Marketing of Nursing as a Career

Discusses the need to market nursing as a career with regard to the present unsatisfactory nature of the current mix of trained/untrained nurses, length of service and relative costs, and wastage being high. Examines the relevance of basic marketing concepts for nursing, stating above all, the target audience must be critically defined. States marketing strategy must ‘sell’ nursing – but only to the right people. Reviews current marketing programmes, local and national, evaluating various aspects of nurse recruitment using economic and moral success as the ‘twin peaks’. Concludes that developing a more effective marketing strategy would, in the long term, attract better, more suitable nurses to the profession.