MARKETING NURSING

This research examines the concept of marketing nursing services to health care consumers. Such marketing occurs in the contemporary period in the name of both health care institutions and by independent nurse practitioners.

The growing need for home health care services is one area in which the opportunity for marketing nursing services exists (Keating & Kelman, 1988, pp. 56-58). Another contemporary trend is toward ambulatory treatment, as opposed to treatment an a in-patient in a hospital (Stockwell, 1994, pp. 5-17). Many hospitals have or are establishing clinics managed by professional nurses to provide much of this ambulatory care. These clinics, which are established both within hospital facilities and in communities, offer another avenue for the marketing of nursing services to consumers. The free-standing clinic managed by a nurse practitioner is yet another avenue through which nursing services are being marketed to consumers (Soehren & Schumann, 1994, pp. 123-127). The nurse-managed clinic, whether under institutional control or under the control of a nurse practitioner, represents the greatest opportunity for the marketing of nursing services to consumers.

The role of the nurse practitioner has been evolving from a medical to a nursing orientation since the inception of role in 1955 (Thibodeau and Hawkins, 1994, pp. 205-218). As a result of the combination of factors (increasing

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1992a, pp. 18-20). These nurse managed clinics are delivering health care services to indigent persons at cost savings compared to more traditional delivery venues, and these services are being delivered in areas of the cities that would not otherwise be served by health care professionals (Sharp, 1992a, pp. 18-20; Lutz, 1991, pp. 24-30). The two major factors involved in the rising role of nurse managed clinics in the delivery of health care services to indigent persons are accessibility and cost. Nurse managed clinics are frequently sited where indigent people reside and where more traditional health care delivery venues are either not available or are in short supply. Nurse managed clinics are also able to delivery health care services at costs that are well below those associated with most of the more traditional health care service providers (Sharp, 1992b, pp. 30-32). Such clinics are strongly supported by government. While it is highly important for nurse managed clinics that are intended to deliver health care services to indigent people be sited near to the locations where such persons congregate, clinic location alone is not enough to assure that indigent people will seek help from the nurse managed clinics.

Category: Business - M