Patients have come to expect that, when they go to the doctor with an infection they will go home with a prescription for an antibiotic that will cure them. And doctors want to meet their patients’ expectations. But antibiotics cannot help patients with viral infections like colds or the flu, and prescribing antibiotics accelerates the spread of resistance. Extending the Cure is examining options for incentives to change expectations and behaviors. Some are focused on doctors, and others are focused on patients, but ideally, they will work together to encourage comprehensive change. For example, incentives for doctors to prescribe cold packs or alternative treatments when antibiotics won’t help will be more likely to succeed if patients understand why they should accept those substitutes.