Creating a brand image for public health nursing

Area of Science:

• Public Health
• Nursing Workforce Studies
• Health Communication

Background:

• Public health nurses (PHNs) represent a declining proportion of both the nursing and public health workforces.
• PHN is identified as the most affected sector in public health workforce shortages across 30 states.
• Current public perceptions of nurses predominantly focus on hospital-based roles, neglecting the visibility of PHNs.

Purpose of the Study:

• To develop a marketable brand image for public health nurses (PHNs) to enhance their visibility and public awareness.
• To address the decline in PHN workforce numbers and aid recruitment efforts.
• To create a positive and accurate professional image for PHNs that counters existing misconceptions.

Main Methods:

• A multimethod qualitative sequential approach was employed for the branding initiative.
• Artist renditions were created based on input from public health nursing students, faculty, and practitioners.
• Four award-winning posters were developed to visually represent the image, practice settings, and community protection aspects of PHN.

Main Results:

• The developed posters effectively portray the multifaceted role of public health nursing.
• Posters have been widely distributed across the United States and Canada upon request.
• The significant demand for these posters highlights a previous lack of professional imagery for PHNs.

Conclusions:

• The creation and dissemination of a distinct brand image are crucial for increasing public awareness of PHNs.
• Effective branding strategies can directly support recruitment efforts for public health nursing positions.
• Addressing the void in professional imagery is essential for revitalizing the public health nursing workforce.