The Association of American Medical Colleges on Thursday launched a new marketing campaign designed to encourage more minorities to apply to medical school. The $1 million campaign is being initiated after AAMC studies revealed an untapped pool of minority undergraduates studying biology, which is the most common field of study in preparation for medical training.
The association, which represents 125 accredited U.S. medical schools and nearly 400 major teaching hospitals, has launched a Web site, www.AspiringDocs.org, which offers prospective doctors information on preparing for the medical school entrance exam, the MCAT, and paying for medical school. The site also features on online community, designed to be a support network for minorities.
In addition to the Web site, the association is hoping to nudge more minorities biology undergraduates toward a career in medicine with advertising featuring minority doctors sharing their success stories.
“We must change the face of medicine to reflect our nation’s growing diversity,” says AAMC President Darrell G. Kirch. “The AAMC hopes this new campaign will encourage more minority students to follow their dreams of becoming doctors so that we can improve access to quality care and ultimately eliminate health care disparities.”
Statistics show an increase in the number of Black, Hispanic and American Indian students studying biology as undergraduates. However, there has been no significant change in the number of minority biology majors applying to medical school in more than a decade.
Between 1993 and 2004, the most recent data available, the proportion of Black biology majors who applied to medical school decreased from 83 percent to 44 percent; Hispanic biology majors who applied to medical school decreased from 75 percent to 39 percent, and American Indians dropped from 73 percent to 45 percent.
AAMC attempted to determine the factors that may hamper students from pursuing medical school. Focus group interviews and statistical research show students are concerned about a range of issues, including performing well on the MCAT, paying for medical school and balancing work and family as a physician — all issues addressed by the advertising spots and the Web site. Focus group members also expressed a need for more support, says Dr. Jordan J. Cohen, president emeritus of AAMC.
