According to the Q1 2017 Higher Education Inquiry Generation Review, Health Professions and Related Programs maintained its stronghold as the top program category. A quick look at the top 20 programs makes it clear that health professions continue to lead with eight programs ranked. Even with a slight decrease in share of volume (SOV), from 2016 to Q1 2017, health programs continued to make up 41% of all inquiries in Q1 2017.
The CVR Pulse of Top Performing Programs
- With additional maturation to come, the average conversion rate (CVR) for all health programs in Q1 2017 was 5.6%, based on data pulled in May.
- The Medical Office Assistant/Specialist program experienced a jump in CVR from 8.1% in 2016 to 9.4% in Q1 2017.
The Family Practice Nurse/Nurse Practitioner program, with a CVR of 16.8%, and the Health Services/Allied Health/Health Sciences, General program, with a CVR of 16.9% are neck-and-neck at spots two and three on the list of top 50 programs with a Q1 CVR of 10% or greater
Higher education marketers may find themselves in the center of a continued pattern of popularity and growth for programs in the healthcare category. The Bureau of Labor Statistics (BLS) projected healthcare employment to grow by 26 percent between 2012 and 2022, an increase of about 4.1 million jobs. The Association of American Medical Colleges (AAMC) released a study in 2015 noting, “By 2025, demand for physicians will exceed supply by a range of 46,000 to 90,000. In short, demand for physicians continues to grow faster than supply”.
Check Marketing Vitals Across Categories
The Q1 2017 Higher Education Inquiry Generation Review covers trends in the inquiry generation and student acquisition activities of higher education institutions for the period of January 2015-March 2017, with an emphasis on January-March 2017. The objective of this review is to provide a snapshot of the education-specific marketing evolution and also highlight trends that can help marketers better understand and adapt to the continually changing landscape.
Click here to download the Q1 2017 Higher Education Inquiry Generation Review.
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