As baby boomers reach middle age, they will have a dramatic effect on mainstream health care services in the United States. They will demand to play a greater role in their own care, as well as the care of their children and parents. What was once thought to be satisfactory care and service will be deemed insufficient for themselves and their families. Physicians and other caregivers who understand and accommodate these changing preferences will do well in a world where informed patients become the rule and not the exception.