A STUDY OF MARKETING AS PRACTICED BY SELECTED NURSING SERVICE DIVISIONS.
Contributors: University of Pittsburgh.
Published: 1991
Number of pages: 157
Subjects: Health Sciences, Nursing.; Health Sciences, Health Care Management.; Education, Administration.
Description: This study examined the practice of marketing in selected nursing service divisions. The study population consisted of the chief nurse executives in the 41 hospitals in the United States identified by the American Academy of Nursing as the nation's Magnet Hospitals. These Magnet Hospitals have exemplary nursing divisions which serve as models for successful nursing practice.

The research was conducted as a descriptive study utilizing a telephone survey as the instrument for data collection. The questionnaire was developed to gather both quantitative and qualitative data and consisted of a 13-page booklet containing 19 questions plus selected demographic items. The telephone interview consisted of a combination of structured, semistructured, and open-ended questions. At the end of the data collection phase, the response rate was 36 or 88%.

Results indicated that marketing was valued by the majority of nursing divisions of the Magnet Hospitals. Five major areas of marketing activity were currently being focused on by over 89% of the nursing divisions, with more than 91% projecting an increase to nine major areas in the next fiscal year. Additional funds were projected to support this increased activity. One hundred percent (100%) of the divisions projected a definite/strong emphasis on quality assessment for the next fiscal year. Marketing was considered equal to the majority of other administrative functions necessary for the successful management of the nursing division. The chief nurse executives believed marketing concepts should be taught to practicing nurses as well as nursing students of all levels, with 97% believing an understanding of marketing by nursing service personnel would make a difference in the success of the nursing division.

A major current focus of the nursing divisions of the Magnet Hospitals was recruitment and retention. While the Magnet Hospitals have proven to be good places for nurses to work, this study illustrates that these nursing divisions invest considerable effort on their internal market of nurses through recruitment and retention activities, in order to remain successful. A lack of clarity existed, however, about whether or not there should be a position designated for the marketing function of the divisions in the future. Currently, marketing was viewed and implemented by the Magnet Hospitals nursing divisions in an integrated fashion. Likewise, over half of the chief nurse executives believed that marketing content should be integrated throughout nursing education programs.
Notes: Source: Dissertation Abstracts International, Volume: 52-05, Section: B, page: 2496.

Thesis (PH.D.)--UNIVERSITY OF PITTSBURGH, 1991.

School code: 0178.