It is my experience that the approach taken by many NHS Trusts to branding is quite frankly back to front. The first thing that seems to come to mind to most in the NHS when talking about branding is usually logo's. There is nothing wrong with this of course and logos play a major part in the branding process. Where would we be without our brand sat-nav when we go to a supermarket? If it weren't for our familiarity with brands it would take as long to navigate our way round a supermarket as a small town.
PCTs around the country are commissioning more NHS dentistry for their local populations to meet government targets. Some PCTs are doing better than others and there are variances in the numbers of new patients they are targeted to place.
One would think that upon announcing new NHS dentistry places, there would be queues around the block, but apparently not!
I recently attended a conference of the Association of Healthcare Communicators (AHC). David Thorp, Director of Research and Information at the Chartered Institute of Marketing (CIM) gave one of the Masterclasses where the increasingly commercial nature of the NHS was discussed.
The Government has recently introduced a consultation document called the “Code of Practice for the promotion of NHS services“. Having created a new “NHS market for health”; a direct result of the introduction of choice at the point of referral, we are now seeing the consequences of this action. The Department for Health, perhaps fearing a backlash if NHS Trusts are seen advertising, have introduced a Code of Practice consultation document.
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