David Asch, MD, MBA, has been chosen to serve as inaugural executive director of the Penn Medicine Center for Innovation.  Asch was previously the executive director of the Leonard Davis Institute of Health Economics (LDI), which is devoted to understanding and improving the organization, delivery, mangement and financing of health care.

The Center for Innovation was formed as a partnership between LDI and Penn Medicine. It combines the expertise of faculty members at the Perelman School of Medicine and The Wharton School to facilitate innovation and its implementation within the Health System and the School of Medicine. Initial areas of focus include improving the patient experience, anticipating and responding to changes in health-care financing, and identifying ways to achieve better health outcomes for our employees, patients and community.

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, and personal health behaviors. Among his many awards, he is an elected member of the Association of American Physicians and the Institute of Medicine.

Roy Rosin, MBA,  has been named the Center’s chief innovation officer. In this role, he will lead efforts to develop methods for delivering health care at a lower cost and new non-traditional business development. Prior to joining Penn, he served as the first VP of Innovation for Intuit, a leading software company best known for Quicken, QuickBooks and TurboTax.