Over 275,000 patients die each year due to medication mismanagement, with an estimated cost in excess of 500 billion dollars in the United States alone. Moreover, nearly half of older adults take one or more medications that are deemed unnecessary. Pharmacists, by default, are in a prime position to manage and reverse these disturbing trends. Focusing on the geriatric population, this activity will highlight the role of the pharmacist in deprescribing. The session will additionally explore the possibility of incorporating novel revenue streams into pharmacy practice by building strategic relationships with senior care organizations with interests in patient advocacy.