The 130th Annual Meeting of APHA

Abstract #43174

Kenzie A. Cameron, PhD¹, Laura K. McCormick, DrPH², Richard A. Panico, MD³, Linda Jenkins⁴, and Elaine Powell Cook⁴. (1) Speech Communication, University of Georgia, 145 Terrell Hall, Athens, GA 30602-1725, (706) 542-0586, kcameron@arches.uga.edu, (2) Health Promotion and Behavior, University of Georgia, 300 River Road, Athens, GA 30602-6522, (3) Athens Regional Medical Center, 1199 Prince Avenue, Athens, GA 30606-2793, (4) Corporate Communications and Development, Athens Regional Medical Center, 1199 Prince Avenue, Athens, GA 30606-2793

An exploratory study using focus group methodology to assess the perceptions, beliefs, attitudes, and general judgments about both Complementary and Alternative Medicine (CAM), as well as the possibility of developing some form of health care that would draw from both conventional and CAM medical systems was conducted. Three specific stakeholder groups were identified: healthcare consumers in the community who were aware of CAM alternatives, healthcare professionals who were not physicians but may work in either the traditional or complementary healthcare systems (e.g., nurses, social workers, nutritionists, etc.), and physicians and surgeons affiliated with a regional hospital. Eight focus groups were conducted, three of consumers, three of healthcare professionals, and two comprised of physicians and surgeons. A SWOT analysis (strengths, weaknesses, opportunities, threats) was included in the focus group session. Although there was a fair amount of consistency across the types of groups regarding their answers to the SWOT, some issues were specific to the types of groups. For example, physicians and surgeons suggested that if a true synthesis of medical systems is desired, then CAM practitioners should develop a system similar to the "on call" system that exists in the hospital so that they could be available at any time. The presentation will discuss additional findings as well as describe how a merged model of traditional and CAM practices is being undertaken in a Southern community.

Learning Objectives:

• Upon the conclusion of this presentation, participants will be able to describe multiple types of stakeholders that exist in our current medical system and to discuss strengths, weaknesses, opportunities, and threats in pursuing Complementary and Alternative Medical treatment.

Keywords: Alternative Medicine/Therapies, Healing

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Focus groups were funded by Athens Regional Medical Center
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.