School Of Pharmacy Go-To-Market Campaigns

CHALLENGE

To adapt to changes in pharmacy education, including the demand for pharmacists, School of Pharmacy senior leadership introduced several new programs and degrees starting in 2018. I collaborated with internal teams and, at times, external partners to develop go-to-market campaigns for the Early Assurance Admission Plan (2018), Bachelor of Science in Pharmaceutical Sciences (2019), Online Pharm.D. Program (2019), Bachelor of Science in Pharmacy Foundations (2022), and non-thesis Master’s program, including a new Master of Science Industry Pharmacy degree.

Early Assurance Admission Plan (2018)

To differentiate from competitor pharmacy schools, the senior leadership team decided to include automatic acceptance into the professional phase (years 3-6) of the Pharm.D. program (contingent on meeting a specified criteria) instead of the traditional practice of making students re-apply for a limited number of seats after the pre-professional phase (years 1 and 2).

STRATEGY

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RESULTS

The program, in part, helped lead to a 32% increase in freshman applications and a 12% increase in retention rate and allowed Duquesne University to be at least two academic years ahead of other pharmacy schools launching “guaranteed seat” programs.

Bachelor Of Science In Pharmaceutical Sciences Program (2019)

With national demand for retail pharmacists declining, the School of Pharmacy launched a Bachelor of Science in Pharmaceutical Sciences program to tap into a market of prospective students interested in working in a laboratory setting and the pharmaceutical sciences but not necessarily in pharmacy licensure. Already offered as a dual-degree program alongside the Pharm.D., the School of Pharmacy offered the program as a standalone degree for the first time.

STRATEGY

Aspects unique to the Bachelor of Science in Pharmaceutical Sciences launch included the expansion of Preview Day to include a tour group specific to prospective students accepted into the Bachelor of Science in Pharmaceutical Sciences program.

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RESULTS

The program received 41 applications in the first year, accepted 37 students, and 12 enrolled in the the program, which continues to grow year-over-year.

Online Pharm.D. Program (2019)

With numbers slowly declining for the Weekend Pharm.D. Program, a program designed to bring student pharmacists to the Duquesne University campus on weekends only and earn a Pharm.D. in for years, the senior leadership team decided to transition to the Online Pharm.D. Program.

STRATEGY

Aspects unique to the Online Pharm.D. Program included the creation of a virtual Preview Day for prospective students accepted into the online program, a “crisis communications” plan to deal with negative comments from alumni and pharmacists questioning the legitimacy of the online program, and “You’re In!” boxes sent as accepted packets to give students, especially those outside the Pittsburgh area, access to branded promotional items and apparel to feel part of the Duquesne University School of Pharmacy community.

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RESULTS

Fortunately, the program launched prior to the COVID-19 pandemic, giving the School of Pharmacy a significant leg up on other pharmacy schools launching online programs and helping transition the on-campus program to a virtual format for the 2020-21 academic year. The first class included 32 accepted and deposited students and graduated in May 2023.

Bachelor Of Science In Pharmacy Foundations (2022)

To capture prospective students interested in “pre-med” and sync with the opening of the College of Osteopathic Medicine, senior leadership decided to launch the Bachelor of Science in Pharmacy Foundations with a strong emphasis on the hard sciences, introductory healthcare courses, and easy transfer into the Pharm.D. program or a direct path to admission in the College of Osteopathic Medicine.

STRATEGY

Aspects unique to the Bachelor of Science in Pharmacy Foundations program include strong collaboration with College of Osteopathic Medicine faculty and administration, the opportunity to leverage significant university and external media coverage, and the opportunity to drive students into the Pharm.D. program.

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RESULTS

The initial round of applications led to 13 students admitted into the program with numbers expected to jump as the College of Osteopathic Medicine officially opens in Fall 2024.

Non-Thesis Master’s Degree Programs (2023)

To make Master’s degrees offered by the Graduate School of Pharmaceutical Sciences profitable instead of a net loss due to teaching stipends, research stipends, and grants, senior leadership created three non-thesis versions of existing Master’s degree programs in medicinal chemistry, pharmaceutics, and pharmacology and created a new Master’s program in industrial pharmacy.

STRATEGY

Aspects unique to the non-thesis Master’s degree programs include identifying and partnering with external partners with expertise in launching international marketing campaigns including China and India.

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RESULTS

Results still pending due to applications opening in August 2023.