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David Asch to Head New Penn Innovation Center

  • Wednesday, 20 June 2012

PHILADELPHIA -- David Asch, who is stepping down as the executive director of the Leonard Davis Institute of Health Economics (LDI) has been named executive director of the new Penn Medicine Center for Innovation.

Formed as a partnership between LDI and Penn Medicine, the Center combines the expertise of faculty members at Penn's Perelman School of Medicine and The Wharton School to facilitate innovation and its
David Asch
implementation within the health system and the Perelman School of Medicine. It is co-led by Kevin Volpp, director of the LDI Center for Health Incentives and Behavioral Economics and a professor of medicine in the Perelman School of Medicine and of health care management at the Wharton School, and Kevin B. Mahoney, senior vice president and chief administrative officer of the Health System and vice dean of Integrative Services at the Perelman School of Medicine.

$126 million
Asch, the Robert D. Eilers Professor of Medicine and Health Care Management and Economics, had led LDI for 13 years -- a period in which the Institute's annual research funding has grown from $9 million to $126 million. Established in 1967, LDI is one of the country's largest health services research centers with more than 200 Senior Fellow studying the organization, delivery, management and financing of health care.

Earlier this week, the Centers for Medicare & Medicaid Services (CMS) awarded a $4.8 million grant to fund innovation research proposed by Asch and Volpp. That project will develop ways to improve medication adherence and health outcomes in post-discharge patients recovering from acute myocardial infarctions in metropolitan Philadelphia and adjoining areas of New Jersey.

Improving the patient experience
The new Penn innovation center will focus on improving the patient experience, anticipating and responding to changes in health care financing, and identifying ways to achieve better health outcomes for employees, patients and community.

"Most importantly," said Asch, "the Center aims to make it easier for all of us to rapidly turn our ideas into experiments, to learn from the experiences of other leading innovative organizations, and to share with others the insights we develop that drive better outcomes."

Asch's research aims to understand and improve how physicians and patients make medical choices in clinical, financial, and ethically charged settings, including the adoption of new pharmaceuticals or medical technologies, the purchase of health or life insurance, and personal health behaviors. His research combines elements of economic analysis with moral and psychological theory and marketing.

National VA center
An MD and MBA, Asch teaches health policy at the Wharton School and practices internal medicine at the Philadelphia Veterans Affairs Medical Center, where he created and from 2001 to 2012 directed the Center for Health Equity Research and Promotion -- the Department of Veterans Affairs' national center to support vulnerable populations and reduce racial disparities. He also directs the Robert Wood Johnson Foundation Health & Society Scholars Program. Among his many awards, Asch is an elected member of the Association of American Physicians and the Institute of Medicine.

Simultaneously, Roy M. Rosin has been named Chief Innovation Officer of the Penn Medicine Center for Innovation and will lead efforts to develop methods for delivering health care at a lower cost, devise ways for "working smarter not harder," and generate non-traditional business opportunities.

Prior to joining Penn Medicine, Rosin served as the first Vice President of Innovation for Intuit, a leading software company best known for Quicken, QuickBooks and TurboTax. He oversaw changes in how Intuit manages new business creation, allowing small teams pursuing new opportunities to get to market and experiment rapidly. He also served as General Manager for Intuit's consumer division, responsible for a portfolio of businesses including Quicken software.

Rosin was part of the management team that rapidly built Intuit's consumer web businesses and was Product Manager for Quicken. He received his MBA from the Stanford Graduate School of Business and graduated with honors from Harvard College. He lives in Wayne, PA with his wife and three children.

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