Memo from a marketing consultant

Now that the NHS is Britain's largest provider of private health care, it should start running television commercials. It is unfair that your competitors advertise nationally while you do not. The campaign should promote the NHS as a whole. Sainsbury's stores don't advertise individually, do they?

Commercials aim at creating a positive image in the public mind. A few organisations, like Marks & Spencer, thought that they could do without this but are now changing their minds. The NHS certainly needs help. The media aren't continually telling potential customers that Marks & Spencer is a shambles.

Advertising also promotes self confidence among employees. About …