Barbara Rimer, DrPH, is Dean and Alumni Distinguished Professor of the Gillings School of Global Public Health at the University of North Carolina, Chapel Hill. Dr. Rimer has 35 years experience in cancer control. She has developed, tested and evaluated interventions in a variety of areas, including cancer prevention, screening, genetics, symptom management and pain control. She has particular expertise in individualized decision making. She has published extensively on tailored communications and informed decision making.