There may be one less colonoscopy in your future. You can thank the Choosing Wisely campaign, a massive effort by the American Board of Internal Medicine (ABIM) Foundation to promote the judicious use of health care resources amid increasing reports of wasteful health-care spending. As a result, the number of medical tests worth having are continually being called into question. The tipping point can be traced to a medical ethicist at UTMB named Howard Brody, says Christine Cassel, president and CEO of the ABIM and ABIM Foundation. Three years ago, in an effort to advance health care reform, Brody threw down the gauntlet. In an article for the New England Journal of Medicine, he challenged the medical profession to look closely at cost-cutting measures that would value patients over profit and, meanwhile, reign in excess amid spiraling health care costs.