Empowering Patient Decisions Through Ethical Healthcare Promotion

Research spotlight: Tanya Wood, PhD Researcher

The UK healthcare system is undergoing significant transformation. With an aging population and rising demand for services, the NHS faces mounting pressure resulting in longer waiting times and increased competition from private providers. In this shifting landscape, the role of healthcare marketing has become more critical than ever.

Tanya Wood, a part-time PhD student in her third year, is investigating how healthcare promotion can ethically support patient decision-making. With over two decades of experience in both healthcare and marketing, Tanya brings a unique perspective to the complex systems that influence patient care, from clinicians and finance teams to procurement officers and caregivers.

Tanya’s research focuses on elective procedures such as hip and knee surgeries, which account for nearly a quarter million operations annually in the UK. These decisions are deeply personal and can significantly affect treatment pathways and outcomes. Yet many patients feel overwhelmed and underprepared when navigating their options, particularly in the self-pay market.

Initially exploring a broad range of variables in healthcare marketing, Tanya narrowed the focus to promotion after an extensive literature review. Her research aims to question: Can healthcare promotion ethically guide patients toward informed choices?

To answer this, Tanya is conducting qualitative interviews with patients who have undergone surgery. Insights from these interviews will inform the development of a survey instrument, leading to a quantitative phase using structural equation modelling (SEM) to explore deeper patterns in patient decision-making.

A recent milestone in Tanya’s academic journey was attending the Academy of Marketing’s Doctoral Colloquium at University College Cork. Awarded a bursary to support participation, she found the experience exceptionally enriching—gaining valuable feedback and inspiration to expand her interview questions to better reflect NHS patient perspectives.

Tanya’s research underscores a vital truth: while healthcare is a business, it is also profoundly personal. By leveraging ethical promotion strategies, the industry can empower patients to make choices that align with their individual needs, values, and health goals.