Masahito Jimbo is Professor of Family Medicine and Urology at the University of Michigan. Having worked as a family physician in both urban (Philadelphia) and rural (North Carolina) underserved areas, he has first-hand knowledge and experience of the challenges faced by clinicians and healthcare institutions to be successful in providing patient care that is personal, comprehensive, efficient and timely. Initially trained in basic laboratory research, having obtained his MD and PhD degrees at Keio University in Tokyo, Japan, Dr. Jimbo obtained expertise in behavioral intervention and research through formal training in public health at the University of North Carolina at Chapel Hill and hands-on research on patient and physician-targeted behavioral interventions to improve follow-up of abnormal colorectal cancer screening results at Thomas Jefferson University. He is currently the Principal Investigator of a National Cancer Institute-funded R01 grant project titled “Decision Aid to Technologically Enhance Shared Decision Making (DATES).” This project evaluates the effect of an interactive decision aid on colorectal cancer screening on patient/physician communication and patient behavior. In this project, he works closely with community practices in Metro Detroit, further increasing his appreciation for the challenges faced by ordinary practices and the need for innovative ways to improve patient care.