study perception, knowledge and expectations from population and physicians points of view about implementation of family physician program: a case study in shiraz

background: health and security is one of component of human rights in society and the government to ensure it is up to society. from the perspective of the world health organization, family medicine is heart of global efforts to improve service quality, reduce costs, enhance effectiveness and equality of health care system. but without the participation of stakeholders and social change in behavior is not possible. the aim of this study was to investigate perceptions, knowledge and expectations of physicians and shiraz people in fars province is due to the project. material and methods: this study is qualitative research and cross-sectional in 2013. sampling done by convenience sample and gathering data done by pre structure interview with 30 persons and data analyzed done by framework analysis. results: from depth description of the participants' views shows five original codes with titles: the lack of adequate infrastructure, payment system problems, weak cooperation, misunderstood viewpoint on family physicians and 17 sub-codes and in viewpoint of people two original codes with titles: understanding and awareness, expectations and 6 sub-codes were extracted. conclusion: the results showed that many people do not have the appropriate knowledge about the family physician program, so training tailored to the local culture is needed, and also motivation system is needed to improve referral system performance. in order to keep family physiciants in this system, solving economic problems of family physiciants is needed, and increasing motivation of family physicians is needed. keywords: understanding and attitude, expectations, family physician