通过战略广告和推广努力建立对药学博士项目的兴趣

IF 3.8 4区教育学 Q1 EDUCATION, SCIENTIFIC DISCIPLINES

American Journal of Pharmaceutical Education Pub Date : 2025-05-01 DOI:10.1016/j.ajpe.2025.101409

Jeanne E. Frenzel, Brooke Suttles, Lisa M. Richter

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引用次数: 0

摘要

目的设计和评估一个有针对性的招聘和推广计划，以增加高中学生、本科生和公众对药学博士项目的兴趣。方法分别于2023年10月和2024年4月开展招募和外展活动。该项目有两个研究部门。第一组针对的是本科生，第二组针对的是高中生和普通大众。双方都使用印刷和数字广告来促进制药事业和中西部大学的药学博士项目。所有广告都使用快速响应代码来跟踪用户粘性。此外，本署亦为本科生提供实践工作坊及资讯讲座，以鼓励他们对药学的兴趣。结果独立检验比较了药学院登陆页面在10月和4月广告活动前后每个月的访问量。从统计上看，9月至10月、10月至11月的观点存在显著差异。3月和4月、4月和5月的观点没有统计学上的显著差异。药学院专业项目招生人数从2023-2024年的50人增加到2024-2025年学习期后的55人。结论招聘和推广活动增加了网站流量。数字广告比平面广告更吸引人，而且成本更低。多模式的策略是必要的招收未来的药学学生。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

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

Objective

To design and assess a targeted recruitment and outreach initiative to increase interest in a doctor of pharmacy program among high school students, undergraduate students, and the general public.

Methods

A recruitment and outreach initiative was deployed in October 2023 and April 2024. The program had 2 research arms. Arm 1 targeted undergraduate students, and arm 2 targeted high school students and the general public. Both arms used print and digital advertisements to promote careers in pharmacy and a Doctor of Pharmacy program at a Midwest University. All advertisements used quick response codes to track engagement. In addition, hands-on workshops and information sessions were offered to undergraduate students to encourage interest in pharmacy.

Results

Independent t tests compared the number of views the School of Pharmacy landing page received each month before and after the October and April advertisement campaigns. A statistically significant difference in views was found between September and October, as well as between October and November. There was no statistically significant difference in views between March and April or between April and May. School of Pharmacy professional program admissions increased from 50 students in 2023–2024 to 55 students after the study period in 2024–2025.

Conclusion

A recruitment and outreach initiative increased website traffic. Digital advertisements produced more engagement and were less expensive than print advertisements. Multimodal strategies are necessary to recruit prospective pharmacy students.

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来源期刊

American Journal of Pharmaceutical Education 医学-学科教育

CiteScore

4.30

自引率

15.20%

发文量

114

期刊介绍： The Journal accepts unsolicited manuscripts that have not been published and are not under consideration for publication elsewhere. The Journal only considers material related to pharmaceutical education for publication. Authors must prepare manuscripts to conform to the Journal style (Author Instructions). All manuscripts are subject to peer review and approval by the editor prior to acceptance for publication. Reviewers are assigned by the editor with the advice of the editorial board as needed. Manuscripts are submitted and processed online (Submit a Manuscript) using Editorial Manager, an online manuscript tracking system that facilitates communication between the editorial office, editor, associate editors, reviewers, and authors. After a manuscript is accepted, it is scheduled for publication in an upcoming issue of the Journal. All manuscripts are formatted and copyedited, and returned to the author for review and approval of the changes. Approximately 2 weeks prior to publication, the author receives an electronic proof of the article for final review and approval. Authors are not assessed page charges for publication.