The US is a global leader in introducing new medical products, but the ability to generate evidence to inform clinical practice in postmarket settings must improve. Insurers may have an important role to play. Robert M. Califf, MD, of the US Food and Drug Administration, discusses why and how payers could support evidence generation with JAMA Editor in Chief Kirsten Bibbins-Domingo, PhD, MD, MAS. Related Content: Why Evidence Generation Should Matter to Payers and How They Can Help