Cómo el estudiantado conoce y porqué elige la carrera de Medicina de la Universidad Nacional de Río Negro-Sede Andina

Abstract

The Medical Program at the Universidad Nacional de Río Negro – Sede Andina – was established in 2022 and is characterized by an innovative curriculum. The objective of this study was to analyze the different communication channels through which prospective students became aware of the UNRNAndean Campus Medical Program, as well as the motivations behind their decision to choose it. This is a quantitative, correlational study based on an online survey administered to applicants who had completed the virtual stage of the admission course. The survey explored how candidates learned about the program and the reasons for their choice. The results indicate that outreach efforts have a direct or indirect impact on future students, with family and friends’ recommendations, traditional media, and social media standing out as particularly influential. Regarding motivations for choosing the program, geographic location and institutional identity emerged as key factors in the decisionmaking process. The findings support the idea that a structured and cohesive promotion strategy can enhance student recruitment, and they also validate the relevance of geographic factors—one of the foundational arguments for establishing the program in the Andean region