The introduction of change within an organization such as the maternity services is a challenge. Although change is inevitable, it is rarely welcomed. Yet without it, we must question whether we are keeping up with the developing needs of women and the requirements of the service as a whole (Mullins, 1992).
We need to take marketing seriously if midwifery is to maintain its influence within the maternity services. This article makes a number of clear recommendations for the way in which we should now think about promoting ourselves and the services that we provide.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.