Wilby Kyle John, Rainkie Daniel C
School of Pharmacy, University of Otago, PO Box 54, Dunedin, 9054, New Zealand.
College of Pharmacy, Qatar University, PO Box, 2713, Doha, Qatar.
Res Social Adm Pharm. 2020 Dec;16(12):1658-1663. doi: 10.1016/j.sapharm.2020.02.019. Epub 2020 Mar 2.
Enrolment of capable prospective students for pharmacy programs is a major priority for the profession. The way in which these students perceive a future career in pharmacy may be dependent on how programs position the profession using recruitment material.
Objectives were to determine how top ranked pharmacy programs across 5 countries position the profession to prospective students on website recruitment material and to compare similarities and differences in how programs use speech acts within positioning statements.
A qualitative, thematic analysis of publicly available online recruitment information extracted from the top 2 ranked English-speaking pharmacy programs (according to 2018 QS rankings) from each of Australia, Canada, New Zealand, United Kingdom, and the United States was completed.
Three positioning themes were identified: Pharmacists as health professionals and medicines experts; Pharmacists evolving role as care providers; and Pharmacist diversity in careers. Programs used questions, statistics, and carefully selected words to engage readers, backup statements with evidence, and market positioning statements to younger generations.
Pharmacy programs position the profession using similar themes but use different strategies to relay positioning messages to prospective students. These findings may have implications for fostering prospective student interest in pharmacy programs.
为药学专业课程招收有能力的潜在学生是该行业的首要任务。这些学生对未来药学职业的看法可能取决于课程如何使用招生材料来定位该职业。
目的是确定5个国家排名靠前的药学专业课程如何在网站招生材料上向潜在学生定位该职业，并比较各课程在定位陈述中使用言语行为的异同。
对从澳大利亚、加拿大、新西兰、英国和美国各自排名前2的英语药学专业课程（根据2018年QS排名）中提取的公开在线招生信息进行了定性的主题分析。
确定了三个定位主题：药剂师作为健康专业人员和药物专家；药剂师作为护理提供者的角色演变；以及药剂师职业的多样性。各课程使用问题、统计数据和精心挑选的词汇来吸引读者，用证据支持陈述，并向年轻一代宣传定位陈述。
药学专业课程使用相似的主题来定位该职业，但使用不同的策略向潜在学生传达定位信息。这些发现可能对培养潜在学生对药学专业课程的兴趣有影响。
