In contrast, behavioral economics represents a powerful tool by which to influence provider and systems behavior in a large-scale, meaningful, and sustainable way. Briefly, behavioral economics recognizes that individuals often are not fully "rational" in the purely economic sense, but are subject to the influence of various social, environmental and cognitive factors in their decision making. And, one can take advantage of these findings to "nudge" individuals, in our case physicians, towards more optimal choices. While the application of behavioral economics has been incredibly successful in altering behavior outside the health sphere, surprisingly little attention has been given to health.