Image is more than a uniform: the promise of assurance.
OBJECTIVE
The purpose of this qualitative study was to explore the meaning of the phrase "image of the nurse" in the context of the desired brand experience of assurance.


BACKGROUND
A brand is a promise that lives in the minds of consumers. Nurses play a key role in delivering on the brand promise of a hospital.


METHODS
Using focus groups, the authors applied a deductive approach to generate data. Discussion transcripts were analyzed by establishing codes and identifying themes.


RESULTS
The most frequent comment from participants was that for nurses to communicate assurance, they must 1st be clean, well groomed, and understated in overall appearance. Nurse behaviors that reassure patients include being present with patients, helping patients know what to expect, and demonstrating a consistent team approach.


CONCLUSIONS
Overall appearance and behaviors define the image of nurses and contribute significantly to the brand of assurance.
Author Affiliations: Nurse Ethicist (Dr Wocial), Nursing Senior Marketing Coordinator (Ms Sego), Director of Market Research (Ms Rager), Nursing Project Coordinator (Ms Laubersheimer), Executive Vice President and Chief Nursing Executive (Dr Everett), Indiana University Health, Indianapolis.
Lucia D
LD
Wocial
Kelly
K
Sego
Carrie
C
Rager
Shellee
S
Laubersheimer
Linda Q
LQ
Everett
D000328:Adult; D001294:Attitude to Health; D003020:Clothing; D003142:Communication; D005260:Female; D017144:Focus Groups; D006801:Humans; D006920:Hygiene; D008297:Male; D008875:Middle Aged; D009723:Nurse-Patient Relations; D009726:Nurses / Q000523:psychology; D036301:Qualitative Research; D011787:Quality of Health Care; D055815:Young Adult