In an era of rapidly escalating costs of health care, government and the consumer can be expected to play an increasingly active role in determining the character of health care systems. In this setting, professional behavior will become increasingly conspicuous. In reviewing a physician's responsibilities to his patient, to his community, and to himself, emphasis is placed on the pivotal qualities of integrity, selflessness, professional commitment, communication, and continued intellectual and personal growth. Underscroing this a code of ethics that is flexible, comprehensive, and sensitive to the needs of contemporary society.