One billion dollars per year—that's how much one study estimates is spent on neuroimaging for headaches in the United States, an exam that is considered low value by Choosing Wisely. Considering that imaging for headache is just one of many Choosing Wisely targets related to imaging, it's clear that reducing unnecessary imaging could significantly affect overall health care spending. However, although the Choosing Wisely campaign launched over six years ago to help reduce unnecessary, low-value medical services, studies have found it's had only limited impact on imaging utilization to date.