The role of Advanced Practice Nursing (APN) has changed dramatically in recent years. Currently, healthcare in the United States is focused on providing cost-effective healthcare to all patients. Over the past several decades, there have been numerous efforts in the United States to control health care spending. One such effort is to focus on applying proven principles of evidence-based practice and cost-effectiveness to find the least expensive way to produce a specific clinical service. of acceptable quality (Bauer, 2010). Vast changes in the healthcare system, such as cost, the need for high productivity, reimbursement limitations and insufficient access, have led APNs to think about how best to provide independent care to children and adults of all ages while focusing on providing high-quality, preventative health care services. APNs primarily focus on patient education, disease management, treatment, disease prevention, and health promotion. There is strong support within the education sector for the essential role of advanced practitioners. Nurse practitioners are highly trained nurses with an increased level of authority to prescribe medications, refer patients, and order diagnostic tests (ICN Nurse Practitioner/Advanced Practice Nursing Network 2013). Researchers have predicted that by 2015, primary care will be provided by providers other than physicians, including nurse practitioners (NPs) (Poghosyan, Lucero, Rauch, & Berkowitz, 2012). Urinary incontinence (UI) is a common medical problem in the United States Health Agency. Healthcare Research and Quality (AHRQ) estimates that about 25 percent of middle-aged and postmenopausal women and about 75 percent of older women living in nursing homes experience some form of urinary incontinence... ... middle of article ...... public . Nurse practitioners were able to attract a good number of participants to the urinary continence screening and awareness day through advertising on the hospital website, in newspapers and in pamphlets provided to community establishments, such as as well as other facilities linked to the North West Community Hospital, libraries and other community centers. Word of mouth would be another way to promote the service. ConclusionMarketing is a continuous process. NPs should review the marketing plan often to ensure that the UI service is compatible and capable of providing all the services the clinic was intended to provide in a cost-effective and quality manner. Starting an independent clinic would be a challenge for the novice NP; but with good partnership, careful implementation of the plan, frequent evaluation of services and commitment, it could be a satisfying and rewarding effort..