Lisa M. Schwartz, MD, MS is also an associate professor of Community and Family Medicine at DMS, a member of the Center for Medicine and the Media, and Co-director of the White River Outcomes Group. H. Gilbert Welch, MD, MPH is a Professor of Community and Family Medicine and Co-director of both the Center for Medicine and the Media and the White River Outcomes Group. All three are members of the Cancer Control Research Group at Norris Cotton Cancer Center.