Market Research Helps Develop Prescription for Health - RWJF National Program to Promote Healthy Behavior Through Primary Care Visits

From 2002 to 2003, Porter Novelli planned and conducted market research activities on consumer demand for health and behavior interventions in primary care as background for the development of Prescription for Health: Promoting Healthy Behaviors in Primary Care Research Networks, a national program of the Robert Wood Johnson Foundation (RWJF) (see Program Results Report).

Key Findings

  • The primary care setting may be an effective venue for reaching certain groups of people with healthy lifestyle information, depending on whether the people in these groups tend to value and seek health information and whether they seek it from their primary care physicians.

  • Patients want more prevention counseling during office visits, but perceive many barriers to asking for and receiving effective advice.

  • Two clear opportunities exist to incorporate more in-depth prevention discussions during office visits: routine checkups and discussions of family history.