Concept to Care

Vivian DeWoskin, Chief Commercial Officer at Faro Health

Vivian DeWoskin is the Chief Commercial Officer and Head of Strategy at Faro Health, a company on a mission to transform clinical trial design through intelligent, structured software. With a career spanning consulting, digital health startups, and enterprise commercialization, Vivian brings deep expertise in go-to-market strategy, team building, and customer development. At Faro, she’s driving cross-functional execution at the intersection of AI, clinical research, and scalable infrastructure—helping bring life-saving therapies to patients faster by making trials more efficient, inclusive, and patient-centric.
In our conversation, Vivian shares his insights on:
Faro’s Mission and Market Fit: How Faro Health is reinventing clinical trial design by digitizing and structuring protocols to reduce burden, improve quality, and accelerate research.
The Role of a Chief Commercial Officer & Head of Strategy: What this cross-functional leadership role entails, why startups need it, and how to grow into it.
Strategy vs. Tactics in Startups: Why the distinction matters, how to avoid common pitfalls, and how great leaders use second-order thinking to stay aligned.
Pricing Strategy from First Principles: How Vivian and the Faro team approached pricing to align incentives, drive value, and adapt to market feedback.
Strategic Flexibility with Real Options: How forward-looking companies avoid premature lock-in and keep multiple viable paths open.
Operationalizing Strategy with OKRs: A practical look at how Faro sets, cascades, and evolves organizational priorities without getting bogged down in process.
Achieving and Sustaining Product-Market Fit: How to recognize PMF, stay close to customer signals, and avoid complacency once it’s in place.
Career Growth and Leadership Advice: Vivian’s take on following curiosity, making your career narrative coherent, and owning your choices.
In this latest episode of Concept to Care, we had an engaging conversation with Vivian DeWoskin, Chief Commercial Officer and Head of Strategy at Faro Health, a startup revolutionizing clinical trial design through AI-powered solutions. Vivian provided deep insights into her experiences in health tech, the nuances of effective strategic thinking, how to identify and sustain product-market fit, and shared practical advice for building successful cross-functional organizations.
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Where to find Vivian DeWoskin
LinkedIn: https://www.linkedin.com/in/viviandewoskin/
email: vivian.dewoskin@farohealth.com
Faro Health: https://farohealth.com/
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Where to find Angela and Omar:
Angela Suthrave
LinkedIn: https://www.linkedin.com/in/angela-suthrave/
X: https://twitter.com/ASuthrave
email: angela@concepttocare.com
Omar Mousa
LinkedIn: https://www.linkedin.com/in/omarmousa/
X: https://twitter.com/OmarMHealth
email: omar@concepttocare.com
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Referenced:
Faro Health: https://farohealth.com/
Faro Study Designer: https://farohealth.com/study-designer/
Strategy vs. Tactics: https://nulab.com/learn/strategy-and-planning/strategy-vs-tactics/
The Chief Commercial Officer Explained: https://www.revenue.io/inside-sales-glossary/what-is-a-chief-commercial-officer-cco
The Chief Strategy Officer Explained: https://www.techtarget.com/searchcio/definition/Chief-Strategy-Officer-CSO
What/How to do tiered pricing strategy: https://stripe.com/resources/more/tiered-pricing-101-a-guide-for-a-strategic-approach
What is Second Order Thinking: https://fs.blog/second-order-thinking/
What is a “Real Option”: https://www.investopedia.com/terms/r/realoption.asp
Canvas Business Model: https://www.strategyzer.com/library/the-business-model-canvas
The Invincible Company: https://www.strategyzer.com/library/the-invincible-company
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Check out our website: https://www.concepttocare.com
Subscribe to our newsletter: https://concepttocare.substack.com/p/episode-18-vivian-dewoskin

Simon Hayhurst, Chief Product Officer at Virta Health

Simon Hayhurst is the Chief Product Officer at Virta Health, a company on a mission to reverse Type 2 diabetes and improve metabolic health for millions. With a deep background in product strategy and a passion for tackling one of healthcare’s most pressing challenges, Simon has played a key role in scaling Virta’s innovative care model. At the intersection of technology, behavior change, and clinical excellence, Virta is reshaping what’s possible in chronic disease management.
In our conversation, Simon shares his insights on:
The Virta Mission and Founding Story: How a personal health journey inspired a company to tackle metabolic disease at scale.
The Evolution of Virta’s Go-to-Market Strategy: Lessons from clinical validation, early patient success, and building payer relationships.
Leveraging Technology for Personalized Care: How Virta combines human coaching and AI to deliver scalable, high-quality care.
Frameworks for Product Success: Simon’s “three-legged stool” approach to balancing patient value, payer ROI, and operational efficiency.
Doing Unscalable Things First: Why starting small is key to learning, building empathy, and refining workflows.
Planning with Now-Next-Later: A simple, flexible framework for focused product strategy in dynamic environments.
The Power of Retrospectives: How continuous improvement drives sustainable growth and team empowerment.
AI and the Future of Member Experience: The role of AI in scaling personalized, proactive, and efficient healthcare delivery.
In this episode of Concept to Care, Simon provides a fascinating look into how Virta Health is leading the charge against Type 2 diabetes and redefining health tech success. His insights into product strategy, scaling care, and leveraging AI offer actionable lessons for health tech leaders, operators, and entrepreneurs.
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Where to find Simon Hayhurst
LinkedIn: https://www.linkedin.com/in/srhayhurst/
email: simon.hayhurst@virthealth.com
Virta Health: https://www.virtahealth.com/
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Where to find Angela and Omar:
Angela Suthrave
LinkedIn: https://www.linkedin.com/in/angela-suthrave/
X: https://twitter.com/ASuthrave
email: angela@concepttocare.com
Omar Mousa
LinkedIn: https://www.linkedin.com/in/omarmousa/
X: https://twitter.com/OmarMHealth
email: omar@concepttocare.com
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Referenced:
Virta Health: https://www.virtahealth.com/
Virta Health Announces Record and Accelerating Growth at a Scale of More Than $100M in Annualized Revenue, Driven by Sustainable Weight Loss and GLP-1 Solutions: https://www.businesswire.com/news/home/20250110748668/en/Virta-Health-Announces-Record-and-Accelerating-Growth-at-a-Scale-of-More-Than-100M-in-Annualized-Revenue-Driven-by-Sustainable-Weight-Loss-and-GLP-1-Solutions
CNBC Coverage, High cost of weight loss drugs drives employers to require nutrition counseling, in boost for startups: https://www.cnbc.com/2025/01/10/high-cost-weight-loss-drugs-boost-nutrition-counseling.html
Virta Health CEO, Sami Inkinen: https://www.linkedin.com/in/samiinkinen
Virta Health’s clinical protocol: https://www.virtahealth.com/how-it-works
Virta Health Research Center: https://www.virtahealth.com/research
Reversing Type 2 Diabetes: An Evidence-Based Guide: https://www.virtahealth.com/reversediabetes
Peterson Health Technology Institute: https://phti.org/
Digital Diabetes Management Solutions: https://phti.org/assessment/digital-diabetes-management-tools/
Now, Next, Later Framework: https://www.launchnotes.com/blog/the-now-next-and-later-roadmap-a-comprehensive-guide-for-planning-ahead
Simon mentioned that after 1 month of being at Virta Health, he has most people at the company internalizing this quote, “we can do anything, but we can’t do everything”. Here is an article the capture why this sentiment matters: https://jpattonassociates.com/tension/
Learn more about the absolute MVP: https://leanstartup.co/resources/articles/what-is-an-mvp/
Paul Graham’s famous post, “do things that don’t scale”: https://paulgraham.com/ds.html
Eric Ries, The Lean Start-up: https://www.amazon.com/Lean-Startup-Entrepreneurs-Continuous-Innovation/dp/0307887898
The art of retrospectives: https://www.linkedin.com/pulse/art-retrospective-erica-zendell/
How to go from Engineer to Product Manager: https://www.mindtheproduct.com/how-i-moved-from-engineering-into-product-management/
How to go from Data Scientist to Product Manager: https://www.linkedin.com/pulse/mindset-shifts-move-from-data-scientist-become-product-apoorva-jadhav/
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Check out our website: https://www.concepttocare.com
Subscribe to our newsletter: https://concepttocare.substack.com/p/episode-17-simon-hayhurst

Reshma Khilnani, Co-Founder and CEO at Medplum

Reshma Khilnani is the Co-founder and CEO of Medplum, an open-source healthcare developer platform that helps build, test, and deliver healthcare products and services. With a background in big tech and a passion for solving healthcare’s most complex challenges, Reshma is at the forefront of driving innovation in the industry. Her work with Medplum spans empowering developers, advancing interoperability, and supporting the next generation of healthcare delivery models. In our conversation, Reshma shares her insights on:
The Origin and Vision of Medplum: Reshma shares how her experiences in building healthcare applications inspired a platform to reduce redundancy, incorporate lessons learned, and enable scalable developer solutions.
Challenges with Traditional EMRs: She highlights the limitations of legacy EMRs, such as feature bloat, poor modularity, and rigid designs, and how Medplum reimagines these systems with modern workflows.
The Power of Headless and Open-Source Architecture: Reshma explains how headless systems drive modularity and adaptability while open-source fosters transparency, collaboration, and cost efficiency.
Engineering-Led Product Development: Medplum thrives without formal product managers, relying on customer feedback, developer collaboration, and iterative design to solve real-world problems.
Go-to-Market Strategies for Open-Source Platforms: Reshma describes how Medplum targets developers, drives grassroots adoption, and converts users to enterprise clients with compliance tools and premium features.
The Role of Messaging and Tasking: Reshma underscores how messaging and tasking enable real-time collaboration, proactive task management, and integration into healthcare workflows.
Lessons from Building Zero-to-One: She reflects on challenges like navigating healthcare regulations, improving interoperability with FHIR, and addressing the health tech talent gap.
Opportunities for Health Tech Innovation: Reshma identifies key opportunities like reducing administrative burdens, advancing interoperability, empowering developers, and enabling virtual and hybrid care models.
In this episode of Concept to Care, Reshma provides a compelling look into how Medplum is shaping the future of healthcare technology. Her insights into product development, architectural design, and health tech innovation offer valuable lessons for developers, healthcare leaders, and entrepreneurs looking to make an impact in the industry.
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Where to find Reshma Khilnani
LinkedIn: https://www.linkedin.com/in/reshmakhilnani/
email: reshma@medplum.com
Medplum: https://www.medplum.com/
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Where to find Angela and Omar:
Angela Suthrave
LinkedIn: https://www.linkedin.com/in/angela-suthrave/
X: https://twitter.com/ASuthrave
email: angela@concepttocare.com
Omar Mousa
LinkedIn: https://www.linkedin.com/in/omarmousa/
X: https://twitter.com/OmarMHealth
email: omar@concepttocare.com
—
Referenced:
Medplum: https://www.medplum.com/
Medplum Documentation: https://www.medplum.com/docs
Medplum on Youtube: https://www.youtube.com/@medplum
Medplum Case Studies: https://www.medplum.com/case-studies
Medplum Github: https://github.com/medplum/medplum
Medplum Discord Community: https://discord.com/invite/medplum
How to contribute to Medplum: https://www.medplum.com/docs/contributing
What is Open Source: https://opensource.com/resources/what-open-source
What is Headless Architecture: https://alokai.com/blog/headless-architecture
Nikhil Krishnan giving Palantir credit: https://x.com/nikillinit/status/1859061406273765387
Other Opensource Companies that Medplum is taking cues from:
Databricks: https://www.databricks.com/
Atlassian: https://www.atlassian.com/
PostHog: https://posthog.com/
Supabase: https://supabase.com/
Some accredited certifications and organization bodies:
What is HIPAA: https://www.cdc.gov/phlp/php/resources/health-insurance-portability-and-accountability-act-of-1996-hipaa.html
What is SOCII: https://www.vanta.com/collection/soc-2/what-is-soc-2
What is the ONC Certification: https://www.healthit.gov/topic/certification-ehrs/about-onc-health-it-certification-program
Who is NCQA: https://www.ncqa.org/about-ncqa/
Healthcare Data Standards
What is HL7V2: https://v2.hl7.org/conformance/HL7v2_Conformance_Methodology_R1_O1_Ballot_Revised_D9_-_September_2019_Introduction.html
What is FHIR: https://www.healthit.gov/sites/default/files/2019-08/ONCFHIRFSWhatIsFHIR.pdf
What is DICOM: https://www.dicomstandard.org/about
What is LOINC: https://loinc.org/get-started/what-loinc-is/
What is SNOMED CT: https://www.snomed.org/what-is-snomed-ct
GraphQL vs Rest APIs: https://www.medplum.com/blog/graphql-vs-rest
What is composability: https://www.medplum.com/blog/composability-medplum
Sid Sijibrandij, Founder of GitLabs on why companies should have a handbook: https://mocharymethod.org/mochary-method-ep-12/
GitLabs Handbook: https://handbook.gitlab.com/
Reshma uses Claude to help code and use as a sounding board or thought buddy: https://claude.ai/
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Check out our website: https://www.concepttocare.com
Subscribe to our newsletter: https://concepttocare.substack.com/p/episode-16-reshma-khilnani

Ian Chiang, Partner at Flare Capital Partners

Ian Chiang is a Partner at Flare Capital Partners, a leading venture capital firm focused on early-stage healthcare technology and services companies. With extensive experience in digital health, Ian has been instrumental in guiding startups that are shaping the future of healthcare. His work with Flare Capital spans across AI, value-based care, and innovative specialty care models that aim to improve outcomes and reduce costs. In our conversation, Ian shares his insights on:
Current Health Tech Landscape: Ian discusses why this is a pivotal time for digital health, fueled by generative AI and the move towards sustainable healthcare solutions.
Generative AI and Scaling Specialty Care: Ian highlights how AI streamlines operations, improves documentation, and expands specialty care access in fields like oncology and cardiology, creating scalable, cost-effective care models.
Successful Startup Pitches and Cultural Alignment: Key elements Ian values in pitches include clarity, scalability, and profitability. He also stresses the importance of early cultural alignment between founders and investors to avoid tension.
Product-Market Fit: Ian offers advice on how startups can validate market demand, gather feedback, and use metrics to demonstrate strong product-market fit.
Advice for Product Managers: Ian provides guidance for PMs joining startups, emphasizing mission alignment, adaptability, and understanding company growth via the cap table.
Investment Principles: Ian’s criteria focus on long-term value, customer fit, operational efficiency, and team adaptability.
Transitioning to Venture Capital: Ian shares tips for PMs entering VC, including shifting from control to influence, recognizing patterns, and building a two-way learning relationship with founders.
In this episode of Concept to Care, Ian provides a comprehensive view into the venture capital perspective on healthcare innovation. His insights on product-market fit, cultural alignment with investors, and the evolving role of AI in healthcare are invaluable for founders, product managers, and healthcare leaders looking to drive impactful change in the industry.
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Where to find Ian Chiang:
LinkedIn: https://www.linkedin.com/in/ian-chiang-mba/
email: ian@flarecapital.com
Flare Capital Partners: https://www.flarecapital.com/
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Where to find Angela and Omar:
Angela Suthrave
LinkedIn: https://www.linkedin.com/in/angela-suthrave/
X: https://twitter.com/ASuthrave
email: angela@concepttocare.com
Omar Mousa
LinkedIn: https://www.linkedin.com/in/omarmousa/
X: https://twitter.com/OmarMHealth
email: omar@concepttocare.com
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Referenced:
Flare Capital Partners: https://www.flarecapital.com/
Cigna CareAllies: https://www.careallies.com/
Flare Capital Expert Roundtable Series #10: Generative AI: Hype or Here to Stay?: https://www.flarecapital.com/insight/flare-capital-partners-expert-roundtable-series-generative-ai-hype-or-here-to-stay
Advancing clinical decision support: The role of artificial intelligence across six domains: https://www.sciencedirect.com/science/article/pii/S2666990024000090
What is the magic number: https://www.scalevp.com/insights/from-0-to-1m-the-magic-number/
The physician we wish we can clone, Dr. Angela Fitch: https://www.flarecapital.com/people/angela-fitch-md
Best practices for crafting a seed round pitch deck: https://visible.vc/blog/seed-round-pitch-deck/
Term sheet 101: https://www.rho.co/blog/term-sheet
Ian’s favorite frameworks:
Jobs-to-be-done framework: https://www.christenseninstitute.org/theory/jobs-to-be-done/
Nonconsumption is your fiercest competition—and it’s winning: https://www.christenseninstitute.org/blog/non-consumption-is-your-fiercest-competition-and-its-winning/
Disruptive Innovation Theory: https://www.christenseninstitute.org/theory/disruptive-innovation/#:~:text=Definition,upmarket%2C eventually displacing established competitors.
The innovators dilemma: https://www.amazon.com/Innovators-Dilemma-Revolutionary-Change-Business/dp/0062060244
The innovators solution: https://www.amazon.com/Innovators-Solution-Creating-Sustaining-Successful/dp/1422196577
What is value based care: https://www.cms.gov/priorities/innovation/key-concepts/value-based-care
What is the Quadruple Aim: https://www.strategiesforqualitycare.com/quadruple-aim
What is the Quintuple Aim: https://www.chesshealthsolutions.com/2023/08/01/the-quintuple-aim-what-is-it-and-why-does-it-matter/#:~:text=The Quintuple Aim is an,system to establish health equity.
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Check out our website: https://www.concepttocare.com
Subscribe to our newsletter: https://concepttocare.substack.com/p/episode-15-ian-chiang

Matthew Woo, Co-Founder, President, and Chief Product Officer at Summer Health

Matthew Woo is the Co-founder, President, and Chief Product Officer at Summer Health, where he heads the development of a tech-enabled, text-first pediatric care platform. Summer Health provides parents with fast, convenient access to pediatricians through text, offering responses within minutes. Matthew has been instrumental in integrating AI into their workflows, ensuring that busy parents can manage their children's health needs quickly and effectively while aiming to reduce potentially unnecessary emergency room visits or lengthy waiting room stays. In our conversation, Matthew shares his insights on:
AI Basics for Healthcare: Matthew walks us through the fundamentals of AI, offering a clear explanation of how AI is being applied in today’s healthcare landscape and what makes it such a powerful tool for clinicians.
Operationalizing AI in Healthcare: Insights into how Summer Health has deployed AI in low-risk, high-reward areas, the importance of rapid iteration, and how they ensure data privacy and security in their AI deployments.
AI Integration at Summer Health: Matthew details how AI has been integrated into clinical workflows at Summer Health, addressing inefficiencies and improving patient care through tools like medical note generation and patient history summarization.
Scaling AI and Key Metrics: Practical strategies for scaling AI across teams and the key metrics that Summer Health tracks to measure the success and impact of their AI initiatives.
Ethics and AI in Healthcare: How Summer Health ensures that AI tools are safe, fair, and bias-free, with clinicians involved in every critical decision made by AI.
Building an AI-First Culture: The steps Summer Health has taken to foster an AI-first culture, including training and empowering teams, aligning AI with strategic goals, and fostering a culture of experimentation and rapid iteration.
In this episode of Concept to Care, Matthew provides a deep dive into how AI is transforming healthcare at Summer Health. His insights on the practical application of AI, scaling its use, and building a culture that supports innovation and collaboration are invaluable for healthcare product leaders looking to leverage AI in their own organizations.
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Where to find Matthew Woo:
LinkedIn: https://www.linkedin.com/in/matthewedanwoo/
email: matthew@summerhealth.com
Summer Health: https://www.summerhealth.com/
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Where to find Angela and Omar:
Angela Suthrave
LinkedIn: https://www.linkedin.com/in/angela-suthrave/
X: https://twitter.com/ASuthrave
email: angela@concepttocare.com
Omar Mousa
LinkedIn: https://www.linkedin.com/in/omarmousa/
X: https://twitter.com/OmarMHealth
email: omar@concepttocare.com
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Referenced:
Summer Health: https://www.summerhealth.com/
Discount Code for Summer Health: “summertime”
Summer Health is hiring a VP of Engineering: https://jobs.ashbyhq.com/summerhealth/4346cf78-0fae-4400-8c6e-6196ad3ec44e
Meetups: https://www.meetup.com/
Intercom: https://www.intercom.com/
WhatsApp: https://www.whatsapp.com/
Facebook Marketplace: https://www.facebook.com/marketplace
Some history on AI: https://www.weforum.org/agenda/2024/10/history-of-ai-artificial-intelligence/
AI hallucination: https://cloud.google.com/discover/what-are-ai-hallucinations
Transformer: A Novel Neural Network Architecture for Language Understanding: https://research.google/blog/transformer-a-novel-neural-network-architecture-for-language-understanding/
Open AI: https://openai.com/
Zero data retention API at Open AI: https://community.openai.com/t/zero-data-retention-information/702540
Anthropic: https://www.anthropic.com/
Abridge: https://www.abridge.com/
Nabla: https://www.nabla.com/
Strawberry AI model: https://www.wired.com/story/openai-o1-strawberry-problem-reasoning/
Matthews favorite product to help him unwind from his tech: https://www.boox.com/
Jeff Bezo’s Decision Making Framework: https://coda.io/@hales/jeff-bezos-make-fast-decisions
Voice notes app: https://voicenotes.com/

Ari Saft, Vice President of Product at Tia

Ari Saft is the Vice President of Product at Tia, where she leads the development of technology solutions that integrate virtual and in-person care for women’s health. With nearly five years at Tia, Ari has played a pivotal role in transforming the company’s product strategy to support its rapid growth from a single clinic to a multi-location operation. She brings a wealth of expertise in aligning product and operations, focusing on creating seamless healthcare experiences that prioritize both patient and provider needs. In our conversation, Ari shares her insights on:
Tia's Business Model and Vision: Ari discusses Tia’s evolution from a single clinic to a scalable, multi-location healthcare provider and how their mission to deliver high-quality, patient-centered care guides their product development.
The Challenges Behind the Product and Operations Relationship: Insights into the common friction points between product and operations teams as Tia scales and how to recognize the signs of a strained relationship.
Moving Towards a Productive Relationship Together: Practical strategies for aligning product and operations, rebuilding trust, and fostering collaboration to drive better outcomes for both teams.
Organizational Design and Culture: Ari's approach to structuring cross-functional teams and creating a culture that supports innovation, transparency, and continuous improvement at Tia.
Operational Hurdles with Moving from Custom-Built EMR to a Headless One: The decision to transition from a custom-built EMR to MedPlum, the challenges faced during this change, and how Tia managed the move to ensure agility and focus on their core value.
Tia's Future: Ari shares her vision for the future of Tia, including plans to expand their reach, refine their product offerings, and continue innovating to meet the evolving needs of women’s health.
In this episode of Concept to Care, Ari provides a deep dive into the challenges and successes of integrating product and operations in a rapidly growing healthcare company. Her insights on fostering collaboration, building scalable processes, and making data-driven decisions are invaluable for any product leader navigating the complexities of healthcare innovation.
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Where to find Ari Saft:
LinkedIn: https://www.linkedin.com/in/ari-saft/
Tia: https://asktia.com/
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Where to find Angela and Omar:
Angela Suthrave
LinkedIn: https://www.linkedin.com/in/angela-suthrave/
X: https://twitter.com/ASuthrave
email: angela@concepttocare.com
Omar Mousa
LinkedIn: https://www.linkedin.com/in/omarmousa/
X: https://twitter.com/OmarMHealth
email: omar@concepttocare.com
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Referenced:
Tia: https://asktia.com/
Tia Discount: $50 off your annual membership when you use promo code “ari445” Become a Tia member here
Ari’s favorite prioritization framework, impact over effort: https://blog.logrocket.com/product-management/impact-effort-matrix-prioritization/
Medplum: https://www.medplum.com/
Explanation on “headless” architecture: https://alokai.com/blog/headless-architecture
Guru: https://www.getguru.com/
Ari’s favorite tools:
ChatGPT: https://openai.com/
Loom: https://www.loom.com/
FigJam: https://www.figma.com/figjam/
Confluence: https://www.atlassian.com/software/confluence
Quarterly OKR planning: https://www.leapsome.com/blog/okr-planning
Effective usage of tiger teams: https://www.lucidchart.com/blog/what-is-a-tiger-team
Safe-to-try mindset: https://kb.founderculture.net/public/posts/0uuqt9dd
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Check out our website: https://www.concepttocare.com
Subscribe to our newsletter: https://concepttocare.substack.com/p/episode-13-ari-saft

Jennifer Rabiner, Chief Product Officer at Pearl Health

Jennifer Rabiner is the Chief Product Officer at Pearl Health, where she leads the development of innovative technology solutions that empower primary care practices to excel in value-based care models like ACO REACH. With over 20 years of experience in healthcare, Jennifer has a rich background in both the health system and independent provider segments, as well as direct primary care. Before joining Pearl Health, Jennifer served as a product leader at Hint Health and athenahealth, focusing on value-based care. Her expertise also includes healthcare revenue cycle optimization and system implementation at Deloitte Consulting and Triage Consulting Group, as well as pharmaceutical reimbursement strategy at Millennium Pharmaceuticals. In addition to her role at Pearl Health, Jennifer is an advisor to several health tech startups, where she lends her extensive knowledge in product development and healthcare innovation. In our conversation, Jennifer shares insights on:
Transforming Healthcare Payment Models: Jennifer discusses the shift from fee-for-service to value-based care, highlighting the introduction of ACO REACH.
Company Growth: Pearl Health’s evolution from supporting small practices to partnering with larger physician groups and health systems, driving product innovation and integration.
Driving Engagement: Strategies to enhance engagement for both patients and providers, focusing on action-oriented and patient-centric design.
Key Features of Value-Based Care Products: The importance of patient risk stratification, real-time data, workflow integration, and goal setting.
Leveraging Diverse Data Sources: The role of claims, clinical data, and social determinants of health in supporting value-based care.
AI in Healthcare: The role of AI in enhancing clinical decision-making, supporting providers, and maintaining ethical and transparent practices.
Building in a Capitated Environment: Approaching product development with a dual thesis, focusing on outcomes, iterative development, and usability.
Integrating Customer Success: The strategic integration of customer success into product development for continuous evolution based on user feedback.
Future Plans for Pearl Health: Expanding the number of lives covered, entering new markets like Medicare Advantage, and scaling the platform for broader impact.
Jennifer’s insights highlight the strategic role of technology in healthcare and the importance of aligning product development with real-world provider and patient needs. Her approach underscores the transformative potential of data-driven, user-centered solutions in advancing value-based care and driving innovation across the healthcare landscape.
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Where to find Jennifer Rabiner:
LinkedIn: https://www.linkedin.com/in/jenniferrabiner/
email: jennifer.rabiner@pearlhealth.com
Pearl Health: https://pearlhealth.com/
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Where to find Angela and Omar:
Angela Suthrave
LinkedIn: https://www.linkedin.com/in/angela-suthrave/
X: https://twitter.com/ASuthrave
email: angela@concepttocare.com
Omar Mousa
LinkedIn: https://www.linkedin.com/in/omarmousa/
X: https://twitter.com/OmarMHealth
email: omar@concepttocare.com
—
Referenced:
Pearl Health: https://pearlhealth.com/
Keep up with Pearl Health by following their Blog: https://pearlhealth.com/blog/
Athenahealth: https://www.athenahealth.com/
Hint Health: https://www.hint.com/
Value Based Care Explained: https://www.cms.gov/priorities/innovation/key-concepts/value-based-care
ACO Reach Explained: https://www.cms.gov/priorities/innovation/innovation-models/aco-reach
Pearl Health’s EMR Integration partner, VIM: https://getvim.com/
Athenahealth Payer Solutions: https://www.athenahealth.com/who-we-serve/payers
One of Jennifer’s favorite books, Melissa Perri - Escaping the Build Trap: How Effective Product Management Creates Real Value: https://www.amazon.com/Escaping-Build-Trap-Effective-Management/dp/149197379X
Jennifer’s favorite productivity tool: https://clickup.com/
Denver’s StartUp Week, Outcomes Based Roadmap Presentation: https://www.slideshare.net/slideshow/denver-startup-week-outcome-based-roadmaps/251218296
What is Direct Primary Care: https://www.elationhealth.com/resources/blogs/what-is-direct-primary-care
—
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Subscribe to our newsletter: https://concepttocare.substack.com/p/episode-12-jennifer-rabiner

Lisa deBettencourt, Founder and CEO of Forge Harmonic

Lisa deBettencourt is a product design leader, Founder, and CEO of Forge Harmonic, an innovation and strategic design firm that collaborates with healthcare and life science organizations to envision and create solutions that transform the lives of people, care providers, and health systems. Lisa has been at the forefront of experience design and human-centered design since the pre-dot-com era. Before founding her own strategic design firm, she has worked in-house at notable companies, including Bose Corporation, Autodesk, and Confer Health, and many others. In our conversation, Lisa shares insights on:
The evolving terminology and roles within design, emphasizing skills over titles
The integration of design in healthcare, from care delivery settings to tech-based services
Common misconceptions about design, such as its perceived role as merely aesthetic enhancement
The critical role of design as facilitation, fostering collaboration and alignment
The importance of human-centered design and its impact on user experience
Identifying workflow inefficiencies in e-prescribing and improving patient-doctor interactions
Prototyping in practice management software and engaging stakeholders early in the process
Challenges in health tech design, including the complexity of the healthcare ecosystem and distance from end users
Forge Harmonic's mission to create innovative, human-centered products and services for healthcare
Her optimism about emerging trends in healthcare, such as the focus on patient experience and investment in femtech
Lisa’s insights highlight the strategic role of design in healthcare and the importance of addressing real user needs, underscoring the transformative potential of empathetic, human-centered design in driving innovation in healthcare.
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Where to find Lisa deBettencourt:
LinkedIn: https://www.linkedin.com/in/lisadebettencourt/
X: https://x.com/ldebett
email: lisa@forgeharmonic.com
Forge Harmonic: https://www.forgeharmonic.com/
—
Where to find Angela and Omar:
Angela Suthrave
LinkedIn: https://www.linkedin.com/in/angela-suthrave/
X: https://twitter.com/ASuthrave
email: angela@concepttocare.com
Omar Mousa
LinkedIn: https://www.linkedin.com/in/omarmousa/
X: https://twitter.com/OmarMHealth
email: omar@concepttocare.com
—
Referenced:
Forge Harmonic: https://www.forgeharmonic.com/
Experience Design: https://www.clockwork.com/insights/what-is-experience-design/
Human-Centered Design: https://www.uxdesigninstitute.com/blog/what-is-human-centered-design/
Design Thinking: https://online.hbs.edu/blog/post/what-is-design-thinking
Facilitation for Product Designers: https://medium.com/zalando-design/the-science-of-facilitation-a-guide-for-product-designers-f14bf77910c9
Conway’s Law: https://www.atlassian.com/blog/teamwork/what-is-conways-law-acmi
The Myths of UX Design/ Product Design/Whatever They Call It This Week: https://cwodtke.medium.com/the-myths-of-ux-design-product-design-whatever-they-call-it-this-week-ef37a39cac6b
Product Design Prototyping: https://www.interaction-design.org/literature/topics/prototyping
Some Resources for Product Designers: https://www.edorozco.com/product-design-resources/
—
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Mike Gleichman, VP of Product at knownwell and Former Executive Director of Product at CVS Health

Mike Gleichman is the VP of Product at knownwell, a pioneering post-Series A company transforming healthcare with its weight-inclusive care model. Mike brings a unique blend of creativity and analytical thinking, with a background in quantitative economics from Tufts and jazz performance from the New England Conservatory of Music. He has honed his skills in product management through roles at athenahealth and CVS's Aetna. In our conversation, Mike talks about:
His journey from professional services to product management
His thoughts on product operations and effective use of OKRs
knownwell's comprehensive care model and strategies for addressing weight stigma
Achieving product-market fit and building a written culture
Feedback and user testing processes at knownwell
Strategic use of AI in their technology stack
The recent acquisition of Alfie to enhance clinical decision support
Balancing operational efficiency and user-centered design
Continuous adaptation to meet evolving patient needs
Mike’s insights underscore the necessity of integrating technology with empathetic care to drive healthcare innovation.
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Where to find Mike Gleichman:
LinkedIn: https://www.linkedin.com/in/mikegleichman/
—
Where to find Angela and Omar:
Angela Suthrave
LinkedIn: https://www.linkedin.com/in/angela-suthrave/
X: https://twitter.com/ASuthrave
email: angela@concepttocare.com
Omar Mousa
LinkedIn: https://www.linkedin.com/in/omarmousa/
X: https://twitter.com/OmarMHealth
email: omar@concepttocare.com
—
Referenced:
knownwell: https://www.knownwell.co/
Alfie: https://www.joinalfie.com/
athenahealth: https://www.athenahealth.com/
Cracking the PM Interview: https://www.crackingthepminterview.com/
Product Operations by Melissa Perri and Denise Tilles: https://www.productoperations.com/
Measure what Matters by John Doerr: https://www.whatmatters.com/
MoSCoW to define MVP: https://medium.com/@cjjharries/using-the-moscow-method-to-design-an-mvp-c683f3de48a7
Tradeoff decision between 2 MVPs or between non-MVP items: RICE Method: https://www.productplan.com/glossary/rice-scoring-model/
Software methodologies: Scrum: https://www.atlassian.com/agile/scrum
Gathering user insights: Datadog: https://www.datadoghq.com/
Dashboards: Mixpanel: https://mixpanel.com/
—
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Sandy Huang, VP of Product at GoodRx and Former Head of Product at Amazon

On the latest episode of Concept to Care, Sandy Huang, a seasoned consumer tech product executive, shares insights on joining a health tech company like GoodRx and the skills and insights she brings from her customer-focused product management background. She discusses the challenges of setting the right user experience bar in health tech and the elements of an effective product strategy. Sandy also shares her experiences in identifying target markets, understanding customer needs, and conducting market research. Sandy Huang shares insights on product strategy, execution, and healthcare innovation. She emphasizes the importance of customer obsession, continuous research, and the balance between science and art in product management. Additionally, she highlights the significance of understanding user needs and leveraging core competencies in building product strategies.
Here's a sneak peek into the discussion:
Sandy’s transition from consumer tech to health tech and the unique insights she brings from companies like Amazon and Shutterfly
The importance of setting the right user experience bar in health tech and strategies to find the right balance
Key elements of an effective product strategy, including a well-defined North Star vision and clear, measurable goals
The necessity of balancing a North Star metric with supporting metrics to ensure holistic success
Innovative approaches to identifying target markets and understanding customer needs through cost-effective research methods
Strategies for effective execution and roadmapping of product strategies, with examples from her work at Amazon Visual Shopping
Communicating strategy effectively using structured documents like Amazon’s six-pagers, tailored for company size and stage
Bringing a customer-obsessed mindset to GoodRx, addressing friction points, and creating win-win solutions for multiple stakeholders
Exciting developments and the need for more research in women's health tech
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Where to find Sandy Huang:
LinkedIn: https://www.linkedin.com/in/sandyhuangproduct/
—
Where to find Angela and Omar:
Angela Suthrave
LinkedIn: https://www.linkedin.com/in/angela-suthrave/
X: https://twitter.com/ASuthrave
email: angela@concepttocare.com
Omar Mousa
LinkedIn: https://www.linkedin.com/in/omarmousa/
X: https://twitter.com/OmarMHealth
email: omar@concepttocare.com
—
Referenced:
GoodRx: https://www.goodrx.com/
GoodRx Gold: https://www.goodrx.com/gold
Product Must-Haves versus Nice-to-Haves: https://medium.com/@vishallayog/must-haves-v-s-nice-to-haves-features-937cc1eb7178
Product Strategy: https://www.productplan.com/glossary/product-strategy/
Amazon Echo Show: https://press.aboutamazon.com/2023/9/amazon-unveils-next-generation-echo-show-8-all-new-echo-hub-and-new-echo-frames
Jive Collaboration Software: https://www.jivesoftware.com/
KPIs & Goal Setting: https://medium.com/@kaustubhkalita_31668/okr-and-kpi-striking-the-right-balance-for-goal-setting-ef8fd39dc06a
Types of user studies: https://www.userinterviews.com/ux-research-field-guide-module/user-research-methods
Amazon’s multi-modal search: https://searchengineland.com/amazon-new-search-functions-mobile-google-431967
Amazon 6-pagers: https://www.larksuite.com/en_us/blog/amazon-6-pager
How Product Discovery saves time and money: https://www.twentyideas.com/blog/how-product-discovery-saves-time-money
How GoodRx is a multi-sided marketplace: https://www.summithealth.io/insights/what-could-a-healthcare-marketplace-look-like-goodrx-is-trying-to-show-us
Product Dogfooding in software development: https://userpilot.com/blog/product-dogfooding/
Women + digital health: https://rockhealth.com/insights/building-comprehensive-women-digital-health-eight-sectors-serving-women-needs/
—
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