Proceeding from the implicit message promoted by the National Cancer Institute to the communication profession--expertise in health communication is central to the effort to alleviate the costs of the national burden placed on the economy because of cancer--this paper proposes the development of health communication as a career. Specifically, the paper (1) identifies extra-disciplinary forces that are demanding development and expansion of the health communication specialty, (2) develops a case study to identify specific roles and functions of health communication specialists, and (3) identifies key components of a coherent program for training health communication specialists for the future. Following a brief overview, the essay considers some exigencies for the emerging specialty: a new focus on prevention, led by national health agencies formulating communication campaigns; the cost of ineffective communication to health professionals; and the public's new role as health consumers, as opposed to passive participants. The essay then analyzes the dissemination work undertaken by the Office of Cancer Communication and discusses some general objectives for an awareness program for cancer prevention. The final section of the essay examines the potential development of health communication education for the future, specifically by the year 2000, listing types of specialists needed, components that health communication education programs should include, and curricular resources. A short conclusion treats the significance of the new specialty to the nation's health. A comprehensive list of references is appended. (NKA)