Digital Analytics News

It’s your journey. Visualize your victory.


2018 Report on the State of Nursing Education Demand

Here at Digital Media Solutions, we’re presenting this year’s report on the state of nursing education demand thanks to aggregated data within our performance marketing technology, also known as Sparkroom.

Let’s dive into highlights surrounding nursing education programs and their demand. Click here to download the DMS 2018 Report on the State of Nursing Education Demand.

Program Volume and Conversion Rates

Last year (2017), “Health Professions and Related Programs” was the most popular program category, accounting for 41% of all higher education inquiry volume according to our 2017 Higher Education Inquiry Generation Review. Nursing is the #1 program within the health category and the #2 program category across all categories.

Between 2016 and 2017, nursing programs saw a 6.9% drop in volume. Of the top three nursing programs in 2017, “Nursing/Registered Nurse” had the best conversion rate, weighing in at 8.7%.

Format and Degree-Level Distribution Trends

The split between campus-based and online programs was consistent from 2016 to 2017 with campus-based programs pulling in two-thirds of inquiries and a comparable portion of conversions. Approximately three-quarters of nursing leads and conversions in 2017 were for bachelor’s programs. The share of inquiries for bachelor’s programs saw a small dip of 6.6% in 2017, while the share of volume for other degree levels experienced an increase.

Unsurprisingly, master’s nursing programs had the highest conversion rate in 2017, while diploma programs performed the worst.

Media-Channel Trends

For nursing programs, first-party channels were both strong inquiry and conversion drivers, minimizing the need for third-party channels.

Internal website had the dominant share of nursing program volume and conversions in 2016. Moving into 2017, PPC brought in the largest share of inquiry volume, but internal website remained at the top of the list for conversion volume.

The internal website conversion rate for nursing programs was sub-par compared to this channel’s performance for all higher education programs (10.5% vs. 20.2%). Conversely, social media performed better for nursing than for most programs.

Job Growth

According to the Bureau of Labor Statistics, growth is expected across all nursing industries with the largest and fastest growth projected for careers that require more education. As of May 2016, the median annual wage for registered nurses was nearly $70,000.

Fill out the form below for more data on nursing program performance.


About the Author

Digital Media Solutions

Founded by a team of lifelong athletes, Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. The company’s set of proprietary assets and capabilities in the world of performance marketing and marketing technology allow clients to meticulously target and acquire the right customers. DMS relentlessly pursues flawless execution for top brands within highly complex and competitive industries including mortgage, education, insurance, consumer brands, careers and automotive.

Follow on Twitter Follow on Linkedin Visit Website More Content by Digital Media Solutions
Previous Article
Top 5 PPC Tips for 2018: What Marketers Are Forgetting to Maximize
Top 5 PPC Tips for 2018: What Marketers Are Forgetting to Maximize

As paid search or PPC campaigns change, there are tactics marketers can maximize for the best results. Take...

Next Article
The End of Q1 Reports a Long-Awaited Dip in Mortgage Rates
The End of Q1 Reports a Long-Awaited Dip in Mortgage Rates

Mortgage rates started the month by continuing a six-week climb that began in mid-January. By the mid-point...


Subscribe to DMS Insights

Thank you!
Error - something went wrong!
× Streams