David Asch is Executive Director of the Penn Medicine Center for Health Care Innovation. He is the John Morgan Professor at the Perelman School of Medicine and the Wharton School at the University of Pennsylvania. He created and from 2001 to 2012 directed the Center for Health Equity Research and Promotion in the Department of Veterans Affairs. From 1998 to 2012 he was Executive Director of the Leonard Davis Institute of Health Economics. His research is in the area of behavioral economics and aims to understand and improve how physicians and patients make medical choices. He is an elected member of the National Academy of Medicine and he has received awards for teaching, mentorship, scholarship, and innovation.