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Continuous quality improvement (CQI) is vitally important to professionals in the field of healthcare quality. Many of us have met the challenge and have successfully introduced CQI principles to the employees in our hospitals. However, physicians, who play a key role in our hospitals, have not, for the most part, been directly involved in hospitals' organizational education efforts. This article focuses on involving physicians in the CQI process. It explains the approaches that were used to inform them about CQI principles, to encourage their feedback, and to elicit their participation in the hospitalwide quality improvement program.