The purchasing power of nurses is sometimes overlooked in healthcare marketing strategies. Nursing professionals represent a large group of educated, active and involved influencers. In fact, according to the U.S. Bureau of Labor Statistics, there are approximately 3 million registered nurses in the United States. Nurses have incredible insight at patients’ bedsides, as part of the larger healthcare team and as active participants in shared governance. Marketing to nurses should be an important aspect of your product marketing approach.
Nurses Are Trusted Professionals
Who doesn’t respect and trust a nurse? According to the annual Gallup poll, nursing consistently ranks as the most trusted profession for honesty and ethical standards. This is not just lip service. Nurses have earned the trust of their patients and colleagues and have built a reputation for hard work, dedication and a passion for lifelong learning.
Nurses Are on the Front Line of Care
Nurses are usually the first faces you see in your healthcare experience and are often charged with improving workflow and patient care. They have direct experience with how well products work and what might be needed to improve them. In many healthcare organizations, nurses are leading innovation from the bedside. They are early adopters of new technology and use evidence-based best practices to inform change. A nurse’s role in the transformation of beside care includes identifying where change is needed, suggesting and testing solutions, and deciding whether and how to implement these innovations.
Nursing Shared Governance Has Changed the Face of Healthcare
Magnet designation represents the best in nursing practices. This prestigious designation is awarded to less than 10% of healthcare organizations. It requires that nursing leaders align strategic and organizational goals to improve patient outcomes. There are currently 549 magnet hospitals in the United States. Shared governance, one of Magnet’s foundation principles, has been shown to increase retention and employee satisfaction, improve safety and patient satisfaction, reduce lengths of stay, and result in a more robust bottom line. As leaders in shared governance, nurses represent large numbers on purchasing committees.
Reach Nurse Influencers More Effectively
Nurses are collaborators, influencers and high adopters of social media. To successfully educate nurses on products and services, your marketing partner should deliver verified audience data that can be aggregated to successfully:
Sure, you can whittle this down with additional targeting parameters, but nine times out of 10, you’ll end up with a larger audience than you need — a list that doesn’t target the exact HCPs you want.
- achieve hyper-targeting by specialty or areas of special interest
- create multi-faceted campaigns that are matched to your best prospects’ online behaviors; and,
- deliver 360-degree cross channel communications so that your marketing message converts, regardless of device or delivery method.