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Marketing evidence-based practice: what a CROC™!
Alice R Boyington1, Sheila M Ferrall, Terry Sylvanus
1H. Lee Moffitt Cancer Center and Research Institute, Tampa, FL, USA. deedee.boyington@moffitt.org
Clinical Journal of Oncology Nursing
|October 1, 2010
Summary
Engaging nurses in evidence-based practice (EBP) improves care. A cancer center used the Marketing Mix framework and the CROC™ campaign to educate nurses, successfully launching five EBP projects.
Area of Science:
- Nursing
- Healthcare Management
- Evidence-Based Practice
Background:
- Nurses require effective strategies to implement evidence-based practice (EBP).
- Traditional methods may not sufficiently engage all nursing staff in EBP initiatives.
- Ensuring efficient and effective nursing care necessitates active nurse participation in EBP.
Purpose of the Study:
- To describe the application of the Marketing Mix framework for educating staff nurses on EBP.
- To introduce the CROC™ (Clinging Rigidly to Outdated Care) campaign as an educational tool.
- To assess the impact of this educational approach on initiating EBP projects.
Main Methods:
- Utilized the Marketing Mix framework (Product, Price, Place, Promotion) for campaign design.
- Developed and implemented the "CROC™: Clinging Rigidly to Outdated Care" educational campaign.
- Focused on staff nurse education within a cancer center setting.
Main Results:
- The Marketing Mix framework provided a structured approach to EBP education.
- The CROC™ campaign successfully engaged staff nurses.
- Five new evidence-based practice projects were initiated as a direct result of the campaign.
Conclusions:
- The Marketing Mix framework is an effective strategy for EBP education in nursing.
- Creative and targeted campaigns can overcome barriers to EBP adoption.
- This approach fostered a culture of inquiry and innovation in nursing practice within the cancer center.
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