According to Mantoya & Kimball (2012), “The American Marketing Association (AMA) defines marketing as “the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives” (Montoya & Kimball, 2012 p.187). Advance practice nurses (APNs) can expand opportunities through utilization of the 4 Ps of marketing which include produce, price, place, and promotion. (Hamric, Hanson, Tracy, O’Grady, 2014, p. 540). According to Hamric (2014), “to market themselves successfully, it is essential that APNs integrate clinical expertise, leadership, collaboration, other APN competencies, and business skills” (Hamric et al., 2014, p. 538).
The product is the object or service being marketed for sale (Hamric, 2012 p. 540) APNs do not have an object to market, but can promote marketing of the skilled nursing knowledge gained through continued education and clinical expertise. According to Mantoya & Kimball (2012) “the promotion of a strong and highly capable nursing image is an important strategy in marketing of health care services” (Mantoya & Kimball, 2012 p.187)
Price is the amount of money that is charged for a service or product (Hamric et. al, 2014, p. 540). According to Hamric et al. (2014) APNs are cost-effective in providing preventive health care to chronically ill patients. This allows the number of readmissions to decrease among hospitals (Hamric et al., 2014, p. 540). I feel the APNs can save medical institutions money as their salaries are less than physicians. In an economy that emphasizes on cost containment, this gives APNS an advantage.
Place refers to the environment and operations needed to make the object or service available to the market (Hamric et al., 2014, p.540). APNs work in a variety of settings including hospitals, out-patient clinics, physicians’ offices, etc. I feel the place APNs render care is of utmost importance. There are multiple areas under the category “place “that can influence a patient’s decision about committing to an APN service. This includes the location of the office, parking space, waiting times, and friendliness of the office staff. APNs should be aware of their surroundings, ensuring it provides a positive aspect to the services provided.
Promotion is the ability to advertise a service or object and increase its awareness to the public. Marketing has multiple strategies including reciprocation, commitment, social proof, liking, authority, and scarcity. (Hamric et al., 2014, p. 540) The APNs can market their services through a detailed resume or curriculum vitae. The goal of the resume or curriculum vitae is to clearly state personal achievements and clinical expertise (Hamric et al., 2014, p. 541). This allows possible employers or patients to understand one’s competencies’ and aid them in their decision-making process.
I feel the most important role in marketing for an APN is the ability to identify their ideal target population. According to Hamric et. al (2014) identifying an ideal client and creating a message that correlates with the client will increase the probability of the client receiving, hearing, and acting on the APN’s message (Hamric et al, 2014, p. 544). By identifying a target population, the APN can identify marketing strategies that will appeal and attract the target population (Hamric et al., 2014, p. 545).
Hamric, A.,Hanson, C., Tracy, M., & O’Grady, E. (2014). Advanced Practice Nursing: An Integrative Approach. (5thed.). St. Louis: Sanders
Expert Solution Preview
The concept of marketing can be applied to various industries and professions, including the field of healthcare. According to Mantoya & Kimball (2012), marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to satisfy individual and organizational objectives. In the case of advanced practice nurses (APNs), marketing can be a valuable tool for expanding opportunities and promoting their skills and expertise.
One of the key elements of marketing is the “4 Ps” – produce, price, place, and promotion. While APNs may not have a traditional product to market, they can promote their nursing knowledge gained through education and clinical experience. It is essential for APNs to develop and promote a strong and highly capable nursing image, as this is an important strategy in marketing healthcare services.
The pricing aspect of marketing is not only about the cost of services, but also the cost-effectiveness of APNs in providing preventive healthcare to chronically ill patients. APNs can contribute to reducing readmissions in hospitals, potentially saving medical institutions money as their salaries tend to be lower than those of physicians. In an economy that emphasizes cost containment, this can give APNs a competitive advantage.
Place refers to the environment and operations needed to make the service available to the market. APNs work in various settings, such as hospitals, outpatient clinics, and physicians’ offices. The location of these places, accessibility, parking spaces, waiting times, and friendliness of the office staff can all influence a patient’s decision to commit to APN services. Therefore, APNs should be mindful of their surroundings and ensure that the environment creates a positive experience for patients.
Promotion is the ability to advertise a service or object and increase its awareness to the public. APNs can promote their services through the use of a detailed resume or curriculum vitae that highlights their personal achievements and clinical expertise. This enables potential employers or patients to understand their competencies and aids in the decision-making process.
Finally, identifying the ideal target population is crucial for effective marketing as an APN. By understanding the needs and preferences of the target population, APNs can tailor their marketing strategies to appeal to and attract this specific group. This increases the probability of the target population receiving, hearing, and acting on the APN’s message.
In conclusion, marketing plays an important role in the advancement and success of advanced practice nurses. Through the utilization of the 4 Ps of marketing – produce, price, place, and promotion – APNs can establish themselves as valuable healthcare professionals by promoting their skills, expertise, and cost-effectiveness. By identifying their ideal target population and developing targeted marketing strategies, APNs can effectively communicate their message and attract potential employers or patients.