|
|
|
|
이경숙 ( ) - 강북삼성병원
강윤숙 ( ) - 적십자간호대학
|
|
Abstract
|
|
|
|
|
This descriptive study is to develop a strategic positioning for the marketing of nursing service. The data were surveyed from July 30th to August 11th, 2001. The subjects of study were 190 patients who had staying more 3 days with the hospital, and 160 working nurses, who had more 2-month working experience.
The developed strategic positioning for the marketing of nursing service which is for further maintaining and strengthening a current position and repositioning are as follows;
First, there are two areas which need sustaining and strengthening : 'social psychological area' and 'therapeutic area'.
Second, there are some areas of nursing service which need repositioning because of inappropriateness. There areas are 'environmental area', 'educational area', and 'physical area'.
The areas which need the improvement for service are;
1. It is 'explanation during the nursing care' which showed highest patient expectation and acknowledgement. Other categories are 'washroom maintenance', 'celerity and accurateness on prescriptions', 'management the patient visiting hour', 'examination of symptoms beforehand', 'Decreasing feeling of anxiety and warm mental attitude', 'Keeping up with patient's demand', 'Maintaining the safety of physique', 'Smooth and safe needle intervention and treatment', and 'Maintaining a psychological comfort while treating and examining'.
2. 'Maintaining the safety of body' showed biggest differences in acknowledgement between patients and nurses. Others are 'Explanation on hospital regulations and facilities', 'Assisting on exercise and posture', 'Maintaining personal hygiene', 'Explanatory for nursing care', controlling the noise', 'Listening to patient', 'assisting sleep and stability of patient', 'Providing instruction and resources on health status', 'Doctor's explanation on treatment and examination', 'Celerity and accurateness on prescriptionsand medication', 'Contolling illumination of the room and maintaining ventilation'.
3. There are some areas that showed disagreement on importance between nurses and patients. These areas are 'Decreasing feeling of anxiety and warm mental attitude' and 'Smooth and safe injection and treatment'. These categories showed that patients stress more importance than nurse's point of view. Furthermore, patient's expectation and acknowledgement in these categories were fairly high. Service providers must consider these facts and improve them beforehand.
The proposals based on the result of the research are:
1. We would like to propose that annual research related with this research must be initiated in order to assess the strategy of nursing service marketing and provide directions on ways to improve.
2. We need to have an organized and systematic support in order to officially announce and activate the nursing service marketing.
3. We need ways to improve the 'Acquiring sufficient nursing staff' category, which showed highest support both from nurses and patients.
|
|
|
KeyWords
|
|
간호마케팅, 포지셔닝, 간호서비스, Nursing marketing, Positioning, Nursing service
|
|
|
원문 및 링크아웃 정보
|
|
|
|
|
|
등재저널 정보
|
|
|
|
|
|
|
|