Primary care and health promotion: a model for preventive medicine.

This paper examines the potential role of the primary care physician in health promotion, specifically the use of behavioral change technologies to modify risk behavior. The primary care physician's strategic position to help people modify risk behavior is discussed, and the available data on the health promotion attitudes and services of these physicians are reviewed. The principles and procedures of behavior modification underlie not only the model proposed for risk assessment and reduction, but are applied to the task of changing and maintaining physician behavior as well. Cost-effectiveness research and the role of reimbursement for primary care prevention services are discussed. Recommendations are made for future health policies, practices, training, and research that might encourage preventive behavioral services in primary care.