Veronica Goff is Vice President of the National Business Group on Health, a national non-profit membership organization devoted exclusively to providing practical solutions to its employer members’ most important health care problems and representing large employers’ perspective on national health policy issues. She leads the Institute on Health Care Costs and Solutions. The Cost Institute identifies and disseminates best practices and promising solutions to cost, quality, patient safety, and employee engagement challenges with a focus on implementation and actionable information for employers.Goff represents the Business Group on the IOM Value Incentives Learning Collaborative, the Primary Care Collaborative, and the ABIM Primary Care Initiative.  She recently served on AAFP’s Primary Care Valuation Advisory Group, NCQA’s Re-Evaluating PPC-PCMH Standards Advisory Committee and the BCBS Evidence-based Practice Center stakeholder panel on cancer and infectious disease.She has more than 25 years experience working with employers on health & wellness benefits and programs. Most recently, she was a senior consultant to the Business Group. Previously, she served as vice president for the Washington Business Group on Health, held a faculty position at the University of Virginia Health Sciences Center, and managed an on-site health promotion/fitness facility serving 8,000 AT&T employees.Goff is an American College of Sports Medicine- certified Health Fitness Specialist. She earned a M.S. degree in physical education with specialization in exercise physiology and a B.S. degree in physical education with a minor in athletic training from Southern Illinois University.