Understanding the Decision-Making Journey of Prospective Graduate Health Care Students

The graduate health care landscape is increasingly competitive, with a variety of programs vying for prospective students' attention. Understanding their motives and concerns is essential for higher education institutions seeking to stand out.

Surveys have shown that students prioritize factors like flexibility, affordability and career outcomes. This article explores what drives students' decisions when choosing a graduate health care program.  

Initial Interest and Exploration  

The journey into choosing a career in health care often begins with a personal connection to a field. Many students interested in pursuing a graduate health care degree discover their calling through firsthand experience, such as receiving care themselves, supporting a loved one, or through job shadowing and mentorship.

Kurt Hubbard, occupational therapy (OT) academic officer at Evidence In Motion (EIM), says, "Many people enter OT because they've received services or seen a loved one benefit from it. While these experiences often stem from challenging circumstances, they serve as powerful motivators."

Beyond personal experiences, industry demand, career stability and financial considerations attract students to health care. The field offers not just meaningful work, but also job security, making a graduate health care degree both impactful and practical.

Research and Narrowing Options  

When researching graduate programs, prospective students rely on various sources, including online searches, program websites, testimonials and virtual tours. Social media has become an increasingly popular tool for colleges and students to connect and explore opportunities.

Platforms like Instagram allow schools to showcase programs while offering students discovery options. "I was on Instagram one day, and there was an ad saying, 'HPU Doctor of Physical Therapy Program.' I thought, we have a program? I didn't even know about it in my own home," said Cody, a Hawai'i native and Doctor of Physical Therapy (DPT) student at Hawai'i Pacific University (HPU).

Digital marketing tools such as websites, testimonials and virtual tours help prospective students initially evaluate programs. Virtual meet-and-greets and informational sessions further illuminate program offerings. "When I was applying, I wasn't entirely sure about the hybrid accelerated format. However, attending meet-and-greets and Zoom sessions hosted by HPU gave me a better understanding of what it offered. The more I learned, the more I realized that this format might actually be a great fit for me," said Kennedy, a DPT student at HPU.

In addition to program format and offerings, key considerations for prospective students include a program’s reputation, curriculum, hands-on-learning opportunities, and student support services. Career prospects and opportunities for personal and financial success are also often a factor in a student’s decision-making process. “I wanted a stable career and a good job, so I decided to apply to PT school,” Cody added.  

Prioritizing Key Program Features  

In choosing a graduate health care program, students prioritize key features like accreditation and credibility. These factors ensure a program's quality and adherence to industry standards, which are crucial for licensure and future employment.

Recent data underscores the tangible benefits of accreditation, as exemplified by HPU’s DPT program. When HPU DPT in Honolulu received accreditation in May 2024, it saw a significant 16.53% increase in Google conversion rates. "Accreditation has a measurable effect on conversion rates for programs, showing sizeable increases post accreditation, even when controlling for other factors like seasonality," noted Corey Capps, paid media specialist at EIM, highlighting the program's enhanced credibility.

Dane, a DPT graduate from Hanover College's inaugural cohort, shared his initial apprehensions. "There were some uncertainties or some unknowns that were going to unfold. Luckily, now Hanover is accredited. It's perfect. It worked out the way it was supposed to, and it was a fun two years."

Flexible learning options are increasingly important in graduate programs. Hybrid, online and part-time formats allow students to pursue educational goals without traditional learning constraints. Many students prefer these options to continue working while obtaining degrees.

"It was a wild ride, but I still worked as a PTA while I was going back to school. I think I was seeing 20 patients a week and juggling a couple of other things of make ends meet," Dane said.

Clinical placements and lab immersions, are equally critical. Programs offering diverse placement options in convenient locations enable students to gain real-world experience without disrupting their lives. Accessible, high-quality clinical education serves as a significant motivator for prospective students.

Financial and Logistical Considerations

Financial and logistical considerations are guiding forces when choosing a graduate health care program. Tuition costs, scholarship opportunities, and financial aid options are factors that can make or break a prospective student’s decision.  

For Bowling Green State University (BGSU) DPT student, Nick, finances were top of mind when making his decision on a DPT program. Nick, based out of California, stated, I'm only paying about 60% of what I would have paid if I would stay here in California.” He went on, “Financially, it wouldn't have made sense to go to school here. So, that's why I picked Bowling Green.”

Prospective students also weigh program logistics, including length, location and feasibility of balancing school and life. Clear communication about expected commitment and available support is crucial.

Transparency in financial planning and guidance can ease potential financial burdens, helping students feel confident in investing in their future without overwhelming stress.

Application and Final Decision Phase  

The application process for graduate health care programs typically involves submitting detailed applications, participating in interviews, and more, highlighting an applicant's qualifications and character. Throughout this phase, interactions with faculty, advisors, and even current students play a crucial role in shaping final decisions.

These conversations provide valuable insights into the program’s culture, expectations, and support systems, helping applicants determine which program aligns best with their goals and values.

Deyla Elliot, Sr Manager of Admissions at EIM, emphasizes EIM's holistic approach to student evaluation. "Health care is more than treatment," she explains. "It's about assessing, diagnosing, and creating sustainable practices that nurture healing and wellness." Elliot describes EIM's admissions process as a comprehensive journey, guiding prospective students from initial inquiry through program enrollment, with the goal of developing future health care professionals.

For many prospective students, finding the right “fit” goes beyond academic offerings. A program’s mission, sense of community, flexibility, and career network must all align with a student’s criteria. In the case of the hybrid accelerated model, the flexibility of the format must align with a student’s need for both hands-on learning and the independence of online coursework.  

Ultimately, the combination of these factors—academic rigor, cultural fit, and career readiness—ultimately helps students make their final decision.

Conclusion

Understanding each stage of the decision-making process is vital for institutions aiming to attract and support graduate health care students. By addressing student needs such as, transparent communication, flexible options, and meaningful engagements, schools can guide prospects toward confident decisions.  

Educators and advisors should continually seek insights into student motivations, ensuring programs align with their expectations and aspirations. Investing in these efforts can strengthen recruitment and encourage student success.