Being good and doing good: the culture of professionalism in the health professions.

The characteristics of being good and doing good are discussed in the current societal context of distrust, cynicism, and decreasing integrity and commitment. Health professionals choose being good and doing good as a career. Many reasons are given as to why professionalism has declined in the health professions: "the system," decreased individual rewards and personal satisfaction, and the loss of focus on the patient. The author suggests three levels of aggressive intervention--the professional organization, the organization one works for, and the individual--to revitalize good citizenship and professionalism.