“…Public health services are provided by a diversity of public and private actors, and private entities play an important role in practicing and promoting standards of healthy behavior and health‐promoting practices (IOM 2003). We recognize that complex systems like health care cannot simply be managed by top‐down rules but require the use of many flexible tools, like professional self‐regulation, ethics, accreditation, collaborative and deliberative decision making, continuous quality improvement, and market incentives (Braithwaite, Healy, and Dwan 2005; Berwick and Brennan 1995; Lobel 2004; Trubek 2006). Health governance around the world has been dramatically altered by the rise of new public/private hybrid institutions like the Global Fund to Fight AIDS, Tuberculosis and Malaria; the enormous wealth of the Gates Foundation; and the consolidation of authority over national health, safety, and intellectual property law in the World Trade Organization (Hein, Burris, and Shearing 2009; McCoy and Hilson 2009).…”