Marketing Medical Education: An Examination of Recruitment Web Sites for Traditional and Combined-Degree M.D. Programs

ABSTRACT

The Internet has the potential to reshape college recruiting; however, little research has been done to see the impact of the Internet on marketing graduate programs, including medical schools. This paper explores the Web sites of 20 different medical schools, including traditional four-year and bachelor's-M.D. degree programs, to ascertain whether universities are attempting to meet the informational needs of their core audiences. Research showed a significant change in content between 2001 and 2003 but no significant difference in the online marketing strategy for these two student groups.

KEYWORDS:

• Admissions
• Web sites
• Internet
• student recruitment
• graduate schools
• medical schools
• marketing