Promotion and publicity used to be effective ways of marketing nursing. With enough noise, we could reach the people who didn’t know or appreciate the work we do.
But in a world of infinite choices, limited time and scarce attention, the marketing tactics that worked for over a hundred years are failing.
The only real way to market nursing these days is for our work to be remarkable.
Rather than wasting time and effort
advertising advocating for ourselves, we should be spending our time being who people need us to be. When we see clients for who they are and deliver care based on their needs, marketing the profession will take care of itself.
Taking time to listen, keeping promises, being respectful, providing evidence-based care, understanding needs, and empowering clients to take control of their health – these tactics are real marketing.
The ‘patient experience’ shouldn’t be an after-thought. It should be the reason we do what we do. Real marketing should be built into our work from the beginning.
Google, Amazon, Starbucks, and Lululemon aren’t successful because they market themselves after the fact. They’re successful because their remarkable products and experiences speak for themselves.
If marketing is the act of telling a story that resonates with the people we seek to reach, then great nursing is marketing.
Nursing will be the most valued and respected when we create experiences clients actually want.
That means we better quit advertising ourselves, and begin innovating. It’s all we’ve got left.