Creative partnerships: the profession's plan (Presidential Address).

Abstract

Through interprofessional collaboration on behalf of the populations we serve, and through the integration of science and art, we shall transform our present and direct our future. The crisis of the entrepreneurial idea in health care must not become the pathology of our service ideals. Rather, this crisis must be viewed as our opportunity to adopt marketing as an exchange relationship and engage in activities that market ourselves as a vital profession that places the good of those we serve above our own self-interest. Through our creative partnerships, we can achieve professional excellence. Professional excellence is the key to assuring occupational therapy's position in the marketplace.