Dr. Morrow has over 40 years of experience across the healthcare industry, including time spent in clinical practice, as a managed care executive, a biopharmaceutical medical director, a healthcare writer and a medical director for several innovative start up companies. He comes to Equity Health after several years as a medical director for Chip Rewards and Next IT, a pioneer in natural language software. He is passionate about the need for our country to address the cost of medical care and insurance costs by the use of software.In his role as Medical Director of Equity Health, he hopes to help physicians move toward a market based medical delivery system where patients know the cost and value of their medical care and physicians are able to become more efficient in the use of their talents.Morrow has authored nearly 100 publications in a variety of peer and trade journals and has been a major contributor to a textbook on managed care. He authored for 15 years the provocative monthly column, Tomorrow's Medicine, for Managed Care, an online magazine that was widely read by health-plan executives and physicians. He also serves or has served on the advisory boards for six journals and several not-for-profit organizations.