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The American Academy of Family Physicians’s (AAFP) new “Be Their First” campaign has one goal — to inspire medical students to pursue family medicine specialties during residency and beyond. 

The organisation was inspired to develop this campaign after learning that the United States is projected to face a potential shortage of 40,000 primary care physicians by 2036 — which would further exacerbate the current shortage of primary care doctors across the country. 

To address this, AAFP worked with Zeno Group to spearhead the campaign across various digital channels to connect with first-, second- and third-year medical students, and educate them about primary care specialties. 

The campaign leverages organic, paid and digital influencer sponsorships to reach new audiences.

Rebecca Fuller Beeler, AAFP’s VP of Integrated Marketing Communications pressed the need for primary care physicians as more and more people are projected to leave the workforce within the next five to 10 years as a result of today’s aging population, and would be in need of care as risks of chronic health conditions have increased.  

She said that campaign materials are to address misconceptions about primary care. 

“One of the great strengths of primary care is that you can do a lot of things over the course of your career,” she said, highlighting that the umbrella term encompasses family medicine, internal medicine, pediatrics, obstetrics and gynecology. 

Primary care specialties are also stereotyped as “backup specialties” among medical students, which is another misconception the campaign is trying to address. 

“We really want to make sure that students understand that Family Medicine is in no way a lesser specialty, if anything, it might be a little tougher than some other specialties, because you have to know how to treat people from birth all the way through old age,” said Beeler.  

She noted that those in primary care are able to work in areas like HIV prevention, sports medicine, labor and delivery and more. 

“It’s a really broad field that allows you to reinvent yourself as you move along,” she added. 

Another topic the campaign is trying to address is educating medical students about the salaries primary care physicians could potentially earn. The average medical student in the United States is projected to graduate with $200,000 in student debt, and the campaign aims to walk students through what their options look like after graduation. 

“Making sure that students have really good, high quality information about the truth of what their realistic expectations can be for earning potential, what debt repayment options are available, and that they understand that there are lots of resources available that the American Academy of Family Physicians is so important,” said Beeler. 

AAFP is partnering with a number of doctor influencers who specialize in primary care to share their stories of how they navigated the medical school and residency process. The list of influencers include Dr. Tommy Martin, Dr. Myro Figura, Dr. Sasha Haddad and Dr. Ali Rida. 

It is also working with HerCampus, a media organization dedicated to supporting women in college around the globe, to give out $5,000 scholarships to five students who share their motivations to enter primary care fields. 

The aim of this collaboration is also to help students with some of their medical debt and share more targeted education resources with students based on their responses. 

HerCampus media also has a presence across several different college campuses across the country, which would help AAFP expand their reach. 

“This felt like a really natural partnership for us to be able to work with her campus media and leverage our knowledge about family medicine and what it takes to be a great family physician, and their knowledge about how to really effectively reach college students and medical students,” said Beeler. 

She also shared that the campaign has been receiving good traffic so far since their launch on March 6th, and they hope to continue seeing more engagement until the end of May. 

“We’re excited to see our digital channels pick up and for our influencers to start sharing their stories as part of the campaign,” said Beeler.