Marketing Hospitals to Nurses

July 30, 2019

How Marketing Can Support Your Employer Brand

// By Kathy Selker //

Facing a nursing shortage projected to increase in coming years, hospitals need to know how to hire and retain top talent — and marketing has a key role in this critical objective.

Kathy Selker, President, NorthlichHealth care needs in the U.S. are growing rapidly. Baby boomers are aging, and so is the RN workforce, with 50 percent now age 50 or older, according to research published by the American Association of Colleges of Nursing. Moreover, The Health Resources and Services Administration predicts that more than a million registered nurses will reach retirement age within the next 10 to 15 years.

Exacerbating the problem, the nursing shortage creates its own feedback loop: As hospitals begin to experience shortages, quality of work life and job satisfaction begin to decline, causing more nurses to leave the profession.

Nurses are essential to the success of a hospital. A study published in BMJ Journals found that a higher proportion of nurses employed on staff leads to better outcomes for patients and nurses alike.

Hospitals that want to reach — and maintain — high standards of care and drive patient preference must learn how to retain nurses.

Here’s how to stand out in a crowded marketplace:


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