Marketing strategies to promote nursing programs and services

Abstract

Background: The purpose of this article was to discuss commercial, social, and service marketing strategies and best practices to promote nursing programs and services to key partners and stakeholders. Evidence supports that nurses are not inclined to promote or market the nursing profession to the general public or to other professions.

Methods and findings: The successful marketing matrix includes product, price, place, promotion, publics, partnerships, policy, purse strings, people, process, and physical evidence. Integrated approaches to marketing nursing programs and services are requisite for organizational viability and sustainability. Analysis of commercial, social, and service marketing theory, principles, and best practices related to marketing nursing programs and services were examined. Evidence and best practices published from 2000 through 2015 were included in this discussion. A model case was used to illustrate marketing principles. Implications for nursing education, practice, and administration are discussed. Successful marketing of nursing programs and services requires an integrated approach that includes market analysis, technology, networking, and community partnerships.

Conclusions: Nurses at all levels within an organization have a responsibility in marketing nursing programs and services. Well positioned organizations collect and maintain accurate demographic data that informs service delivery in order to contribute to organizational sustainability and achieve business results.