Magnetism in Nursing Education: A Qualitative Embedded Case Study of High-Applicant Nursing Programs Amid a National Decline

Aims: To describe the factors that characterise nursing programs that continue to attract a high number of applicants even though the total number of applicants is declining. Design: A qualitative embedded case study in Italy on 2025. Methods: A purposive sample of four undergraduate nursing programs for which there were more applicants than places in the last three academic years, compared to the rest of the macro-region, where an average ratio of 0.8 applicants/place was documented. Key informants (dean, clinical practice coordinator, nurse educators, students) from each program were involved. A semi-structured, open-ended interview was conducted focusing on the factors that make the identified nursing programs attractive. The recorded interviews (n = 19) were analysed thematically by triangulating the data. A member check was also conducted. Results: Five factors make a nursing program attractive: (1) the strategic location of the university, (2) the reputation and influence of the nursing program, (3) the structured, innovative, and open-oriented nursing curriculum, (4) the quality of the tutorial system and (5) the program's commitment to student support and development. Conclusion: Even in times of declining enrollment and fewer applicants, certain factors can make a nursing program magnetic. Implications for the profession and/or patient care: The map of emerging factors can serve as a strategy to help nursing programs attract students and improve their overall appeal. Impact: What problem did the study address? ○ In some countries, there is a downward trend in applicants to the nursing profession, raising serious concerns about the growing global nursing workforce gap. ○ With the decline in applicants, the long-term sustainability of nursing programs is also at risk. ○ No study has investigated the factors that characterise nursing degree programs, which attract even more applicants in a context of declining attractiveness. What were the main findings? ○ Five magnetic factors have emerged, one of which is external and the others internal to the nursing program. ○ The external factors relate to the program itself-and are embedded in the social, civic and academic environment of the host university and the city. ○ The internal factors relate to the strong leadership and commitment of the nursing programme to promote its quality. Where and on whom will the research have an impact on? ○ Findings may inform actions at the policy, university and individual nursing program levels. Reporting method: COnsolidated criteria for REporting Qualitative Research Checklist. Patient or public contribution: Data collection and validation involved citizens (students) attending the identified nursing programs.