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Related Experiment Videos

Marketing a hospital-based specialty program

S Gallagher

    Journal of Wound, Ostomy, and Continence Nursing : Official Publication of the Wound, Ostomy and Continence Nurses Society
    |July 1, 1995
    PubMed
    Summary

    Hospital specialty programs, including those for enterostomal therapy (ET) nurses, face scrutiny due to downsizing trends. This article suggests marketing strategies to strengthen these valuable hospital-based services.

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    Area of Science:

    • Healthcare Administration
    • Nursing Management

    Background:

    • Hospital-based specialty programs experienced significant growth in the 1980s.
    • Enterostomal therapy (ET) nurses established numerous valued clinics and services.
    • Current healthcare trends toward downsizing are subjecting robust programs to increased scrutiny.

    Purpose of the Study:

    • To provide ET nurses with actionable marketing strategies.
    • To enhance the resilience and sustainability of hospital-based specialty programs.

    Main Methods:

    • This article presents a marketing-focused approach.
    • It synthesizes ideas for program strengthening.

    Main Results:

    • Marketing strategies can bolster specialty programs.
    • Proactive marketing can address downsizing pressures.

    Conclusions:

    • ET nurses can leverage marketing to secure their programs.
    • A marketing orientation is crucial for program survival and growth in evolving healthcare environments.

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