I was born a black sheep in a family of doctors and healthcare entrepreneurs. I loved science, but I gravitated towards technology and communication. Naturally, in my teens, I started freelancing and using this passion to help my family.

I watched good companies lose business to brands that were louder. Not better. Because doing good work and being good at marketing are two different skills.

And I was in the perfect spot — close enough to understand how health organizations work, yet far enough to see it from the outside.

So I’ve spent the last 13 years working with 250+ medical, health, and wellness businesses on that one problem: figuring out why people choose one business over another — and using that to help the right ones win.