The aim(s) of the research are: • To understand contemporary literature on marketing within the National Health Service (NHS) • To critically analyse the concept of marketing maternity services • To investigate a strategic marketing pathway in relation to the sustainability of maternity services within East Cheshire • To draw conclusions and make recommendations for future marketing strategies to ensure the sustainability of maternity services within East Cheshire Marketing within the NHS and specifically maternity services is not common place in a traditional sense although perhaps the concepts and strategies outlined by academics such as Porter, Kottler and Ansoff can be transferred to this area with a beneficial effect. This piece of work is guided by the research aims and looks to seek out relevant information regarding the selling of products in the market place and attempts to analyse its effectiveness within the NHS and maternity. By the author’s involvement in the real time implementation of a private midwifery service within an existing maternity service, a combination of deductive and inductive techniques are used demonstrating a phenomenological approach to the research. Through personal interviews and completion of a questionnaire, the author gained insight into the current practice within the organisation’s geographical area, essential in the decision making process of where to begin the implementation of the new service. Following implementation of the private midwifery service, the author evaluates the process utilised during the change management, discussing lessons learned and providing recommendations transferrable for future projects. Key findings in the provision of care, however, provide minimal data after one month as the private midwifery service is yet to 4 become fully functional due to delays in its implementation. Uptake, however, is good and two women are enrolled in the service due to success in marketing the new service
