Promoting a consumer orientation to health care and health promotion

There is a compelling need to establish a consumer orientation to health care to address the troubling imbalance of power between providers and consumers in the modem health-care system. This power imbalance has systematically disenfranchised and marginalized health-care consumers. Adoption of a consumer orientation that focuses institutional attention and resources specifically on fulfilling the physical and psychological needs of the consumer, equalizing influence and control between health-care providers and consumers, and empowering consumers to make informed decisions about their health care will help promote social justice within the modem health-care system. Strategies are suggested to help providers and consumers develop and promote a consumer orientation in modem health care.