Shake-up of hospitals will open door to McDonald’s sponsorship. 搖起來的醫院將打開大門，麥當勞的贊助。

Firms such as McDonald’s and Virgin could be allowed to sponsor NHS hospital wards under radical plans announced by the Government to allow sponsorship of health services and create a new era of open competition between hospitals.企業如麥當勞和維珍可以允許以贊助國民保健醫院病房激進下公佈的計劃，由政府，讓贊助商的保健服務和創造一個新的時代，開放的醫院之間的競爭。

Private companies will be allowed to create some “brand awareness” such as a logo on hospital property but they would not be allowed to gain a “commercial advantage”, meaning a firm such as Durex would not be allowed to sponsor a sexual health unit, but it could sponsor another type of clinic or a hospital department.私營公司將被允許開設一些"品牌意識" ，例如標誌，對醫院的財產，但他們將不會獲准得到的"商業利益" ，也就是堅定如杜蕾斯將不會獲准贊助性保健股，但這種情況可能贊助另一種類型的診所或醫院科室。

The plans announced by Ben Bradshaw, the Health minister, came as part of a drive to give NHS patients more choice over the private or NHS hospitals in which they are treated.該計劃宣布，由本布拉德肖，衛生部長，前來參加為了推動國民保健服務，讓患者有更多選擇，比私營機構或國民保健醫院，使他們的待遇。

Patients are to be allowed a choice of hospitals across England from 1 April, including private hospitals that are NHS approved.患者是被允許選擇醫院橫跨英格蘭，從4月1日起，包括私人醫院，是國民保健批准。 At the moment, the choice is limited to local providers but the NHS will be able to “shop” for health care across the country.在目前的情況來說，選擇是有限的本地供應商，但NHS的，將能夠"店" ，為保健在全國推行。

NHS patients who opt for treatment in a private hospital will not have to pay for their care, provided it is covered by NHS contracts.國民保健服務的病人選擇治療，在一間私家醫院，不須支付他們的照顧，只要它是由國民保健服務合同。

Hospitals are also to be allowed to promote their own services to compete with each other for “custom” within the NHS.醫院也將被允許以推廣自己的服務，互相競爭，為"度身定做" NHS的。 The code says there will be no official cap on how much they can spend on advertising their services to patients.代號表示，將不會有任何正式的上限數額多少，可用於廣告服務，以病人。

“Providers will be expected to recognise the potential effect on the reputation of the NHS of disproportionate expenditure on promotional activity. "供應商將被要求確認潛在影響聲譽NHS的過度開支，對促銷活動的。

“The cost of TV or cinema promotion is very unlikely to be justifiable.” "成本的電視或電影宣傳，是很難被合理的" 。

Hospitals could promote areas of good patient care, such as low rates of the potentially lethal hospital-acquired infection MRSA, but will not be able to indulge in discrediting their rival NHS hospitals.醫院可以促進地區的好病人護理，如低稅率，把潛在的致命性醫院獲得性感染的MRSA感染，但將無法沉迷於抹黑對手國民保健醫院。

“Comparative claims are permitted in the interests of vigorous competition and public information. "比較索賠獲准在利益的激烈競爭和公共信息。 They should neither mislead nor be likely to mislead,” says the code.他們既不應混淆視聽，也有可能造成誤導， "說，該守則。

Hospitals will also be able to send direct marketing to their patients and no marketing “should cause fear or distress without good reason”.醫院還將能夠發送直接在市場上銷售他們的病人和無營銷" ，應引起恐懼或困擾，沒有很好的理由" 。 The code added: “Marketing communication addressed to, targeted at or featuring children should not exploit their credulity, loyalty, vulnerability or lack of experience.”守則補充說： "營銷傳播給對象或兒童不應利用自己的輕信，忠誠，脆弱或缺乏經驗" 。

Hospitals will be able to use testimonials as long as people are not paid for them.醫院將能夠使用證明，只要人們沒有工資給他們。 Mr Bradshaw said: “Choice is fundamental to the delivery of a personalised NHS. Bradshaw先生說： "選擇是根本，以提供個性化國民保健服務。 People would like to have more control and be more involved in the decisions about their illness and treatment.人們希望能有更多的控制權，並更多地參與決定自己的病情和治療。 More choice will also help drive up quality and standards across the NHS.”更多選擇，也將有助於推動投資的質量和水平全國國民保健服務" 。

However, many Labour MPs are hostile to creating competition within the NHS and the unions representing health workers are campaigning against what they call the “privatisation” of NHS services.然而，許多工黨議員敵視創造競爭NHS的和各工會代表衛生工作者是推動反對他們所謂的"私有化"的國民保健服務。

Colin Brown科林布朗

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