Fit to Practice or Flatlining on Compliance? The impact of email marketing on student engagement with clinical compliance requirements.

Abstract

Work-integrated learning (WIL) is essential for preparing health graduates and sustaining Australia’s future workforce, yet low compliance with Fit to Practice (FTP) requirements threatens to disrupt clinical placements. This study investigates whether a customised email marketing campaign can improve student engagement with FTP obligations in the Faculty of Health (FOH) at Southern Cross University (SCU). Drawing on a 2024 dataset, the research employed a quantitative design using descriptive and inferential statistics. Following the implementation of the email marketing campaign, compliance rates increased to 82.5%, with 10.96% of students granted extensions and only 6.54% remaining non-compliant. While demographic factors such as age and generation showed no significant association with FTP status, academic performance emerged as a stronger predictor and year level also correlated significantly. Findings support the efficacy of personalised, strategically timed email campaigns in improving engagement, aligning with literature that emphasises customisation and optimisation as critical drivers of digital marketing success. The research underscores the value of targeted communication strategies in mitigating placement cancellations and recommends continued investment in email marketing to enhance compliance and safeguard WIL viability.