ABSTRACT
This chapter reflects on the rhetoric and the trajectory of health promotion as it juxtaposes with public health and clinical practice for a place in core curricula. Two disciplines, with emerging epistemologies, medical education and health promotion, reliant on multiple research paradigms, were at the forefront of change. Whilst there was enthusiasm for modernising curricula, both content and pedagogy, there also was a perceived opportunity for integrating health promotion. The goals of medical education were to include the principles of disease prevention and health promotion. The role of healthcare professionals in the policy directives is usually linked to incentives such as payments or indeed, penalties. Lord Darzi, in his report, has highlighted that health practitioners have a role in keeping people healthy, and advocates that health professionals should have expertise in health promotion to address the rise in obesity and alcohol misuse.
