Opioid-related deaths have reached an all-time high in the United States. More than 47,000 people died in 2014, and the numbers are rising. The Centers for Disease Control and Prevention this month released prescribing guidelines to help primary care physicians safely treat chronic pain while reducing opioid dependency and abuse. Given that the guidelines are not binding, how will the CDC and the Department of Health and Human Services make sure they make a difference? What can payers and providers do to encourage a countrywide culture shift?