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The Importance of Marketing Skills for Nurse Administrators

Marketing is essential for any business to thrive. Since healthcare systems are fundamentally businesses, they rely on promotion and advertising to attract patients. Because nurse administrators are involved in both patient care and the operation of their organization, they have a unique perspective on what their institution can provide. Nurses enrolled in a Master of Science in Nursing (MSN) in Nursing Administration will likely have to complete a marketing course to prepare them for taking on a leadership position.

What Is the Job of a Nurse Administrator?

Nurse administrators foster collaborative relationships among staff and management while implementing the vision of the healthcare organization. Sometimes nurse administrators not only oversee the departments in one facility but they may also preside over a network of hospitals. Their responsibilities include:

  • Recruiting.
  • Hiring.
  • Preparing new nurses.
  • Scheduling shifts.
  • Evaluating performances.
  • Budgeting.
  • Setting policies and procedures.
  • Marketing.

What Is the Role of a Nurse Administrator in Marketing?

Nurse administrators have a hands-on understanding of the factors that contribute to patient satisfaction in their healthcare organization. They view the patient's journey throughout their time in the hospital and are able to pinpoint the strengths of their institution.

Consequently, nurse administrators have the knowledge needed to launch a successful marketing campaign. They are vital to maintaining a positive image and reaching out to prospective patients.

Why Is Marketing in Healthcare Necessary?

Healthcare organizations have a lot of competition, especially from home health agencies and outpatient centers. As such, they must engage in marketing to drive interest in their services so they can increase earnings.

What Are the 4 P's of Marketing in Healthcare?

Patients have more choices than ever for healthcare. To compete, healthcare organizations need to find ways to draw customers. The four P's constitute an effective strategy for nurse administrators to incorporate into their marketing plan:

  1. Price

    The service or product that you offer should be properly priced. You need to consider that potential patients may not be covered by health insurance. Affordable pricing and additional free services, such as a blood pressure check or cholesterol tests, give you an opportunity to build a relationship with patients.

  2. Placement

    Your services have to be convenient to patients; otherwise, they will go somewhere else. You should have an accessible location with extended hours that allows walk-ins or same-day appointments.

  3. Products

    Besides providing a healthcare service, you may want to stock products that aid patients in improving their health. Products may include medications, diabetic testing kits or orthopedic supplies. You may advise patients about other products that can help them manage pain and chronic conditions or assist them with recovery from surgery or injuries. Additionally, your patients may also appreciate an on-call concierge service.

  4. Promotion

    This can be accomplished through marketing materials both print and digital. You can distribute flyers, brochures, press releases and newsletters to get the word out about your services. In addition, many healthcare organizations have websites and a presence on Facebook, Twitter, LinkedIn and YouTube.

What Will You Learn About Marketing in an MSN Program?

Most MSN programs include a marketing course. As part of the Lamar University online MSN in Nursing Administration program, nurses are required to complete the course Marketing Concepts. In the course, nurses are taught domestic and global marketing methods. They examine how to design a marketing plan with regard to price, product, channels of distribution and promotion of goods and services. And, they examine how to adapt marketing strategies in a constantly evolving healthcare system and business world.

Marketing healthcare services may be difficult. Patients may not equate paying for healthcare services with purchasing consumer goods or manufactured products. You have to zero in on how you stand out from competitors and why you can make a difference in the lives of your patients.

Nurse administrators have the necessary expertise to raise awareness about their services and to educate patients about why they should choose your organization for their healthcare needs. With a strong and focused marketing plan, nurse administrators can secure a consistent patient base and boost profits.

Learn more about Lamar University's online MSN in Nursing Administration program.


Sources:

Becker's Hospital Review: 5 Tips for Successful Marketing Strategies for Healthcare Organizations

McKnight's Long-Term Care News: The Importance of Marketing and PR for Nurse Leaders

Chron: How to Implement the 4 P's of Marketing in Healthcare

BizFluent: How to Implement the 4 Ps of Marketing in Healthcare

GraduateNursingEDU.org: Nurse Administrator (Leader)

Healthcare IT News: 4 Deft Ways Hospitals Use Social Media

Medical Web Experts: Top 7 Current Healthcare Marketing Techniques and Trends

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