Dr. arl Asche, PhD, is Research Professor in the Department of Medicine and Director of the enter for Outcomes Research in the University of Illinois ollege of Medicine in Peoria. He earned his PhD in economics from the University of Surrey. His research focuses on the use of comparative effectiveness research and cost-effectiveness analysis in health care decision making. Dr. Asche has leadership positions in a number of national societies including the International Health Economics Association (iHEA) and the International Society for Pharmacoeconomics and Outcomes Research (ISPOR). In addition, he is an editorial board member for scientific journals including urrent Medical Research and Opinion and Pharmacoeconomics. Dr. Asche has spoken extensively and is the author or co-author of over 70 papers in the medical literature on several medical topics including the treatment and outcomes for hypertension and cancer, pharmacoeconomics, and the use of electronic medical records.