Abstract
This article looks at how far the language of the market, increasingly associated with new information systems in the National Health Service, will find an effective foothold in the dominant cultural language of the Service. Will such a change further the missions, goals and objectives of the NHS? This theme is explored through a series of scenarios for change, and a discussion of the likely outcome. The conclusion is that ‘marketspeak’ will probably not make the impact intended by the Government; and this raises serious questions about the value of the reforms and the public money needed for their technical development.