Designing Generation Z Future Career in Challenging Times through Digital Marketing Education in Romania-Serbian Cross-Border Vision

Family Medicine represents a cornerstone of healthcare delivery, requiring a solid educational foundation that integrates clinical knowledge, communication, prevention, and continuity of care. In Romania, the continuous evolution of academic requirements and healthcare needs has stimulated a reassessment of medical education approaches, particularly in the context of European integration and global health challenges. This study evaluates current trends in Family Medicine education in Romania, with a focus on competency-based curricula, digital platforms, and interprofessional training, aiming to identify innovative directions and existing challenges. A mixed-methods approach was adopted, consisting of a review of national curricula and policy documents, analysis of European recommendations, and a cross-sectional survey involving 126 family medicine residents and 42 academic trainers from five Romanian medical universities. Quantitative data were analysed descriptively, while qualitative responses underwent thematic coding to identify recurrent patterns. The results highlight a gradual but steady transition towards competency-based training, with an increasing emphasis on clinical reasoning, patient-centered care, and preventive strategies. E-learning platforms and case-based simulations were perceived as valuable, especially during and after the COVID-19 pandemic. Respondents stressed the necessity of integrating telemedicine, health promotion, and communication skills into teaching. However, significant barriers were noted, such as uneven access to digital infrastructure, limited simulation resources, and insufficiently structured mentorship programmes. Family Medicine education in Romania is currently aligning with European standards while addressing local healthcare realities. To enhance the preparedness of future physicians, investment in digital competencies, interprofessional learning, structured mentorship, and continuous assessment tools is essential. By bridging these gaps, Family Medicine can remain a dynamic discipline, capable of responding effectively to the evolving health needs of patients and communities.