Asaf is a co-founder of Crossix and serves as Chief Executive Officer. He started Crossix in 2004 with over 10 years’ experience in healthcare marketing and technology businesses. Asaf was named to the PharmaVOICE 100 which recognizes the 100 most influential people in the life sciences industry. Most recently, he was recognized as a PM360 ELITE honoree. Before founding Crossix, he was the co-founder and President of SoftWatch, a leading provider of healthcare CRM Internet solutions to pharmaceutical and healthcare clients such as GlaxoSmithKline, Novartis, Aventis, Abbott Laboratories, Johnson & Johnson, Schering-Plough, Medco Health Solutions, Medscape and the American Heart Association. Asaf also served as acting CEO for Dietwatch.com, an online subscription weight loss company spun-off from SoftWatch in 1999. From 2002 to 2004, Asaf served as EVP Business Development for InterCure Inc, an innovative medical device company, where he led marketing, sales and distribution in the U.S. market to a tenfold growth in revenue run rate. Asaf served for four years in the Israeli Navy Intelligence Unit. He holds a B.Sc., cum laude, in Mathematics and Computer Science, from Tel Aviv University.