The Rodale Press program.

Abstract

Only a few decades ago, people who exhibited a strong interest in following a healthful lifestyle were considered odd and out of the mainstream. Today, almost the reverse is true. No one event or specific education program can be identified as a cause. The continuous flow of health information, particularly through the print media, is probably a major factor. There is a growing understanding that health is more than the absence of disease and that the conventional medical system offers primarily disease control. Rodale Press has capitalized on these trends by providing strong company support for healthful living. Specific programs, such as the People's Medical Society, have been devised to encourage the transition from doctor-patient relationships to person-doctor partnerships.