Patient and family member attitudes toward illness, psychopharmacologic and nonpharmacologic treatments in schizophrenia, as well as their attitudes toward psychiatric research are reviewed here. The authors' recent work investigating patient and family member attitudes toward illness, medication, and a new method of receiving medication via surgical implants is also presented. The authors highlight the importance of understanding patient attitudes so that individual treatment plans and new treatments for schizophrenia can be facilitated. The important contribution of family members in caring for their loved ones is also emphasized. Patient participation in biomedical research is also discussed in the context of guiding the treatment of schizophrenia.