Professional Development and Labor Market Research 

Professional Development and Labor Market Research 

Objective: 

MN501-4: Develop a marketing plan for the advanced practice nurse that incorporates the competencies of advanced practice nursing.

Background & Introduction:

MSN-prepared nurses must be prepared to market themselves to others so that the key characteristics and contributions of their expertise and the role are recognized and valued in the healthcare environment. However, prior to doing so, it’s important to understand the true labor market information and the employers that are of most interest to them. Furthermore, you need to be aware of all of the tools and resources available to you once you begin the job search, but more importantly, be knowledgeable of the strengths and barriers that may come into play as you prepare to advance your career.

As you navigate through your program, it is never too early to begin researching what the job market looks like in your area, as well as what credentials and licenses you may need to advance within your chosen field in the future.

The purpose of this assignment is to help you feel more prepared as you begin to think about your future career and the path that you are hoping to take. First, develop a job search strategy for your chosen advanced nursing practice role. You will educate your audience on the value you bring to the healthcare team and the opportunities which exist in your chosen labor market and profession.

Directions:

1. Examine the advanced nursing practice role for which you are being prepared (NP, Executive Leader, or Nurse Educator) and briefly describe the role including the history of the role, education and certifications required or preferred by employers (i.e. DEA License), and major functions of this role.
2. For your selected advanced nursing practice role, please locate, research and include the following information in your PowerPoint as well:
   • Projected Job Growth in state
   • Average Salary Range
   • Similar Job Titles
   • 5 Employers who are hiring these roles in your area
3. Resources to utilize (not limited to):
   • Assessment Walk-Through Video
   • Purdue Global – Holland Code Assessment
   • O*Net Online – Find Careers
   • BLS Occupational Opportunity Handbook
   • CareerNetwork
   • Google Map Search
   • CareerBuilder
   • Indeed
4. Create a marketing plan to support your value to the healthcare team. You will need to look at the literature beyond nursing. Address each of the 4Ps to market your advanced nursing practice role.
5. Investigate at least two of the Central and Core Competencies (i.e., Direct Clinical Practice, Guidance and Coaching, Consultation, Evidence-based Practice, Leadership, Collaboration, Ethical Decision Making) described in Hamric’s Integrative Model of Advanced Practice Nursing and how these competencies can influence and advance healthcare.

The paper should be 7 pages in length and in 7th edition APA format (I have at least 4 or 5 full pages of information).

Please view the Career Services Skill Market video to provide a better understanding of how to market yourself for your new career.

I started an outline based on the requirements above. Some is completed, but most needs some love and help. The advanced nursing practice I am going to become is a Certified Registered Nurse Anesthetist and I am located in Minneapolis, Minnesota. 

Introduction

Understand the true labor market information prior to applying to jobs to be prepared to market themself so their key characteristics, contributions, and expertise are highlighted (to bring value to them).

The advanced practice nurse should be aware of the resources and tools when job searching and also know their strengths, weaknesses, and potential barriers when advancing their nursing career.

The nurse should be aware of credentials, licenses, and learning and leadership opportunities that will facilitate career advancement.

First, develop a job search strategy for your chosen advanced nursing practice role.

Educate your audience on the value you bring to the healthcare team.

Educate your audience about opportunities that exist in your chosen labor market and profession.

 Directions:

1. Examine the CRNA:
   1. Briefly describe the role:

1. 1. 1. REWORD: The CRNA is an advanced practice Registered Nurse that has been administering anesthesia and pain management services for more than 150 years (Tracy & O’Grady, 2019). The CRNA evaluates the patient to determine if they are candidates for anesthesia services to ensure safety, administer and maintain anesthesia, and care for the patient peri and post-anesthesia (Tracy & O’Grady, 2019). The graduate student nurse is pursuing the path of the CRNA, an advanced practice nursing provider, emphasizing managing cardiac patients. They currently need a Doctorate of Nursing Practice (DNP) or a Doctorate of Nurse Anesthesia Practice (DNAP) (Tracy & O’Grady, 2019). The DNAP degree specializes in anesthesia through the Council on Accreditation of Nurse Anesthesia Educational Programs (COA). The DNAP degree is equivalent to the DNP but contains courses on anesthesia and safe anesthesia practice (Tracy & O’Grady, 2019).
   2. Major functions of this role:

• .

1. 1. History of the role:

• . Over 150 years long

1. 1. Education:

• .

1. 1. Certifications required or preferred by employers (i.e. DEA License):

• .

2. For the CRNA, describe:

1. 1. Projected job growth in Minnesota:

1. The occupation is projected to grow by 14% between 2019 and 2029 https://www.bls.gov/ooh/healthcare/nurse-anesthetists-nurse-midwives-and-nurse-practitioners.htm#tab-6
2. HIGH job growth and outlook resulting from increase healthcare services demand  https://www.bls.gov/ooh/healthcare/nurse-anesthetists-nurse-midwives-and-nurse-practitioners.htm#tab-6

1. 1. Average salary range

• . Starting: $148, 248 annually in Minnesota or $71.27 per hour https://www.ziprecruiter.com/Salaries/What-Is-the-Average-Entry-Level-CRNA-Salary-by-State

1. Average: $200,717 average annually in Minnesota and is in the top 10 (out of the 50 states) https://www.ziprecruiter.com/Salaries/CRNA-Salary–in-Minnesota#:~:text=While%20ZipRecruiter%20is%20seeing%20salaries,making%20%24251%2C350%20annually%20in%20Minnesota.
2. Average CRNA annual salary in Minneapolis, $209, 927, slightly higher than the state average https://www.ziprecruiter.com/Salaries/CRNA-Salary–in-Minnesota#:~:text=While%20ZipRecruiter%20is%20seeing%20salaries,making%20%24251%2C350%20annually%20in%20Minnesota.

1. 1. Similar job titles:

• . Anesthesiologists, MD, medical license. Though the CRNA has certification and licensure, they work under the anesthesiologist’s supervision and expertise (the source is below). In most facilities in Minnesota, the anesthesiologist manages a team of around four CRNAs and is required to be present during induction and termination of anesthesia services and to aid in complicated cases (the source is below). Regardless if the anesthesiologist or CRNA is providing the anesthesia, pain, or airway management services, patient outcomes, risks, and complications report very similar rates, indicating safe and competent care (this is the source → https://www.aana.com/docs/default-source/marketing-aana-com-web-documents-(all)/crnas-we-are-the-answer.pdf?sfvrsn=b310d913_4

1. Anesthesia assistant

1. 1. 1. 1. The anesthesia assistant attends an accredited program that specializes in anesthesia through the Commission on Accreditation of Allied Health Education (CAAHEP) and obtain a Master’s degree (the source is below). The certification through the National Commission for Certification of Anesthesiologist Assistants (NCCAA) is not recognized in Minnesota; they only practice in sixteen of the states (this is the source → https://www.aana.com/docs/default-source/marketing-aana-com-web-documents-(all)/crnas-we-are-the-answer.pdf?sfvrsn=b310d913_4
         2. Work under an anesthesiologist
   2. 5 Employers who are hiring these roles in your area (through Indeed):

• . 1: Regions Hospital in Saint Paul, Minnesota. https://www.indeed.com/viewjob?jk=4c9642484aefbb40&tk=1f0j8o5giu3po801&from=serp&vjs=3

1. 2: Children’s Hospital in Minneapolis, Minnesota https://www.indeed.com/viewjob?jk=d5ac44b195722f34&tk=1f0j8o5giu3po801&from=serp&vjs=3
2. 3: Hennepin County Medical Center, a level 1 trauma center, in Minneapolis, Minnesota. https://www.indeed.com/viewjob?jk=efac03c6787fcb7d&tk=1f0j8o5giu3po801&from=serp&vjs=3

• 4: Fairview Southdale at Edina (10-15 minutes South of Minneapolis), University of Minnesota Children’s, and University of Minnesota East Bank Hospital campuses. https://www.indeed.com/viewjob?jk=adb8fa982081a385&q=certified+registered+nurse+anesthetist&l=55431&tk=1f0j8o5giu3po801&from=web&vjs=3

1. 5: North Memorial Hospital in Maple Grove, Minnesota.

1. 1.  Networking: “Professional networking through membership in local, state, and national organizations is of great benefit to advanced practice nurses seeking employment or to build a business. All nurses and advanced practice nurses can belong to the American Nurse Association.”

3. Resources to utilize (not limited to):
4. Assessment Walk-Through Video
5. Purdue Global – Holland Code Assessment
6. O*Net Online – Find Careers
7. BLS Occupational Opportunity Handbook
8. CareerNetwork
9. Google Map Search
10. CareerBuilder
11. Indeed

4. Create a marketing plan to support your value to the healthcare team. You will need to look at the literature beyond nursing. Address each of the 4Ps to market your advanced nursing practice role.

The Four P’s of Marketing 

In today’s competitive job market, the key to career advancement is having knowledge on the current job market, creating a marketing plan, gaining valuable skills, and self-marketing as it aids in the preparation and in you standing out to employers when applying to job opportunities (Tracy & O’Grady, 2019). Skill marketing is the action of the nurse selling themself to the hiring agent and is adapted to each employment opportunity you apply for (Tracy & O’Grady, 2019).

Skill marketing encompasses the application position and your qualified skills of education, internships, shadowing, clinical rotations in clinical, hospitals, and academic hospitals, work experience (hard and soft skills), participation in non-profits, nursing associations, and professional nursing organizations. As a new graduate APN, one does not have industry experience as a CRNA, while in school, they can prepare ahead of time to volunteer or shadow in the desired population they would like to serve. Volunteering can expand your network for jobs and give you knowledge into the population and role (Tracy & O’ Grady, 2019).

2 paragraphs in Cover Letter

Reword and summarize this: “As an advanced practice nurse, marketing means the sales of the skills, knowledge, and competencies acquired in the advanced practice nursing program. It is, therefore, imperative for APRN graduates to be able to stand in interviews and market the unique skill set that distinguishes him or her from other healthcare disciplines and clinicians (Tracy & O’Grady, 2019). APN in most time, maybe hesitant in marketing themselves because of the American Nurses Association’s ethical codes that guide nursing practice. The four p’s of marketing is also called the marketing mix. The four p’s of marketing include the product, the price, the place, and promotion.”

What are the four Ps of marketing?

In marketing, the first ‘P’ is the product, which is the advanced practice registered nurse (APRN) who provides a nurse-driven high-level of care. (Services like basic nursing skills, assessment, education, pain management, intubation, airway and anesthesia management, and acquired competencies). The CRNA gives a unique product of advanced nursing because of the specialized residency anesthesia training they partake in (Tracy & O’Grady, 2019).

“For the product or services to enjoy patronage from the members of the public, the skill set and the competencies of the APRN must be able to fulfill the intended purpose of the product. In other words, it must satisfy the consumers of the services.”

The advanced practice is the product and should sell and promote themself in a professional way.

What features, attributes, characteristics do you have? Licensure, certification, enthusiasm? No work experience.

More marketable and competitive within the job market as it shows dedication and competent knowledge in the specialty (source, x). Certifications will expedite upward career mobility.

BLS, ALS, Wound care certification, cardiovascular patient care certification,

The second ‘P’ “is the price for the product or services. It is the amount to be paid by patients to be seen by the APRN. In other words, the consultation fee per services of the APRN. The price could vary from place to place, and from one APRN to the others. The price may also depend on the locations and the cost of living in the area of practice of the APRN.”

Most places have a base starting pay that there isn’t much to negotiate with.

“Price: Changes in the health insurance and the laws can affect how people seek preventative or emergency care (source, x). So price, although it is one of the marketing elements, is controlled by insurance companies because most medical practices participate in health insurance plans (source, x). APNS are also viewed as cost-effective because their focus is on preventative (Tracy & O’Grady, 2019).”

The third ‘P’ is the place where the services of the APRN could be accessed or purchased. According to Becker et al., 2018, the place of marketing explores where the consumer prefers to receive the service.

Who do I want to serve? Academic center or serve the underserved? Rural, metro? Pain management? Local hospital?

“Placement: The location of the service should be carefully analyzed to allow ease of access and the effort to reach it (source, x). Also looking at demographics and population versus provider availability. This could help the practice in determining proper location for services rendered (source, x).”

The fourth ‘P’ is a marketing promotion. For the APRN, the curriculum vitae and the resume are means of promoting the services of the MSN prepared nurse. While the curriculum vitae gives a detailed overview of the APRN skills and competencies, experience, and accomplishments, the resume focuses on a particular job at a point in time.

Networking LinkedIn. Classmates, professors.

Reword: “Professional networking through membership in local, state, and national organizations is of great benefit to advanced practice nurses seeking employment or to build a business. All nurses and advanced practice nurses can belong to the American Nurse Association.”

Resume: no more than 2 pages, plus scholarly or professional nursing organization that you belong to. (please add more to the resume and CV part to better compare and contrast them).

Name, contact information, professional summary (objective), education (list degrees, certifications), work experience, scholarly or professional memberships.

Don’t list every job, just relevant ones to the position. Don’t have too much detail.

A cover letter accompanies a resume

Curriculum Vitae (CV): used in academia, research, fellowships, or grants. A more detailed overview and includes your career and education accomplishments. (New graduate nurse may only be 2 pages, experienced nurse may be 10 pages).

Name, contact information, areas of academic and/or professional interest, education, grants, honors, awards, publications, presentations, work experience, scholarly or professional memberships, references.

Most recent experience first, chronologically.

Cover letter, make it personal to the institution. Look on their website, research them.

References on a separate piece of paper.

Promotion in marketing is the education of the public and potential employers to the knowledge and skills of the APRN (Hamric et al., 2014).

Application of marketing to advanced practice roles

Reword: “The four Ps of marketing applies to the advanced practice roles in the sense that the MSN prepared nurse is expected to sell himself or herself to the public the unique skills of the APRN. The public in this context includes the patients who want to consume healthcare services and the potential employers who wish to employ the services of the APRN with the intention of reselling it to the general consumers of healthcare in a particular community.”

Marketing and cost-effective care

Reword: “Marketing could promote cost-effective care in the sense that in a near-perfect market situation, the patients know the price for a specific service and can go for the most cost-effective service in the community provided quality is not compromised. If all the products and services are marketed, it would be challenging to charge exorbitant prices for services that are the same in the community from the prices of other providers, except product differentiation is employed to make the services more unique and differentiated.”

Conclusively, the CRNA needs to market themselves to healthcare hiring personnel and can utilize skill marketing and the four P’s to emphasize the correlation of what the employer is searching in the market for and what you offer to match the demands.

5. Investigate 2+ of the Central and Core Competencies described in Hamric’s Integrative Model of Advanced Practice Nursing

1. 1. Examples:

1. Direct Clinical Practice:

1. 1. 1. 1. How does this competency influence and advance healthcare?

1. Guidance and Coaching

1. 1. 1. 1. How does this competency influence and advance healthcare?

• Consultation

1. 1. 1. 1. How does this competency influence and advance healthcare?

1. Evidence-based Practice

1. 1. 1. 1. How does this competency influence and advance healthcare?

1. Leadership

1. 1. 1. 1. How does this competency influence and advance healthcare?

1. Collaboration

1. 1. 1. 1. How does this competency influence and advance healthcare?

• Ethical Decision Making

1. 1. 1. 1. How does this competency influence and advance healthcare?

References

References

Tracy, M. F., & O’Grady, E. T. (2019). Advanced practice nursing: An integrative approach (5th ed.). Elsevier.

Becker, S. J., Helseth, S. A., Frank, H. E., Escobar, K. I., & Weeks, B. J. (2018). Parent preferences and experiences with psychological treatment: Results from a direct-to-consumer survey using the marketing mix framework. Professional Psychology: Research and Practice, 49(2), 167–176. https://doi.org/10.1037/pro0000186 

Suggested references: 

Journal Readings:

•         Borden, N. H. (1984). The concept of the marketing mix. Journal of Advertising Research, 24(4), 7–12. Retrieved from https://search-ebscohost-com.libauth.purdueglobal.edu/login.aspx?direct=true&db=bth&AN=6630137&site=eds-live

•         Dubey, J. (2017). Patanjali: Unique brand building and 4Ps. IUP Journal of Brand Management, 14(3), 45. Retrieved from https://search-ebscohost-com.libauth.purdueglobal.edu/login.aspx?direct=true&db=edb&AN=125774556&site=eds-live

Websites:  

Please view the Career Services Skill Market video to provide a better understanding of how to market yourself for your new career.

Career Services Partnership

Perfecting Your Resume – Enhanced Resumes and CVs

The Nursing Job Market 

Repositioning — What It Takes to Change Careers

Professionalism in the Workplace

Industry Specific Certifications and Why They Are Important

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