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Does advertising affect your nurses?

M C Gilly1, M F Wolfinbarger

  • 1University of California, Irvine.

Journal of Health Care Marketing
|August 6, 1992
PubMed
Summary
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Hospital advertising focusing on services, not just image, impacts nurses. Ads can affect nurses' role clarity, congruence, and feelings of being valued, necessitating strategic communication.

Area of Science:

  • Healthcare Marketing
  • Organizational Behavior
  • Nursing Studies

Background:

  • Hospitals are shifting advertising focus from general image to specific service lines.
  • This strategic shift introduces a "second audience" for hospital advertisements: employees.
  • Understanding employee reception to advertising is crucial for organizational alignment.

Purpose of the Study:

  • To explore nurses' opinions on hospital service-focused advertising.
  • To examine the impact of such advertising on nurses' role congruence and clarity.
  • To assess how hospital advertising influences nurses' feelings of being valued.

Main Methods:

  • An exploratory study was conducted.
  • The study focused on gathering opinions from nurses.

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  • Key variables examined included role congruence, role clarity, and perceived organizational value.

    • Main Results:

    • Hospital advertising strategies can influence employee perceptions.
    • Advertising content may affect nurses' sense of belonging and clarity in their roles.
    • Nurses' feelings of being valued can be impacted by hospital marketing efforts.

    Conclusions:

    • Hospitals must consider their employees, particularly nurses, when developing advertising campaigns.
    • Advertising content should be crafted to positively influence role perception and employee value.
    • Recommendations are provided for optimizing hospital advertising to engage and retain nursing staff.