Theo Poiesz is Professor of Economic Psychology and Professor in Health Care Management at TIAS, the business school of Tilburg University and Eindhoven University of Technology. He is also Academic Director of the Executive Master of Health Administration (MHA). The health care chair is financed bij ActiZ. Previously, he was part-time Professor of Psychology of Advertising and Professor of Marketing. He was a researcher and (guest) lectures at several different universities, both nationally and internationally. Professor Poiesz is a consultant in different market sectors and specialises in the interface between marketing and psychology. He published several books and numerous scientific and professional articles and book contributions. He also acts as a consultant and is a frequently requested speaker. His interests are broad and concerns themes such as strategy, marketing, costumer focus, and behavior management. Within these themes, he tries to reduce complex issues to a manageable size and structure. He also considers how insights from theory and practice can be combined. He was chairman of the GGZ Breburh Supervisory Board from 2003 until 2012.