Marketing and quality assurance: the two faces of Janus.

The relationship between quality assurance and marketing has been explored in workshops for physiotherapists. Quality assurance and marketing represent two sides of the same coin in health care. Quality assurance offers formal strategies with which to review performance, while marketing tools enable health professionals to assess the needs of the community within which they operate. Inherent in the concept of the interrelationship of marketing and quality assurance is that quality health care must reflect the changing demands of the consumers. Quality assurance and marketing techniques, performed interdependently, enable health professionals to provide quality, appropriate health care.