As one part of a project between the World Medical Association and the World Self-Medication Industry, Drs. Webber and Williams have authored a discussion paper in the World Medical Journal on the potential impacts and implications for physicians of the increasing prevalence of self-care. The authors note an expanded definition and understanding of self-care over the past generation; point to examples of studies showing potential benefits that can be achieved by encouraging self-care; and discuss opportunities for physician involvement in empowering and supporting their patients.