title: Community nurses take on the task of selling themselves.
abstract: Nurses are increasingly called upon to promote and justify their services within a market-driven NHS. If purchasers fail to understand the complexity of nursing, a reductionist approach--involving purchasing of only minimal nursing tasks--may result. This article uses a case study approach to illustrate the considerable scope of community nursing practice. It concludes that nurses need to become bicultural, developing the ability to communicate nurturing and healing values in a way that can be understood in the increasingly commercial NHS context.
authors.forename: S
authors.initials: S
authors.lastname: Wright
authors.forename: K
authors.initials: K
authors.lastname: Chamberlain
authors.forename: P
authors.initials: P
authors.lastname: Barker
mesh_terms: D000368:Aged; D003152:Community Health Nursing / Q000458:organization & administration*; D003284:Contract Services / Q000458:organization & administration*; D005260:Female; D006801:Humans; D008389:Marketing of Health Services; D008875:Middle Aged; D013222:State Medicine / Q000458:organization & administration*; D006113:United Kingdom