Source: Ching Sheng Chang & Hae Ching Chang, Journal of Advanced Nursing, Volume 65 no. 1, January 2009
From the abstract:
The role of nurses in healthcare treatment is expanding, and becoming more important as time progresses. Therefore, the primary concern of business of health care is to use internal marketing strategies effectively to enhance and develop nurses’ organizational commitment and reduce turnover to promote competitive advantages for the organization.
Hospital managers need to recognize the importance of internal marketing for staff retention and the survival of their organizations as competitive pressure increases. As a great deal of time and costs are involved in educating nurses, the best way to retain outstanding nurses and reduce turnover costs and personnel problems is for employers to understand the needs and expectations of their nursing staff.