midwives have to define the ‘product’ they are selling. Midwives will require training and education to meet the Government agenda; to accommodate changes required, support each other in the process and market what we are doing.
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