Similar to business schools, Canadian medical schools also compete for the brightest students through various marketing tactics. I recently saw a “Med School Musical” video trending on Facebook the other day, which was created by University of Alberta medical school students. The video’s parody of well-known Disney theme songs, hilarious med-school related lyrics and the amazing vocal talents caught my interest. The video showcases the University of Alberta’s med school environment and warm community to its applicants, in other words, a med-school advertisement.
Using the AIDA model discussed in class, we can analyze the effectiveness of the video as a promotional piece:
Attention: The video’s disney musical style attracts attention and curiousity, encouraging viewers to watch. Through trending on social media websites and word of mouth, the video is exposed to a wide audience.
Interest: The humour of the lyrics and descriptions of the intimidating application process speaks to med school hopefuls preparing their applicantions. The video leads the viewers on a tour of the University of Alberta medical school building and facilities, giving student a glimpse of what med school life is like to spark interest.
Desire: In the scene where an applicant finds out that she has been accepted, the excitement she demonstrates creates a desire for applicants to experience the moment of success as well. Furthermore, the warm community and fun-loving students in the video may influence students’ desire to attend a med school similar to that in the video.
Action: Applicants should apply to the University of Alberta and join the amazing medical school community!
Unlike the usual marketing tactics utilized by post-secondary and graduate schools that are extremely formal accompanied by endless statistics of student success and satisfaction, I loved the “Med School Musical” for its ability to connect with med school hopefuls through its message and the general public through the well-written lyrics/script and beautifully sung Disney parodies!