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

Detalhes bibliográficos
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
Resumo: 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.
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spelling Characteristics of personal marketing in the job of nurses in a university hospital: client's perceptionsCaracterísticas de marketing pessoal no trabalho de enfermeiros em hospital universitário: percepções de clientesCaracterísticas del marketing personal en el trabajo de enfermeras en un hospital universitario: percepción de los clientesMarketingNursesInpatientsMarketingEnfermeirosPacientes internadosMercadeoEnfermerosPacientes internosObjective: 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.Objetivo: identificar como características do Marketing Pessoal (MP) no trabalho de enfermeiros são percebidas por clientes de um hospital universitário. Método: estudo de abordagem qualitativa, descritiva e exploratória com clientes de uma unidade de internação de um hospital universitário do Sul do Brasil. A coleta de dados foi realizada durante os meses janeiro a maio de 2010, por meio de entrevistas semiestruturadas e a análise com respaldo na Análise de Conteúdo. Os sujeitos foram 15 pacientes internados na unidade, que concordaram em participar da pesquisa e permitiram que suas entrevistas fossem gravadas e divulgadas, além de assinarem o Consentimento Livre e Esclarecido. Os sujeitos que identificaram o profissional enfermeiro receberam pseudônimos que correspondem a nomes de enfermeiros que fizeram parte da história da enfermagem como Florence Nightingale, Ana Neri, Wanda Horta, Hilda Krisch, Zaira Cintra Vidal. Os sujeitos que não identificaram o profissional enfermeiro foram denominados como E1, E2, E3...E10. O presente estudo foi encaminhado ao Comitê de Ética em Pesquisa na Área de Saúde da Universidade do Rio Grande e aprovado com o parecer no 33/2010. Resultados: os resultados mostraram que a comunicação verbal dos enfermeiros foi ineficaz; os clientes observaram a aparência desses profissionais, bem como sua comunicação não verbal; as relações interpessoais dos enfermeiros eram fragmentadas; a gerência exercida por eles era invisível; o cuidado/assistência, quando prestado pelo enfermeiro, era fonte de identificação profissional. Conclusão: há necessidade de adesão de estratégias do MP na condução do trabalho dos enfermeiros para gerar uma imagem positiva da profissão junto à clientela hospitalar.Objetivo: identificar cómo las características de Marketing Personal (MP) en el trabajo de las enfermeras son percibidos por los clientes de un hospital universitario. Método: es un estudio cualitativo, descriptivo y exploratorio en una unidad de hospitalización de un hospital universitario en el sur de Brasil. La recolección de datos se llevó a cabo durante los meses de enero a mayo de 2010 a través de entrevistas semi-estructuradas y análisis con apoyo en el análisis de contenido. Los sujetos fueron 15 pacientes ingresados en la unidad que aceptaron participar y permitieron que sus entrevistas fuesen grabadas y difundidas, y firmar el formulario de consentimiento. Los sujetos que se identificaban con la enfermera recibierón apodos que corresponden a los nombres de las enfermeras formadoras de la historia de la enfermería, como Florence Nightingale, Ana Neri, Horta Wanda, Krisch Hilda, Zaira Cintra Vidal. Los sujetos que no identificarón la enfermera fueron nombrados como E1, E2, E3... E10. Este estudio fue presentado al Comité de Ética en Investigación en Salud de la Universidad de Río Grande y de acuerdo con el dictamen n o 33/2010. Resultados: los resultados mostraron que la comunicación verbal del enfermero fue ineficaz; los clientes observan la apariencia de estos profesionales y su comunicación no verbal; las relaciones interpersonales de las enfermeras estaban fragmentadas; la gestión ejercida por ellos era invisible; la atención/asistencia, cuando son proporcionados por la enfermera, era una fuente de identificación profesional. Conclusión: hay necesidad de adhecion de estrategias del MP en la conducción del trabajo de las enfermeras para generar una imagen positiva de la profesión con la clientela hospitalaria.2015-05-15T00:45:36Z2015-05-15T00:45:36Z2012-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfMARTINELLO, Daniela Faustino Gonçalves et al. Characteristics of personal marketing in the job of nurses in a university hospital: client's perceptions. Jounal of Nursing UFPE On Line, v. 6, n. 10, p. 2447-2454, 2012. Disponível em: <http://www.revista.ufpe.br/revistaenfermagem/index.php/revista/article/view/2982>. Acesso em: 11 maio 2015.1981-8963http://repositorio.furg.br/handle/1/485310.5205/reuol.3111-24934-1-LE.0610201216engMartinello, Daniela Faustino GonçalvesVaghetti, Helena HeidtmannMendes, Daniel PinhoTerra, Alessandra ChavesAlmeida, Jéssica de Cassia Marquesinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da FURG (RI FURG)instname:Universidade Federal do Rio Grande (FURG)instacron:FURG2015-05-15T00:45:36Zoai:repositorio.furg.br:1/4853Repositório InstitucionalPUBhttps://repositorio.furg.br/oai/request || http://200.19.254.174/oai/requestopendoar:2015-05-15T00:45:36Repositório Institucional da FURG (RI FURG) - Universidade Federal do Rio Grande (FURG)false
dc.title.none.fl_str_mv Characteristics of personal marketing in the job of nurses in a university hospital: client's perceptions
Características de marketing pessoal no trabalho de enfermeiros em hospital universitário: percepções de clientes
Características del marketing personal en el trabajo de enfermeras en un hospital universitario: percepción de los clientes
title Characteristics of personal marketing in the job of nurses in a university hospital: client's perceptions
spellingShingle Characteristics of personal marketing in the job of nurses in a university hospital: client's perceptions
Martinello, Daniela Faustino Gonçalves
Marketing
Nurses
Inpatients
Marketing
Enfermeiros
Pacientes internados
Mercadeo
Enfermeros
Pacientes internos
title_short Characteristics of personal marketing in the job of nurses in a university hospital: client's perceptions
title_full Characteristics of personal marketing in the job of nurses in a university hospital: client's perceptions
title_fullStr Characteristics of personal marketing in the job of nurses in a university hospital: client's perceptions
title_full_unstemmed Characteristics of personal marketing in the job of nurses in a university hospital: client's perceptions
title_sort Characteristics of personal marketing in the job of nurses in a university hospital: client's perceptions
author Martinello, Daniela Faustino Gonçalves
author_facet Martinello, Daniela Faustino Gonçalves
Vaghetti, Helena Heidtmann
Mendes, Daniel Pinho
Terra, Alessandra Chaves
Almeida, Jéssica de Cassia Marques
author_role author
author2 Vaghetti, Helena Heidtmann
Mendes, Daniel Pinho
Terra, Alessandra Chaves
Almeida, Jéssica de Cassia Marques
author2_role author
author
author
author
dc.contributor.author.fl_str_mv Martinello, Daniela Faustino Gonçalves
Vaghetti, Helena Heidtmann
Mendes, Daniel Pinho
Terra, Alessandra Chaves
Almeida, Jéssica de Cassia Marques
dc.subject.por.fl_str_mv Marketing
Nurses
Inpatients
Marketing
Enfermeiros
Pacientes internados
Mercadeo
Enfermeros
Pacientes internos
topic Marketing
Nurses
Inpatients
Marketing
Enfermeiros
Pacientes internados
Mercadeo
Enfermeros
Pacientes internos
description 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.
publishDate 2012
dc.date.none.fl_str_mv 2012-10
2015-05-15T00:45:36Z
2015-05-15T00:45:36Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv MARTINELLO, Daniela Faustino Gonçalves et al. Characteristics of personal marketing in the job of nurses in a university hospital: client's perceptions. Jounal of Nursing UFPE On Line, v. 6, n. 10, p. 2447-2454, 2012. Disponível em: <http://www.revista.ufpe.br/revistaenfermagem/index.php/revista/article/view/2982>. Acesso em: 11 maio 2015.
1981-8963
http://repositorio.furg.br/handle/1/4853
10.5205/reuol.3111-24934-1-LE.0610201216
identifier_str_mv MARTINELLO, Daniela Faustino Gonçalves et al. Characteristics of personal marketing in the job of nurses in a university hospital: client's perceptions. Jounal of Nursing UFPE On Line, v. 6, n. 10, p. 2447-2454, 2012. Disponível em: <http://www.revista.ufpe.br/revistaenfermagem/index.php/revista/article/view/2982>. Acesso em: 11 maio 2015.
1981-8963
10.5205/reuol.3111-24934-1-LE.0610201216
url http://repositorio.furg.br/handle/1/4853
dc.language.iso.fl_str_mv eng
language eng
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dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Institucional da FURG (RI FURG)
instname:Universidade Federal do Rio Grande (FURG)
instacron:FURG
instname_str Universidade Federal do Rio Grande (FURG)
instacron_str FURG
institution FURG
reponame_str Repositório Institucional da FURG (RI FURG)
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