Seven years' experience in the utilization of instructional technology by the University of Wisconsin for the continuing education of health care personnel is reviewed. During the period 1965-1972 doctors and allied support professionals were given access to telephone conferences, a dial access library, films, tape/slide programs and television. A report of the impact of media oriented instruction upon professionals' knowledge and upon patient care is given, along with a description of future efforts to pay attention to the identification of educational needs, to the existing deficiencies in medical education, and to the establishment of patterns of lifetime learning. (PB)