We’re Inspiring Medical Students to Be Their First

As a rural family physician, being the first — the first call when something was wrong, the first partner in my patients’ health, the first advocate for what they needed — was an honor. I can still remember the thrill of realizing, as a medical student who had just chosen family medicine, that one day I’d be that first. 

This week, I’m excited to introduce Be Their First, a new initiative designed to spark that same thrill in the next generation of family physicians. And once that spark catches, we’ll keep the flame burning — through medical school, into residency, and throughout their journey as family physicians. 

If you’re a medical student wondering where you belong or a physician who remembers that moment of discovery, Be Their First is an effort you will want to see. This campaign speaks directly to Gen Z, using tested messaging to highlight the vast career opportunities in family medicine and break down common myths. If you’ve already chosen family medicine, you’ll see your decision affirmed. If you’re still exploring, you’ll see how this specialty can align with your goals. 

Visit the project hub and see how Be Their First fuels the ambition and promise of those choosing family medicine.  For me, this initiative has deepened my enthusiasm for the next generation of family doctors. It’s a reminder of the excitement I felt when I discovered family medicine, an inspiration to see students eager to serve their communities, and a reinforcement of my commitment to sharing my own story. 

Recognizing the urgent need for more primary care physicians — especially in family medicine — the AAFP Board of Directors invested in this campaign last summer to build on the strong foundation our Academy and chapters have laid over the years. From family medicine interest groups to physician mentors to student engagement, we’ve long supported those who choose this path. Be Their First takes that commitment further, reaching first- and second-year medical students who haven’t yet chosen a specialty and showing them what’s possible in family medicine. 

Be Their First is woven into every part of our student programming, ensuring future family physicians feel supported from their first days of medical school through Match. Students will see it in refreshed materials that highlight the breadth of opportunity in family medicine, in invitations to FUTURE (formerly the National Conference of Family Medicine Residents and Medical Students), and in new chapter resources launching this spring. 

And it doesn’t end there. The campaign comes to life across social media, with bold visuals and engaging messages on LinkedIn, Reddit, Instagram and Facebook. It gets a boost from family physician influencers and other specialists who recognize the value of our work. We’re making sure Gen Z hears this message where they are — through podcasts, media they trust and real stories from physicians who have been in their shoes. And to further support students ready to choose family medicine, we’re offering five $5,000 scholarships! 

This is more than a campaign — it’s a movement to inspire, connect and elevate the next generation of family doctors. 

Be Their First ignites an early passion for family medicine and keeps the flame burning by reinforcing the core narrative we know by heart — the one we live every day as the first call, first partner and first advocate for our patients. 

“We’re the first to champion how medicine can transform our community, and the first to advocate for how meaningful change starts with individual, long-term doctor-patient relationships. Family medicine is all about firsts. And that’s why we’ll always be the last word in health.”