•List the three palliative care content domains in which non-palliative care physicians were most interested in improving their skills/knowledge.•Describe two reasons why it is important to tailor primary palliative care education to physician preferences. Access to high quality palliative care is critical for those with serious illness, but palliative care specialists cannot see all such patients. Mastery of primary palliative care skills by all physicians is one method to begin addressing this challenge. To measure interest in primary palliative care education among physicians in the Rochester, NY area. A survey was developed to assess interest in: 1) primary palliative care educational offerings and, 2) settings in which such education could be offered. Subjects were palliative care specialists (PCSs) and non-palliative care physicians (NPCPs), including residents and physicians practicing primary care, hospital medicine, and neurology. NPCPs were asked to rate their own interest in improving their skill/knowledge in 13 domains and the settings they preferred. PCSs were asked to assess referring physicians’ level of palliative care skill/knowledge and the effectiveness of each educational setting. NPCPs expressed the most interest in addressing requests to hasten death, managing psychological symptoms, and the responsibilities of a hospice attending (60-67%), which was similar to PCSs’ opinions. In contrast, opinions about desired/effective educational settings differed significantly, with NPCPs rating hour-long workshops or lectures most positively, and PCSs assessing these as least effective. Educational content preferences also varied among NPCP specialties in 4 of 13 items. This survey revealed overlapping areas of interest, as well as some disagreement, with respect to topics important to primary palliative care education between NPCPs and PCSs. There was significant disagreement regarding educational settings, with NPCPs indicating a preference for brief educational formats and PCSs rating longer formats as more effective. Additionally, heterogeneity of responses among NPCP groups suggests a need to tailor educational efforts by specialty.