demographic of population group
Demogr
a
phics of a Population Group – Fact Sheet
Overview
A fact sheet is a document that provides basic information on a specific topic in a quick and easy-to-read format. A fact sheet can be in text form, but with the increased use of “infographics” and online formatting, it often includes a combination of images and provides links to more in-depth resources.
Assignment Instructions
Prepare a fact sheet designed to be given to new staff within a health care organization. Select the organization where you work, or hope to work, who have direct contact with the population it serves. Include a description of the organization you select on your addendum.
Include the following information in your fact sheet:
· A description of the community they serve, including pertinent demographic data related to that specific population group.
· Links to resources that would be beneficial for the staff to access in order to learn more about the health care needs of the community.
Create a brief introductory document addressed to the recipients of your fact sheet in the form of a memo or a short e-mail that communicates the value, relevance and intended use of the document.
Submission Requirements
This assignment consists of three elements:
· A memo / e-mail: separate page, e-mail or memo format, 1 to 3 paragraphs.
· The fact sheet: 1 to 3 pages, can be single spaced, can include graphics, sources can be cited and linked.
· Addendum: separate page, Include a short description of your selected health care organization, and 3 to 5 resources, cited in APA format.
a
Audience Insights
Communicating to Family Physicians
A family physician is concerned with the total health care of the individual and the family and is trained to diag
nose and treat a wide variety of ailments in patients of all ages. The family physician receives a broad range of
training that includes internal medicine, pediatrics, obstetrics and gynecology, psychiatry, and geriatrics.1 They
differ from internists who treat mostly adults 18 and over and specialize in the diagnosis and treatment of disease.
Trends Among Today’s Family Physicians
1. The need for family physicians in the U.S. will nearly 7. Medical Web sites and professional journals are highly
double by 2020 to 139,531. At present, there are over regarded sources of health-related information for family
94,600 practicing family physicians.
2
physicians.
7
2. Family physicians are the single largest category of spe- 8. Recent innovations in family medicine practice include:
cialists in both rural and urban community health cen – Group visits; a two-hour group visit with 20 pa
ters, accounting for 48.1% of the total physician staff.
3
tients that allows ample time for family physicians to
3. In 2005, 21
6
million office visits were made to family provide education.
8
physicians; this is 48 million more than any other spe- – Healthcare teams of physician-assistants, nurses,
cialty.
4
and health educators to better meet increasing need
4. More than 90% of family physicians treat Medicare pa- for extensive chronic disease management of pa
tients, and over 75% of family physicians accept Medi- tients.
9
caid.2 – The medical home; a team of family physicians,
5. Some family physicians turn over care of hospitalized nurse practitioners, physician assistants, and others
that provide comprehensive primary care and chronic patients to full-time hospitalist physicians (physicians
disease management through expanded hours and use that see patients in a hospital setting), many of whom are
family physicians themselves.
5
of telephone, email and electronic medical records.
10
6. In some communities, family physicians also provide a
significant amount of maternity care in their practice.6
Audience Insights can help you to communicate more effectively with your priority populations in order to influence
their behavior. CDC’s
Strategic and Proactive Communication Branch
(SPCB) divides audiences into smaller homogeneous
segments with similar needs, preferences, and characteristics and provides CDC programs with audience-specific informa-
tion, marketing expertise, and communication planning. To develop Audience Insights, secondary data is collected and
analyzed from CDC-licensed consumer databases, books, articles, and the Internet. For more information, email
SPCBHealthMktg@cdc.gov or contact Lynn Sokler, SPCB, at lsokler@cdc.gov.
U.S. Department of Health and Human Services
Centers for Disease Control and Prevention
Office of the Associate Director for Communication
Division of Communication Services
Strategic and Proactive Communication Branch
Family Physicians at-a-Glance
These composites are for illustrative purposes only.
“My patients fre-
quently want the
newest high-tech
gizmo or pill they’ve
heard about or seen
on TV. I stick to pre-
scribing the most
appropriate medica-
tions for my patients
after a thorough
work-up and neces-
sary diagnostic
tests.”
William Ishizuka, M.D. (Rural group practice)
Oxnard, CA
Age: 38
♦ Is in a busy three-person family practice group located in a rural
area . Group also provides care in obstetrics and gynecology.
♦ 22% of patients are on Medicare, 12% receive Medicaid, 35% are
in HMOs or IPAs, 22% have other health insurance, 9% have no
health insurance.
♦ Relies on a network of 15 specialists for patient referrals. To re
main certified, he completes many hours of continuing medical
education (CME) each year, mostly online.
♦ Cares for entire families. Many of his patients speak Japanese and
are more comfortable visiting a physician who understands them
and their culture.
“Many of my older
patients have
chronic health condi
tions and see me on
a routine basis. My
practice is growing.
I’ve moved to elec
tronic medical re
cords and computer-
assisted patient data
systems that allow
my patients to up
date their conditions
electronically at
every visit.”
Phyllis Epps, M.D. (Inner city group practice)
Philadelphia, PA
Age: 55
♦ Completed a residency in gastroenterology medicine at UCLA in
Santa Monica, CA, but wanted to practice medicine for the “whole
patient”.
♦ Frequently goes to CMEweb.com, eMedicine.com or her medical
school’s Web site for grand rounds and lectures by way of video
on the Internet.
♦ Is in a group practice with five other family physicians and nurse
practitioners.
♦ Is promoting group visits with 20 diabetic patients at a time; fo
cuses on nutrition, exercise, and compliance with medication use.
“I’m an early adopter
of technology and
use my BlackBerry®
and Epocrates Rx to
check on drug infor
mation, including
possible side effects.
It’s hard to keep up
with everything but I
want to incorporate
the latest, most ef
fective medical and
technologically ad
vanced practices.”
Patrick Austin, M.D. (Small group practice in rural city)
Jackson, Mississippi
Age: 64
♦ Has been in a solo family practice for 32 years in the same office
location; treats several multi-generational families.
♦ Uses a BlackBerry® to log patient information and receives radio
logical images from the local hospital on it as well.
♦ His medical office is located near the hospital he uses when his
patients require in-hospital treatment.
♦ Spends more than 15% of his time caring for children.
♦ Is contemplating retirement in 5 years. He and his wife plan to
retire in Phoenix, Arizona.
AUDIENCE INSIGHTS: FAMILY PHYSICIANS STRATEGIC AND PROACTIVE COMMUNICATION BRANCH
2
Targeted Health
Communication
Knowing the habits and preferences of Family Physicians
can help you plan health communication and marketing efforts
for
this audience.
►Medical Web sites and journals are highly regarded as
sources of health-related information for family physicians.
► Online physician communities are becoming more of a
resource to discuss patient care and solicit feedback. Con
sider banner advertising on such online communities as the
6000-physician-member community Web site Sermo,
www.sermo.com†, as well as WebMD’s recently launched
Medscape Physician Connect, www.medscape.com/
connect† . However, 75% of family physicians often or
regularly obtain health-related information from other phy
sicians and also consider CDC a reliable information
source.
► Specialty-aligned professional medical groups and their
Web sites, such as the American College of Physicians –
Internists – Doctors for Adultssm
†
can be utilized to reach
this audience.
► As young doctors come into family practice, the online
tools they access will be increasingly good ways to reach
them.
► Sixty-two percent of family physicians never or rarely
view medical podcasts.7
► Many family physician practices rely on nurses or prac
tice managers to download and post information in their
offices. This should be considered in any materials dis
semination strategy.
► Remember, all physicians today have very limited time,
so don’t make them read through heavy text documents.
Make it easy for them to get your information quickly
along with your call-to-action (i.e., what you are asking
them to do).
Health-Related Information Sources Used
by Family Physicians
Family physicians use the following sources “often” or
“regularly” to obtain health-related information:
Source Often or Regularly
Medical journals 82%
Other physicians 75%
Medical Web sites 70%
Government agencies 48%
Books 47%
Medical podcasts 15%
SOURCE: Porter Novelli’s DocStyles, 20087
Family physicians most frequently use journals (93%), Inter
net sites (87%), and conferences (85%) to pursue their con
tinuing medical education.7
Family Medicine Practices in the U.S.
Types of family medicine practices:6
• 69.8% are group practices
• 18.4% are individual practices
• 11.8% are hospital or clinic-based practices
► Sixty percent of family physicians care for newborns, and
20% of visits are with children.11
► Primary care includes health promotion, disease preven
tion, health maintenance, counseling, patient education,
diagnosis and treatment of acute and chronic illnesses in a
variety of health care settings (e.g., office, inpatient, criti
cal care, long-term care, home care, etc.).12
SOURCE: CDC – Advance Data from Vital and Health Statistics. 13
Send your feedback or questions to SPCBHealthMktg@cdc.gov AUDIENCE INSIGHTS: FAMILY PHYSICIANS
3
Facts about Family Physicians
► Family physicians receive extensive training in the
care of infants, children, and adolescents since these
are key patients in their practice.14
► One in four of all office visits are made to family
physicians.15
► The average income of family physicians in 2006
was $161,000.16
Number of F
Race/Ethnicity
amily Physicians by Self-Designated
Family
Physicians Male Female
White 49,022 32,636 15,386
Black 3,572 1,561 2,011
Hispanic 4,517 2,860 1,711
Asian 7,618 4,151 3,467
American Indian/
Alaskan Native
954 578 376
Other 284 143 141
Unknown 17,845 12,521 5,324
Total 82,866 54,450 28,416
SOURCE: American Medical Association, Physician Characteristics and
Distribution in the US, 2008 Edition (Chicago: AMA Press, 2008) 17
► Diversity in the physician workforce is essential for
high-quality medical education and access to health-
care for the underserved.18
► White males make up the majority race/ethnicity of
family physicians (39%), followed by white females
(19%).18
► There are more black female family physicians than
male, with the reverse being true for Hispanic family
physicians.18 Also, there are more Asian family phy
sicians than either Hispanic or black.
More on Today’s Family Physicians
► A recent survey by Medical Economics magazine indi
cates family physicians generally spend between 50 and
55 hours a week caring for patients and managing their
practice.19
► Family physicians work, on average, three hours fewer
per week than internists; two hours fewer than orthope
dic surgeons, and 10 hours fewer than cardiologists, gas
troenterologists, general surgeons, and obstetricians.19
► More than 80% of family physicians choose to have
hospital privileges.6
► Nearly one-fourth of family physicians have reported
working part-time at some point in their careers to ac
commodate personal and professional needs.19
► Typical work breakdown for family physicians:20
• 40 hours per week in direct patient care
• An additional 10 hours, or 50 hours to
tal, per week in patient-related activities
• 47 weeks – Average number of weeks
worked in one year
► Family physicians typically schedule five weeks per
year for vacation or continuing medical education
20courses.
AUDIENCE INSIGHTS: FAMILY PHYSICIANS STRATEGIC AND PROACTIVE COMMUNICATION BRANCH
4
Electronic Media Use by Family
Physicians, Including Web 2.0
► 96.9% own or use high speed Internet in their office.7
► 69% own or use a Personal Digital Assistant (PDA).7
► 14% of family physicians report using a mobile device such
as a BlackBerry®.21
► Nearly a third of medical schools are now requiring new
students to have a PDA.21
Attitudes/Opinions of Family Physicians
on Health-Related Information Provided
by Patients
The majority of family physicians are appreciative of patients pro
viding them with health-related information. Market research con
ducted with family physicians indicates:
► 87.4% strongly agree or agree that their patients com
monly tell them about health-related information they
have read, seen, or heard in the news.7
► The majority of family physicians value (66.8%) or truly
appreciate (67.3%) health-related information provided by
patients and/or their parents.7
Physician Shortage
Estimates suggest that by 2020 the U.S. healthcare system will be
40,000 doctors short of where it needs to be in the primary care
arena to support the demand for medical care. Experts believe that
the primary reason for this shortage is the payment structure. A
specialist can earn $500K a year or more and work 20 hours a
week, while a family doctor will make closer to $150K and work
60 hours a week. Incentives are changing in order to recruit more
medical students into primary care, but if the situation is not fixed
it will cause an even greater strain on these already overburdened
clinicians.22
Send your feedback or questions to SPCBHealthMktg@cdc.gov AUDIENCE INSIGHTS: FAMILY PHYSICIANS
5
References
1. American Medical Association. “Choosing a specialty”
Copyright 1995-2009 American Medical Association.
Available at: http://www.ama-assn.org/ama/pub/
education-careers/becoming-physician/choosing
specialty.shtml
2. American Association of Family Physicians (2006 ).
AAFP Facts about Family Medicine. Available at: http://
www.aafp.org/facts.xml
3. Rosenblatt, R. (2006). Shortages of Medical Personnel at
Community Health Centers. JAMA. 295:1042-1049.
Available at: http://jama.ama-assn.org/cgi/content/
full/295/9/1042
4. American Academy of Family Physicians (2007). Your
future is Family Medicine. Available at: http://
www.aafp.org/online/etc/medialib/aafp_org/documents/
about/ffm-presentation/Handout.Par.0001.File.tmp/ffm
flyer07
5. Wachter, R. Goldman, L. (1996). The emerging role of
“hospitalists” in the American Healthcare System. NEJM
Volume 335:514-517. Available at: http://
content.nejm.org/cgi/content/full/335/7/514?
ijkey=94dd9caa5ea270cf799a127e2837a720ffc0950f&ke
ytype2=tf_ipsecsha
6. American Academy of Family Physicians (July 2007).
Responses to Medical Students’ Frequently Asked Ques
tions About Family Medicine. Available at: http://
www.aafp.org/afp/2007/0701/p99.html
7. Porter Novelli’s DocStyles National Survey, 2008.
8. Masley, S. Sokoloff, J. Hawes, C. (2000). Planning
Group Visits for High-Risk Patients. Available at: http://
www.aafp.org/fpm/20000600/33plan.html.
9. Bein, B. (2009). Family Medicine Residencies Are Incor
porating Medical Home Model. Available at: Bein, B.
(2009). Family Medicine Residencies Are Incorporating
Medical Home Model. Available at: http://www.aafp.org/
online/en/home/publications/news/news-now/
pcmh/20090217pcmh-resids.html.
10. American Academy of Family Physicians. Patient-
centered Medical Home. Available at: http://
www.aafp.org/online/en/home/membership/initiatives/
pcmh.html.
11. U.S. Department of Health and Human Services, Public
Health Service, Centers for Disease Control and Preven
tion, National Center for Health Statistics, 2001. Avail
able from: www.aafp.org/x24578.xml.
12. AAFP: Primary Care available at: http://www.aafp.org/
online/en/home/policy/policies/p/primarycare.html
13. Cherry, D. (2004). National Ambulatory Medical Care
Survey: 2005 Summary. Advance Data from Vital and
Health Statistics; No. 346, Hyattsville, Maryland: Na
tional Center for Health Statistics. Available at: http://
www.cdc.gov/nchs/data/ad/ad346
14. Bush, R. Dekker, A. Feldman, E. Waitz, M. (September
2002).Family physicians and health care for adolescents.
Journal of Adolescent Health. 31(3): 221-222.
15. American Academy of Family Physicians Launches
Consumer Alliance With First Partner: The Coca-Cola
Company. (2009). Available at: http://www.aafp.org/
online/en/home/media/releases/newsreleases-statements
2009/consumeralliance-cocacola.html
16. Merritt Hawkins & Assoc. 2009 Review of Physician
and CRNA Recruiting Incentives. (2009). Available at:
http://www.merritthawkins.com/pdf/
mha2009incentivessurvey
17. American Medical Association Physician Characteristics
and Distribution in the US. 2008 Edition (Chicago:
AMA Press, 2008)
18. Reede, J. (2003). A recurring theme: the need for minor
ity physicians. Health Aff (Millwood).22:91-93.
19. American Academy of Family Physicians (2007). Your
future is Family Medicine. Available at: http://
www.aafp.org/online/etc/medialib/aafp_org/documents/
about/ffm-presentation/
Talking_Points_PDF.Par.0001.File.tmp/
TalkingPoints07
AUDIENCE INSIGHTS: FAMILY PHYSICIANS STRATEGIC AND PROACTIVE COMMUNICATION BRANCH
6
References (cont’d)
20. Staiger, D. Aurbach, D. Baurhaus, P. (2010). Trends in
the work hours of physicians in the United States
JAMA.303(8):747-753. Available at: http://jama.ama
assn.org/cgi/content/full/303/8/747
21. Johnson, M. (2006) More Medical Schools Requiring
PDAs. Available at: http://www.epocrates.com/company/
news/10266.html
22. Kavilanz, P. (July 2009). Family doctors: An endangered
breed. Available at: http://money.cnn.com/2009/07/16/
news/economy/healthcare_doctors_shortage/index.htm?
postversion=2009071807
Send your feedback or questions to SPCBHealthMktg@cdc.gov AUDIENCE INSIGHTS: FAMILY PHYSICIANS
7
Audience Insights
Communicating to Family Physicians
For more information, email SPCBHealthMktg@cdc.gov or contact Lynn Sokler, SPCB, at Lsokler@cdc.gov
Internet: http://www.cdc.gov/healthmarketing/resources.htm#insights
Intranet: http://intranet.cdc.gov/NCHM/DCHM/MCSB
U.S. Department of Health and Human Services
Centers for Disease Control and Prevention
Office of the Associate Director for Communication
Division of Communication Services
Strategic and Proactive Communication Branch
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