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The previous sentence is somewhat controversial! Not every trainer, chiropractor, PT or sports doc will encourage running. I do encourage running, and I encourage every runner to consistently work on improving their form and efficiency.
One of the beautiful things about running is that there are no barriers to entry to the sport. You don't need any special equipment, you don't need a special field, you just start running. If you have feet, you can run. Nowadays, with advanced prosthetics, you don't even need feet.
It's interesting to think about how tennis players and skiers take lessons, basketball and soccer players have coaches, surfers and swimmers rarely train alone, but runners are almost always uncoached and alone. Most of us learned to run soon after we learned to walk, and that's the way we've always run. When people start running for sport or fitness, they very rarely do anything about learning to run properly...they just start running. While this is wonderful and all, it sometimes leads to problems.
Heel strikes, toe dragging, asymmetrical strides, pronation and supination can all lead to repetitive strain injury. Poor form also creates inefficient running, which decreases the runner's distance, speed, and enjoyment of the activity.
It's not terribly difficult to run with good form, but there are a few important points to learn. I won't go into it here, but I recommend the books Chi Running by Danny Dreyer and Pose Running by Romanov. These are very similar techniques, but the books have slightly different approaches. Pose Running is a little more biomechanical while Chi Running focuses more on the "feel" of the proper form. Either will get you where you need to be.