That is a great question. I think one of the things we're seeing—and I think our first witness mentioned this—is that there's a shift in demand toward foods that are antibiotic free. I think this is growing awareness that having foods laced with antibiotics is not necessarily a good thing. I think awareness of consumer preference on that front and educating consumers with respect to the dangers of ubiquitous use of antibiotics are extremely important.
Second, I think it's very important that consumers understand better that sometimes not getting an antimicrobial when you see the doctor for a fever is actually the best thing. It's very tough as a clinician when people come in with a fever that looks like a viral infection, which will be self-limited and is likely to go away, but the patients say they're not leaving unless they have an antibiotic. It's a very tough thing, and I think consumer education on that front will be particularly important.
The third is consumer education that, when you're prescribed a course of antibiotics, you need to take it as recommended. We see a lot of this, and I'm guilty of it myself. You start to feel better and you say you don't really need those drugs, but we know that poor treatment adherence is another driver.
Those are three areas where I think consumer awareness and mobilization of demand for change would be effective.