Impact of a recruitment campaign on students’ applications o medical school

Abstract

Objective. Medical schools might benefit if they have information about the activities that may help them to increase the number of applicants with superior academic qualifications.
Methods. The study was carried out at the Split University School of Medicine, Croatia. Medical school applicants were surveyed in 2007 and 2009. Promotional activities consisted of presentations on medical education covering six general high-schools in 2008, and a presentation on regional television, aired in 2008 and 2009 shortly before the admission term.
Results. The survey response rate was 79% (299/379). The number of applicants in 2009 increased by 37% and the percentage of applicants from general high schools increased by 10%, in relation to 2007. The percentage of students with the best grades in all four years of high school was 42% in the both surveys. Presumed quality was a major influencing factor for choosing Split University Medical School. However, the medical school in the Croatian capital remained the first choice for students. Only a few applicants stated that the medical schools’ promotional campaigns influenced their decision about where to study; 9.7% and 1.5%, respectively.
Conclusion. Presentations in elected general high schools and a television campaign should be further explored as possible activities that regional schools may use to recruit potential applicants.