In the United States, the number of walk-in medical clinics in supermarkets is increasing rapidly. Although these clinics provide only a limited assortment of medical services, they constitute competition with primary healthcare and emergency medicine. Several factors have made the appearance of such medical clinics possible, including the strong emphasis being placed on the role of the market in medical care. It is important that the medical profession formulates the minimal standards with regard to the quality and continuity of care. Moreover, physicians must take care not to fall into the gap between the market and medical ethics. Thorough reflection regarding the essential values of the medical profession continues to be very necessary.