Promoting R&D intentions in primary care organization through strategic communication

We present a short paper based on a doctoral dissertation [1] and supplementary articles. Despite the long and successful patient care history of primary care in Sweden, a research-oriented attitude has been more or less limited in this context [2,3]. At the same time the patient ́s access to information has been simplified which in turn has contributed to an essential influence on the patients' demand for upto-date healthcare. This situation has increased the demand for staff ́s updated professional scientific knowledge and willingness to change significantly. One way to promote this situation goes through a research and development interest (R&D) in the context, by means of strategic communication, which is a relatively new interdisciplinary field.