Despite the dramatic improvements in the extent and quality of our lives, largely owing to modern medicine, our current health care system has fostered a backlash, manifested in part by the emergence of non-science-based "alternative" health care practices . This trend has driven a need for dialogue on how best we should balance evidence-based decisions against demands for consumer choice - regardless of the science. In this presentation, Scott Gavura, BScPhm, MBA, discusses how health care decision-making differs from all other goods and services, and how this impacts on the choices we make, both as individuals, and in aggregate. Through an interactive discussion, he facilitates a dialogue on the opportunities for science advocates to effect positive change in health at the patient- and population-level. Toronto (28th May 2010) [1:14:09mins]