Abstract
Purpose: This study examines the influence of a relationship marketing-inspired welcome video on the matriculation decisions of Generation Z candidates accepted into a Doctor of Physical Therapy (DPT) program in central Virginia. The Generation Z cohort, characterized as digital natives sensitive towards authentic, personalized communication, represents a significant segment of the higher education market. Utilizing the Generational Cohort Theory, this research explores how tailored marketing efforts can effectively engage this group. Methods: The study involved 163 applicants, 107 offers, and 52 students who accepted a position in the 2027 cohort, with 53% of these students receiving the welcome video in their acceptance email. A mixed-methods approach was employed, including surveys and reflective comments from matriculated students during orientation. Results: The results indicated that 24% of students who received the welcome video were influenced in their decision to enroll, and 29% reported a positive impact on their impression of the DPT program. The Pearson correlation coefficient demonstrated a statistically significant positive correlation between the candidate interview and the welcome video's influence on the students' sense of community. Further analysis revealed that national trends in DPT applications, which showed a decline from 2021 to 2024, were mirrored in the program’s application and conversion rates. However, the introduction of the welcome video corresponded with a notable improvement in these metrics, suggesting the effectiveness of personalized marketing strategies. Conclusion: The findings underscore the importance of understanding and leveraging the unique preferences of Generation Z in higher education marketing. The study advocates for the continued use of personalized, authentic communication methods to enhance recruitment efforts and improve conversion rates from acceptance to matriculated status. This research contributes valuable insights into the application of relationship marketing in Doctor of Physical Therapy education, highlighting its potential to foster a sense of community and commitment among prospective physical therapy candidates.
Acknowledgements
The authors acknowledge the work of Morgan Long and Samantha Elam for their contribution to the research survey design and data analysis.
Recommended Citation
Beazley D, Elam S. Welcome Video Impact on Candidate Conversion to Matriculated Student: DPT Program Case Study. The Internet Journal of Allied Health Sciences and Practice. 2025 Jun 30;23(3), Article 7.
