Marketing to nurses through an incentive program.

Abstract

Attracting and retaining nursing staff is described as a marketing problem in this article. Nurse administrators can market their institutions to current and potential employees as desirable employers. The nurses in turn present a favorable image of the institution to the community at large if they are satisfied with their jobs. A vehicle to accomplish this task of marketing is the Incentive Career Mobility Plan. Implemented a year ago as a pilot project, this incentive program is achieving its goal of improving employee morale and retention by rewarding self-improvement.