CommentaryIn industrial processes, Deming demonstrated that "quality" required the active application of a measured systems approach to production. 1 Eisenberg effectively began the wide dissemination of promoting the "quality" process in health care, with his disciples recognizing that research discovery does not automatically lead to practice. 2-4 It has been clearly shown that systems innovations in health care, including changing physician practice behavior, can improve quality and reduce cost. 5,6 Central to the implementation of quality in the health care system are the social and professional processes that influence clinician behavior. Traditionally, "academic detailing" has been used widely as a way to engage physicians to influence clinical practice. 7 Modeled from the approach taken by the pharmaceutical industry, academic detailing focuses on establishing credibility, assessing baseline knowledge, and identifying physician opinion leaders for follow-up interaction. Many others have studied and further developed this approach, with Grol providing a highly effective summary of available tools to initiate change in physician practice behavior (eg, rewards, penalties, audit, feedback, decision support) that can result in improvement of outcomes by between 4% and 22%. 8,9 It has been predicted that clinical outcomes could be improved by as much as 75% with a focus on changing clinician systems of care. 10