It goes without saying that healthcare marketers’ primary focus is targeting physicians and other healthcare prescribers, yet nurses are all too often overlooked in healthcare marketing strategies.
In an era marked by transformative shifts in healthcare, where patient-centric care, digital advancements, and quality improvement are paramount, nurses have emerged as key players, serving not only as caregivers but as trusted advisors, educators, and patient-facing influencers who can significantly impact treatment decisions and outcomes within healthcare organizations.
Here’s why you should be targeting nurses in your B2B healthcare marketing campaigns:
Nurses Are Essential to the Healthcare Industry
Nursing represents not only the largest healthcare profession—with nearly 5.2 million registered nurses (RNs) nationwide according to the American Association of Colleges of Nursing—but one of the single most important occupations in the field of medicine.
Most healthcare services involve nursing on some level, and RNs are nearly always in high demand, from private practices and public health agencies to healthcare education and research organizations.
It’s also one of the largest segments of the U.S. workforce as well as one fastest-growing in the healthcare industry, with the federal government projecting that more than 203,000 new registered nurse positions will be created each year between 2021 and 2031.
Their importance notwithstanding, nurses have often taken a backseat in many marketing efforts. This may be based on the false assumption that non-prescribing clinicians hold little sway over the decision-making process of industry products.
They are the linchpin of healthcare delivery, tirelessly providing care, advocating for patients, and making crucial decisions on behalf of their patients.
As much of the pharmaceutical market has migrated online, however, the nursing community is emerging as an invaluable resource in helping shape prescribing behavior and treatment decisions.
They Influence Patients & Physicians
Nurses hold uniquely influential positions in healthcare, often collaborating closely with physicians, pharmacists, and other healthcare professionals as well as dealing directly with patients.
Their input is valued in discussions about treatment plans and medication choices, and they bring a holistic perspective to many aspects of patient care, advocating for their preferences and concerns during healthcare discussions.
Many nurses are responsible for administering medications to patients and closely monitoring their responses. Their direct involvement with pharmaceutical products means they have firsthand experience with drug effectiveness, patient reactions, and any side effects. This practical knowledge can inform their feedback to healthcare providers and influence decisions regarding which medications to use.
They are also a highly trusted demographic. No other profession enjoys such universally high regard, both within the medical community, and among the general public. So whether marketing a new pharmaceutical drug, biotechnical equipment, or some other medical products, they are perfectly positioned with direct access to physicians and patients.
It's essential to recognize the profound influence nurses wield within the healthcare ecosystem and harness it to drive success.
They Are More Accessible & Digitally Savvy
Nurses are typically easier to reach than physicians.They are ubiquitous throughout virtually all therapeutic specialties, which coupled with their online and social media habits, can make them more easily accessible than their physician counterparts.
By the very nature of their work, nurses have some proficiency in digital technology and communications to effectively navigate healthcare systems and access patient information. This digital literacy makes them prime candidates for effective digital marketing strategies.
Nurses, like many HCPs, keep up to date with the latest advancements in healthcare technology and treatments, and since they are easier to reach, can be vital to establishing a valuable connection to other HCPs and healthcare facilities.
It’s long past time pharma marketers acknowledged the nursing community as a valuable segment of the HCP market well worth investing in.
Partner With PDQ to Effectively Market to Nurses
We specialize in providing B2B healthcare marketing initiatives to connect you with the right healthcare professionals for your pharmaceutical products and services. Our extensive and well-segmented contact lists grant you access to millions of healthcare professionals, including the ever-expanding community of nurses.
What sets us apart is our ability to craft and deliver impactful, personalized messaging for your HCP audiences across a variety of platforms. Our team of experts understands the nuances of healthcare messaging and can help you deploy content that resonates with all of your target HCPs.