Community nurses take on the task of selling themselves.
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.
Wright
S
S
Chamberlain
K
K
Barker
P
P
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