About Us

The Center for Health Care Market Innovation is a hub for the evolution of health care markets. We conduct research on the demand for health care, how it is changing, and the capacity for new financing and delivery models to successfully meet changing consumer needs.

Vanderbilt University’s Owen Graduate School of Management established the Center for Health Care Market Innovation, a new corporate-funded research center focused on health care markets. Through a substantial lead gift made by an anonymous corporate donor, the center launched in summer of 2016 with ongoing financial support from corporations that are affected by the changing demand for health care.

Our Staff

R. Lawrence Van Horn Ph.D., MPH, MBA

Associate Professor of Economics & Management. Exec. Director for Health Affairs, Owen Graduate School of Management. Associate Professor of Law, Vanderbilt Law School. Associate Professor of Health Policy, Vanderbilt School of Medicine.

Larry Van Horn is a leading expert and researcher on health care management and economics. His research on health care organizations and markets, managerial incentives in nonprofit hospitals, and the conduct of managed care firms has appeared in such leading publications as the Journal of Health Economics, Journal of Law and Economics, International Journal of Industrial Organization, Management Science and Operations Management, New England Journal of Medicine, Medical Care, Medical Care Research and Review, Journal of Public Budgeting and Financial Management and Harvard Business Review.

Professor Van Horn is responsible for the graduate health care programs at the Owen Graduate School of Management at Vanderbilt University. He also holds courtesy appointments in both the medical and law schools, Professor Van Horn is a highly sought after speaker on the topic of health care reform for national associations and corporations. He has consulted with most of the largest hospital systems and insurers in the United States on topics of data analysis as well as antitrust concerns.

He is the founder and CEO of Preverity LLC, founder and partner of Health Systems Innovation LLC, and a senior professional with CompetitionEconomics LLC. He is on the board of directors for Community Health Care Realty Trust (NYSE: CHCT), Quorum Health Corporation (NYSE: QHC) and Pierian Biosciences. And he sits on advisory boards for the State of Tennessee as well as Vanderbilt University.


  • Ph.D. Managerial Economics and Decision Sciences, The Wharton School, University of Pennsylvania
  • M.P.H., School of Medicine, University of Rochester
  • M.B.A., William E. Simon Graduate School of Business, University of Rochester

Steve Hoeffler

Associate Professor of Marketing. Research Interests: Really-New Products, Preference Development Over Time, Developing Brands. Area(s) of Expertise: Marketing, brand management, consumer behavior.

Steve Hoeffler is an expert in consumer products marketing, brand management and consumer behavior. His research on such topics as positioning multiple category products, marketing radically new products and the advantages of strong brands have appeared in such journals as Journal of Consumer Psychology, Journal of Product Innovation Management, and Journal of Marketing Research. Among his current research interests are the marketing of “really new” (novel) products and the development of consumer preferences.

Prior to joining Owen, Hoeffler was assistant professor of marketing at the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He has worked in marketing for NCR/AT&T and consulted for Procter and Gamble, IBM and Fujitsu. He has been an ad-hoc reviewer for such academic publications as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing and Journal of Economic Psychology. His research and expertise has been featured at conferences and seminars held by academic and professional associations, including the Association for Consumer Research, the Society for Consumer Psychology, and the American Marketing Association Educators Conference.

Hoeffler, who has received research grants from the Marketing Science Institute, is a member of the Association for Consumer Research, American Marketing Association, Society for Consumer Psychology, and the American Psychological Association.


  • B.A., Information Systems, San Diego State University, 1985
  • M.B.A., Marketing, University of California, Davis, 1994
  • Ph.D., Marketing, Duke University, Fuqua School of Business, 2000

Scarlett Gilfus

Program Director – Owen Graduate School of Management Vanderbilt University

Scarlett Gilfus serves as program director for the Health Care MBA and Master of Management Health Care programs at the Owen Graduate School of Management. She is also the executive administrative assistant to Professor Van Horn. Scarlett recently assumed the added responsibilities as director for the Research Center for Health Care Market Innovation. Scarlett joined Vanderbilt in 2010 as a program coordinator and subsequently was promoted to program director.

Benjamin J. McMichael

Benjamin is an expert and researcher on the law and economics of health care. His research on health care workforce regulation and punitive damages has appeared in journals such as Medical Care Research and Review, the Journal of Empirical Legal Studies, and the Vanderbilt Law Review.

Dr. McMichael is a postdoctoral scholar at the Owen Graduate School of Management at Vanderbilt University. He is licensed to practice law in the State of Georgia, and he previously served as a judicial law clerk to Judge Carolyn D. King on the United States Court of Appeals for the Fifth Circuit. During graduate school, Dr. McMichael served as an articles editor for the Vanderbilt Law Review. He completed his dissertation on the effect of tort reform and occupational licensing laws on the health care workforce under Professor Larry Van Horn.


  • Ph.D., Law and Economics, Vanderbilt University
  • J.D., Vanderbilt University Law School
  • B.S., Wake Forest University
  • Postdoctoral Scholar, Owen Graduate School of Management