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Brian Zikmund-Fisher, PhD

Brian Zikmund-Fisher, PhD is Professor of Health Behavior and Health Equity and Research Professor of Internal Medicine at the University of Michigan. He is also Editor-in-Chief of the academic journals Medical Decision Making and MDM Policy & Practice. Dr. Zikmund-Fisher's career blends his training in decision psychology and behavioral economics with his personal experiences having to make multiple major medical treatment decisions. He designs and evaluates methods of making health data more intuitively meaningful to patients, the public, and policymakers. He studies the impact of people’s consistent preferences for more versus less health care on over- and underutilization of care. And he explores the power of narrative as a tool for sharing patient experiences. He also teaches courses on designing clear and memorable messages to non-scientist audiences and explores the use of improvisational theater games as tools for building health and science communication skills.

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