User login
You probably still remember your pediatrician. Your relationship with her may have influenced your decision to become a physician. She was your parents’ go-to source for pretty much anything to do with your health. You had a primary care physician in large part because your parents felt that children were particularly vulnerable to disease and wanted to avoid any missteps on your road to maturity. On the other hand, while you were growing up your parents probably were much less concerned about their own health. Their peers and friends seemed healthy enough; why would they need annual checkups? Your folks made sure they had life insurance because accidental death and injury felt like more pressing concerns. If they had a primary physician, they may have visited him infrequently. They may have been more likely to visit their dentist, in part because the office put a strong emphasis on the value of preventive care.
A recent survey from Harvard Medical School, Boston, determined that, in 2015, 75% of adult Americans had an established source of primary care. (“Fewer Americans are getting primary care,” Jake Miller, the Harvard Gazette, Dec. 16, 2019). This number sounds pretty good and not unexpected until you learn that in 2002 that number was 77%. While 2% seems like a drop in the bucket, remember we live in a very populous bucket, and that 2% translates to millions fewer Americans who are not receiving primary care than did more than a decade ago.
While the researchers don’t have data to explain the decline in primary care, they suggest raising the pay of primary care physicians, incentivizing rural practice, and making health insurance more available and affordable as solutions. Of course these recommendations are not surprising. We’ve heard them before. More supply might translate into more usage. But could some of the decline in primary care be because it no longer feels relevant to a population that has become accustomed to instant gratification? One click and the thing you didn’t feel like waiting for in line today is on your doorstep tomorrow, or even sooner.
If we want to create meaningful change, we need to learn a thing or two about marketing from the competition and from the successful businesses who are shaping consumer behavior. It’s not surprising that, when people feel healthy (whether they are or not), they will devalue primary care. But if they sprain an ankle or have a cough that is keeping them up at night, they would like some medical attention ... now. And that will drive them away from primary care toward sources of fragmented care – the doc-in-the-box, the walk-in clinic, or even more unfortunately to the local emergency department.
If we want more people to establish relationships with primary care providers, we need to welcome them in the door ... when they feel a need. Once in the door we can establish rapport and show them there is a value to primary care while they are feeling grateful for the prompt attention we gave them. But too many primary care practices are shunting potential patients into fragmented care by appearing unwelcome to minor emergencies and by creating customer-unfriendly communication networks. Most people I know would be happy to go back to the old days of “take two aspirin and call me in the morning” primary care. At least you had talked to a doctor in real time, and you knew that he or she would see you the next day if you still had a problem.
You may think I’ve suddenly gone utopian. But there are ways to run a practice that welcomes patients with minor complaints on short notice. It requires some flexibility, some willingness to work longer on some days, and being more efficient.
Dr. Wilkoff practiced primary care pediatrics in Brunswick, Maine, for nearly 40 years. He has authored several books on behavioral pediatrics, including “How to Say No to Your Toddler.” Email him at pdnews@mdedge.com.
You probably still remember your pediatrician. Your relationship with her may have influenced your decision to become a physician. She was your parents’ go-to source for pretty much anything to do with your health. You had a primary care physician in large part because your parents felt that children were particularly vulnerable to disease and wanted to avoid any missteps on your road to maturity. On the other hand, while you were growing up your parents probably were much less concerned about their own health. Their peers and friends seemed healthy enough; why would they need annual checkups? Your folks made sure they had life insurance because accidental death and injury felt like more pressing concerns. If they had a primary physician, they may have visited him infrequently. They may have been more likely to visit their dentist, in part because the office put a strong emphasis on the value of preventive care.
A recent survey from Harvard Medical School, Boston, determined that, in 2015, 75% of adult Americans had an established source of primary care. (“Fewer Americans are getting primary care,” Jake Miller, the Harvard Gazette, Dec. 16, 2019). This number sounds pretty good and not unexpected until you learn that in 2002 that number was 77%. While 2% seems like a drop in the bucket, remember we live in a very populous bucket, and that 2% translates to millions fewer Americans who are not receiving primary care than did more than a decade ago.
While the researchers don’t have data to explain the decline in primary care, they suggest raising the pay of primary care physicians, incentivizing rural practice, and making health insurance more available and affordable as solutions. Of course these recommendations are not surprising. We’ve heard them before. More supply might translate into more usage. But could some of the decline in primary care be because it no longer feels relevant to a population that has become accustomed to instant gratification? One click and the thing you didn’t feel like waiting for in line today is on your doorstep tomorrow, or even sooner.
If we want to create meaningful change, we need to learn a thing or two about marketing from the competition and from the successful businesses who are shaping consumer behavior. It’s not surprising that, when people feel healthy (whether they are or not), they will devalue primary care. But if they sprain an ankle or have a cough that is keeping them up at night, they would like some medical attention ... now. And that will drive them away from primary care toward sources of fragmented care – the doc-in-the-box, the walk-in clinic, or even more unfortunately to the local emergency department.
If we want more people to establish relationships with primary care providers, we need to welcome them in the door ... when they feel a need. Once in the door we can establish rapport and show them there is a value to primary care while they are feeling grateful for the prompt attention we gave them. But too many primary care practices are shunting potential patients into fragmented care by appearing unwelcome to minor emergencies and by creating customer-unfriendly communication networks. Most people I know would be happy to go back to the old days of “take two aspirin and call me in the morning” primary care. At least you had talked to a doctor in real time, and you knew that he or she would see you the next day if you still had a problem.
You may think I’ve suddenly gone utopian. But there are ways to run a practice that welcomes patients with minor complaints on short notice. It requires some flexibility, some willingness to work longer on some days, and being more efficient.
Dr. Wilkoff practiced primary care pediatrics in Brunswick, Maine, for nearly 40 years. He has authored several books on behavioral pediatrics, including “How to Say No to Your Toddler.” Email him at pdnews@mdedge.com.
You probably still remember your pediatrician. Your relationship with her may have influenced your decision to become a physician. She was your parents’ go-to source for pretty much anything to do with your health. You had a primary care physician in large part because your parents felt that children were particularly vulnerable to disease and wanted to avoid any missteps on your road to maturity. On the other hand, while you were growing up your parents probably were much less concerned about their own health. Their peers and friends seemed healthy enough; why would they need annual checkups? Your folks made sure they had life insurance because accidental death and injury felt like more pressing concerns. If they had a primary physician, they may have visited him infrequently. They may have been more likely to visit their dentist, in part because the office put a strong emphasis on the value of preventive care.
A recent survey from Harvard Medical School, Boston, determined that, in 2015, 75% of adult Americans had an established source of primary care. (“Fewer Americans are getting primary care,” Jake Miller, the Harvard Gazette, Dec. 16, 2019). This number sounds pretty good and not unexpected until you learn that in 2002 that number was 77%. While 2% seems like a drop in the bucket, remember we live in a very populous bucket, and that 2% translates to millions fewer Americans who are not receiving primary care than did more than a decade ago.
While the researchers don’t have data to explain the decline in primary care, they suggest raising the pay of primary care physicians, incentivizing rural practice, and making health insurance more available and affordable as solutions. Of course these recommendations are not surprising. We’ve heard them before. More supply might translate into more usage. But could some of the decline in primary care be because it no longer feels relevant to a population that has become accustomed to instant gratification? One click and the thing you didn’t feel like waiting for in line today is on your doorstep tomorrow, or even sooner.
If we want to create meaningful change, we need to learn a thing or two about marketing from the competition and from the successful businesses who are shaping consumer behavior. It’s not surprising that, when people feel healthy (whether they are or not), they will devalue primary care. But if they sprain an ankle or have a cough that is keeping them up at night, they would like some medical attention ... now. And that will drive them away from primary care toward sources of fragmented care – the doc-in-the-box, the walk-in clinic, or even more unfortunately to the local emergency department.
If we want more people to establish relationships with primary care providers, we need to welcome them in the door ... when they feel a need. Once in the door we can establish rapport and show them there is a value to primary care while they are feeling grateful for the prompt attention we gave them. But too many primary care practices are shunting potential patients into fragmented care by appearing unwelcome to minor emergencies and by creating customer-unfriendly communication networks. Most people I know would be happy to go back to the old days of “take two aspirin and call me in the morning” primary care. At least you had talked to a doctor in real time, and you knew that he or she would see you the next day if you still had a problem.
You may think I’ve suddenly gone utopian. But there are ways to run a practice that welcomes patients with minor complaints on short notice. It requires some flexibility, some willingness to work longer on some days, and being more efficient.
Dr. Wilkoff practiced primary care pediatrics in Brunswick, Maine, for nearly 40 years. He has authored several books on behavioral pediatrics, including “How to Say No to Your Toddler.” Email him at pdnews@mdedge.com.