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The effects of video advertising on physician recruitment to a family practice residency program
D M Barclay1, V Lugo, J Mednick
1Department of Family Medicine, University of Maryland Medical School, Baltimore.
Background:
The number of medical students entering family practice residencies has been decreasing in recent years. In an effort to increase this number, many family practice residencies send videos describing their programs to prospective applicants. This study was designed to evaluate the effects of video advertising on resident recruitment.
Methods:
In the fall of 1992, a short promotional video was produced to highlight many aspects of the University of Maryland Family Practice Residency Program. The video was sent to half of all persons who applied to the program.
Results:
Of the 248 inquiries, 120 (48%) received the video. Of these, 35 (29%) completed the application compared with 69 (54%) who received routine materials only. Applicants who did not receive the video were 2.86 times more likely (95% confidence interval 1.6-5.0) to apply to our program (P < 0.0001). None of the applicants who received the video matched with the program (P < 0.005).
Conclusion:
Residency recruitment videos may have a negative impact on residency recruitment.
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