For more than a century, the field of medicine has been influenced (some might say, arm-twisted and held hostage) by the financial might and unquestioned dominance of the pharmaceutical industry. As a result, the scientific community's focus has largely revolved around the next big blockbuster drug – one that generates more profit for the pharma sector. The network of pharmaceutical representatives and the marketing genius of BIG PHARMA continue to be the biggest manipulators of elite professionals – the clinicians – by bombarding them with niceties that confine their ability to prescribe medications. With this approach, no doubt that the humans will live longer and get sicker sooner and keep popping more pills. I gave a TEDx Talk on the 'Pre-emptive Model' (Watch Here), at that time, the word 'Pre-emptive care' was not used in the medical lexicon, and later, the Government of India adopted the 'Pre-emptive care Model' in the National Health policy released in 2017.

Now, it's time to open our minds to a new phenomenon: Social Medicine—a shift from a purely clinical focus to a broader, more holistic model. I believe this new approach will go beyond Community Medicine. While clinical medicine focuses on diagnosing and treating disease within the confines of hospitals and clinics, social medicine emphasizes the social, economic, and environmental factors that shape health outcomes.

This shift in thinking is not just a passing trend; it is a necessary evolution in the face of rising chronic diseases and deepening health inequities worldwide.

We live in a society, not in a hospital or a clinic. Therefore, we must recognize that our health is shaped more by where we live, work, eat, and play than by the medications we take. For example, access to clean air and water, nutritious food, physical and spiritual activities (such as yoga and meditation), social interactions, housing, education, employment opportunities, and community support all directly impact our overall health. By addressing these broader determinants of health, healthcare systems can prevent diseases before they start and improve outcomes for the most vulnerable populations.

Time to Re-imagine and Re-think Medicine

The shift is particularly important in today's post-pandemic world, where health disparities have been starkly exposed. From urban slums to rural villages, people without access to healthcare, the internet, or even basic sanitation suffered disproportionately. Social medicine urges us to move beyond reactive care and embrace proactive, community-centered approaches that reshape our daily routines. It calls on healthcare professionals to collaborate not only with communities but also with social workers, educators, local governments, and NGOs to co-create sustainable health solutions. Additionally, we must prescribe non-medical interventions—such as vacations, social gatherings, library visits, gym sessions, and other social activities—that can have a profound impact on overall well-being.

The integration of technology further supports this transition. Digital health tools, community platforms, and AI-driven public health models enable the tracking of social determinants and provide actionable insights. These innovations help bridge the gap between clinical settings and communities, making healthcare more accessible, equitable, and sustainable.

By adopting social medicine as a specialty, we can foster a society where prevention becomes a way of life, communities are empowered, and health is the default outcome. This is not just about transforming healthcare— it is about reimagining the way we live, govern, and care for each other.

The Health Parliament & International Patients' Union advocates for the fundamental shifts that healthcare needs. If you haven't joined the movement yet, now is the time.

Dr. Rajendra Pratap Gupta
Founder
Health Parliament I International Patients' Union
www.parliament.health I www.patientsunion.org

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