Choice is a defining attribute of the American healthcare system and an issue that unites the American people. As the nation addresses health care reform, it must ensure that choices of plans and providers are enhanced, not restricted. Furthermore, the doctor-patient relationship needs to be supported by giving individuals and their physicians the comparative information they need to make the best possible health care decisions. Informed choices of treatment options will yield better, safer, more cost-effective care. Strategic investments in health information technology can also promote informed choices by putting actionable information directly in the hands of patients and providers when they need it most.