Athletic trainers, whether or not they are university-based, should link themselves and their programs to the traditional medical community. A harmful communication gap now exists between athletic trainers and other medical professionals as a result of differences in value systems, clientele, and professional image. Trainers should market themselves as providers of medical services and should work with physicians and local hospital resources to their mutual advantage. Among the positive actions that can be taken are: (1) establishing an advisory group to integrate comprehensive medical care; (2) exchanging resources and information with hospital staff; and (3) using and joining local health education programs. The recent upsurge in interest in the Health Maintenance Organizations (HMOs) deserves the attention of trainers as a new medium for practice. The business of helping people maintain high levels of health should be a team effort, integrating the concerns and services of health care professionals regardless of specialty. (FG)