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.
Under the grant, project staff:
- Interviewed 34 experts in primary care.
- Identified four main target audiences for their messages:
- The general public
- Clinicians within and outside academic medical centers
- Medical school applicants and potential applicants
- Physician recruitment and retention programs
- Developed a monograph that outlined their findings and 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.