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Persuasion is the process of changing our attitude toward something based on some kind of communication. Much of the persuasion we experience comes from outside forces. How do people convince others to change their attitudes, beliefs, and behaviors? What communications do you receive that attempt to persuade you to change your attitudes, beliefs, and behaviors?
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Student Perspectives on Marketing the Podiatry Profession and Course Promotion: A Mixed Methods Study.

Michelle R Kaminski1,2,3, Caroline Robinson4, Glen A Whittaker1

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Declining podiatry student numbers threaten healthcare. Marketing strategies like social media, early exposure, and flexible pathways are key to boosting enrolments and ensuring the profession's future.

Keywords:
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Area of Science:

  • Podiatry Education
  • Health Workforce Development
  • Student Recruitment Strategies

Background:

  • Podiatry faces a workforce crisis due to declining student enrolments in Australia and New Zealand.
  • Limited understanding of the profession among allied health students necessitates targeted marketing.
  • Addressing negative stereotypes and promoting the scope of podiatry practice is crucial.

Purpose of the Study:

  • To explore student perspectives on marketing strategies to increase podiatry student enrolments.
  • To identify effective approaches for enhancing the profession's appeal to prospective students.
  • To inform initiatives aimed at addressing the podiatry workforce shortage.

Main Methods:

  • Convergent mixed methods design involving surveys and online workshops.
  • Participants included podiatry and non-podiatry health, sport, or science students from nine Australian and one New Zealand university.
  • Quantitative data (surveys) and qualitative data (workshops) were analyzed and integrated.

Main Results:

  • Over 40% of podiatry students had initial course concerns, with 34.2% considering leaving.
  • Instagram and Facebook are key social media platforms for career information.
  • Effective marketing themes include enhancing visibility, emphasizing holistic practice, enabling early exposure, and improving pathways.

Conclusions:

  • An evidence-based approach is needed to improve podiatry's visibility and appeal as a career.
  • Strategies should address misconceptions, broaden promotional reach, utilize social media, and reduce barriers.
  • Strengthening enrolments and reducing attrition are vital for the profession's sustainability.