The article examines one of the first Romanian journals for hygienic and sanitary popularisation, Călăuza sanitară şi igienică (Bucharest, 1899-1907), in the frame of the constitution of the Romanian health market and of the medicalization process of the Romanian society in the 19th century and early 20th century. The author proves that the medicalization of the Romanian society, unlike the medical market, aimed primarily at rural areas, as well as at the poor population of the Romanian under-urbanized towns.