One of the most famous stories shared among health educators is credited to the great medical sociologist Irving Zola (1935-1994), and it is told from the perspective of a physician frustrated by modern medical practice. "You know," he said, "sometimes it feels like this. There I am standing by the shore of a swiftly flowing river and I hear the cry of a drowning man. So I jump into the river, put my arms around him, pull him to shore and apply artificial...