Marketing and ophthalmology: Examination and treatment but what is the prognosis?

Abstract This paper examines potential issues surrounding the implementation of marketing within NHS ophthalmology. Barriers on both sides are discussed and it is hoped that the paper will facilitate what is likely to become an increasingly important relationship. The paper specifically examines the understanding of marketing by the NHS staff who would ultimately deliver it. Structured interviews were conducted and demonstrate a misunderstanding of marketing and a cultural clash between a 'product' and a 'marketing' orientation. Significant barriers exist on the marketing side, especially when trying to answer the foundational questions of marketing. The discussion raises ethical and practical issues. In conclusion, it is argued that if marketing is to develop in NHS ophthalmology, it is essential to educate staff, specifically the leaders who will champion change, in marketing theory. Marketing culture should be allowed to influence the product culture not replace it. NHS ophthalmology, in spite of the current lack of a free market, should begin to develop competences in this area, although many ethical and practical issues likely to require a national debate around the purpose and remit of the NHS, need to be resolved. Only then can we address the foundational question of marketing and the strategy forthcoming.