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.

Funding
The Robert Wood Johnson Foundation (RWJF) provided $41,840 in funding to support the project.