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Global comparison of professional positioning by pharmacy programs towards prospective students
Kyle John Wilby1, Daniel C Rainkie2
1School of Pharmacy, University of Otago, PO Box 54, Dunedin, 9054, New Zealand.
Research in Social & Administrative Pharmacy : RSAP
|March 9, 2020
Summary
Pharmacy programs attract students by highlighting pharmacists as health experts and evolving care providers. Recruitment materials use similar themes but vary in strategies to engage prospective students.
Area of Science:
- Pharmacy Education
- Higher Education Marketing
Background:
- Attracting capable students to pharmacy programs is crucial for the profession's future.
- Student perception of a pharmacy career is influenced by program recruitment materials.
Purpose of the Study:
- To analyze how top-ranked pharmacy programs position the profession on their websites.
- To compare the use of speech acts in positioning statements across countries.
Main Methods:
- Qualitative thematic analysis of online recruitment materials.
- Examined top 2 English-speaking pharmacy programs from Australia, Canada, New Zealand, UK, and US (2018 QS rankings).
Main Results:
- Identified three key positioning themes: pharmacists as health professionals/medicines experts, evolving role as care providers, and career diversity.
- Programs utilized questions, statistics, and targeted language to engage prospective students.
Conclusions:
- Pharmacy programs share common themes in professional positioning but employ diverse communication strategies.
- Findings suggest implications for enhancing prospective student interest in pharmacy careers.
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