ABSTRACT
This chapter suggests that the successful implementation of plans is often hampered by certain styles of leadership and poorly developed and badly managed teams, two elements that highlight the need for a programme of internal as well as external marketing. Recognizing this, think about how, if at all, internal marketing is manifested within the hospital or unit, and how an internal marketing programme might possibly be either developed or improved. The idea of internal marketing is straightforward, and is based on the idea that an organization will operate far more effectively if its staff have a clear understanding of core values and objectives, and are able to identify with these. To achieve this empathy, there is a need to recruit appropriate people, give them a strong sense of identity and operating freedom, and support them with good patterns of communication and open management styles.
