| Summary: | <p>Abstract</p> <p>Background</p> <p>The role of health services must be re-oriented towards health promotion to more effectively contribute to population health. One of the objectives of the Swedish public health policy is that health promotion and disease prevention should be an integral part of the health care system and an important component of all care and treatment. However, the uncertainty about what the concepts of health and health promotion mean poses a challenge for implementation. Depending on how these concepts are interpreted, the attitudes of health professionals toward health promoting practices will differ. Thus, a more in-depth understanding of health professionals' views can be a starting point for a discussion about the values and attitudes that influence the current health care system and about the barriers and possibilities for future development of a health promoting health service.</p> <p>Methods</p> <p>Seven focus group discussions (n = 34) were carried out with health professionals, from different health care settings, to understand how they communicate about health and health promotion. The data were analyzed using qualitative content analysis.</p> <p>Results</p> <p>The analysis of health professional's general understanding of the concept of health resulted in the category; <it>a multi-facetted concept</it>, whilst the category; <it>a subjective assessment </it>describes what health means to themselves. A third category; <it>health is about life, the whole life</it>. describes their understanding of health as an outcome of a multiplicity of contextually dependent determinants.</p> <p>The health professional's multiple ways of associating health promotion to disease prevention suggest a concept that is diffuse, elusive and difficult to apply in practice. Despite a shared view of health, the health professionals described their health promotion role very differently depending partly on how the concept of health promotion was interpreted. The analysis resulted in the development of three ideal types, labelled <it>the demarcater</it>, <it>the integrater </it>and <it>the promoter </it>describing different strategies for handling a health promotion role in practice</p> <p>Conclusion</p> <p>The study suggests that different interpretations of what constitutes health promotion can lead to unnecessary misunderstandings and pose barriers to further development of a health promoting practice.</p>
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