Marketing and Recruitment
An alumni magazine was produced this year and distributed to over 1,400 postgraduate alumni. It included articles written by Dr. Ross Walker, Dr. Richard Reznick, Dr. Karen Schultz, and Dr. Tony Sanfilippo. Much of the content dealt with the shift to competency-based medical education at Queen’s, but articles also appeared on the new Providence Care hospital and the recent PGME employment survey. Dr. Sanfilippo’s article compared the role of physicians in medical education to the role of a basketball coach, while a colourful spread featured images from the most recent postgraduate convocation.
Quarterly resident newsletters continue to be distributed, along with supplemental bulletins to residents as needed. Major communications with residents (both current and incoming) and Program Directors are now distributed through Mail Chimp, an online email marketing solution. Messages can be customized using a variety of professional templates, and recipients can view the content across all computers and mobile devices. Mail Chimp also provides insight into how information from the office is received, as data is available on who opens the emails, how many times it is viewed, and which links are followed.
For the second year in a row, Queen’s was represented at the Ontario Medical Student Weekend (OMSW) career fair. This was an opportunity to meet with junior medical students from schools across Ontario. The conference was held in Toronto this year so some University of Toronto programs were represented, but Queen’s PGME was the only postgraduate office in attendance representing all of its programs. We were again well-received, and students were especially positive about the range of promotional materials available. Of particular interest was a general guide to all programs available at Queen’s, including brief descriptions, length, and number of spaces. A handout detailing elective opportunities at Queen’s for undergraduate students was also produced and distributed.
A new initiative this year was attendance at the annual conference of the National Association for College Admission Counselling (NACAC). NACAC is an international organization of more than 13,000 members who primarily play advising roles regarding postsecondary education. Members include admission, recruitment, and counseling professionals and this year, the conference was held in Toronto. Many of the sessions focused on recruitment initiatives and the use of social media.
Working closely with individual programs, new recruitment tools were introduced this year to assist with CaRMS recruitment. In addition to new videos and promotional brochures, a series of customized applicant update bulletins have been developed for PGY1 applicants. Applicants to most PGY1 programs now receive regular bulletins throughout the admission cycle that are specific to the program to which they have applied. A total of 35 unique bulletins have been developed for applicants to 14 different programs and sites. In addition, a series of unique powerpoint presentations have been developed for a number of programs that highlight the benefits of the Queen's postgraduate experience. They have been prepared in consultation with Program Directors and are primarily used during presentations for applicants during their interview day at Queen's.
Four postgraduate social medial sites are maintained, including Facebook, Twitter, YouTube, and Flickr. The most popular site continues to be the postgraduate YouTube channel. Its 22 videos have been viewed over 21,000 times.
Support for Postgraduate Initiatives
Support is provided for new and recurring events organized by the Postgraduate Medical Education Office. This includes the developement of websites and/or promotional materials for events such as QCARE, QCARE+, Chief and Senior Resident Workshop, Orientation, and the Assessment and Evaluation Retreat.
Support is provided to the Associate Dean through the preparation of powerpoints and materials for presentations to groups such as undergraduate medical students, incoming residents, the Council of Clinical Heads, and the KGH Board Committee on Research and Education. Other projects for the Associate Dean include research and surveys.
Several surveys were undertaken this year. Physicians who completed their residency training at Queen’s over the last three years were contacted and asked about their employment status. This was an attempt to gain a greater understanding of our graduates’ employment status following the release of the RCPSC’s report on physician unemployment and underemployment. A resident wellness needs assessment survey was coordinated by PGME on behalf of Resident Affairs, Student Affairs, and Family Medicine, while a recruitment survey was distributed to Program Directors to help determine future projects.
A new video production company (Powerline Films) was hired this year to produce a series of promotional videos for selected residency programs. Videos were produced for Family Medicine – Kingston & 1000 Islands, Family Medicine – Belleville Quinte, and Internal Medicine and featured interviews with both faculty and residents. These videos were released in addition to three other videos produced earlier in the academic year by North Summit Productions. Those videos were produced for Gastroenterology, Hematology, and Critical Care Medicine. Filming was also completed for an Anatomical Pathology video, which will be released in Fall 2014.
The process of redeveloping all postgraduate program websites moved closer to completion with new websites being created for Critical Care Medicine, Family Medicine (including Kingston, Belleville, Peterborough, and Oshawa sites), Neurology, and Rheumatology. A new website for Anatomical Pathology was also developed and is currently in the final approval stages. Technical support is also provided to programs available to all programs with websites hosted by Queen’s.
Nicholas Snider is the Director, Marketing and Recruitment for Postgraduate Medical Education. He can be contacted at firstname.lastname@example.org.