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Building Interest in a PharmD Program Through Strategic Advertising and Outreach Efforts.

Jeanne E Frenzel1, Brooke Suttles1, Lisa M Richter1

  • 1North Dakota State University, College of Health and Human Sciences, Fargo, ND, USA.

American Journal of Pharmaceutical Education
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Summary
This summary is machine-generated.

A targeted recruitment initiative boosted pharmacy program interest and website traffic, with digital ads proving more effective and cost-efficient than print. Multimodal strategies are key for attracting future pharmacy students.

Keywords:
Digital advertisement, print advertisementPharmacist outreachProspective student recruitmentQR codeWebsite analytics

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Area of Science:

  • Pharmacy education
  • Higher education recruitment
  • Health professions outreach

Background:

  • Increasing interest in Doctor of Pharmacy programs is crucial for meeting future healthcare needs.
  • Targeted recruitment strategies are essential for attracting diverse student populations to pharmacy careers.

Purpose of the Study:

  • To design and evaluate a recruitment initiative aimed at increasing interest in a Doctor of Pharmacy program.
  • To assess the effectiveness of targeted outreach among high school, undergraduate, and general public audiences.

Main Methods:

  • A recruitment initiative utilized print and digital advertisements with QR codes for engagement tracking.
  • Two arms targeted undergraduate students (Arm 1) and high school/general public (Arm 2).
  • Hands-on workshops and information sessions were offered to undergraduate students.

Main Results:

  • Website traffic to the School of Pharmacy landing page significantly increased following the October campaign.
  • Digital advertisements demonstrated higher engagement and lower costs compared to print advertisements.
  • Admissions for the Doctor of Pharmacy program saw a modest increase from 50 to 55 students post-initiative.

Conclusions:

  • The recruitment initiative successfully increased website traffic and engagement.
  • Digital advertising is a more effective and economical recruitment tool than print.
  • A combination of recruitment strategies is necessary for effectively attracting prospective pharmacy students.