Physicists, engineers and mathematicians are accustomed to the combination of elegance, rigour and utility that characterise mathematical models. They are familiar with the need to dip into their mathematical toolbox to select the technique of choice. However, medicine and biology have not been characterised, in general, by a mathematical formalism. The relative paucity of mathematical models in biology and medicine reflects in part the difficulty in making accurate and appropriate experimental measurements in the field. Signal noise, the lack of appropriate sensors, and uncertainty as to what constitutes the significant measurements are largely to blame for this. The purpose of this paper is to characterise a 'good' model, encourage the development and application of such models to new areas, and outline future developments in the field. It is proposed that a good model will be accurate, predictive, economical, unique and elegant. These principles will be illustrated with reference to four models: radiosensitisation of tumours, modelling solute clearance in haemodialysis, the myogenic response in reactive hyperaemia and cardiac electrical activity. It is suggested that, in the immediate future, the mathematical model will become a useful adjunct to laboratory experiment (and possibly clinical trial), and the provision of 'in silico' models will become routine.