TY - JOUR
T1 - Marketing nursing as a profession
T2 - Integrated marketing strategies to address the nursing shortage
AU - Somers, Mark John
AU - Finch, Linda
AU - Birnbaum, Dee
PY - 2010
Y1 - 2010
N2 - The nursing shortage in the United States is at a crisis level characterized by critical shortages of highly trained nurses and of nursing faculty. Key issues in addressing these shortages include awareness and image-building, along with enhanced outreach programs. Although these issues are related to marketing theory, most studies in this area are based on a vocational choice model. This study was grounded in marketing theory and the results offer a new perspective for addressing the nursing shortage. In-depth interviews conducted with 31 first-year nursing students indicated that there were two distinct segments among nursing students: traditionals and instrumentals. Traditionals were attracted to nursing as a helping profession while instrumentals were interested in career-related rewards such as variety, mobility, and compensation. These findings were discussed in terms of building awareness and marketing programs for nursing students that are integrated across schools of nursing, private foundations and public agencies.
AB - The nursing shortage in the United States is at a crisis level characterized by critical shortages of highly trained nurses and of nursing faculty. Key issues in addressing these shortages include awareness and image-building, along with enhanced outreach programs. Although these issues are related to marketing theory, most studies in this area are based on a vocational choice model. This study was grounded in marketing theory and the results offer a new perspective for addressing the nursing shortage. In-depth interviews conducted with 31 first-year nursing students indicated that there were two distinct segments among nursing students: traditionals and instrumentals. Traditionals were attracted to nursing as a helping profession while instrumentals were interested in career-related rewards such as variety, mobility, and compensation. These findings were discussed in terms of building awareness and marketing programs for nursing students that are integrated across schools of nursing, private foundations and public agencies.
KW - Integrated marketing
KW - Marketing theory
KW - Nursing image
KW - Nursing shortage
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U2 - 10.1080/07359683.2010.495306
DO - 10.1080/07359683.2010.495306
M3 - Article
C2 - 20706896
AN - SCOPUS:77955580110
SN - 0735-9683
VL - 27
SP - 291
EP - 306
JO - Health Marketing Quarterly
JF - Health Marketing Quarterly
IS - 3
ER -