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The paper deals with the organizational context of medical practice, help-seeking, and illness behavior in a manner which attempts to show their relevance to more extensive sociological issues. In the first part of the paper, both the advantages and costs of bureaucratization of medical practice are discussed in relation to changes in society itself. The second part of the paper deals with the strategy for developing a social psychological help-seeking model. Although the entire paper attempts to identify strategic areas for research in medical sociology, the third part of the paper is more specifically directed to needed areas in research. [ABSTRACT FROM AUTHOR]