Betsy D. Gelb

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Administrators at a cancer center initiated a program they hoped would reduce exposure to the sun, and therefore the incidence of skin cancer. They also hoped for association of the value of the program with their institution. Research measuring the impact of the program showed that it reached more than one million individuals in three cities, and that(More)
Stigma impedes the life opportunities of people with mental illness. Research suggests that stigma may be reduced by three approaches: protest, education, and contact. Three programs that adapt these approaches for mass audiences are described: StigmaBusters, which is a form of protest; Elimination of Barriers Initiative, which involves education or social(More)
More health care providers and payors are beginning to see health promotion programs as a significant tool for attracting patients, reducing costs, or both. To help design programs that take into account the values and lifestyles of the target group, naturalistic observation can be useful. The authors illustrate the approach in a study of pipeline workers(More)
An organization's strategic planners require an understanding of future developments in the environment in which their decisions will be made. However, there is increasing recognition that there is no single predetermined "future." Therefore, the use of alternative future scenarios can be helpful. Scenario construction is a technique for combining possible(More)
Providers of physician referral services (PRSs) often focus advertising toward consumers who are least aware that such services exist. However, focusing advertising toward a more aware audience might be more useful. A recent study found that consumers most familiar with health care services are most likely to remember the concept of a PRS. Since these(More)
A research technique that combines qualitative and quantitative stages can be useful in eliciting issues of importance to physicians and then in calculating the relative priority they place on each issue. The technique described here, physician focus groups plus conjoint analysis, has been used successfully in the health care setting. It offers(More)