Abstract
Purpose. The primary purpose of this study was to examine the current enrollment management strategies and practices at colleges of osteopathic medicine, and to identify deans' of student affairs and directors' of admissions perceptions of recruitment practices that yield the best results. A secondary purpose was to generate information that could be useful in assisting colleges of osteopathic medicine in developing or improving a strategic enrollment management plan. A third purpose was to provide a contribution to the literature on enrollment management to aid others in developing enrollment management strategies outside of the osteopathic medical profession. Methodology. The population consisted of deans of student affairs and directors of admissions at all nineteen colleges of osteopathic medicine in the United States. A seventy-five-item survey of Enrollment Management Strategies and Practices (EMSP) at Colleges of Osteopathic Medicine was utilized to collect data to answer five research questions. The questionnaire was mailed to thirty-seven deans of student affairs and directors of admissions at the nineteen colleges of osteopathic medicine in the United States that are member institutions in the American Association of Colleges of Osteopathic Medicine. Twenty-eight surveys were returned for a response rate of 75.6 percent. At least one survey was returned from each college of osteopathic medicine. Findings. Eighty-two percent or more of survey respondents identified thirteen recruitment strategies that are being utilized most frequently at their institutions. Institutional characteristics (public or private, geographic location and entering class size) did not influence significantly enrollment management strategies and recruitment practices at colleges of osteopathic medicine. Recruitment strategies perceived to yield the best results were: campus visitations and presentations, hosting open houses, osteopathic medicine awareness conferences, building relationships with pre-medical advisors, direct mailings to students, alumni referrals, and using student ambassadors. Conclusions and recommendations. Even though only six colleges of osteopathic medicine were identified as having a comprehensive enrollment management plan in place, the other thirteen colleges were engaged in some enrollment management strategies, or were in the process of developing an enrollment management plan. It is evident that insufficient emphasis was being placed on the Planning component of enrollment management. Enrollment management is not a well-planned and formalized process within osteopathic medical colleges. The results of this study indicated a high degree of importance and implementation for recruitment activities.