Rebranding nursing

Nurses constitute the largest group of health professionals, they possess a diverse skill set and continue to be highly sought after in various settings, including hospitals and acute care, schools, primary care, public health, academia, policy and research. In recent years, the healthcare landscape has undergone significant transformations, influenced by technological advances, evolving patient expectations and a global focus on health crises. With these changes, the nursing profession is experiencing a decisive moment: the need for rebranding. Rebranding nursing is not merely about altering public perception but involves redefining roles, enhancing visibility and embracing innovation to meet contemporary healthcare demands.

Nursing, historically viewed through the lens of traditional roles, has often been undervalued. The portrayal of nurses as mere assistants to doctors, rather than as autonomous professionals with a unique and essential skill set, has doggedly persisted – undermining the extensive education, expertise and responsibilities that contemporary nurses embody.

The COVID-19 pandemic highlighted the vital role of nurses, showcasing resilience, adaptability and their essential contributions to patient care. Despite this, most people still do not fully understand the role of nursing – including many organisations that employ nurses. There is a pressing need for strategic initiatives to redefine nursing's brand image. Such efforts must address the disparity between the current portrayal of nursing and its multifaceted scope, encompassing clinical expertise, leadership and advocacy.