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Communications Plan Developed to Focus on the Need for More Generalists
Communications for RWJF's Generalist Provider Initiatives
From November 1993 to February 1994, Timothy Bell & Company identified key communication strategies and messages to help change the generalist/specialist mix in the physician workforce.
The project was part of the Robert Wood Johnson Foundation (RWJF) Generalist Provider Research Initiative national program.
Key Results: Under the grant, project staff:
- Interviewed 34 experts in primary care.
- Identified four main target audiences for their messages:The general publicClinicians within and outside academic medical centersMedical school applicants and potential applicantsPhysician recruitment and retention programs
- Developed a monograph that outlined their findings and recommendations.
Key Recommendations: Project staff recommended the following to RWJF:
- Use the mass media to enhance the public's image of the value of primary care.
- Improve the quality of the materials and information used in recruiting physicians to rural and underserved areas.
- Produce innovative video products and printed materials to portray high-caliber primary care practice for medical students and practicing physicians.
Generalist Provider Research Initiative Project Results
Individual project results from the RWJF national program, Generalist Provider Research Initiative
Read the Program Results for Generalist Provider Research Initiative View all