An innovative approach to ambulatory alcoholism treatment is proposed, based on adapting a self‐help modality to the institutional clinic setting, for more cost‐effective care. It draws on the principles of social influence in large groups, and diffuses the therapist's Derogative* among more advanced patients. The program thereby operates withhalfthe usual counseling staff. In this study (n = 235), a controlled comparison of this approach was made with more conventional clinic treatment, based on small‐group therapy. Retention and visit rates of the experimental patients over 1 year of carewereno different from the control patients, and engagement of inpatients into ambulatory care was more effe