Characteristics of personal marketing in the job of nurses in a university hospital: client's perceptions

• Autor(a) principal: Martinello, Daniela Faustino Gonçalves
• Data de Publicação: 2012
• Outros Autores: Vaghetti, Helena Heidtmann, Mendes, Daniel Pinho, Terra, Alessandra Chaves, Almeida, Jéssica de Cassia Marques
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Institucional da FURG (RI FURG)
• Texto Completo: http://repositorio.furg.br/handle/1/4853
• topic: Marketing; Nurses; Inpatients; Marketing; Enfermeiros; Pacientes internados; Mercadeo; Enfermeros; Pacientes internos

Objective: to identify how the Personal Marketing’s (PM) characteristics in the nurse’s work are realized by the patients. Method: it is a qualitative, descriptive and exploratory research with customers of university hospital in south of Brazil. Data collection was conducted during the months from January to May 2010 through semi-structured interviews and analysis with support in Content Analysis. The subjects were 15 patients admitted to the unit who agreed to participate and allowed their interviews were recorded and disseminated and sign the Free and informed consent. The subjects who identified the nurse received nicknames that correspond to names of nurses who were part of nursing's history as Florence Nightingale, Ana Neri, Wanda Horta, Hilda Krisch, Zaira Cintra Vidal. The subjects who did not identify the nurse were named as E1, E2, E3 ... E10. This study was submitted to the Ethics Committee in Research in Health at the University of Rio Grande and agreed with the opinion no 33/2010. Results: that nurse's verbal communication was ineffective; customers observed the appearance of these professionals and their non-verbal communication; nurse's interpersonal relationships were fragmented; management exercised by them was invisible; care/assistance, when provided by the nurse, was a source of professional identification. Conclusion: there is necessity of adherence strategies of MP in nurse's work conduction to generate a positive image of the profession with the clientele hospital. no need for membership of the MP strategies in driving the work of nurses to create a positive image of the profession with the hospital customer.