The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #59793

Lisa Shusterman Wolff, MA¹, Holly A. Massett, PhD¹, Robin Mockenhaupt, PhD², Susan Hassmiller, RN, PhD², and Edward Maibach, PhD, MPH¹. (1) Porter Novelli, 1909 K Street, NW, Washington, DC 20006, 202-973-1378, lwolff@porternovelli.com, (2) Robert Wood Johnson Foundation, College Road East and Route 1, Princeton, NJ 08543

A significant proportion of the American adult population has or is at risk for chronic disease. Primary care providers can help patients modify their risk behaviors—such as eating healthier and exercising—but how open patients are to view their providers as a mechanism for prevention is unknown. In order to understand the patient perspective, The Robert Wood Johnson Foundation sponsored a multi-staged qualitative research study (totaling 32 focus groups) that explored approaches to stimulate patient demand for prevention counseling from primary care providers.

The research design was stratified by age, gender, and four unique health information-seeking categories that were based on a validated 10-item questionnaire with a corresponding algorithm (segmenting if participants were “active” or “passive” health information-seekers and whether they act independently to obtain information or rely on their doctors.)

Neither age nor gender played an important role in shaping expectations about prevention counseling in primary care settings, while the health information-seeking segments demonstrated marked attitudinal and behavioral differences. Members of the “Active” segments were far more open than “Passive” participants to the idea of primary care providers offering prevention counseling services. Among most health information-seeking segments, visiting their provider for an annual checkup and discussing one’s family medical history were considered significant openings in which prevention could be addressed in the primary care setting. Findings from the focus groups revealed how best to motivate people to view their primary care providers as an appropriate source of advice in the behavior change process.

Learning Objectives:

At the conclusion of the session, the participant (learner) in this session will be able to:
• Discuss how a unique audience segmentation approach can reveal further insight into people’s perceptions of the primary care provider’s role in offering prevention counseling;
• Identify the compelling informational and emotional messages that people believe would motivate them to visit and talk to their primary care provider about disease prevention and healthy lifestyle habits; and
• Describe the issues program planners could encounter in translating qualitative research into creative executions.

Keywords: Prevention, Health Behavior

Presenting author's disclosure statement:
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.