Many women with stress urinary incontinence (SUI), a disorder that has a substantial impact on quality-of-life, fail to properly communicate their symptoms and concerns to their family physician, internist, and other primary care providers—who are the first point of contact for most patients. In an effort to underscore the important role that primary care clinicians can play in managing SUI, Dr. Roger Dmochowski, a professor of urology at Vanderbilt University Medical Center in Nashville, Tennessee, and Dr. Yasmin Orandi, a family physician in Apple Valley, Minnesota, provide insight into the epidemiology, risk factors, and quality-of-life issues associated with SUI. They also delve more deeply into the use of validated diagnostic questionnaires and therapeutic alternatives to surgery, the mainstay for many SUI patients. These non-invasive options include pelvic floor muscle therapy, transvaginal neuromuscular electrical stimulation, and a US Food and Drug Administration–approved external electrical muscle-stimulation device. They also discuss the importance of the partnership between the primary care physician and patient—a shared-decision-making strategy that can allay concerns about SUI and help set treatment expectations goals of therapy.