Asaf is a co-founder of Crossix and serves as Chief Executive Officer. He started Crossix in 2004 with more than 10 years’ experience in healthcare marketing and technology businesses. Asaf has been named to the PharmaVOICE 100 most influential people in the life sciences industry, DTC Innovator of the Year and a PM360 ELITE honoree. Before founding Crossix, he was the co-founder and president of SoftWatch, a healthcare CRM provider. Asaf also served as acting CEO for Dietwatch.com, an online subscription weight loss company spun off from SoftWatch. Earlier, Asaf served as EVP of Business Development for InterCure, Inc., a medical device company. Asaf served for four years in the Israeli Navy Intelligence Unit, and he holds a B.S. in mathematics and computer science from Tel Aviv University.