Because communication is something that is often taken for granted, many people do not consciously think about communication habits and behaviors. When patients are questioned concerning important attributes of a doctor, they say they want someone who respects and listens to them. In a time of increasing malpractice litigation, physicians need to examine their communication skills. In an increasingly more diverse world, social and cultural beliefs, attitudes, and behaviors have a considerable effect on the health of communities. Patient safety, satisfaction, and successful outcomes rely on understanding the patient's medical and cultural needs. The concept of becoming a "cultural anthropologist" is improbable, but becoming aware of the demographics of the community in which the physician serves will improve communication and lead to improved patient and physician satisfaction, better patient compliance, and improved health outcomes.