ResearchReport

Importance of
Primary Care Project
University of Georgia
Public Relations Research
Fall 2016 - Team 5

Table of Contents
ExecutiveSummary...........................................................................3
ClientInformation.............................................................................4
SituationAnalysis...........................................................................5-6
Communication Objectives and Research Question.......................7
QualitativeMethods....................................................................8-12
Survey.........................................................................................13-14
Content Analysis of Traditional and Social Media....................15-17
InsightsSummary............................................................................18
Recommendations..........................................................................19
Appendix A: Research Instruments................................................20
I. Interview Notes
II. Survey Cover Letter and Questionnaire
III. Coding Manual for Traditional Media
IV. Coding Manual for Social Media
Appendix B: In-depth Interview Responses..................................29
I. Grouped by Respondents
II. Grouped by Questions
Appendix C: Datasets.....................................................................73
I. Survey Dataset
II. Traditional Media Content Analysis
III. Social Media Content Analysis
2

KEY FINDINGS
When asked the most important factors when
it comes to seeing a doctor, the top common
responses included convenience, price and trust.
One-on-one conversation, print media and
emails resonate the most with people and are
the most reputable and trustworthy sources of
Family behavior, type of insurance accepted by
doctors and the health benefits gained from work
are all factors that play a key role in whether or not
people have primary care physician.
Tweets mentioning the DeKalb Medical Emergency
Room were positive in 5% of the posts, and
negative in 24% of the posts. Most of the
negative posts dealt with wait times.
People that state social media as their primary
source of information choose Facebook as their
most preferred social media platform.
3

DeKalb Medical is a leading Atlanta hospital that provides extensive diagnostic treatment for
by providing health care for medical situations. DeKalb Medical aims to help its community
by having a well-informed and experienced staff to take care of each patient’s specific health
needs. The hospital’s mission statement is to:
“Strengthen the link between DeKalb Medical and the community it serves through
communication, education, service and charitable giving.”
DeKalb Medical provides many health services including a blood donation center, community
programs, behavioral health services and emergency services. The hospital is centered in
an area that is largely African American and has an average household income of $55,771.
Many citizens of DeKalb County are unable to afford primary care physician treatment or
are uninsured. Private Employer Sponsored Insurance (ESI) covers nearly 50 percent of the
community, while only 4.7 percent have Private Direct insurance. Community members also
seem to have a history of visiting the Emergency Room for non-emergencies. This aspect
shows how broad the gap of knowledge between the public and hospital is in regards to
seeking appropriate medical help.
The main goals of the organization include assisting patients with their medical needs and
always providing top service for every patient. DeKalb Medical sets business objectives
to inform the public about when it is appropriate go to the Emergency Room for medical
situations. The objectives are the main basis of our project and they include:
Overcrowding and long wait times are two common complaints of the medical staff as well
as the community members. In order to fix these issues, the DeKalb County public and
those who visit the DeKalb Medical, must be informed of different outlets that are more
appropriate to handle certain medical situations. The main concern that DeKalb Medical has
includes the overarching need for medical assistance and the limited resources available.
By changing the local Atlanta public’s behavior, DeKalb Medical can be better equipped to
handle emergency situations in the Emergency Room. The wait times will decrease, more
resources will be available, the public will be more educated, and the hospital will be able to
afford to have an experienced staff to see each patient.
Client Information
• Raising community awareness of the importance of establishing a
relationship with a primary care physician.
• Better understanding why people choose to seek help at the Emergency
Room over a primary care physician.
• To determine what must be done in order to change the public’s behavior.
4

Situation Analysis
STRENGTHS
> The hospital is highly equipped with caring expert health care professionals.
> The hospital is equipped and prepared for medical services on a 24/7 basis.
> The hospital offers an online bill service that allows for a more efficient payment
method for patients.
> The hospital has extensive services such as: emergency services; leading
genetic testing services; sleep disorder solutions; Orthopedics services Cancer
care and support; state-of-the-art imaging equipment and much more.
WEAKNESSES
> There are usually long wait times with the paper method of checking in.
> An overcrowded emergency room leads to longer wait times and less attention
for non-emergent clients since emergency situations are treated first.
> A hospital’s emergency room has limited resources for non-emergent medical
situations. They are equipped to treat emergencies and life-or-death cases, not
to treat basic colds and illnesses. They are also there to treat symptoms right
away, so no follow-up or post visit treatment is available.
> Staff is expensive in a hospital, so many times there is not an even patient to
staff ratio in the hospital, especially with the increase in non-emergent cases
coming into the Emergency Room.
5

Situation Analysis Cont.
OPPORTUNITIES
> There is potential for the hospital to expand to have an Urgent Care branch to help
treat non-emergent cases effectively without overcrowding the Emergency Room.
> The hospital can provide brochures in the waiting room to inform patients of other
care options for certain medial cases that are non-emergencies.
> Collaborations with surrounding primary care physicians to help guide patients with
non-emergent cases to a local primary care physician where they can be treated as
necessary and can work on building a relationship with a primary care physician.
> There is potential for the hospital to expand their presence and reach on social media
platforms and/or blogs that can allow them to better inform and assist community
members on the importance of a relationship with a primary care physician.
THREATS
> The presence of other hospitals in the Atlanta area could draw in current DeKalb
Medical patients to their building instead.
> Changing health care policies can pose as a possible threat when it comes to
encouraging people to build a relationship with a primary care physician.
> A growing uninsured community can pass down their behaviors to others that follow
the footsteps of going to the Emergency Room for non-emergencies.
> If there are limited primary care physicians or Urgent Cares in the local area, this can be
another reason why the Emergency Room is filled with people with non-emergencies.
6

Communication Objectives
and Research Question
7
The main focus was determining how to better inform the community of DeKalb County so
they may change their behavior when it comes to addressing health issues. The research was
based around the idea that the more informed the community was, the better the chance was
that they would choose to go to a primary care physician over the Emergency Room for non-
emergent cases. These communication objectives are:
The communication objectives for this project help answer a specific research question:
HOW DO WE CHANGE
THEIR (THE PUBLIC’S) BEHAVIOR?
Overall, the research methods defined the main research question in ways that allow for a
better understanding of the objectives for this project. These research methods include:
In-depth Interviews - Quantitative method aimed to have one student between the
ages of 18-25, one community member and one participant over the age of 40.
Total of 16 people interview.
Online Survey - Qualitative method consisting of multiple questions that asked about
demographics and personal habits in regards to medical treatment.
Reached a response rate of about 200 people.
Content Analysis - Quantitative data gathered by an analysis of traditional and social
media. Traditional media analysis included gathering 83 articles that all included the
same certain keywords. Social media analysis was done by also searching certain
keywords on Twitter. 85 tweets were gathered and analyzed for social media posts.
• To research reasons why people have to go to the Emergency Room.
• To define what constitutes an “emergency case” to the average person.
• To determine why people may seek medical assistance at the Emergency
Room rather than an urgent care facility or primary care physician’s office.

Qualitative Methods
8
METHOD OVERVIEW
We conducted in-depth interviews with a total of 16 different people to investigate how
participants choose to seek medical attention and their views on whether or not a certain
medical situation is considered an emergency or not. The interview consisted of 13 questions
with room to expand on to various supporting questions that were relative to the topic.
The questions guided participants to voice their opinions and to state their ideas on the
appropriate use of the emergency room versus the importance of having a primary care
physician. The interviews were conducted by all members of the group either over the
phone or face-to-face. All responses were collected and analyzed (See Appendix B). From
the results, we were able to notice valuable trends and correlations in terms of uses of
the emergency room and relationships with primary care physicians. The analysis of these
interview results provide a more comprehensive view of peoples’ perceptions of when it
is necessary to visit the Emergency Room and how important it is for them to establish a
relationship with a primary care doctor.
While focus groups give a group of people the opportunity to draw ideas out of each other
in a discussion, we chose to go with the more personal route of in-depth interviews. The
nature of the one-on-one environment of in-depth interviews allowed for connectivity and
comfort, translating into full focus and deeper insights. Additionally, participants might
consider their habits for seeking out medical care and related topics to be private matters.
Therefore, interviewees would be more likely to provide full, honest responses in a safe, one-
on-one space.
DATA COLLECTION
We decided to include a variety of different ages and genders in our sample group.
Each of the seven members of the research team interviewed two to three people,
making sure to include a male and a female, a member of the community, as well as a
student and someone over the age of 40. These guidelines were set in place to make
sure that a large portion of population would be represented. Since each member
from the team is from a different hometown and circle of people, having each person
recruit interviewees made for a diverse group of participants. Additionally, speaking
with and hearing from different age groups and genders allowed for a variety of
answers, generating a more wholesome conclusion.

9
QUESTIONS SCHEDULE
1. Do you have a primary care provider? If yes, how often do you visit them and for what reasons
do you schedule appointments? If no, why not?
2. What would you say is the most important factor when it comes to seeing a doctor: such as
price, trust, convenience, comfort, etc.? Why?
3. If you do not have a primary care provider, what are factors that would make you consider
acquiring a primary care provider? What services do you believe a primary care provider could
offer to you?
4. Have you been to the emergency room before? If yes, how often have you gone and for what
reasons?
5. If you were to become sick with an average cold or face another non-emergency health issue,
would you be more likely to visit your doctor or the emergency room? Why?
6. By your definition, what constitutes a case that constitutes need for Emergency Room care?
7. What do you think are the benefits of going to the emergency room?
8. If you could adjust anything about how urgent care or how a physician’s office works, what
you modify first? Why?
9. Has anyone in your family visited with or has a primary care physician? If yes, how long and
are they in your area? If no, how does the rest of your family approach getting treatment?
10. If an urgent care or primary care physician’s office had more convenient hours of operation
would you go there for your medical needs?
11. What kind of information do you feel would help educate your community about the
differences between going to see a private physician and going to the ER?
12. Do you regularly use social media platforms as a way of communication and gathering
health information? If so, which platforms and how regularly? If not, what is your main source of
getting health news and information?
13. Would you pay more attention to social media, print media, or physical interactions and
encounters when someone is trying to educate or inform on a health topic? Why would you pay
more attention to one over another?
PROCESS
The purpose of the interview was to find out what would cause people to change their
behavior of using Emergency Rooms for non-emergencies. During the interview process, it was
important to be flexible, not only for scheduling purposes, but also while asking the questions.
The interview had to be continuous and flow like a conversation to get as much honest, natural
information as possible.
Most of the interviews occurred over the phone. Everyone has busy schedules so it was the
most convenient way to speak with people. The interviews were later transcribed (as seen in
the Appendix).

IN-DEPTH INTERVIEW PARTICIPANTS:
The interviewees ended up consisting of nine females and seven males. The
participants included people who ranged from age 21 to age 65. The students
that were interviewed were both undergraduate and graduate students.
Jackie DeRosa – Female – 20
Kent Steele – Male – 65
Marsha Carlisle – Female – 55
Alexa Lee – Female – 21
Bria Jackson – Female – 22
Norma Holiday – Female – mid 50s
Kayli Varner – Female – 21
Doug Barthlow – Male – 60
McKinley Jones – Female – 21
Forrest Babington – Male – 21
Jacob Parr – Male – 24
Cody Moore – Male – 23
Sarah Rech – Female – 24
Britt Grisham – Male – 45
Alanna Holloman – Female – 35
David Morrison – Male – 24
10

11
DATA ANALYSIS
While none of our interviewees use the Emergency Room as their primary source of care,
we were able to uncover motives, priorities, insights and points of views behind seeking out
medical care.
Exactly half of our participants visit their primary care physician only when they are sick and
the other half also go for check-ups. The students who are away from home tend to use
urgent care or the health center, instead of going to another primary care physician or going
to the emergency room. When asked the most important factors when it comes to seeing a
doctor, the most common response was convenience. Many of the interviewees stated the
importance of seeking out care somewhere nearby and being able to get in without waiting
too long. The second most common response was comfort. The participants stated they want
to feel at ease when seeking out medical attention. University of Georgia undergraduate
student, Kayli Varner, stated that she “wants them to be friendly and not talk down [to me]. I
don’t like feeling uncomfortable some where they’re supposed to be taking care of me.”
Price also proved to be a popular factor when it comes to seeing a doctor. One reason that
came up a lot is going to a doctor who accepts a specific type of insurance. For example,
Jackie DeRosa, Elon University student, is the only interviewee without primary care. She
stated that this is the case due to the fact that her insurance changed. This shows that
insurance plays a key role in whether or not people have primary care. Doug Barthlow, age 60,
stated that where he seeks out care depends on the benefits he receives at work.
Another factor people responded with is trust in abilities. David Morrison, age 24, prioritized
the factors by stating that “obviously price is a huge factor but really the most important is
the level of comfort, cleanliness of the facility, and the level of professionalism/skill of the
staff. No one wants to go to see a doctor they can’t trust to provide quality healthcare.” More
than one interviewee stated that they would only visit doctors if they have previously received
referrals. This indicates that the reputation of an establishment or doctor affects where
patients feel comfortable receiving care. After the portion about primary care, we then asked
a line of questions regarding emergency room use.
Interviewees cited broken bones, intestinal blockage, corneal abrasion, dehydration and
stepping on a nail for reasons they have been to the emergency room. Every person
responded that they would not go to the emergency room for a common cold or mild illness.
They explained that they would be taking up space in the emergency room, it is not necessary
to go, and they do not constitute it as an emergency. Norma Holliday, a member of the
Athens community, age 55, described something that constitutes going to the emergency
room as “acute pain that cannot be resolved, excessive bleeding, or a broken bone.”

12
Learning what the interviewees considered benefits of going to the emergency room was eye-
opening and gives insight as to why, even though they do not personally use the emergency
room for non-emergencies, people might. The most common response for a benefit of going
to the emergency room was guaranteed assistance. No matter who you are or what the case
is, you will be seen and potentially treated by a doctor. In addition, many responded that
convenience is one of the main reasons people go to the emergency room. Not only is the
emergency open 24/7, but the care is also usually immediate.
Many interviewees also stated the fact that the emergency room is capable of providing more
services, such as surgeries, and has access to a wider range of resources than urgent care.
Martha Carlisle, age 55, compared the benefits of going to the emergency room with the
other options by explaining, “you know if there’s something where you need quick treatment
and special care, if you go to urgent care and they don’t know what’s wrong with you or how
to treat you they send you directly to the emergency room. If you go to a primary care doctor
they can’t treat you they can treat things like if you have an infection or some minor stuff, if
there’s something going on that you don’t know about then you go to the emergency room.”
To find out how to effectively raise awareness of the difference between emergency room
usage and urgent care usage, we asked the participants where they get their medical
information. None of them stated that they get their medical news and information from
social media. They stated that social media is not a reliable place to get information from, and
the recommendations could be false. Most of the answers stated that they acquire medical
information from magazines, e-mail lists and word-of-mouth.
When asked if they would pay more attention to social media, print media, or physical
interactions, the majority stated physical interactions. The participants explained that a one-
on-one conversation would resonate with them the most. Additionally, physical interaction
would guarantee the information is reputable. “Aside from sports, I don’t really look at social
media for news because I feel like it can be skewed. Getting information directly from a nurse
or a health center representative holds a lot more meaning,” stated Kayli Varner, senior at the
University of Georgia.
Sharing the same concerns, Doug Barthlow, age 60, stated that, “some of the things that I
think are on social media, I don’t think I find it trustworthy. So I think knowing the person and
talking to them I think would be more beneficial to me than social media. Now, in terms of
print, the direct mail, not that it is directed to me, it does come. But I don’t really pay any
attention to it so it wouldn’t help. It seems kind of general. It’s not anything that resonates
with me. I don’t think I would rely on information from just anybody - it would have to be
somebody I know or someone with credibility.”
After physical interactions, print media reigned as the second-most popular response. Many
explained that medical magazines cannot be disputed and they are easy to read. Therefore,
having doctors that treat emergency room patients give information or sending print news
would be the most effective methods to educate the community on the difference.

Survey
13
METHOD OVERVIEW
A survey was used to determine participant’s perception of emergency care compared to
primary care for ages 18 and older. The survey consists of 24 questions and examines the
habits and opinions of patients in need of medical treatment as well as where patients
find and seek out medical information. The Online survey tool, Qualtrics was used to
conduct the research.
DATA COLLECTION
Sampling Strategy: The survey was created and distributed entirely online using the
research tool, Qualtrics. Participants ranged from 18 years of age and older and were
completely voluntary. The survey sample was non-random.
Participant Recruitment: Each team member was responsible for recruiting participants.
Members utilized social media and Email contacts to distribute the Qualtrics link to family
and friends. The survey was open access so any one with the web link could participate.
The open link assisted with participant recruitment because participants were asked to
distribute the survey to friends and co-workers as well.
Response Rate: The survey received 208 responses but only 167 participants fully
completed the questionnaire yielding a 19.7% dropout rate. The number of people who
chose not to participate in the survey cannot be calculated because of the distribution
method utilized by our team.
DATA ANALYSIS
Medical Providers/Care
Primary Care Physicians
Our survey results showed that 74.52% of participants have tried to seek a primary care
physician and 82.47% responded that they have a primary care physician. The interesting
discrepancy that comes from the survey is that a similar percent of participants, 73.08%
reported visiting the emergency room as a patient.

Accessibility
The majority of participants agreed that scheduling an appointment with their primary
care physician was convenient but also agreed that they would be more inclined to
schedule appointments with their PCP if he/she was available additional days of the week
or if they could schedule the appointment online instead of over the phone. However,
later in the survey participants were split almost evenly in their opinion that scheduling a
visit as a new patient with a PCP was too difficult.
Perception of Primary care vs. Emergency Room care
Reasons to visit the emergency room
Most participants selected emergent medical situations to visit an emergency room.
However, it is important to note that many participants still selected non-emergent
medical issues as valid reasons to visit the emergency room.
Non-medical emergencies
Although some participants selected non-emergent issues as valid reasons to visit the
emergency room, the majority recognized that going to the emergency room for a non-
emergent medical problem greatly affected the staff’s ability to provide care.
Timeliness, Price and Convenience
Participants were asked to rate the speed, cost and convenience of both the emergency
room and their primary care doctors. For the emergency room, the majority of participants
selected that it tended to be slow and expensive. However, when it came to convenience,
participant answers were more varied. For primary care services, participants’ responses
were also varied but there were more responses indicating that primary care was fast,
cheap and convenient.
Information Distribution
Health Insurance & Primary Care Provider Information is Best Distributed Through…
The majority of participants indicated that they would prefer to receive emails about
medical information than follow social media, attend informational seminars or read a
newsletter or magazine. Those that did select social media as their primary source of
information chose Facebook as their most preferred social media platform.
14

Content Analysis of
Traditional and Social Media
15
METHOD OVERVIEW
Content analysis is a method of quantitative analysis that involves taking
various forms of written media and breaking them down to establish common
themes to determine the meaning and overall effectiveness of the piece.
Content analysis can be helpful in simplifying information and sorting out
the relevant details of an article, news report, journal or other media tailored
toward a topic of interest. In the case of this topic of interest, it was important
to look at past and recent articles and news releases relating to emergency
room uses to help get an understanding of emergency room culture in the
United States and to hopefully discover effective ways to encourage people
who use emergency rooms for non-emergencies to change their behavior.
TRADITIONAL MEDIA
By using the keywords “emergency room” AND “non-emergency” in the Lexis
Nexis database, 83 articles were gathered and analyzed. Articles were coded
numerically using a coding book that consisted of 12 variables answered with the
number one (1= yes) or the number two (2= no).
SOCIAL MEDIA
Using the search “DeKalb Medical” AND “ER” OR “emergency room” on Twitter,
85 tweets were gathered and analyzed. Twitter posts were coded numerically
using a coding book that consisted of eight variables answered with the number
one (1= yes) or the number two (2= no).

16
RESULTS
Between coders, there was 76.58% reliability in the coding process. While most
of the articles found for traditional media were from the last 10 years, there were
several articles from 15 or more years ago. These articles, while outdated, still
held some useful information as they showed similarities to the more recent
articles. There were also a number of articles from other countries such as South
Korea, India and Canada. While these may not have been relevant to the United
States, they suggested that other countries, particularly Canada, also deal with
similar problems with their emergency room culture.
In the social media content analysis, the majority of the posts did not contain
relevant information for the desired topic. There were many vague tweets about
visiting the emergency rooms, and majority of the tweets included links to
Instagram posts that had been taken from someone in the emergency room at
the time. Although most of the social media content was not useful, it should
be noted that there were a couple of users who tweeted multiple times on
different dates about the Emergency Room. This could suggest frequent usage
for non-emergency purposes. Below are the most important findings from the
traditional and social media content analysis:
• Of the 83 traditional media articles analyzed 43% mentioned long
emergency room wait times. (See Figure 1 on the next page)
• 41% of the 83 traditional media articles mentioned primary care
physicians as an option for medical attention.
• Articles mentioned what constituted what was a “non-emergency”
medical situation in 54% of the 83 traditional media articles.
• 34% of the traditional media articles informed readers about
emergency room costs.
• 49% of the 85 Twitter posts analyzed contained a link of some sort,
usually to Instagram, Facebook, or other websites where a person can
“check-in” their location.
• Tweets mentioning the DeKalb Medical ER were positive in 5% of the
posts, and negative in 24% of the posts. (See Figure 2 on the next
page)
• Most of the negative posts dealt with wait times, 15% of the 85 tweets
mentioned how long a patient waited at the ER.
• 35% of the Twitter posts contained images or videos.

Insights Summary
18
The community of DeKalb County proved to be traditional and word-of-mouth oriented
when evaluating different ways of informing the community and changing their behavior.
Through the content analysis of both traditional and social media we have found that the
complaints the hospital staff is having are similar to the complaints of the patients. The
social media that was collected proved to be slim because of the weak correlation between
healthcare and social media presence. The few Tweets that were specific were about the
actual visit to the emergency room and a complaint about the wait time.
Through our in-depth interviews, we learned that convenience and comfort is key no matter
the sex or age of the person. People want the convenience of near by care and the comfort
of having a doctor that cares about you and your health. All of the 16 people that were
interviewed stated that they use the emergency room for actual emergencies not for a
common cold or mild illness. Some even went to an extreme of saying that they try to avoid
the emergency room due to the extensive wait and the lower quality of care.
The responses to our survey were similar to the responses we received to our in-depth
interviews. Participants agreed that there were disadvantages and advantages to both
emergency rooms and primary care physicians. Emergency rooms guarantee immediate care
and attention of a doctor even if it’s not as timely and as cheap as they would like. Primary
care physicians guarantee a quick and cheap visit but they limit when you’re able to receive
that care with their limited hours of operation. Participants indicated that they would prefer
receiving emails about medical information rather than following social media or reading a
newspaper or magazine. Convenience is key and an email that people can read on the go is
most reasonable.
The content analysis of traditional media showed the same problems and concerns of both
the DeKalb Medical staff and patients. A little less than half of the media articles stated how
long emergency room wait times were, making DeKalb Medical one of the many hospitals
with this problem. Articles also mentioned how primary care physicians are an option for
medical attention as well as what exactly qualified as a “non-emergency” medical situation.
This analysis shows that the community of DeKalb County may not be avid researchers when
it comes to healthcare and the different options available to them. This makes traditional
word of mouth and print media even more important when it comes to knowing exactly how
to raise community awareness and how to change their behavior.

Recommendations
19
Based on our research survey and in-depth interviews, our group decided that
further research using the tools we developed is necessary to establish an effective
communication plan. For our survey, the participant’s demographics differed in
terms of household income, gender composition, and age
range. These differences could drastically change the results
from our survey and the answers we received from interviews.
Considering these factors, we believe it would be in the best
interest of DeKalb Medical to consider hosting a focus group
consisting of participants from their patient base and to
redistribute the survey throughout their community.
Our research did give us insight into how DeKalb should distribute future
information within the community. Through a content analysis of traditional media,
articles revealed that DeKalb County community members responded more to
print media and word of mouth. Through the in-depth interviews, we also noted
that one-on-one conversations resonated with participants more. For this reason,
we believe that educating the non-medical staff on counseling
emergency room patients about primary care providers would
be incredibly beneficial. Staff could also provide patients with
pamphlets and document about local primary and urgent care
resources. Also, because word of mouth is important in the
DeKalb community, informational seminars might be beneficial
and aid in providing additional one-on-one interactions.
Results from our survey indicated that the preferred location
for the seminars would be local schools.
Survey results did not indicate a large preference for social media use when it
came to seeking out medical and health insurance information. Many participants
viewed social media as a less trustworthy medium. With the knowledge that the
DeKalb Community prefers traditional media, it would not be necessary for them
to expand their communication efforts to social
media. If DeKalb decided to start working with
social media for younger audiences, Facebook
is the preferred platform and might be viewed as
more trustworthy to those seeking information.

20
QUALTRICS SURVEY
FORMAL COVER LETTER
Dear ____________,
My name is___________________, and I am a Public Relations student at the University of Georgia.
I am currently working with a team in a Public Relations Research course. We are conducting a project
to gather insights about the use of Emergency Rooms and would greatly appreciate your help.
The survey should only take about 15-20 minutes of your time. Your answers will be completely
anonymous and all answers will be kept confidential. Only group results are going to be documented
and presented, not individual answers. Your help with this research is strictly voluntary and you will not
be required to answer any questions you do not want to.
The results of the survey will be presented to my classmates and the DeKalb Medical communications
department.
If you have any questions, please feel free to email me at ___________________ or our professor, Dr.
Yan Jin at yanjin@uga.edu.
Thank you,
INFORMAL SOCIAL MEDIA LETTER
Hi all!
I am doing a research project for a medical center to gather insights about emergency room use this
semester as part of my PR Research class. My group and I have put together a quick survey and we
would greatly appreciate your participation!
The survey is completely anonymous will only take about 15-20 minutes to complete. Thanks in
advance for your help!
Appendix B - Research Instruments

21
Q1 Have you visited emergency care as a patient?
 Yes
 No
Q2 Have you tried to seek out a primary care physician?
 Yes
 No
If No Is Selected, Then Skip To: Is the Emergency Room the only option...
Answer If Have you tried to seek out a primary care physician? Yes Is Selected
Q2a Have you had a negative experience with urgent care or primary care?
 Yes
 No
Answer If Have you tried to seek out a primary care physician? Yes Is Selected
Q2b For the following statement, select the corresponding level of your agreement or
disagreement.

Q3 Is the Emergency Room the only option for care that you are aware of in your community?
 Yes
 No
Q4 Do you have a primary care physician?
 Yes
 No
If No Is Selected, Then Skip To: Please check all items you consider needing...

22
Answer If Do you have a primary care physician? Yes Is Selected
Q4a For the following statements, select the corresponding level of your agreement or disagreement.
Q5 Please check all items you consider needing immediate medical attention:
_ Broken Bone
_ Fever
_ Sprain/Strain
_ Runny Nose/Cough
_ Stomach Ache
_ Headache
_ Concussion
_ Other: (please specify below) ____________________
Q6 For the following statements, select the corresponding level of your agreement or disagreement.

23
Q10 For the following, please select the circle according to how closely you think it corresponds to the
Emergency Room.
Q11 For the following, please select the circle according to how closely you think it corresponds to a
Primary Care Physician.
Q12 Information on health insurance and primary care providers would best be provided to me via:
(Check all that apply)
_ Social Media
_ Newsletter/Magazine
_ Emails
_ Informational seminars
Answer If Information on health insurance and primary care providers would best be provided to me via:
Social Media Is Selected
Q12a Rank the social media methods in order than you prefer with #1 as the most preferred and #5 as
the least. Drag and drop your choices.
______ Twitter
______ Instagram
______ Facebook
______ LinkedIn
______ Pinterest
Q13 Informational seminars would be most convenient if held at:
_ Medical Facility
_ Local elementary schools
_ City Hall
_ On university campuses

24
Q14 Please select your age
 18 - 25
 26 - 35
 36 - 40
 40 - 55
 56 - 70
 70+
 Prefer not to answer
Q15 Number of people in household
 0-1
 2-3
 4+
Q16 Ethnicity
 White
 Black or African American
 American Indian or Alaska Native
 Asian
 Native Hawaiian or Pacific Islander
 Latino or Hispanic
 Other ____________________
Q17 Education
 High school, no diploma
 High school graduate, diploma or equivalent
 Some college, no degree
 Trade/technical/vocational training
 Associate degree
 Bachelor’s degree
 Master’s degree or higher
Q18 Household composition
 Single, never married
 Married/Domestic partnership
 Widowed
 Divorced/Separated

25
Q19 Employment Status
 Employed for wages
 Self-employed
 Unemployed
 Homemaker
 Student
 Military
 Retired
 Unable to work
Q20 Health insurance coverage
 Uninsured
 Private health insurance
 Government health insurance
Q21 Household income
 Less than $25,000
 $25,000 to $49,999
 $50,000 to $74,999
 $75,000 to $99,999
 $100,000 or more
Q22 Gender
 Male
 Female
 Other
Q23 Members of my family have a history of: (check all that apply)
_ Heart disease
_ Cancer
_ Alzheimer’s
_ Mental Illness
_ Diabetes
_ Other: ____________________
Q24 Please fill out the following information about your current residence.
State:
Zip Code:

26
IN-DEPTH INTERVIEW QUESTIONS
People to Interview:
One student
Minimum 1 - Community member
Over age 40
1. Do you have a primary care provider? If yes, how often do you visit them and for what reasons do you
schedule appointments? If no, why not?
2. What would you say is the most important factor when it comes to seeing a doctor: such as price, trust, con-
venience, comfort, etc.? Why?
3. If you do not have a primary care provider, what are factors that would make you consider acquiring a
primary care provider? What services do you believe a primary care provider could offer to you?
4. Have you been to the emergency room before? If yes, how often have you gone and for what reasons?
5. If you were to become sick with an average cold or face another non-emergency health issue, would you be
more likely to visit your doctor or the emergency room? Why?
6. By your definition, what constitutes a case that constitutes need for Emergency Room care?
7. What do you think are the benefits of going to the emergency room?
8. If you could adjust anything about how urgent care or how a physician’s office works, what you modify
first? Why?
9. Has anyone in your family visited with or has a primary care physician? If yes, how long and are they in
your area? If no, how does the rest of your family approach getting treatment?
10. If an urgent care or primary care physician’s office had more convenient hours of operation would you go
there for your medical needs?
11. What kind of information do you feel would help educate your community about the differences between
going to see a private physician and going to the ER?
12. Do you regularly use social media platforms as a way of communication and gathering health informa-
tion? If so, which platforms and how regularly? If not, what is your main source of getting health news and
information?
13. Would you pay more attention to social media, print media, or physical interactions and encounters when
someone is trying to educate or inform on a health topic? Why would you pay more attention to one over
another?

27
TRADITIONAL MEDIA CODING BOOK
Keyword search on Lexis Nexis:
“Emergency Room” AND “non-emergency” (83 results)
V1. Story Number _____
V2. Date _____
V3. Did the article touch on what is considered a “non-emergency” medical situation?
1. Yes
2. No
V4. Did this article mention any demographics of people using the Emergency Room for non-emergencies?
1. Yes
2. No
V5. The article mentions emergency room care costs.
1. Yes
2. No
V6. Does the article include quotes from patients?
1. Yes
2. No
V7. Does the article include quotes from doctors/physicians?
1. Yes
2. No
V8. Wait times in emergency rooms were brought up in the article.
1. Yes
2. No
V9. The article refers to emergency rooms as “crowded” or “overcrowded”.
1. Yes
2. No
V10. The article positively talks about physicians or physician care.
1. Yes
2. No
V11. Did this article mention primary care physicians at all?
1. Yes
2. No
V12. The article negatively talks about physicians or physician care.
1. Yes
2. No
V13. Did this article list any reason(s) why people visit the ER for non-emergencies?
1. Yes
2. No
V14. Does the article talk about the benefits of using one form of care (emergency room or physician care) over the
other?
1. Yes
2. No

SOCIAL MEDIA CODING BOOK
Search: “DeKalb Medical” AND “ER” OR “emergency room”
on Twitter
V1. Username @__________
V2. Date ________
V3. Did the tweet contain links?
1. Yes
2. No
V4. Did the tweet contain an image or video?
1. Yes
2. No
V5. Did the tweet mention Emergency Room wait times?
1. Yes
2. No
V6. Did the tweet mention it being crowded?
1. Yes
2. No
V7. Did the tweet mention the care or service received?
1. Yes
2. No
V8. Is the overall tone of the tweet in relation to DeKalb Medical positive?
1. Yes
2. No
V9. Is the overall tone of the tweet in relation to DeKalb Medical negative?
1. Yes
2. No
V10. Does the tweet mention the patient’s reason for going (ex. Specific emergency, cold, visiting,
x-ray, etc.)
1. Yes
2. No
28

Appendix B
29
IN-DEPTH INTERVIEW RESPONSES
Jackie DeRosa
Elon University student
Hometown: Long Island, NY
Age: 20
Do you have a primary care provider? If yes, how often do you visit them and for what
reasons do you schedule appointments? If no, why not?
Jackie: Well, technically I don’t have a primary care provider because my insurance just
changed and they’re not under my insurance but my last one I went to was when I was
extremely sick or if I need shots or if I need a physical for school or what not.
What would you say is the most important factor when it comes to seeing a doctor: such as
Jackie: Um, I would say comfort because you have to be able to be honest with them.
If you do not have a primary care provider, what are factors that would make you consider
acquiring a primary care provider? What services do you believe a primary care provider
could offer to you?
Jackie: I have one.
Have you been to the emergency room before? If yes, how often have you gone and for
what reasons?
Jackie: I went once because I thought I broke my ankle when I was in 8th grade during a
winter lacrosse game.
If you were to become sick with an average cold or face another non-emergency health
issue, would you be more likely to visit your doctor or the emergency room? Why?
Jackie: doctor because I would be taking up space in the emergency room for people who
actually have emergencies.

By your definition, what constitutes a case that constitutes need for Emergency Room care?
Jackie: Hm. I guess, are you looking for examples?
Yes
Jackie: Some sort of car accident or excessive bleeding, or abnormally high fevers, broken
bones.
What do you think are the benefits of going to the emergency room?
Jackie: ideally you’ll get seen quickly, there’s a lot of trained doctors with different specialties
in the area that can help. Yeah I guess that’s it.
Me: If you could adjust anything about how urgent care or how a physician’s office works,
what you modify first? Why?
Jackie: I guess that they should, I don’t know I feel like a lot of them don’t take into consideration
what the sickness is and they make everyone wait in order. I feel like if someone comes in
and is extremely sick they should take that person in over someone who has a cough or
something like that.
Has anyone in your family visited with or has a primary care physician? If yes, how long and
Jackie: I’m pretty sure we all have primary care physicians, and i believe we always have, like
for as long as I can remember. So usually we go to them.
Are they in your area?
Jackie: Yes
If an urgent care or primary care physician’s office had more convenient hours of operation
Jackie: Um, yes I mean I already do go there for my medical needs, so.
What kind of information do you feel would help educate your community about the
Jackie: I guess just like more knowledge about the difference between the two and the
advantages and disadvantages of them.
Do you regularly use social media platforms as a way of communication and gathering
health information? If so, which platforms and how regularly? If not, what is your main
source of getting health news and information?
Jackie: No, I don’t use social media for it but I use the Internet.
30

How regularly?
Jackie: I guess whenever I feel sick or have a medical problem then ill look it up online
Would you pay more attention to social media, print media, or physical interactions and
encounters when someone is trying to educate or inform on a health topic? Why would you
pay more attention to one over another?
Jackie: I would pay more attention to someone physically interacting with me because then
you are able to, like, you know exactly who they are and what their qualifications are whereas
anything can be printed online or in the magazines.
Kent Steele
Hometown: Long Island, NY
Age: 65
reasons do you schedule appointments?
Kent: Yes, twice a year as annual visits.
Kent: Price…comfort…convenience…I would say reputation and knowledge of if they are
good or not, so their reputation and their background.
could offer to you?
Kent: I do have one.
what reasons?
Kent: have I been to the emergency room before? Yes, and I have gone…in the last few
months or years?
Either.
Kent: Yes, I have been when I fell down the steps at the subway station and once when I had
an intestinal blockage
31

32
Kent: Give me that again.
Kent: Doctor because the emergency rooms are for emergencies
Kent: Well, like a broken limb or you know, a missing limb or something like that. A stick in the
eye, something that hurts and needs to be addressed right away. You know protruding bones,
blood everywhere, and intense pain.
Kent: They’re able to quickly assess the damage or need for surgery or other consultation
If you could adjust anything about how urgent care or how a physician’s office works, what
Kent: Most…except for my doctor…most of the doctor’s offices do not run on a very good
schedule. They always keep the patients waiting. Processing time, I think if they addressed
that the patients would be much happier. Time in the office in general.
Kent: Yes, all family members have a primary physician and they all go at least once a year if
not twice.
Kent: Like doc in a box? Potentially.
Kent: I think that ERs and doctors should educate patients as to what constitutes an
emergency.

33
Kent: Uh the answer for the first section is no, the answer to the second section is word of
mouth
Kent: printed media…uh would be first choice and then the conversation, social media would
be last because I would want to verify the printed media source and you can’t verify social
media that well.
Marsha Carlisle
Born in: Georgia
Lives in: Long Island, NY
Age: 55
Marsha: I try to go every 6 months and its just for preventive care.
Okay, What would you say is the most important factor when it comes to seeing a doctor:
such as price, trust, convenience, comfort, etc.? Why?
Marsha: Uh, whats most important? I would put clinical skills, you know, make sure they’re a
good doctor. I always ask for a referral, I never pick someone out of a book. Of course I work
with doctors so, and convenience. Convenient location.
could offer to you?
Marsha: I have one.
what reasons?
Marsha: Okay, yes probably once a year. I tripped and I hurt my hand and when I had a
corneal abrasion.

34
Marsha: I would go to urgent care.
Why?
Marsha: because the emergency room takes too long and it’s for emergencies and that’s not
an emergency
Marsha: You know, a life threatening illness, something that’s really serious, and something
where you’re in a lot of pain and you need immediate care. If it’s after hours and nothing else
is open and you’re hurting, sometimes children issues.
Marsha: Um, you know, they can figure out what’s wrong with your really quickly. They can
save your life basically. You know if theres something where you need quick treatment and
special care, if you go to urgent care and they don’t know what’s wrong with you or how to
treat you they send you directly to the emergency room. If you go to a primary care doctor
they can’t treat you they can treat things like if you have an infection or some minor stuff, if
there’s something going on that you don’t know about then you go to the emergency room.
And after hours, they’re open 24/7 so that’s one of the benefits.
Marsha: Well, sometimes it’s hard to get an appointment with your doctor. Appointment
availability for primary care and extended hours because they’re not open on the weekends.
Urgent care is pretty much okay I don’t think I would change anything too much. Here in New
York they are all run by emergency care doctors.
Marsha: Okay, yes. My kids have had them since they were 7 years old, my husband for 3 or 4
years and I have had the same doctor for about a year.
Marsha: Yes, well I don’t like going to the emergency room. I’ll go if I’m in a lot of pain, when
you have a lot of pain it’s the closest and the fastest place you want to go to.

35
Marsha: Like a direct mailer or an article in the newspaper.
Marsha: No, I use the Internet is that social media? No its just the Internet. Or at work
because I work with doctors.
Marsha: I think in person because that’s just what I would trust more.
Alexa Lee
University of Georgia student
Age: 21
Alexa: I have several doctors. I still have my pediatrician but I don’t normally go to them
because I can get a check-up from my other doctor but normally I would just schedule a
checkup with them if I were to go to them. I’m about to transition from pediatric to an adult
primary care physician.
Alexa: Comfort with your doctor, I’m not going to see a doctor if I’m not comfortable with
them. And then second price.
could offer to you?
Alexa: I have a primary care doctor.

Have you been to the emergency room before? If yes, how often have you gone and
for what reasons?
Alexa: Twice, once when I was in Orlando I was feeling tired and weak (a symptom of
Lupus which she has) my mom drove all the way from Orlando to Children’s health-
care, I was about 16 years old. Second time was this past summer I was having really
bad chest pains.
If you were to become sick with an average cold or face another non-emergency
health issue, would you be more likely to visit your doctor or the emergency room?
Why?
Alexa: My doctor. I hate the hospital I would never go if I didn’t have to, I have spent
too much of my life in the hospital.
By your definition, what constitutes a case that constitutes need for Emergency
Room care?
Alexa: Breaking a bone, bleeding profusely, something that is an actual emergency.
Alexa: I would say you get faster care, but they aren’t always fast. Probably that you
don’t have to make an appointment, you just show up.
If you could adjust anything about how urgent care or how a physician’s office works,
what you modify first? Why?
Alexa: The wait time is ridiculous, when your appointment is at 10 and you don’t get
called until 11 is the worst, I hate that.
Has anyone in your family visited with or has a primary care physician? If yes, how
long and are they in your area? If no, how does the rest of your family approach get-
ting treatment?
Alexa: Ever since they moved to Georgia they have gone to a primary care physician
in their area.
If an urgent care or primary care physician’s office had more convenient hours of op-
eration would you go there for your medical needs?
Alexa: Definitely, if they were open on weekends that would be great.
36

Alexa: Setting clear clarifications of what is considered a real emergency.
Alexa: I guess social media because I don’t actively seek out health information anywhere
else. Like when Ebola was a thing, and through social media news outlets. But I don’t really
look for health news.
Alexa: Physical interactions, I am more inclined to have my attention kept if someone is there
when I could just scroll past it on social media or throw it away if it was print. If I have to
interact face to face I will pay more attention.
Bria Jackson
Age: 22 years old
Bria: Yes, I go about 3 times a year, just to get regular checkups because I have minor or small
problems or I need a prescription or I just feel off or something.
Bria: Comfort, because of past experiences in the emergency room I wasn’t comfortable at all
a super long waiting time, I would rather be in a place where I feel like no one is going to rob
me or I’m not going to contract something else.
what reasons?
37

38
Bria: I’ve gone to the emergency room 4 times. All for emergencies, I went this summer once
because I was throwing up a bunch and I thought I had a stomach virus, I threw up about 15
times but I apparently had pyelonephritis my kidney wasn’t doing what it was supposed to.
They gave me some strong morphine and prescriptions I was in the house for a week, I didn’t
go to work for a week. Other times I had a stomach virus. The other two times were stress
related, my body wasn’t functioning properly.
Bria: My doctor (in hometown), because it’s cheaper, I don’t have a doctor here so I go to the
health center at UGA but if it’s really that bad I will go to my doctor. Especially if I go to just
get prescription I’d rather not go to the ER.
Bria: Something I feel like I can’t handle on my own, like if I’m bleeding and can’t stop the
bleeding. Something I can’t control myself.
Bria: I hate the emergency room it’s so uncomfortable. The only benefit I see is that if you
need to if it’s actually urgent you are able to see a doctor in the middle at night late at
night you don’t have to wait until the next business day and you don’t have to make an
appointment.
Bria: Not having a co-pay. Having to wait for my doctor to see me when I have a scheduled
appointment.
Bria: Yes, they have been with the same primary care physician for a long time. They are in the
area of my hometown.
Bria: Yes.

39
Bria: Reasons to actually go to the emergency room. Especially mothers who want to take
their kids in for every “emergency”. Telling them if they’re under a healthcare plan it would be
cheaper to see their primary care doctor. Shorter wait times at physician than the emergency
room. This summer I waited like 3 hours in the emergency room.
Bria: No. I don’t have any social media.
Bria: Physical interactions, because I like for people to tell me stuff. I feel like I would listen
more to someone telling me “this is available to you; you should use it because it will save
you money.”
Norma Holliday
Community Member
Age: Mid 50s
Norma: Yes, twice a year usually for sinus infections, sore throats, upper respiratory stuff.
Norma: Trust, I think it’s important that you have confidence in who you are seeing regarding
your health. Confidence in their abilities.
what reasons?
Norma: Yes, probably once every couple of years. For acute pain in my back or for an accident
requiring medical attention like bleeding or stitches. It amazes me people who go for
something non acute.

40
Norma: Doctor absolutely. Because that is not an acute illness. Emergency rooms are for
acute illnesses.
Norma: Acute pain that cannot be resolved, excessive bleeding, or a broken bone.
Norma: Being able to care for acute illnesses, injuries, not during regular doctor’s office hours.
Norma: I’m really okay with how it works, maybe the impact that insurance has on treatment.
The insurance restrictions.
Norma: Yes, for 20+ years.
Norma: Sure, yeah I would.
Norma: The only way to get through to them is through their pocket book. Either through
state or federal assistance programs. People get it when it’s their money.
Norma: No, the Internet Google, news articles, blogs, pamphlets at doctors’ offices.
Norma: Print media first and physical interactions second. I like to read it it’s easier to
comprehend to me.

41
Kayli Varner
Age: 21
Kayli: Yes, twice a year usually for sinus infections, sore throats, upper respiratory stuff.
Kayli: I’d say for me probably comfort, and just ease of getting in. So, convenience, too.
Why are comfort and convenience the most important factors?
Kayli: Convenience is important, especially right now being in college. So I’ve got a lot going
on. I go to the health center and it’s pretty easy to get to; it’s just on campus. I want them to
be friendly and not talk down to me. I don’t like feeling uncomfortable somewhere they’re
supposed to be taking care of me.
what reasons?
Kayli: Yes, I haven’t gone in a while I went once when I was a baby because of dehydration,
and once when I broke my arm. So not really a lot.
Kayli: The doctor because that’s what they’re for. The ER is for people who need immediate
attention. You don’t need immediate attention for a cold.
Kayli: Broken bones. Emergency would be like allergic reaction if you can’t get it under
control with Benadryl. Major injuries. Things that need to be dealt with immediately.
Kayli: Just, like I said, ideally that you get attention quick, and that it is immediate attention. I
feel like the things people go there for should be dealt with so they don’t cause more harm.

42
Kayli: If anything, and this is probably just because of my mother, have different areas that are
coming in for check-ups, and people who are actually sick.
Has anyone in your family visited with or has a primary care physician?
Kayli: Yes.
For how long and are they in your area?
Kayli: Yeah, they’ve had them for as long as we’ve been born. They’re in Macon.
Kayli: Yes, but I already do.
Kayli: People listen to the radio a lot in Macon. So definitely the radio. Also, people look at
Macon magazine a lot.
health information?
Kayli: No, not really.
How do you usually get your news or health information?
Kayli: I usually get the information off of websites themselves, like CNN for example. I also get
news and information through e-mail, so I guess that could be another way to give people
information.
encounters when someone is trying to educate or inform on a health topic?
Kayli: Probably physical interactions, but it depends on who’s talking to me. If it was a random
person trying to get my attention while walking to class then I probably wouldn’t listen. But if
it was someone at the Health Center talking to me one-on-one that would get my attention.
Why would you pay more attention to one over another?
Kayli: Aside from sports, I don’t really look at social media for news because I feel like it can
be skewed. Getting information directly from a nurse or a health center representative holds a
lot more meaning.

43
Doug Barthlow
Community Member
Age: 60
Doug: Personally, yes. I visit them for a physical exam once a year, and usually something else
that comes up, you know, outside of that physical exam annual thing. So I would probably say
twice a year.
Doug: Well for me, it’s tied to the health benefit that I get from my employer. And so from
that standpoint, it was both price and convenience of location. Healthcare is very expensive
so price is importance. Convenience, I thought it would be easier to do something on a
commute. So I could get to the location going to the office or getting out of the office.
Me: Have you been to the emergency room before?
what reasons?
Doug: I have. I guess the last time I went to the Emergency Room was not for myself. This
was for a dog attack on Zack. Oh, I was… I can’t remember really the last time I went to the
emergency room for me. It might have been 30-some years ago. Oh wait a minute. I went
because I stepped on a nail shortly after I started working at my current job. So let’s call it 20
years ago.
Doug: Doctor. And I’ve done that. I don’t view a cold or something like that as an emergency.
So I think I could hold out until the next working day to go to it.
Doug: Well, in the case of myself, when I stepped on that nail, I was concerned about how
dirty it was. And I couldn’t remember if I had gotten a Tetanus shot so I knew I had to get that
taken care of. And it was also bleeding, so, there’s an element that – it was a puncture kind of
thing. And it’s on your foot. So it’s kind of difficult to stop it, and that’s why I went.
So what would you say is a good rule of thumb for the public using the emergency room?
Doug: Unsanitary wound, that kind of thing I would think.

44
Doug: The benefit would be that they are 24/7. You’re guaranteed to get care. And in the
case of, you know, a severe – well not necessarily severe – you’re just not sure you can handle
it yourself, like a wound. It matters. Now that I think about it, I think I went to the emergency
room because of a kitchen accident I had. I was doing the dishes and I punctured myself with
a knife and went to the emergency room for that. That was maybe five years ago.
Going back to the factors like price, convenience and comfort, which factors can be linked
with the ER?
Doug: In terms of price, that didn’t really enter going into the emergency room. It was
more the urgency of getting care of that point. The situation with the knife, it was a Sunday
evening. The fact that they’re 24/7, you know you’ll be getting care. In the case of the nail
in the studio, I felt that I needed to go to the closest place that would give me proper care
and so, it was maybe 4pm or 5pm. I just didn’t think getting in the car would be a good idea,
driving with a punctured foot. So I went to Grady hospital.
you modify first?
Doug: Well, my primary complaint with where I’m going now is that I need to build in a long
time to make an appointment. Like, it took me two months to make an appointment for my
physical exam. I think that’s kind of ridiculous that there’s such a time lag. But otherwise, I’m
happy with the actual service that I get. It’s just that, I wanted to schedule the appointment
before the semester began, and I think I ended up going last month, I think it was October
before I went. I was shocked, I couldn’t find anything quickly. I wouldn’t change anything
about the service. Apparently, they only schedule physical exams on certain days. So I ended
up setting an appointment two months in advance.
When you go and you’re not going for a physical exam, is it different?
Doug: Scheduling is much faster. I was able to see somebody the very day that I called
up when I had what I felt like I might be battling Gout. So in that case, I didn’t go to the
emergency room. I called my primary care physician and was able to get an appointment. I
didn’t go to the ER because I didn’t feel like the pain was bleeding/urgent.
Doug: Zach has a different health care plan than I do, so he sees a different physician, but
yes.
For how long and is it in your area?
Doug: I guess it’s been since he stopped seeing the pediatrician so I think it’s been five years.
It’s close by.

Doug: Well, I mean for me, the issue with the ER is, I think it’s like, with any ER, the fact that
it’s 24/7. I think it’s much a matter of where you’re located. I mean how many hospitals do
you drive past before you get to the hospital. I know for other folks that don’t have a primary
physician, the ER is their go-to place for any situation.
health information?
Doug: Myself personally, no. Well my primary care has their own website that has researchable
– a way to search things that I can get information without going in and talking to somebody.
And I would also use a website like Web MD, a medical trusted source for information. I
would say those are the primary two that I would do. I would also talk to people that I trust.
And find out if they had personal experience with it and might have recommendations based
on people they know, too. Directly with individuals would also be important.
encounters when someone is trying to educate or inform on a health topic? Why?
Doug: Physical interaction. Well, some of the things that I think are on social media, I don’t
think I find it trustworthy. So I think knowing the person and talking to them I think would be
more beneficial to me than social media. Now, in terms of print, the direct mail, not that it is
directed to me, it does come. But I don’t really pay any attention to it so it wouldn’t help. It
seems kind of general. It’s not anything that resonates with me. I don’t think I would rely on
information from just anybody- it would have to be somebody I know.
If they were a health representative of some sort would you trust them?
Doug: Perhaps, it would give them more credibility, yeah.
McKinley Jones
Age: 21
Do you have a primary care provider?
McKinley: Yes
How often do you visit them and for what reasons do you schedule appointments?
McKinley: I don’t go for regular appointments. Just if I’m sick when I’m at home. So like, once
every few years.
45

46
Is there any particular reason you don’t go for regular check-ups?
McKinley: No
Have you always been going to the same place?
McKinley: Yeah.
McKinley: I guess convenience and trust. Convenience is important because it makes it easy
to deal with and I like it being next to my house. It’s important for me to trust my doctor
because of medical privacy reasons.
Have you been to the emergency room before?
McKinley: No
McKinley: Something like a broken bone or a sudden onset illness.
McKinley: It gives quicker care. I guess sometimes they’ll provide more services than the
primary care would be able to provide.
you modify first?
McKinley: I guess wait times, especially during flu season or something like that.
McKinley: Yeah
How long and are they in your area?
McKinley: About ten years I think. Yes they are in our area.
would you go there more often for your medical needs?
McKinley: Probably not.

47
McKinley: Maybe if they put out information in hospitals or in emergency rooms. Stuff in local
family magazines or things in that nature would help.
health information?
McKinley: I use social media as a way of communication definitely. I don’t really seek out
health information but if I did then yes.
If so, which platforms and how regularly? If not, what is your main source of getting health
news and information?
McKinley: Facebook.
encounters when someone is trying to educate or inform on a health topic? Why?
McKinley: Print media. There’s less chance of a random person saying something that isn’t
true on the Internet or even in person. It’s probably the most reliable source.
Forrest Babington
Age: 21
Forrest: Yeah I do. I maybe visit him like once a year. I really just go if I’m back at home in
Alpharetta and need to see the doctor.
Forrest: I would say convenience. I just want to be seen quickly by a doctor if I’m sick.
what reasons?
Forrest: The last time I went to the ER was when I was probably 12. I had slipped up our
wooden stairs and busted my lip open so I had to get stitches.

48
Forrest: First I would go to CVS for over the counter medicine, and if that doesn’t work for a
couple days then I go the university’s health center (UHC). So neither.
Forrest: If I were to break a bone, or were to injure myself to wear I was bleeding excessively I
would probably go to the ER. It would have to be a case that needed to be treated right away
in order for my to live or not be in terrible pain.
Forrest: Immediate care in dire circumstances.
Forrest: Probably not such a long wait. Just better ways to see how long the waiting line is
instead of sitting in the waiting room for two hours.
Forrest: Yes. They have been visiting a primary care physician for as long as I can remember.
We have always gone to local ones in whatever area we live in at the time.
Forrest: Yeah, especially on the weekends. I would prefer for them both to be 24 hours and
open on the weekend.
Forrest: Maybe, a billboard or a commercial. Or even fliers put in people’s mailboxes.
Forrest: Definitely not any social media. I wouldn’t say I would ever read about health news,
but if I have any questions about symptoms or anything I use Google before going to the
doctor.

49
Forrest: I guess social media, but then again the social media isn’t always trustworthy. Maybe
print media. I tend to trust fliers and stuff like that in the doctor’s offices.
Jacob Parr
Athens, GA Community Member
Age: 24
Jacob: Yes I have one, I rarely see him. Last time I went was probably seven years ago. I
usually see say a urgent care doctor or just don’t go to the doctor.
Jacob: I’m going to say convenience for sure. I hate when I call the doctor and they are
booked for so long that I can’t get an appointment quick enough to get treated for being
sick.
what reasons?
Jacob: I only went when I was six. I had slipped and busted my tooth into the roof of my
mouth, so I had to get it pulled out and got stitches.
Jacob: Neither, I would go to the urgent care. It’s covered under my insurance and they can
usually see me real quick.
By your definition, what would be a case that constitutes need for Emergency Room care?
Jacob: I would only go for life or death emergencies. It would have to be a fatally urgent issue
or a case involving a lot of pain for me to go to the ER.

50
Jacob: I guess they have well-trained doctors and resources that are necessary for life-or-
death emergencies.
Jacob: Dynamic online appointment making. I want to see who all is in line to be seen that
day and be able to fill out paperwork online so that I save time in the waiting room.
Jacob: Yeah my parents have been seeing a local Athens primary care doctor for probably
over a decade.
Jacob: Oh yeah. If they were open late at night and on weekends, that would be amazing. It
would be so much cheaper than having to go to the emergency room.
Jacob: The majority of people in Athens are of low-income and on government-assisted
insurance, so it might be helpful for them to have to learn about what to do in certain health
situations when they sign up for things.
Jacob: I use social media to communicate with friends and family, but not necessarily for
health reasons. I use Web MD and the CDC’s website.
Jacob: I would say print media is easiest to get people to notice, but physical interactions
might be more effective in getting people to listen.

51
Cody Moore
University Student
Age: 23
Cody: Yes, I go to Athens Primary Care but I don’t have a personal doctor. I just visit them
whenever I’m sick, so only a few times a year.
Cody: Price would be the most important because I am a student and need to save money.
could offer to you?
Cody: I do have a primary care provider.
what reasons?
Cody: Yes, I have been only a few times for major injuries.
Cody: I would go to the doctor because it’s not an emergency.
Cody: If my condition is extremely serious and needs immediate care.
Cody: It’s open when your primary care provider isn’t.
Cody: I would adjust the price as well as more upfront pricing for testing.

52
Cody: My family has a primary care physician that they go to in my hometown.
Cody: No, I already go there for all of my medical needs.
Cody: I think having more information given to high school aged kids would help. Also
hospital and private physician offices could have information pamphlets out for patients.
Cody: No, I don’t use social media platforms for that. My main source would probably be
from the news and my healthcare provider.
Cody: I would pay attention to physical interactions and encounters. I wouldn’t pay attention
to social media or print media.
Sarah Rech
Grad Student
Age: 24
Sarah: Yes, I have a primary care provider in my hometown that I visit for physicals and any
medical needs that I have. If I’m sick in Athens and don’t have time to make an appointment
for the office at home I either go to UGA’s Student Health Center or a local Urgent Care.
Sarah: I would say that trust and convenience are the most important factors because I don’t
want to drive far and I want to feel comfortable voicing any health concerns to my doctor.

53
could offer to you?
Sarah: I do have a primary care provider.
what reasons?
Sarah: Yes, I have been only a few times for a major injury in high school and for a high tem-
perature when I was little.
Sarah: If I had a non-emergency health issue I would just go to the doctor since it wasn’t an
emergency.
Sarah: If it is life threatening or if you’re in a lot of pain is the only case of a Emergency Room
visit.
Sarah: They can offer immediate care and are used to treating emergencies. They’re also
available during hours that my primary care provider isn’t open during.
Sarah: I would adjust the hours that they are open so more people would go to them for mi-
nor illnesses or injuries instead of the Emergency Room.
Sarah: Yes, my family and I all go to the same primary care physician in my hometown and
have been for as long as I remember.
Sarah: I already go there for all of my medical needs.
What kind of information do you feel would help educate your community about the differ-
ences between going to see a private physician and going to the ER?

54
Sarah: As a future teacher, I think it would help if the students were given more information as
well as information pamphlets being sent home to parents.
Sarah: I don’t really use social media platforms as a way of communication and gathering
health information. I follow news organizations on Facebook and see headline news covering
health information sometimes.
Sarah: As a future teacher, I would pay more attention to print media in the school and
classroom as well as physical interactions between other teachers and parents.
Britt Grisham
Age: 45
Britt: Yes, I have a primary care provider that my family and I go to. I visit them for any illness
or medical need that I have.
Britt: I would say that trust and convenience would be the most important factors for my
family and I when it comes to seeing a doctor. I want to make sure we’re not driving too far
when visiting the doctor and I want to make sure my family feels comfortable and trusts our
doctor with their medical needs.
could offer to you?
Britt: I do have a primary care provider.
what reasons?

55
Britt: Yes, I have been to the emergency room a few times when I was a kid for injuries and a
few times with my kids when they were extremely ill with high temperatures.
Britt: I would just go to my doctor if my family or me had an average sickness or non-
emergency health issue. I don’t like going to emergency room if I don’t have to due to the
long waiting times.
By your definition, what constitutes a case that constitutes need for Emergency Room
Britt: A case that constitutes a need for a Emergency Room visit would be an injury that needs
immediate attention or a high temperature or extreme sickness.
Britt: The emergency room is open hours that our doctor isn’t so I know I can bring my family
there if they’re in extreme need of medical attention.
Britt: I would probably modify the hours of my doctor’s office so I could avoid going to the
emergency room.
Britt: Yes, my family and I all go to the same primary care physician. We have been going to
this doctor for the past five years and it’s located in the same city where we live.
Britt: My family and I already go there for our medical needs.
Britt: I feel that informative pamphlets at doctor’s offices and emergency room waiting rooms
would help.

56
Britt: I don’t use any social media at all. I get my health news and information through
watching the news and looking on the Internet.
Britt: I would pay more attention to physical interaction when someone is trying to educate
and inform me on a health topic. I like speaking to people in person and feel that it is more
influential.
Alanna Holloman
Age: 35
Alanna: I do. I go for my annual check-up but other than that I only go if my daughter or I am
sick.
Have you always had the same doctor?
Alanna: Since I moved to Athens I have kept the same one. Especially because they know
both my daughter and my history.
price, trust, convenience, comfort, etc.?
Alanna: I would say trust. Again, with my daughter I like to know that she is being taken care
of by someone who will give her the best treatment and knows her medical history already
so they don’t overlook something and I don’t have to re-do her history every time something
happens
Have you been to the emergency room before?
Alanna: I have.
What do you believe constitutes a case that constitutes need for Emergency Room care?
Alanna: The last time I went I had gotten some pretty severe food poisoning at the beginning
of a weekend and I was worried about waiting to see my doctor because of how sick I was.
Otherwise, I think it would have to be pretty severe like a broken bone.

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