By 2036, the United States could face a shortage of more than 44,400 primary care physicians, a crisis that threatens equitable and accessible health care nationwide. Family physicians, who provide comprehensive, continuous care and serve as trusted advocates in every community, are essential to addressing this gap. However, interest in family medicine among U.S. medical graduates is declining. In the 2025 National Resident Matching Program, only 85 percent of family medicine residency positions were filled, the lowest rate in nearly 20 years.
The American Academy of Family Physicians (AAFP) launched the “Be Their First” campaign to address this urgent challenge. The goal was clear: inspire first- and second-year medical students to choose family medicine by reframing the specialty as both emotionally fulfilling and professionally viable.
Primary research revealed that Gen Z students value purpose-driven work but often hold outdated beliefs about compensation, prestige, and work-life balance in family medicine. These perceptions deter them from considering the specialty despite its leadership opportunities, flexibility, and deeply rewarding patient relationships.
The campaign’s name, “Be Their First,” reflects the unique role of family physicians as the first to see, diagnose, and guide patients through life’s most important moments. By pairing emotional storytelling with credible career information, the campaign was designed to resonate emotionally with students, address their concerns directly, and motivate them to envision a future in family medicine. Ultimately, the objective was to spark consideration in family medicine that could translate into measurable increases in residency interest over time.
The “Be Their First” campaign was built on a truth: for many people, a family physician is the first doctor they ever see. They are the first to treat a fever, diagnose an illness, spot a serious health concern, and guide patients through life’s biggest health milestones. This role comes with profound trust and responsibility, qualities that align with the values of purpose-driven Gen Z medical students.
The creative strategy brought this truth to life by showing the personal and professional rewards of being “the first” for a patient. Messaging paired emotionally resonant scenarios with clear, fact-based information about career viability. Students were invited to see themselves not just as physicians, but as lifelong partners in the health and well-being of their patients.
Targeting was precise: first- and second-year medical students, when specialty choice is still open and perceptions can be most influenced. The media mix was designed to reach Gen Z consistently across their digital landscape. Paid and organic placements ran on Instagram, LinkedIn, Reddit, YouTube, and Snapchat, each selected for its role in awareness, conversation, or credibility. Search and programmatic display captured intent and extended reach.
Influencer partnerships were central to building authenticity. We worked with trusted voices in the medical community, including family physicians and specialists, who could speak firsthand about the scope and rewards of family medicine. Their content demonstrated what “being the first” looks like in real practice, making the role relatable and aspirational.
Branded content with Her Campus connected the message to a broader student audience in a trusted, lifestyle-oriented space. The scholarship component offered a tangible incentive to engage, while also encouraging students to reflect on why they might choose family medicine.
Every touchpoint directed students to a landing page built to both inform and drive action. It offered resources tailored to medical students, addressed common misconceptions about compensation and work-life balance, and included a streamlined opt-in form for continued communication. Lead quality was determined through behavioral signals such as email sign-ups, time spent on the site, and content engagement. Qualified students were then added to a nurturing CRM pipeline, allowing the AAFP to maintain contact and build interest for future recruitment. By combining education, lead capture, and follow-ups, the campaign ensured its reach converted into tangible, long-term recruitment potential.
The central challenge was changing perceptions of family medicine while also breaking through to Gen Z medical students with a message that felt authentic and relevant. To meet this challenge, the strategy emphasized adaptability. Messaging and creative were refined throughout the campaign based on performance data, ensuring the content that resonated most received the greatest amplification.
By grounding the campaign in the emotionally compelling idea of being the first to care for a patient, while also providing credible, practical information about the specialty, “Be Their First” built both a personal and professional case for family medicine. This balance of heart and fact created a message that students could connect to immediately and envision themselves living out in their own future careers.
The campaign delivered measurable outcomes that demonstrate both reach and impact on the target audience. Over the six-month period, “Be Their First” generated 284 qualified leads, each representing a potential future family physician. Awareness expanded significantly through digital media and partnerships. Influencer content produced 12 original videos that earned over 3.39 million impressions and 18,700 engagements, indicating strong resonance and prompting active interaction from students. A branded content partnership with Her Campus added 4.2 million impressions and 222 scholarship applications, translating interest into participation. Earned media efforts further amplified the message, reaching another 11.1 million impressions.
The integration of targeted advertising, influencer storytelling, and credible third-party platforms ensured messaging was encountered in multiple contexts, reinforcing its impact. This multi-touchpoint approach bridged the gap between initial exposure and deeper exploration of the specialty.
The significance of these results is clear in the larger workforce context. With about 5,000 family medicine residency positions filled annually, even a 10 percent increase in interest can reduce unfilled roles. Additionally, the 2025 Match cycle showed a 95 percent placement increase among non-U.S. international medical graduates, reinforcing the campaign’s ability to engage key audience segments critical to filling workforce gaps. The 284 leads captured here represent meaningful progress toward that goal, especially given the early stage of these students’ career decision-making.
By generating visibility, sparking engagement, and building a direct pipeline of interested students, “Be Their First” was a success in advancing its mission of strengthening the future family medicine workforce.
