Consumerism 1: the different perspectives within health care.

This is the first of two articles which collectively consider the evolving concept of 'consumerism' within the NHS and the degree to which this can be seen as having informed preregistration nursing and midwifery education within England. The impact upon preregistration education is the focus of the second article within which findings from a four-stage study will be explored. This first article considers the nature of consumerism in relation to the health service. It seeks to explore the place of consumerism within the NHS reforms heralded in 2000, while acknowledging that as a concept it remains problematic. The potential distinction between the individualistic and more collectively based notion of consumerism is highlighted. Finally, the article suggests that in order to adopt fully the consumer ethos in the NHS - more latterly redefined as a user- or partnership-based service - appropriate resources and education are required.