Shelby Harris, director of the Behavioral Sleep Medicine Program at Montefiore Medical Center in Bronx, N.

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"It's like your brain is on autopilot, " explained Dr. Shelby Harris, director of behavioral sleep medicine at Montefiore Medical Center in New York.

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The two-year-old start-up seeks to combine evidence-based medicine, behavioral modification techniques and smart design to combat major illnesses, such as diabetes, and cardiovascular disease before they become full-blown.

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In addition to what he felt would be explosive costs, Emanuel also argued against personalized medicine by observing that behavioral and lifestyle changes like diet, smoking and exercise, which account for 40% to 60% of all disease, are far likelier to have an impact on longevity and health-care affordability than genetics and thus should be the center of focus.

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Prior to coming to the University of Arizona, Raison was an associate professor of psychiatry and behavioral sciences at Emory University School of Medicine in Atlanta, Georgia.

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