Know your customer: a study of commencing health information management students

First year students commencing the health information management course at the University of Sydney between 1995 and 1997 were surveyed to determine how and why they chose to study health information management and also to collect information about their educational background. Results show that most students first became aware of the course by reading the University Admission Centre guide. The most frequently cited reasons for choosing to study health information management were career opportunities, the desire to work in the health arena and the diversity of subjects studied. Students reported an interest in management and research careers. The implications of the results for marketing and education approaches are discussed.