分享智慧

共同成长

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Introduction

吸引个人参与健康相关计划可能具有挑战性，但对于实现预期的计划目标至关重要。正如疾病控制和预防中心和其他卫生服务机构汇编的大量与健康相关的计划所表明的那样，今天的消费者也面临着理解什么样的计划最能满足他们独特需求的挑战。本期社论将讨论护士如何与品牌顾问合作，推进健康相关项目，以满足老年人及其家人的需求。

品牌通常被公司用来推广他们的产品。有一个令人难忘的名字，一个标志，口号/标语，使命和愿景是与品牌相关的。例如，我们通过独特的名称、可识别的嗖的一声标志和口号"照做就是了"来识别耐克耐克的使命是"为世界上每一位运动员带来灵感和创新(https://about.nike.com).像公司一样，个人也给自己打上品牌，以创造一种旨在实现有益职业成果的身份(戈尔巴乔夫等人，2019)。品牌可以展示我们对什么充满热情，我们重视什么，我们擅长什么，我们在哪里领先。例如，Alter(https://alterdementia.com)是一个由护士领导的基于社区的项目，该项目与一家品牌咨询机构合作，因此目前参与了全国合作，并获得了国际认可。该流程包括项目团队和品牌顾问之间的一系列活动和讨论，以阐明项目愿景、价值观和目标；发掘节目的个性；并制定营销和视觉策略。与这些顾问合作产生了一个新的计划名称、徽标、标语和愿景，这启发了一个计划网站、宣传视频和其他相关材料。

公共卫生领域已经欣然接受品牌、营销和其他促销技术，以获得重要的成功格里尔布莱恩特，2005年.品牌开发和激活

are often the defining activities that lead to health-related initiatives succeeding through their attraction of users who would most benefit from their services. In addition, branding can engage organizations that may provide funding and other resources and support to leverage a program's impact and reach. Unlike the field of public health, nursing has not taken advantage of marketing strategies, likely because many nurses may not understand—or be aware of—how to brand their programs. For nursing to expand as a profession and place nurse-led programs and interventions in the hands of those who need them most, nurses should consider incorporating branding and marketing strategies. Purposeful branding can keep the contributions of nursing at the forefront and differentiate our role and impact from other disciplines (Dominiak, 2004;Godsey et al., 2020).

Nurses and the profession as a whole can benefit from transforming research, interventions, and programs into brands.

Table1lists key criteria to consider when selecting a creative partner for brand consultation. These points are significant to a program being recognized and successful; however, the key criterion for most health-related programs will be finding a partner that not only can define the brand in strategy and design but can also bring the brand to life beyond the foundational visual elements. Program leaders are advised to avoid any branding team or individual that looks to jump into creative execution without understanding your organization, your goals, or your audience's mindset. Common descriptors you may seek out would be agencies identifying themselves as graphic design or branding agencies. Traditionally, there are branding agencies and marketing agencies; however, we recommend working with a consultant or agency that specializes in both.

Research, without the inclusion of branding consultants, results in work that is purely subjective, and data-driven creativity is critical when working with a leadership board or key stakeholders who are not accustomed to the creative process. By far, the most valuable information is understanding your end user or potential patient. All too often, brands are created with only the input of health care professionals. You are not your audience, and so this can result in a brand message and tone that can be confusing and off-putting. And in a space where you are dealing with the health and livelihood of an individual, this can be an insurmountable hurdle.

Although branding can help nurses hone in on the unique services of their program and the population they serve, marketing or activating the brand is also essential. Beyond a name, icon, collateral, and a website, today's brands need to be actively engaged in their area of expertise. You cannot set it and forget it. Whether it is a health care professional looking to refer their patient, a partner program looking for someone to work with, or the caregiver looking to find care for the person they support, they want to see an organization that is producing thought leadership and contributing to relevant conversations. Your agency should not only identify these areas of opportunity, but also create materials to get your voice heard and in front of your key audiences.

As nurses, we must acknowledge that everything is a brand. Either you create the brand for your program or it will evolve on its own in unexpected directions. The above branding strategies can be used across various settings, such as research, clinics, and community-based programs. based on our experiences and guidance from experts in brand consultation, we recommend that branding be part of the brainstorming and planning phase for any project. Incorporating branding consultants during this phase is beneficial to the success of a program. Many times, branding is an afterthought for not only nurses but also for other health care professionals. For the health profession to reach and help individuals, we have to be proactive and plan ahead. More specifically, as we dive into research there is a lag from intervention development to real-world applicability. Infusing branding in the early stages of intervention development can lead to efficient intervention development and swifter uptake among end users. Although there are costs associated with branding consultation, we recommend including this expenditure in grant budgets, similar to other consultants (e.g., biostatistician).

Consumers are bombarded by branding every day. In fact, consumers can spend a lot of time filtering and trying to differentiate between programs available to them; often the most attractive and engaging program wins. As the U.S. older adult population expands in the coming years, programs aimed to enhance quality of life for older adults will need to attractively brand their services to ensure up-take within the targeted population. We recommend that nurses brainstorm on identifying their target audience, potential competitors, and collaborators. It is also necessary for nurses embarking on the process to be able to envision their brand and expected outcomes. In summary, as nurses continue to take the lead in advancing programs for older adults, working with branding experts can reap significant benefits and yield greater attraction and interest in programs to facilitate recruitment goals and ultimately better health care outcomes.

全文翻译（仅供参考）

吸引个人参与与健康相关的计划可能具有挑战性，但对于实现预期的计划目标至关重要。正如疾病控制与预防中心和其他卫生服务机构编制的大量与健康相关的举措所表明的那样，今天的消费者在了解哪些项目最能满足他们的独特需求方面也面临挑战。当前的社论将讨论护士如何与品牌顾问合作，推进与健康相关的计划，以满足老年人及其家人的需求。

品牌通常被公司用来推广他们的产品。拥有令人难忘的名称、徽标、口号/标语、使命和愿景与品牌相关。例如，我们通过其独特的名称、可识别的 swoosh 标志和“Just Do It”口号来识别耐克。耐克的使命是“为世界上的每一位运动员带来灵感和创新”（https://about.nike.com）。与公司一样，个人也为自己打造品牌形象，以实现有益的职业成果（Gorbatov 等人，2019 年）。品牌可以展示我们对什么充满热情、我们看重什么、我们擅长什么以及我们在哪里领导。例如，Alter™ (https://alterdementia.com) 是一个由护士主导的社区项目，与品牌咨询机构合作，因此目前正在建立国家合作伙伴关系并获得国际认可。该过程包括项目团队和品牌顾问之间的一系列活动和讨论，以明确项目愿景、价值观和目标；揭示程序的个性；并制定营销和视觉策略。与这些顾问合作产生了一个新的项目名称、标志、标语和愿景，这启发了项目网站、宣传视频和其他相关材料。

公共卫生领域很容易采用品牌、营销和其他促销技术来获得重要的成功（Grier & Bryant, 2005）。品牌发展和激活通常是决定性的活动，这些活动通过吸引最能从他们的服务中受益的用户而导致与健康相关的举措取得成功。此外，品牌推广可以吸引可能提供资金和其他资源和支持的组织，以利用项目的影响和范围。与公共卫生领域不同，护理没有利用营销策略，可能是因为许多护士可能不了解或不知道如何为他们的项目打上烙印。为了让护理成为一种职业，并将由护士主导的项目和干预措施交到最需要的人手中，护士应该考虑整合品牌和营销策略。多米尼克，2004；Godsey 等人，2020 年）。

护士和整个职业都可以从将研究、干预和项目转化为品牌中受益。表1列出了选择创意合作伙伴进行品牌咨询时要考虑的关键标准。这些要点对于项目的认可和成功非常重要；然而，大多数与健康相关的项目的关键标准将是找到一个不仅可以在战略和设计上定义品牌，而且可以使品牌超越基本视觉元素的合作伙伴。建议项目负责人避免在不了解您的组织、目标或受众心态的情况下跳入创意执行的任何品牌推广团队或个人。您可能会寻找的常见描述是自称为平面设计或品牌代理的机构。传统上，有品牌代理和营销代理；但是，我们建议与专门从事这两种工作的顾问或机构合作。

在不包括品牌顾问的情况下，研究会产生纯粹主观的工作，而数据驱动的创造力在与不习惯创作过程的领导委员会或主要利益相关者合作时至关重要。到目前为止，最有价值的信息是了解您的最终用户或潜在患者。很多时候，只有医疗保健专业人员的投入才能创建品牌。您不是您的听众，因此这可能会导致品牌信息和语气令人困惑和令人反感。在您处理个人健康和生计的空间中，这可能是一个不可逾越的障碍。

尽管品牌塑造可以帮助护士专注于他们项目的独特服务和他们所服务的人群，但营销或激活品牌也是必不可少的。除了名称、图标、宣传资料和网站之外，当今的品牌还需要积极参与其专业领域。你不能设置它并忘记它。无论是希望转诊患者的医疗保健专业人员、寻找合作伙伴的合作伙伴计划，还是希望为他们所支持的人寻找护理的护理人员，他们都希望看到一个组织能够产生思想领导力并为相关对话。您的代理机构不仅应该确定这些机会领域，还应该创建材料以让您的声音在您的主要受众面前被听到。

作为护士，我们必须承认一切都是品牌。要么你为你的项目创建品牌，要么它会自行朝着意想不到的方向发展。上述品牌战略可用于各种环境，例如研究、诊所和基于社区的项目。根据我们在品牌咨询方面的经验和专家的指导，我们建议将品牌推广作为任何项目的头脑风暴和规划阶段的一部分。在这个阶段加入品牌顾问有利于项目的成功。很多时候，品牌塑造不仅是护士的事后想法，也是其他医疗保健专业人员的事后想法。为了使卫生专业能够接触和帮助个人，我们必须积极主动并提前计划。进一步来说，当我们深入研究时，从干预开发到现实世界的适用性存在滞后。在干预开发的早期阶段注入品牌可以导致有效的干预开发和最终用户更快地接受。尽管与品牌咨询相关的成本，我们建议将此支出包括在赠款预算中，类似于其他顾问（例如，生物统计学家）。

消费者每天都被品牌轰炸。事实上，消费者可以花费大量时间过滤并尝试区分他们可用的程序。通常最有吸引力和最吸引人的节目会获胜。随着美国老年人口在未来几年内不断扩大，旨在提高老年人生活质量的计划将需要对其服务进行有吸引力的品牌化，以确保目标人群的接受度。我们建议护士集思广益，以确定他们的目标受众、潜在竞争对手和合作者。开始这一过程的护士也有必要能够设想他们的品牌和预期结果。

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