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Show bonus either as a lump sum or as a higher fee per patient after a certain threshold is reached. Perhaps something as simple as recognition of the physician's efforts, such as a plaque or a letter of appreciation for services rendered, would be appropriate. Conclusion The Baby Your Baby Program is a classic example of cooperation among diverse partners who are united in a common objective. The relative simplicity of this program is particularly striking. While this approach may not be applicable to many other kinds of health care problems, the lessons could prove invaluable. The cooperation is extensive and real. The highly technical part of the solution is in the application of the media, not in the clinical approach itself. Hopefully, the approach used to address this problem can find other innovative ways in equally complex situations. The value of reaching out to the entire population proved to be of value to the overall increase in health status, not just in the targeted population. Education once again is a major factor in motivating patients to seek the care they need. The major positive effect of the electronic media should be well understood and replicated when possible. Costs for this rather expensive portion of the venture were donated as in-kind donations. If the considerable value of the media can be understood and documented, it may become an integral part of large scale interventions in the future. About the Author A native of Ogden, Utah, John C. Nelson is a graduate of Utah State University where he received his BS degree in zoology. He has been a practicing physician since graduation from the University of Utah College of Medicine in 1969. Currently, he is in private practice as an obstetrician and gynecologist with a special interest in high-risk obstetrics. Dr. Nelson has been appointed to several academic and professional positions and is involved in numerous civic activities. In addition, he has served as the chairman of the American Medical Association's Council on Legislation and as the president of the Utah Medical Association. Dr. Nelson is currently pursuing a Master's Degree in Public Health at the University of Utah School of Medicine. He and his wife, Linda, live in Salt Lake and are the parents of eight children. References Dan, B. B. (1992, Aug.26). TV or not TV: Communicating health information to the public. Journal of the American Medical Association. 268(8), pp. 1026-1027. Personal communication with Stephen P. McDonald, MSS. Utah's Baby Your Baby Program, Utah's Program to Enhance Prenatal Care, Interim Summary, April, 1991, Utah Department of Health. 122 BABY YOUR BABY |