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Rural, northern and small/medium sized communities are experiencing shortages of primary health care physicians. Despite incentives, recruitment and retention programmes, the geographic maldistribution of physicians is increasing. Communities have no or limited primary, obstetrical and emergency care and patients must travel long distances to access care. This Canada‐wide trend is of particular concern in the province of Ontario. Discusses the challenges facing health care planners as they search for causes and solutions. Is there a true physician shortage or only a maldistribution issue? The problems of shortages, utilization, supply and demand are discussed from a monopolistic medical model and a competitive, market model perspective. Different physician payment methods and their effect on utilization/distribution, supply/demand are also examined. Ultimately, the Ontario government must show leadership and provide direction in solving these problems if all Ontarians are to receive accessible, affordable, quality health care.

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