Beyond the generation of better information, a pressing need also exists to identify and test strategies for translating this information into greater use of generic medications by patients and providers. For example, decision-support tools in electronic health records seem promising, but the evidence base assessing their potential value is limited thus far (67). Efforts to more closely regulate interactions between pharmaceutical manufacturers and prescribers could also be effective (3). Patient-targeted educational campaigns or the use of such behavioral strategies as motivational interviewing (83), shared decision making (84), and commitment devices (85) have shown promise in other areas of medicine and may be effective for promoting generic drug use. Harmonization of the appearance of generic and brand-name products, formally called “trade dress,” could also increase uptake of generic drugs (53, 54). Finally, policy levers, such as tiered formularies, have been the most effective strategies for driving patients to adopt generics, but current copayment differentials between generic and brand-name medications may not be sufficient to motivate generic drug use by some patients (86); thus, a need for further research about these behavior change tools also remains.