The importance of physical activity cannot be stressed enough, yet there is a lack of better, more informed promotion within the healthcare setting. Reducing physical inactivity requires a more comprehensive, ‘whole of society’ approach. Efforts are needed to maximize the potential benefits of setting-specific interventions, under a coordinated, multisectoral approach and "healthcare providers have contact with the majority of Americans [giving them] a unique opportunity to encourage PA among their patients through PA assessment and brief counseling." (Coleman, K. J. et al., 2012).
Substantial evidence already exists, with more continuing to emerge, supporting multi-pronged strategies that involve PA counseling, and prescription and referral strategies that link healthcare and community-based resources. This is the very gap that EIM seeks to fill through tested, evidence-based approaches that demonstrate the effectiveness of integrating EIM into healthcare systems.