New Jersey physician Craig M. Wax, DO, hosts a weekly radio show on wellness and nutrition.

But there's little doubt that patients who understand key health issues make more responsible decisions and are more likely to stick with treatment regimens. And there is no better person to instill that knowledge than you.

"We need to view medical care as being a process of wellness, not a process of illness," says internist Charles M. Kilo, MD, executive director of the Trust for Healthcare Excellence, a nonprofit advocacy group in Portland, Oregon, devoted to improving healthcare. "Telling people to stop smoking or lose weight or exercise is very different from engaging them in discussions on wellness topics."

Unfortunately, reimbursement for wellness efforts remains a challenge, especially in today's economic environment. But some health plans are rewarding doctors financially—via pay for performance and other initiatives—for guiding patients toward healthy living. And your practice can profit by providing wellness-related ancillary services.

In addition, the economic stimulus package contains money for physicians' prevention and wellness efforts, says practice management consultant Mary Jean Sage of Sage Associates in Pismo Beach, California. "Details are still being worked out, but in addition to a $20 billion investment in health information technology and $1.1 billion set aside for research into the effectiveness of different medical treatments, some $3 billion has been earmarked for emphasizing prevention and wellness," Sage says. "Any practice that is already geared toward health and wellness will be ahead of the game."