Frances K. Barg, PhD is a medical anthropologist and a professor in the Department of Family Medicine and Community Health, a senior fellow in the Center for Public Health Initiatives at the Perelman School of Medicine, and a senior scholar in the Department of Epidemiology, Biostatistics and Informatics. She is also associated faculty in the Department of Anesthesia and Critical Care, and a professor in the Department of Anthropology at the University of Pennsylvania. Much of her work is focused on eliciting patient and stakeholder perspectives about the illness experience in order to incorporate those perspectives into interventions and practices. Incorporating “end-user” perspectives enhances community engagement, maximizes buy-in from stakeholders, and highlights issues that experts may not acknowledge.