In 1987, Ontario's physicians conducted a strike, ultimately not succe
ssful, over the issue of ''extra billing.'' The fact that the Ontario
public did not support this action reflected a major gap between the p
rofession's view of itself and the public's view of the profession. In
1990, the province's five medical schools launched a collaborative pr
oject to determine more specifically what the people of Ontario expect
of their physicians, and how the programs that prepare future physici
ans should be changed in response. The authors report on the first fiv
e years of that ongoing project. Consumer groups were asked to state t
heir views concerning the current roles of physicians, future trends t
hat would affect these roles, changes in roles they wished to see, and
suggestions for changes in medical education. Methods used included f
ocus groups, key informant interviews, an extensive literature review,
and surveys, including a survey of health professionals. Concurrently
, interuniversity working groups prepared tools and strategies for str
engthening faculty development, assessing student performance, and pre
paring future leadership for Ontario's medical education system. Eight
specific physician roles were identified: medical expert, communicato
r, collaborator, health advocate, learner, manager (''gatekeeper''), s
cholar, and ''physician as person.'' Educational strategies to help me
dical students learn to assume these eight roles were then incorporate
d into the curricula of the five participating medical schools. The au
thors conclude that the project shows that it is feasible to learn spe
cifically what society expects of its physicians, to integrate this kn
owledge into the process of medical education reform, and to implement
major curriculum changes through a collaborative, multi-institutional
consortium within a single geopolitical jurisdiction.