This study explored counselling as a 'new product' within the conceptual framework of 'product innovation' in primary health care settings. A review of previous work on psychological distress in primary care and counselling in Primary Care was undertaken. A methodical strategy that included interviews and questionnaires was devised to explore the organisational, practice and evaluative domains of counselling in Primary Care. Within the organisational domain, the perceptions of counselling in Primary Health Care held by different members of the primary health care team were explored by questions distributed to one hundred and twenty primary care practices in the north west of the UK. Widespread variations to perceptions of the role of the counsellor were identified. Counsellors perceived difficulties in integrated multi-disciplinary working due to cultural restraint to the relatively new profession. The 'practice domain' was explored via a questionnaire study of counsellors in...

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