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Higher education health program inquiry volume increased 14.7% from 2017 to 2018, fueled by continued growth for the online learning format, according to the 2019 Report On The State Of Health Education Demand, published by Digital Media SolutionsTM (DMS).
According to the Bureau of Labor Statistics (BLS), substantial job growth of 18% (about 2.4 million new jobs) is expected for healthcare occupations from 2016 to 2026, the highest of any occupational group. The median annual wage for healthcare practitioners and technical occupations was $66,440 in May 2018, while the average wage for healthcare support occupations was $29,740. In this article, we dive into the top three health programs, as determined by higher education inquiry share of volume, and examine lead conversion data plus employment trends, as labor market shifts can heavily impact student recruitment.
#1 Health Program In 2018
Nursing/Registered Nurse (RN, ASN, BSN, MSN)
In 2018, Nursing/Registered Nurse (RN, ASN, BSN, MSN) had the highest higher education inquiry share of volume (SOV) in the health category at 22.4% and the highest conversion rate (CVR) at 11.1%, up from 10.1% in 2017. Nursing was the only program in the top five for both the campus-based and online learning formats. Nursing program inquiry volume skewed heavily toward the campus-based format at 39.9% SOV, compared to 12.4% SOV for the online format. The lead CVR was highest for the online format at 15.4%, compared to 9.1% for the campus-based format in 2018. The BLS projected employment of registered nurses to grow 15% from 2016 to 2026, much faster than the average growth rate of 7% for all occupations. The median annual wage for registered nurses was $71,730 in 2018, significantly above the average of $38,640 for all occupations as of May 2018. Based on these employment projections, we anticipate nursing programs will maintain their high standing, based on prospective student demand, for quarters to come.
#2 Health Program In 2018
Medical Insurance Coding Specialist/Coder
Based on higher education inquiry volume, Medical Insurance Coding Specialist/Coder had the second-highest SOV in the health category at 15.9% in 2018, but held the highest SOV for the online format, at 19.8%. The CVR for online medical coding programs in 2018 was 6.3%, down from 7.3% in 2017. The BLS projected employment of medical records and health information technicians to grow 13% from 2016 to 2026. The median annual wage for medical records and health information technicians was $40,350 in 2018, slightly above the average for all occupations as of May 2018. Based on these employment projections and the continued demand growth of online programs overall, we anticipate an escalation of medical insurance coding program demand in the years to come.
#3 Health Program In 2018
Health/Health Care Administration/Management
Based on prospective student interest, Health/Health Care Administration/Management had the third-highest SOV in the health category at 10.7% in 2018, up slightly from 10.2% in 2017. The inquiry CVR was 6.9% in 2018, up from 6.2% in 2017. The BLS projected employment of medical and health services managers to grow 20% from 2016 to 2026, nearly three times as fast as the average for all occupations. The median annual wage for medical and health services managers was $99,730 in 2018, more than two and a half times as high as the average for all occupations as of May 2018. Based on this significant projected employment growth, we anticipate continued expansion of higher education health care administration and management programs.
Download The 2019 Report On The State Of Health Education Demand Today
Featuring trends on health category inquiry volume, conversion rates, media channel performance and more, the 2019 Report On The State Of Health Education Demand, covers trends in the inquiry generation and student acquisition activities of higher education institutions for the period of January 2017-December 2018.