Abstract
Solid, though unspectacular, growth of the HMO concept and its concomitant health education components is noted in the 1970s. This trend is expected to continue through the 80s. The overarching priority concern in this decade is cost containment. Two strategies for containment, competition and regulation, are examined for their health education implications. The growth of IPA's brings forth problems in the delivery of health education services within that type of HMO. Other implications and issues within health education practice are identified. These include multiple definitions of health education, the interactive behavioral model, incongruent values among professionals, the relationship of patient education to the quality of care, the marginality of health education, financing, and consumer rights. Realistic, immediate expectations coupled with strong vision of the future potential for health education is urged.
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