White Paper on Marketing in the NHS launched

The Chartered Institute of Marketing has consulted with marketers from across the NHS to produce a White Paper; The real NHS: the benefits of a marketing approach, which explores the issues involved in adopting a marketing approach within the NHS.

The Paper makes clear that for the NHS to become patient-led it must first become marketing-led, and looks at what marketing can deliver for the NHS, its customers, and its many stakeholders.

Presentations of the White Paper will be made at public events taking place on 22 May in London and 3 June 2008 in Leeds. To book a place or for more details please visit: www.cim.co.uk/events and go to the relevant dates on the events calendar.

New Marketing Training Directory Launched To Meet Marketers' Changing Needs

Following in-depth research into the changing needs of today's marketers, The Chartered Institute of Marketing has launched its new Learning and Development Directory of Courses for 2008-09.

The new directory outlines the full suite of workshops and short-courses that The Institute offers - totalling more than 130 across both marketing and sales professions. These range from foundation courses for non-marketing managers or those new to marketing, to masterclasses for experienced and senior professionals looking to gain a deeper understanding of a particular subject.

To order your free copy, please email your full postal address to traininginfo@cim.co.uk .

Palm oil protest forces Unilever u-turn

Following a campaign by Greenpeace to halt the destruction of Indonesia's rainforest and peatlands for palm oil, Unilever has called for a moratorium on the rainforest destruction in Indonesia that is wiping out orang-utans and devastating the climate.

Unilever's CEO, Patrick Cescau, promised that all of Unilever's palm oil would be sustainable by 2015. However, Greenpeace has warned that without a halt to deforestation, Unilever's efforts to source sustainable palm oil would be doomed to fail.

Greenpeace news release, 1 May 2008

Two thirds of Britons victims of 'mobile spam'

A YouGov survey, commissioned by Cloudmark, has shown that 66% of UK mobile phone users have been victims of spam, with the number of 18 to 24 year olds targeted as high as 75% - the highest percentage of any age category.

Cloudmark news release, 24 April 2008

Over 45s ignored by marketers

A study by GI Insight into communications and marketing relevance has found that marketers are shooting themselves in the foot by paying too little attention to the highest earning age group in the UK.

The study reveals that an overemphasis is being placed on targeting efforts towards younger age groups, in contrast with the 45+ consumer. This is despite the fact that the 45-65 age band is the highest earning, and that the departure of children from the family home often massively increases disposable income.

GI Insight news release, 29 April 2008

Taking downturn in their stride

Forrester Research has discovered that chief marketing officers in Europe are not as worried about the economic downturn as their global counterparts. It seems that Europe is a more stable market than the US, where 85 per cent of marketers say the idea of recession is a real concern.

Marketing, 16 April 2008, p4

FMCG should take advantage

Research by PHD and Yahoo has found that consumers who see an integrated advertising campaign for consumer goods are more likely to buy them, compared with consumers who see such ads only on television. The research, which studied a campaign for McCain Home Fries, also found that those who saw the online ads were “Eight per cent more likely to have a 'very favourable' opinion of the product” compared with those who only saw the TV campaign.

Media Week, 15 April 2008, p14

DM alive and well

Despite predictions that email would put an end to direct mail, the industry is performing well, says Mintel. Its research shows that the top five mailing sectors “sent more direct mail offers to customers in 2007 than they did in 2006”. However, email is becoming more popular as a customer communications tool, especially as postal rates rise and people spend more time on the internet.

Mintel news release [Accessed on 23 April 2008]

PR needs some PR

A survey by Hotwire has found that the PR industry is failing to sell itself to graduates, who ranked it ninth out of twelve industries in which they would like a career. Banking, marketing, law and advertising all fared better than public relations when students were asked which industries promoted themselves as potential career choices.

PR Week, 25 April 2008, p6

Events

Marketing's contribution within the NHS

22 May

The Chartered Institute of Public Relations, 32 St James's Square, London

3 June

St James' University Hospital, Leeds

Marketing has often been viewed as anathema to the ethos of the NHS, but as the organisation inches its way towards becoming a patient-led service, marketing has a crucial role to play in making this happen.

The Chartered Institute of Marketing has worked with marketers from across the NHS to produce a White Paper, The real NHS: the benefits of a marketing approach, that explores the issues involved in adopting a marketing approach within the NHS, and looks at what marketing can deliver for the NHS, its 'customers', and its many stakeholders.

These events, first in London, then in Leeds, mark the launch of The Chartered Institute of Marketing's White Paper, and attendees will hear David Thorp, Director of Research and Information at The Institute, present the key issues involved in marketing within the NHS and what it can contribute to creating a more customer-centric service.

Marketing Trends Survey, Breakfast Briefing

11 June,

The Hatton, London

The Chartered Institute of Marketing's Marketing Trends Survey, completed by Ipsos MORI, is widely recognised as an important barometer of the marketing community's current and future business confidence, and has been evaluating changes in the marketing profession and attitudes to key issues over the last thirteen years.

You are invited to attend a Breakfast Briefing to hear the latest findings from the Spring 2008 survey, including marketers' attitudes towards the 2012 London Olympics, sustainability, and the UK's economic outlook.

The event will take place at The Hatton, London, EC1N 8HN, with registration starting at 08:30.

There is no charge for members of The Institute to attend. Seats will be allocated on a first-come-first-served basis. Guests are welcome, at a charge of £25 each.

For full information and to book a place please click here or call +44 (0) 1628 427120.

Long Term Diary Date

The National Social Marketing Centre, in association with The Chartered Institute of Marketing, is holding the World Social Marketing Conference in Brighton on 29 and 30 September 2008. For more information please see: www.tcp-events.co.uk/wsmc or telephone 01323 637 722.