The Roles of Nurses as Marketers: A Literature Review

Abstract

Marketing is an important branch of management in every business. It manages the exchange relationships between buyers and sellers. In the healthcare industry, exchange relationships involve various stakeholders, including marketers, healthcare providers, patients, and others. The study aims to figure out the role of nurses, who form the largest segment of the workers in healthcare organisations, in marketing for their profession, services, and organisations, and identify the impact of their marketing role on their profession and organisational performance. Besides, the study aims to come up with a model that displays the findings, including the relationships between nurse’s roles in marketing and its influence on organisational performance. To achieve these goals, the authors adopted the literature review research method to summarise the findings of published articles in academic journals. The study has revealed that nurses should consider building their image and improving healthcare services using a well-structured marketing plan. Furthermore, the study suggested a model that links building a positive professional image and enhancing the healthcare services by nurses to improve their organisational performance moderated by internal marketing of the organisation towards nurses.