Carl V. Asche, Ph.D., is Research Professor of Medicine and Director of the Center for Outcomes Research at the University of Illinois College of Medicine at Peoria. Prior to joining the University of Illinois, he was on the faculty at the University of Utah College of Pharmacy. His research focuses on the use of comparative effectiveness research and cost-effectiveness analysis in health care decision making. Dr. Asche is the author or co-author of over 75 papers in the medical literature. He is a member of the editorial boards of Pharmacoeconomics and Current Medical Research and Opinion. He also held managerial positions in the pharmaceutical industry, including the Bristol-Myers Squibb Pharmaceutical Group and Aventis Pharmaceuticals where he managed health economics and outcomes research applied to both research and development and customer marketing areas in highly matrix-structured organizations. He received his doctorate in economics from the University of Surrey and his master of science in economics from the University of York.