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Recruitment of rural healthcare professionals for live continuing education

机译：招聘农村医疗专业人员进行现场继续教育

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IntroductionThe availability of rural healthcare is a growing concern in the United States as fewer healthcare providers choose to work in rural areas. Accessing quality continuing education (CE) for rural healthcare practitioners (HCPs) remains a challenge and may pose a barrier to quality care.MethodsTo maximize attendance at a live, in-person, free CE program focusing on geriatric medication and issues specifically targeted to HCPs in rural areas, two methods were implemented sequentially. The first method used formal advertising implemented by a professional marketing service to promote CE events. The second method enlisted local healthcare organizations and physician groups to promote the CE event to their employees. Cost per attendee was calculated for comparison.ResultsProfessional marketing services recruited 31 HCPs (March 2011) and resulted in a per-participant recruitment cost of US$428.62. Local healthcare organizations and physician groups’ marketing recruited 48 HCPs (July–August 2011) and resulted in a per-participant recruitment cost of US$55.19.DiscussionProviding free CE coordinated through local healthcare organizations and physician groups was the most cost-effective method of recruiting rural HCPs for CE. Formal advertising added cost without increasing the number of participants per event. Although this is the first study of the cost-effectiveness of recruitment methods targeting HCPs in rural areas, results are consistent with research on cost-effectiveness of outreach to rural lay community members.
机译：简介随着越来越少的医疗保健提供者选择在农村地区工作，在美国，农村医疗保健的可用性日益受到关注。为农村医疗从业者（HCP）获得高质量的继续教育（CE）仍然是一个挑战，并且可能对高质量的医疗服务构成障碍。方法为了最大程度地参加专注于老年药物和针对HCP的问题的现场免费面对面的CE计划在农村地区，相继采用了两种方法。第一种方法是使用由专业营销服务实施的正式广告来推广CE活动。第二种方法是邀请当地医疗保健组织和医师团体向其员工宣传CE事件。计算每个参会者的费用用于比较。结果专业营销服务共招募了31个HCP（2011年3月），每位参与者的招募成本为428.62美元。当地医疗保健组织和医师小组的市场营销招募了48位HCP（2011年7月至2011年8月），每位参与者的招募成本为55.19美元。讨论通过当地医疗保健组织和医师小组协调提供免费的CE是最经济高效的招募方法CE的农村HCP。正式广告增加了成本，而没有增加每个事件的参与者数量。尽管这是针对针对农村地区HCP的招聘方法的成本-效果的首次研究，但结果与针对农村非专业社区成员的外展的成本-效果研究相一致。

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