During the 1998-2012 period that he was the longest serving Executive Director of LDI, David Asch, MD, MBA, became an early proponent of the fledgling field of behavioral economics. That discipline studies the often-irrational and illogical ways in which human beings really make health-related decisions; its researchers work to harness new scientific insights to the promotion of healthier behaviors. Named Executive Director of the Penn Medicine Center for Health Care Innovation in 2012, he continues his work focused on clinical decisionmaking and behavioral change interventions. In late 2017, Asch was called before Congress to testify as a leading authority in the field of behavioral sciences as it relates to improving health in large employee populations. During his time as Executive Director, LDI established the Center for Health Incentives and Behavioral Economics (CHIBE), under the direction of Kevin Volpp, to advance this field of work at Penn.