Does Social Media Have a Role in the Decision to Matriculate Into a Physician Assistant Program?

Introduction: This study examined how social media content from physician assistant (PA) programs influences students' attitudes and decisions regarding matriculation.

Methods: A 16-question anonymous survey was distributed via email to PA programs across the United States. Contact information from PA program Web sites was used to email faculty, encouraging distribution to PA students and recent graduates who matriculated between January 2021 and January 2024. The survey aimed to understand PA student demographics, social media usage patterns, and their influence on program matriculation decisions.

Results: A total of 374 PA students from 28 programs (11% of all programs) completed the survey, with an average age of 25.7 years. Social media played a minor role in students' enrollment decisions. Top factors were accreditation status, location and cost of living, and first-time Physician Assistant National Certifying Examination pass rate. While 51% were aware of their program's social media presence, over 75% reported it was "not at all important" in their decision. However, 366 students used social media at least 3 times a week, with Instagram, Facebook, and TikTok being the most visited platforms. The most impactful posts were "Day in the Life of a PA student" videos, clinical year curriculum, and classroom technology, while posts about preceptors and faculty were least impactful.

Discussion: Despite frequent social media use, 78% of respondents indicated social media presence had little to no impact on their program choice. However, targeted social media posts, such as "A Day in the Life of a PA Student" could impact their decision-making process.