Lightning Rx: Marketing Innovation in Health

From Tiny Ideas to Global App Growth: Claire McGregor on Building Fortify and Elevating User Feedback

What if the secret to building a top-performing app wasn’t a growth hack, but a smarter way to listen to your users? In this episode, we sit down with Claire McGregor, Co-founder & Co-CEO of Fortify, Appbot and tiny ideas, to explore how she’s helping thousands of product teams transform raw customer feedback into strategic insights that drive real app success. Claire shares the journey behind building Fortify into a globally trusted platform for sentiment analysis and review intelligence. She walks us through how leading companies—from scrappy startups to enterprise giants—use feedback data to prioritize features, reduce churn, and build experiences users love. The conversation dives into the realities of scaling a SaaS business, the mindset required for durable founder partnerships, and why obsessing over customer sentiment is one of the biggest competitive advantages in today’s app ecosystem. WHAT YOU’LL LEARN: * How Fortify turns scattered customer reviews into actionable product insights * The most overlooked opportunities hidden inside app store feedback * Why user sentiment is a more reliable north star than downloads * Common mistakes app teams make when interpreting customer data * How Claire balances intuition and analytics when making product decisions * The dynamics of co-founding a global SaaS company and how to keep it healthy * What Claire looks for as an investor, and the red flags she avoids * How “tiny ideas” can become scalable, sustainable businesses GOLDEN NUGGET: “Your customers are already telling you how to win—most teams just aren’t listening closely enough.” CONNECT WITH CLAIRE MCGREGOR: LinkedIn: linkedin.com/in/clairecmcgregor [https://LinkedIn:linkedin.com/in/clairecmcgregor] Connect with the Show: * LinkedIn [https://linkedin.com/in/colettenataf] * Website [https://lightning.media/] * Spotify [https://open.spotify.com/show/37xaPY9jszt46jeCi286hv] * Amazon Music [https://music.amazon.com/podcasts/7cb69f5c-ea2b-42d7-b8fd-4fc427fa564c/lightning-rx-marketing-innovation-in-health] * iHeart [https://www.iheart.com/podcast/1333-lightning-rx-marketing-in-289402316/#:~:text=Lightning%20Rx%20spotlights%20innovators%20shaping,world%20strategies%2C%20lessons%2C%20and%20insights] Subscribe on Spotify, Apple Podcasts, or your favorite platform. If you enjoyed this episode, share it with someone passionate about healthcare marketing, startup growth, or innovative product launches, and don’t forget to leave us a review. New episodes drop weekly!

Long-Acting Injectables, Hub-and-Spoke Strategy, and Fighting Opioid Use Disorder: Jeff Missling on Leading Frenelle Pharma

What if the next breakthrough in drug delivery wasn’t a new molecule, but a revolutionary way to make medicines work longer and safer? In this episode of Lightning RX, host Colette Nataf, founder of Lightning GTM, sits down with Jeff Missling, CEO of Frenelle Pharma, to discuss how their innovative Pharos platform is transforming long-acting injectable drugs across human and animal health. Jeff shares how Frenelle Pharma is tackling unmet medical needs by engineering precision biodegradable microspheres that enable safer, more effective treatments. He walks us through their unique hub-and-spoke business model, deploying their platform technology across multiple therapeutic areas, from low back pain to opioid use disorder, and even companion animal health. The conversation explores the challenges and opportunities of developing long-acting injectable therapies, strategic partnerships in biotech, and the mission-driven approach to expanding access to addiction treatment. What You’ll Learn: * How Frenelle Pharma’s Pharos technology enables precise, long-acting drug delivery * The advantages of a hub-and-spoke business model in biotech innovation * The unique regulatory pathway and market opportunity in companion animal health * Addressing safety and adoption barriers for injectable opioid use disorder treatments * Building strategic partnerships and investor relations in a competitive landscape * The importance of leadership, communication, and patience in drug development * How technology can improve patient compliance, outcomes, and quality of life 💡 Golden Nugget: “Better is always possible; it’s about finding the opportunities where improved delivery can change the patient experience.” Connect with Jeff Missling: * LinkedIn: linkedin.com/in/jeff-missling-a410814 [https://www.linkedin.com/in/jeff-missling-a410814] Connect with the Show: * LinkedIn [https://linkedin.com/in/colettenataf] * Website [https://lightning.media/] * Spotify [https://open.spotify.com/show/37xaPY9jszt46jeCi286hv] * Amazon Music [https://music.amazon.com/podcasts/7cb69f5c-ea2b-42d7-b8fd-4fc427fa564c/lightning-rx-marketing-innovation-in-health] * iHeart [https://www.iheart.com/podcast/1333-lightning-rx-marketing-in-289402316/#:~:text=Lightning%20Rx%20spotlights%20innovators%20shaping,world%20strategies%2C%20lessons%2C%20and%20insights] Subscribe on Spotify, Apple Podcasts, or your favorite platform. If you enjoyed this episode, share it with someone passionate about healthcare marketing, startup growth, or innovative product launches, and don’t forget to leave us a review. New episodes drop weekly!

Rebuilding Healthcare Infrastructure: How Paulina Wierzbicka Is Tackling Fraud, Burnout & Fragmentation with SNAH

What if the root of our healthcare crisis isn't a care problem, but an infrastructure problem? In this episode of Lightning RX, host Kalena Taft, founder of Lightning GTM, sits down with Paulina Wierzbicka, President of SNAH Healthcare Software Management and member of the Forbes Business Council, to explore how technology and transparency are reshaping non-emergency medical care across the U.S. From real-time GPS tracking to fully integrated care delivery, Paulina and her team at SNAH are building a platform that puts patients and caregivers first, while eliminating the fraud, waste, and fragmentation plaguing traditional systems. 🔍 WHAT YOU’LL LEARN: * Why fragmentation, not a lack of innovation, is hurting patients the most * How SNAH connects transportation, caregiving, telehealth, and pharmacy delivery * The real cost of upcoding and how transparency curbs healthcare fraud * Why caregiver compensation is central to system reliability * How state contracts can unlock meaningful scale in healthcare marketplaces * The importance of infrastructure over flashy tech “solutions” 💡 Quote of the Episode: "What you can’t measure, you can’t trust. Build something so undeniable, the system has no choice but to evolve around it." — Paulina Wierzbicka, President at SNAH CONNECT WITH PAULINA WIERZBICKA: * 🔗 LinkedIn: linkedin.com/in/paulinawierzbicka [https://www.linkedin.com/in/paulinawierzbicka] * 🌐 Website: snah.org:snah.org [http://www.snah.org/] Connect with the Show: * LinkedIn [https://linkedin.com/in/colettenataf] * Website [https://lightning.media/] * Spotify [https://open.spotify.com/show/37xaPY9jszt46jeCi286hv] * Amazon Music [https://music.amazon.com/podcasts/7cb69f5c-ea2b-42d7-b8fd-4fc427fa564c/lightning-rx-marketing-innovation-in-health] * iHeart [https://www.iheart.com/podcast/1333-lightning-rx-marketing-in-289402316/#:~:text=Lightning%20Rx%20spotlights%20innovators%20shaping,world%20strategies%2C%20lessons%2C%20and%20insights] Subscribe on Spotify, Apple Podcasts, or your favorite platform. If you enjoyed this episode, share it with someone passionate about healthcare marketing, startup growth, or innovative product launches, and don’t forget to leave us a review. New episodes drop weekly!

From ER Frustration to FDA Clearance: How Dr. Cephus E. Simmons, Sr. Built SealCath to Improve Pediatric Care

What do you do when the standard medical tools just don’t work? If you're Dr. Cephus E. Simmons, Sr., you invent something better. In this episode of Lightning RX, host Colette Nataf talks with the Founder & CEO of SealCath, President at Simmons Medical Devices, and Professor Emeritus of Radiology at MUSC, Dr. Cephus Simmons, about his journey from frustrated clinician to successful medical device entrepreneur. After struggling through a difficult pediatric intussusception reduction procedure, Dr. Simmons sketched a better catheter on a piece of paper. That drawing became SealCath, a novel multi-balloon catheter that’s now FDA-approved, in use across six applications, and scaling across hospitals nationwide. WHAT YOU’LL LEARN: * The case that inspired Dr. Simmons to invent a better catheter * How he navigated the patent and FDA clearance process * Lessons from pivoting post-COVID to a latex-free solution * How SealCath went from idea to 20+ hospitals, with just two people * Why LinkedIn is surprisingly powerful in B2B medical device marketing * How email campaigns and short videos drive strong engagement (40% open rate!) * What it takes to scale a medtech business through partnerships and distributors 💡 Quote of the Episode: "You don’t need an MBA to build a business—you just need thick skin, real feedback, and the drive to learn every step of the way."— Dr. Cephus E. Simmons, Sr. Connect with Dr. Cephus E. Simmons: * LinkedIn:linkedin.com/in/dr-cephus-simmons [https://www.linkedin.com/in/dr-cephus-simmons] * Company: sealcath.com [https://www.sealcath.com/] * Company: simmonsmedicaldevices.com  [http://www.simmonsmedicaldevices.com/] Connect with the Show: * LinkedIn [https://linkedin.com/in/colettenataf] * Website [https://lightning.media/] * Spotify [https://open.spotify.com/show/37xaPY9jszt46jeCi286hv] * Amazon Music [https://music.amazon.com/podcasts/7cb69f5c-ea2b-42d7-b8fd-4fc427fa564c/lightning-rx-marketing-innovation-in-health] * iHeart [https://www.iheart.com/podcast/1333-lightning-rx-marketing-in-289402316/#:~:text=Lightning%20Rx%20spotlights%20innovators%20shaping,world%20strategies%2C%20lessons%2C%20and%20insights] Subscribe on Spotify, Apple Podcasts, or your favorite platform. If you enjoyed this episode, share it with someone passionate about healthcare marketing, startup growth, or innovative product launches, and don’t forget to leave us a review. New episodes drop weekly!

Virtual Reality for Real Healing: Peter Oykhman on PsyTechVR, Anxiety Therapy & Clinician Empowerment

What if the most effective mental health treatment didn't happen in an office—but in the metaverse? In this episode of Lightning RX, host Colette Nataf, founder of Lightning GTM, sits down with Peter Oykhman, Founder of PsyTechVR and CorePartners, to explore how virtual reality is revolutionizing the way clinicians treat anxiety, PTSD, OCD, and more. PsyTechVR is not just another VR meditation app; it's a clinician-first tool for immersive exposure therapy and guided mental wellness. Peter walks us through how the platform allows psychologists and psychiatrists to control highly customized therapy environments, everything from turbulence on a plane to the sound of a barking dog, empowering patients to safely confront their fears in deeply engaging, AI-generated simulations. They discuss the startup's go-to-market journey, including bootstrapping with minimal marketing spend, overcoming institutional resistance, and why even insurance companies are now recognizing VR as a billable therapy tool. WHAT YOU’LL LEARN: * What PsyTechVR is and how it supports CBT, EMDR, and exposure therapy * How clinicians use AI to create personalized VR scenarios for anxiety, phobias, and PTSD * Why virtual reality therapy is more immersivem, and safer than traditional treatments * How PsyTechVR keeps users engaged while eliminating distractions * What’s holding back VR adoption in mental health (hint: not the tech) * Why insurance companies are faster adopters than clinical associations * The hidden costs of chasing VC funding, and how PsyTechVR focused on profitability instead * How VR therapy is already backed by decades of peer-reviewed research 💡 Golden Nugget: “VR therapy isn’t science fiction; it’s peer-reviewed, clinically proven, and already has CPT codes. The APA just hasn’t caught up yet.” CONNECT WITH PETER OYKHMAN * 🔗 LinkedIn [https://www.linkedin.com/in/peter-oykhman-905b813] * 🌐 PsyTechVR.com * 🌐 CorePartners.com * 🌐 CoreIMS.com Connect with the Show: * LinkedIn [https://linkedin.com/in/colettenataf] * Website [https://lightning.media/] * Spotify [https://open.spotify.com/show/37xaPY9jszt46jeCi286hv] * Amazon Music [https://music.amazon.com/podcasts/7cb69f5c-ea2b-42d7-b8fd-4fc427fa564c/lightning-rx-marketing-innovation-in-health] * iHeart [https://www.iheart.com/podcast/1333-lightning-rx-marketing-in-289402316/#:~:text=Lightning%20Rx%20spotlights%20innovators%20shaping,world%20strategies%2C%20lessons%2C%20and%20insights] Subscribe on Spotify, Apple Podcasts, or your favorite platform. If you enjoyed this episode, share it with someone passionate about healthcare marketing, startup growth, or innovative product launches, and don’t forget to leave us a review. New episodes drop weekly!