Does primary care need to be re-branded?

Primary care is associated with negative connotations such as bureaucracy, paperwork, and being perceived as the lowest physician on the totem pole. Or as this doctor puts it, “‘PCP’ now seems to be synonymous with overworked, underpaid ‘loser’ who at least by some people’s opinions aren’t carrying their weight.”

Taking a tip from marketers, how about re-branding the profession to a “pre-hospitalist.” (via The Happy Hospitalist) With the respect and demand that hospitalists garner, hopping on their coattails may not be a bad idea.

Furthermore, primary care is being diluted by non-physician entities like PAs, NPs, and even chiropractors. Perhaps generalist physicians need to distance themselves from the term.


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