Trained in nursing with a Masters degree in public health, Ms. Ginsburg has since 1994 served as Executive Director of Sacramento Healthcare Decisions, Inc (SHD). In that role Ms. Ginsburg is responsible for the design and implementation of projects that encourage better public understanding and participation in health policy issues that affect individuals and society. Ms. Ginsburg currently focuses most of her work on the issue of finite healthcare resources, exploring how consumers set priorities for healthcare coverage. Under her direction, SHD explores controversial health policy topics such as using cost-effectiveness as a coverage criterion. She also consults with other states that are interested in consumer engagement strategies. She is a current Steering Committee Member of the California Hospital Assessment & Reporting Task Force and, since 2003, has served as a Member of the Blue Shield of California Quality Advisory Board. She has recently been appointed to the NCQA’s Committee on Performance Management