Who is in hospital nursing leadership?
Also called: Nursing Leadership Targeting, CNO, chief nursing officer, nurse managers
Nursing leadership is the group that runs nursing in a hospital or health system: the chief nursing officer (CNO) or chief nurse executive, directors of nursing, and nurse managers who lead individual units.
Why it matters for healthcare sales and marketing
Nurses are the largest group of hospital clinicians and use most bedside products and workflow tools. Nursing leaders influence or decide on staffing tools, patient monitoring, supplies, documentation and education, and their support often decides whether a product is adopted.
How it works
- CNO or chief nurse executive: sets nursing strategy, staffing models and practice standards; part of the C-suite.
- Directors of nursing: lead service lines or departments.
- Nurse managers: run units day to day and feel workflow problems first.
- Specialty nurse leaders: wound care, infection prevention, education and informatics.
Example
Illustrative scenario. A company selling nurse scheduling software targets CNOs with a staffing cost message and nurse managers with a message about time saved on schedules each week. Nurse managers' interest gives the CNO evidence of demand from the units.
Common mistakes
- Skipping nurse managers. They feel the problem and influence the CNO.
- Ignoring nursing in IT purchases. Documentation and workflow tools need nursing buy-in.
- One message for all levels. Executives and unit managers care about different things.
Related terms
Put it to work
- Nurses email list: nurses and nurse leaders
- Hospital C-suite lists: CEOs, CFOs, CIOs, CMOs and other executives
- Mapping the hospital buying committee (ebook): who to reach, and in what order