Svendsen et al. in their recent paper [1], titled ‘Developing quality measures for non-pharmacological prevention and rehabilitation in primary health care for chronic conditions: a consensus study’, report on their development of quality measures (QMs) for generic non-pharmacological secondary prevention and rehabilitation for persons with chronic conditions in primary healthcare (PHC). This work explains how poor health-related behaviours cause many chronic diseases; however, high-quality PHC can decrease rates of poor health behaviours in the community. Effective implementation of the QMs outlined by Svendsen et al. can improve the quality of non-pharmacological secondary prevention and rehabilitation of persons with chronic diseases and, in this way, contribute to a reduction in chronic disease rates.