From “Secretary” to CEO: The Freight Boss Who Rewrote the Rules Pg. 26
Stop Hunting for Your Audience. Start Building Your Corner of the Internet Pg. 34 The Creative Advantage CEOs Don’t Talk About — But Use Relentlessly Pg. 42 + in 2025
10 Most IMPACTFUL IT LEADERS STEM MBA, PMP
The Strategic Architect Re-Engineering Healthcare’s Digital Heartbeat
Offering social skills training and groups
Supplying community-based training
Supplying prevocational training at an early age
Providing parents and family members with training, too
DearReaders,
Inhealthcare,technologyisnolongerjustasupportingtool;itisthecentralnervoussystemofmoderncare delivery Yet,foreverybrilliantinnovation,there’sthemonumentalchallengeofimplementation—makingit workseamlessly,securely,andintuitivelyforthecliniciansandpatientsit’smeanttoserve.Themostimpactful leadersinthisspacearenotjusttechvisionaries;theyaremasterarchitectsandtranslators,capableofbuilding robustframeworksandbridgingthegapbetweencomplexsystemsandhumanneeds.Itisthiscritical leadershipthatweexploreinourannualissue,“The10MostImpactfulHealthcareITLeaderstoWatchin 2025.”
Ourcoverstory,MoniqueFruitier,CEOofEHRManagementandPMOChairatPMI-SVC,exemplifiesthis roleperfectly.Sheisanarchitectofprocess.Inthehigh-stakesworldofhealthcareIT,whereprojectscaneasily derail,Moniquebuildsthestrategicandoperationalinfrastructurethatensuressuccess.Heruniquetalentliesin herabilitytotranslate—decipheringclientneedsfortechnicalteamsandexplainingcomplexsolutionsto stakeholders—toachievebuy-inanddrivetransformativechange.Herworkensuresthattechnologyisn’tjust implemented,butisthoughtfullyintegratedtoenhanceworkflows,improveefficiency,andultimately,elevate patientcare.Sheseesboththegranulardetailsandthebigpicture,adualvisionessentialfornavigatingthe sector’sconstantevolution.
Thiseditionalsohighlightsadiversegroupofotherinnovatorswhoaremakingtheirmarkonthedigitalhealth landscape.WefeaturetheworkofJosephPomianowski,whoisreimaginingcaredeliveryastheCEOand FounderofOrchid;ErezDrukandFernandoCowan,whoseAIplatforms,Freed.aiandDeepCuraAI respectively,aretacklingclinicalburnoutandadministrativeburdens;andRoniandOrenFrank,the pioneeringfoundersofTalkspace,whobroughtmentalhealthcareintothedigitalage.
TheleadersinthesepagesdemonstratethatthefutureofhealthcareITisn’tjustaboutcodeordata.It’sabout communication,strategy,andarelentlessfocusoncreatingsystemsthatempowerpeople.Theyarenotjust buildingsoftware;theyarebuildingamoreconnectedandefficientfutureforhealthcare.
PANKAJ GHOLAP MANAGING EDITOR
PUBLISHER VIKRAM
EDITOR-IN-CHIEF
Inthecomplexworldofhealthcare informationtechnology,alandscapefilled withdatastreams,regulatorymazes,and high-stakesprojects,someleadersmerely manage.MoniqueFruitier,STEMMBA,PMP., however,doessomethingdifferent.Shearchitects. Likeamasterplannerdesigningacity,shebuildsthe infrastructure,thepathways,andtheframeworks thatallowhealthcareorganizationsnotjustto function,buttothrive.Fromherearlydays explainingcomplexsoftwaretohercurrentroleas CEOofEHRManagementandPMOChairat PMI-SVC,Moniquehasbecomeoneofthemost vitalvoicesinasectorundergoingconstant transformation.Herworkisaboutthestrategic, human-centeredlogicthatmakestechnologyserve itsultimatepurpose:higherqualitypatientcare.
TheUnintentionallyIntentionalExpert
Everygreatcareerhasastartingpoint,and Monique’swasnotinahigh-poweredboardroom butinthetrenchesoftechnicaltraining.Herjourney intotheheartofhealthcareITbeganin1997when shefellinlovewithcomputingtechnology
“I entered the healthcare IT industry as a technical writer and trainer, training physicians and clinicians on various aspects of electronic health record (EHR) software modules,” sherecalls.Afterthis,shehonedherskillsasa softwaretrainerforSkillPathSeminarsandgovernment entitiesseekingworkforcedevelopment.Thisfoundation provedinvaluable.
Herknackformakingthecomplexunderstandable,arare andessentialskill,didnotgounnoticed. “My background in technical training, combined with some education in computer science, helped me secure a consulting position with Aurora Healthcare in my home state of Wisconsin. This is where it all started for me.” Moniquesays.
Whiledevelopingtrainingmaterialsfordoctorsand clinicians,shegainedadeep,ground-levelunderstanding ofhowhealthcareITsystemstrulyworked.Thisexpertise soonledhertoanewopportunitywithSouthwestMedical AssociatesinLasVegas,whereshemovedfroma BusinessAnalystroleintotheworldofproject management.Itwasherethatsheevolvedwiththe industryitself,learningtoleadeverythingfromIT infrastructureoverhaulstocriticalsoftwaremigrations andinterfaceimplementations.
Then,in2009,theentirehealthcarelandscapeshifted.The UnitedStatesgovernmentpassedtheHITECHAct,a landmarkpieceoflegislationdesignedtoacceleratethe adoptionofelectronichealthrecords.Theactcreateda powerfulsetofincentivesforhealthcareproviderstogo digitaland,justasimportantly,penaltiesforthosewho failedtocomplyby2014.
ForMonique,thiswasapivotalmoment. “Due to the HITECH Act of 2009, my skillset was niche and in high demand,” sheexplains.Thenewrulescoveredeverything fromelectronicprescribingtorevenuecyclemanagement, allwhilestrengtheningpatientprivacyunderHIPAA.
“These healthcare requirements opened many doors for consulting work and contract opportunities in healthcare,”shenotes.Recognizingtheurgentneedfor expertguidance,shefoundedEHRManagement (https://www.ehrmanagement.com)thatsame year
Today,withovertwodecadesofexperienceandanMBAin Strategy,herfirmisexpandingitsvision.Whileproject managementremainsacoreservice,EHRManagementis movingintobroaderstrategicterritory.Thecompanyis nowaddingstrategicbusinessconsultingthatutilizes statisticalanalysisandanAIMBAframeworkformarket entryprojects,riskmanagement,andprocessimprovement tohelporganizationsachieveoperationalexcellence.
EvenwithwidespreadEHRadoption,thedreamofafully integratedhealthcaresystemremainsjustoverthehorizon.
“Healthcare IT organizations still face significant challenges in achieving true integration and seamless data flow,” Moniquestates.Theindustryismovingforward,but majorhurdlespersist. “Some of the biggest challenges include interoperability, data privacy, and security issues. Regulatory and compliance issues related to data sharing and a lack of standardization is also a concern for organizations.”
Howdoeshercompanyhelpclientsnavigatethismaze?
Monique’sapproachisdirectandeffective.Shefocuseson “leading high-performing, cross-functional teams, and rolling out centralized, cloud-based and hosted solutions.” Bybringingtogethertherightpeopleandimplementing modern,flexibletechnology,shehelpsbreakdownthesilos thathavelongkeptcrucialpatientdatalockedaway
Thisleadershipextendsbeyondhercompany.As avolunteerchairpersonforthePMISVCPMO Forum,shefostersacommunityoflearningfor projectmanagers. “My overall professional desire is to help bring people together to network from a social, professional, and lifelong learning approach,"”shesays.Herpastroleas Co-PresidentoftheUCDavisGraduate SchoolofManagementHealthcareCouncil furtherhighlightsthiscommitment,whereshe helpedshowcasediversehealthcareprofessions andtechnologies.
Managingalarge-scaleEHRrolloutisa monumentaltask.Thestakesareincrediblyhigh, andfailurecanimpacteverythingfrom stakeholdersatisfactiontohospitalrevenueto patientsafety.So,whatisMonique’ssecretto notonlysucceedingintheseprojectsbutalso ensuringclientsaresatisfiedforyearstocome?
Theanswerliesinthemanagementofinnovation andstrategicalignment. “My secret is through leading and supporting organizations to execute projects, programs, and portfolios that align with their strategic goals and objectives, while empowering my teams to be curious and creative in their ability to develop effective technical solutions that solve problems,” shereveals. Thesearesimpleconceptswithpowerful implications.Whenprojectstakeholdershavethe freedomandflexibilitytocreatesomethingnew thatbuildsonpreviousknowledgeand experience,italmostalwaysleadstoincreased productivityandingenuity.Aprojectaligned withaclearandcomprehensiblebusiness objectiveensuresthateverydecisionismade withgreaterfocusandpurpose. “Aligning with clearly defined and articulated objectives makes it easier to deliver, maintain, and support specific project requirements and assess their efficacy through the utilization of OKRs, KPIs, and total quality management.”
Thisstrategicrigor,however,isonlyhalfofthe equation.Moniquepairsitwithaleadership stylethatputspeoplefirst. “I try to balance technical project management (PMP) rigor with servant leadership,” Moniqueexplains.
Lake Tahoe, CA
My goal is to consistently follow principles of guidance, accountability, and stewardship in my life, while guiding others on their journey of self-awareness and success. ‘‘
University of California Robert M Smiley Leadership Award June 2025
Thisphilosophyacknowledgesafundamentaltruthof complexprojects. “Project Management comes with positional power, but our teams are the experts who need the proper tools and support to accomplish these business initiatives.” Achievinganoptimalbalance betweenauthoritativeleadershipandacoaching approachtomanagingpeoplenecessitates self-assuranceandconfidenceinteammembers’ abilitytofulfiltheirresponsibilitieseffectively
Moniquebelievesthatgenuineleadershipisnotabout commandingbutaboutsupporting. “The only authentic way to be an effective and transformational leader is by empowering our teams through our example of empathy and high ethical standards.” This human-centeredapproachisherkeytonavigating inevitablechallenges.Whenaprojecthitsa roadblock,herresponseisnottoassignblame,butto seekunderstandingandresolution. “I’ve found that effective communication is the best way forward,” she says. “It’s good to get to the root cause of the issue and provide the clarity and resources needed to help people move forward.”
Monique’sforward-lookingmindsethas recentlyearnedhersignificantrecognition.She washonoredwithaleadershipawardbytheUC DavisGraduateSchoolofManagementfor herexemplaryleadership. “This was an immensely proud moment for me,” sheshares.
Now,sheislookingtowardthenextfrontier: artificialintelligence. ”As I’m looking for many ways to utilize AI technology in my business and for my clients. I recently received certifications on an AI MBA platform that consists of both project management and MBA workflows that will make the implementation of my client projects more efficient and effective,” shesays. Sheisexcitedtousethesenewtoolstohelp clientswithcorporatevision,competitive analysis,andperformancemanagementinboth operationsandprojectmanagement.
Amidsttheseprofessionalpursuits,Moniqueis intentionalaboutmaintainingbalance. “I travel as much as possible and take regular breaks for rest and relaxation,” shesays. “Having an excellent work/life balance is key to being able to be healthy in mind, soul, body, and spirit.”
Underpinningherentireprofessionaland personallifeisadeepsenseofpurpose.For Monique,leadershipisacallingthatgoes beyondtitlesandprojects. “As a co-vocational professional, my faith in God and His plan for my life is what continues to propel me forward in leadership opportunities in healthcare, technology, and other business sectors,” she shares.
Thisguidingprincipleshapeshervisionof leadership. “I believe that through allowing the wisdom and knowledge of God to govern my life, it has established me in the areas of wisdom, strength, and transparency in leadership. I would not be where I am today without my relationship with God, and I look forward to all that He has in store for me and for those I serve!” Itisahumbleyetpowerful foundationforaleaderwhocontinuestobuild thefutureofhealthcare,onestrategicblockata time.
Skilled Nursing
Rehabilitation Services
Assisted Living
Dialysis
Home Care
Acriticalissuepervadesmodernmedicine,oftenunseenbypatients butdeeplyfeltbypractitioners:theoverwhelmingburdenof administrativework.Cliniciansdedicatetheircareerstohealing,yet findthemselvesincreasinglymiredindocumentation.Studiesreport physiciansspendnearlyninehours,someestimateuptonineteen hours,eachweeksolelyonpaperwork.Thisrelentlessdemand contributessignificantlytoburnout,aconditionreportedbyhalfof allphysicians.Itdrivesexperiencedprofessionalstoconsiderleaving thefieldaltogether,exacerbatingaprojectedshortageoftensof thousandsofdoctorsinthecomingdecade.Thisisthechallenging landscapeErezDruk(CEO&Co-founder),asoftwareengineerby training,chosetoenterwithhiscompany,Freed.ai
ProblemObservedFirsthand:TheEngineerSeesHisWife’s Struggle
Druk’smotivationstemsnotfrommarketanalysisalone,butfrom direct,personalexperience.Hiswife,Dr.GabiMeckler,practices medicineatacommunityclinic.Drukwitnessedfirsthandthereality behindthestatistics.HesawDr.Meckler,afterlongdayswith patients,spenteveningsandweekendsconsumedbytheneedto updatemedicalrecordsandcompleterelateddocuments.Thephrase “Ihavenotestodo”becameaconstantrefrainintheirhousehold oversevenyears.Thisintimateviewoftheclinician’sstruggle providedDrukwithaprofoundunderstandingoftheproblem’s impact.ThegenesisofFreed.aicrystallizedinasimpleexchange: Drukaskedhiswifewhattoolhecouldbuildtohelpher.Herdirect reply,“Domynotesforme,”becamehisdirective.
Druk’sbackgroundpreparedhimforthis undertaking.Hespentnearlyfouryearsasa softwareengineeratFacebook,absorbingthe paceandpracticesofamajortechnology company.FollowingFacebook,hefounded UrbanLeap,astartupfocusedonsoftwarefor publicprocurement.WhileUrbanLeap ultimatelyceasedoperations,Drukextracted acruciallessonfromtheexperience:the importanceofbuildingaproductforauser oneunderstandsintimatelyandcaresdeeply about.Thisprinciplebecamecentraltohis leadershipphilosophyanddirectlyinformed hisapproachtobuildingFreed.ai.He possessedthetechnicalskill;hiswife’s experienceprovidedthenecessaryuser empathy
TheMissionDefined:ToFreeClinicians fromtheTyrannyofPaperwork
Armedwithtechnicalexpertiseandaclear understandingoftheuser’spainpoint,Druk definedFreed.ai’smission.Thecompany existstogivecliniciansbacktheirtime.He teamedupwithAndreyBannikov,another formerFacebookengineerwithadecadeof experience,whoservesasFreed’sChief TechnologyOfficer.Together,theysetoutto addressthedocumentationoverloadhead-on. Freed.aiemergedasanAI-poweredscribe, designedspecificallytoautomatethetedious processofclinicalnote-takingandalleviate theadministrativefrictioncontributingto burnout.
Freed.aifunctionsasanAIscribe.With patientconsent,itrecordstheconversation duringaclinicalvisit.Inreal-time,theAI processesthedialogue,identifiesmedically relevantinformation,anddraftsclinicalnotes. Thesystemaimstoproduceanaccurate, well-structuredfirstdraftthattheclinician canquicklyreview,editifnecessary,and finalize.
Thisautomationtargetsoneofthemosttime-consuming administrativetasksphysiciansface.Thegoalisnotto replacetheclinician’sjudgmentbuttosignificantlyreduce themanualeffortinvolvedindocumentation,freeingthe cliniciantofocusonthepatientduringthevisitandsaving hoursofchartingtimeafterward.
Developingsuchatoolpresentssubstantialchallenges, whichDrukandhisteamactivelyaddress.Transcribingand summarizingcomplexmedicalconversationsrequireshigh accuracy TheAImustdistinguishbetweenspeakers, understandevolvingmedicalterminology,maintain consistency,identifycrucialinformationwhileomitting extraneousdetails,andavoidgeneratinginaccurate statements(“hallucinations”).Freedtacklesthesetechnical hurdlesthroughcontinuouslearning.Thesystemprocesses overtwomillionpatientvisitsmonthly(asofearly2025, extrapolatingfromFeb2024data),collectingquantitative andqualitativefeedbackongeneratednotes.Thisdatafuels rapiditerationandimprovement.Drukemphasizesa systematicapproach:identifyingerrorsleadstodeveloping systemstopreventanddetectsimilarissuesinthefuture. Crucially,theclinicianalwaysremainsincontrol,reviewing andapprovingthenotebeforeitenterstheofficialrecord.
Securityandcomplianceconstituteanothercore leadershipresponsibility.Handlingsensitivepatient healthinformationdemandsrigorousprotocols.Freed followsindustrybestpractices,employssecurity experts,andhasobtainedthird-partySOC2and HIPAAcertificationsthroughaudits.Drukhighlights additionalmeasures,suchasnotstoringpatient recordingslong-termandautomaticallydeletingnotes after30days,demonstratingacommitmenttodata privacythatextendsbeyondbaselinerequirements.
Freed.aiemployedadistinctgo-to-marketstrategythat provedhighlyeffective.Insteadoffocusingsolelyon largehospitalsystemswithlengthyprocurement cycles,FreedoffereditsAIscribedirectlyto individualcliniciansforamonthlysubscriptionfee ($99atthetimeoftheirSeriesA).Thisdirect-toclinicianmodelallowedforrapidadoption. Practitionersexperiencingthepainofdocumentation dailycouldaccessasolutionquicklyandaffordably, oftenpayingout-of-pocket.Thisapproachfueled remarkablegrowth,attractingsignificantventure capitalattention.Inearly2024,Freedannounceda $30millionSeriesAfundingroundledbySequoia Capital,bringingitstotalfundingto$34million–a substantialvalidationforayoungcompanytargetinga specificuserneed.
ThemarketrespondedpositivelytoFreed’soffering. Byearly2024,over17,000payingcliniciansacross numerousspecialtieswereusingtheplatform.The companyreportedsavingcliniciansacumulativetotal ofover2.5millionhourssinceitslaunchin2023, translatingtoroughlytwohourssavedperclinician perday.Thisrapiduptake,characterizedby4xyearover-yearARRgrowth,reflectsgenuineproductmarketfit.
Testimonialsunderscorethetangibleimpact.Natalie Desseyn,anursepractitioner,creditsFreedwith enablinghertocontinuepracticingpsychiatryona largescale.Sheemphasizestheimprovedpatient interaction(“peoplefeelreallyheard”becauseshe isn’tfocusedonwriting)andstatesthatFreed “literallychangedmylife.”Dr.Meckler,Druk’swife,
andFreed’sfirstuser,describesthetoolas“magic,” reducingtasksthatoncetookfifteenminutesdownto abouttwo.TheseaccountsillustrateFreed’seffectiveness indeliveringonitscorepromise:reducingthe documentationburden.
ThemarketforAIscribingtoolshasbecomecrowded, withtechnologygiantslikeMicrosoftandwell-funded startupslikeAbridgeandSukiofferingsimilarsolutions. DrukdifferentiatesFreedthroughitsrelentlessfocuson theindividualclinician.JosephineChen,theSequoia CapitalpartnerwholedFreed’sfundinground,notedthis uniqueapproachtargetingsmaller,independentoffices initially.Freedaimstobethesimplest,mostclinically accurate,andaffordableoption,positioningitselfasatool builtoutofempathy–a“lovelettertoclinicians,”as Drukdescribesit.UserslikeDesseyn,whotriedother tools,validatethisfocus,citingFreed’sprecisionand abilitytosticktofactualreporting.
EvolvingtheAssistant:ExpandingFreed’s Capabilities
Withsignificantfundingsecured,DrukleadsFreedin expandingitsproductportfoliobeyondbasicnote-taking.
Thecompanyhasintroducedfeatureslikespecialtyspecificnotetemplates,acustomtemplatebuilderfor personalization,andpre-chartingcapabilitiesthat provideclinicianswithAI-generatedpatientsummaries beforevisits.Critically,FreedisdevelopingdeeperEHR integrationviaabrowserextension(currentlyinbeta testing)toeliminatethefrictionofcopy-pastingnotes–amajorpainpointcliniciansidentified.Futureplans includeautomatingcodingandotherbillingcycle functionsandmovingFreedclosertobecominga comprehensiveAIassistantforclinicians.
Druk’slong-termvisionremainsgroundedinhis originalmotivation.HeaspiresforFreedtobecomethe indispensableassistantforeveryclinician–intuitive, knowledgeableabouteachpatient,andcapableof handlingnearlyalladministrativetasks.Theultimate goalistofundamentallychangetheclinician'sworkday, eliminatingadministrativedrudgeryentirely.He envisionsafuturewherehiswife,andallclinicians,can leaveworkwhentheirlastpatientleaves,unburdened byhoursofsubsequentcharting.Drukviewsthiswork asprofoundlymeaningful,stating,“It’strulythemost fulfillingandthemostimportantworkI’veeverdone, andprobablywilleverdo.”
Youdon’tstumbleintoaleadershiproleinamale-heavyindustry. Youtakeit.
Andwhenyoutakeit,youdon’taskforpermission—youbuildyour ownplatform,setyourownrules,andmakesurenoonecanevershrink yourtitleagain.
That’sexactlywhatDianadid.Today,sherunsTexasGlobalServices, afreightforwardingpowerhouseoutofHouston.Thecompanymoves goodsacrossoceans,skies,andborders—anddoesitsowellthatglobal playerstrustthemwithprojectstoocomplexforanyoneelsetotouch.
Buthere’sthepartpeoplemiss:herbusinessdidn’tstartfromaplaceof strategyandcapital.Itstartedfromsurvival.
TheJobSheTookJusttoPaytheBills
Dianawasn’tlookingfora“careermove”23yearsago.Shewasanewly divorcedmomwithtwokids,noworkhistory,andnosafetynet.
Sheneededajob.Anyjob.
Afriendpulledherintoasmall,woman-ownedfreightforwarding company.Shedidn’tknowwhatafreightforwarderwas—andifyou don’teither,here’sthequickversion:
Freightforwardersarethebackstagecrewofglobaltrade.Theymove goodsfromPointAtoPointBacrossland,sea,andair Theycoordinate thetrucks,ships,planes,warehouses,andallthepaperworkinbetween.
It’smessy.It’shighstakes.Andifyouscrewitup,someone’smilliondollarshipmentcanvanishintothinair.
Thatfirstjobdidn’tjustteachhertheropes.Ithandedherablueprintfor survivalinamale-dominatedindustry.Shelearnedhowtospeakupin roomswherehervoicewasn’texpected.Shelearnedhowtonegotiate withoutblinking.Shelearnedthatconfidenceisn'tabouthowloudyou are—it’saboutknowingyourworthandrefusingtoundersellit.
Yearslater,Dianajoinedaformercolleague— someoneshehadmentored—athisnewfreight forwardingcompany.Sheworkedoncommissionand crushedit.
Butthecommutewasbrutal.Twohourseachway,every day.Healthproblemsstartedpilingup.Sheknewshe couldn'tkeepupthatpaceforever.
Herhusband,whohadanITandbookkeeping background,keptsaying, "Start your own company. You can do this.”
Shekeptsayingno.
Why?Becauselikemostpeoplestandingattheedgeof entrepreneurship,shesawthecliff,nottherunway.She didn'tknowaccounting.Sheworriedaboutcapital.She wasn'treadytogambleherstabilityonahunch.
Thencamethemomentthatflippedtheswitch.
TheTitleThatLitaFire
Atabusinessevent,thatsamecolleague—theoneshe hadtaughteverything—introducedherashis secretary
Nothispartner.Nothisright-hand.Noteven"headof operations.”
Secretary.
Itwasn’tjustinaccurate.Itwasdismissive. Itwasthekindofpublicundercuttingthat eitherbreaksyouorforcesyoutobuild somethingsoundeniabletheycanneverbox youinagain.
Dianawenthomeandtoldherhusbandshe wasready.
Startingwasn’tglamorous.Ittookmonthsto securetheFederalMaritimeCommission license.Herhusbandbuiltthefirstwebsiteand handledSEOsoclientscouldactuallyfind them.
Cashflowwasanightmare.Youcan’tmove bigfreightwithoutbigmoney,andbanks aren’texactlyeagertofundasmall, woman-ownedstartupinamale-heavy industry.Shehustled.Shereinvestedevery cent.Shefoughtthroughlostcargo,botched supplierdeals,andratesthatcutmarginsrazorthin.
Mostpeoplequitintheearlyyears.
Shedidn’t.
TheFive-YearRule
Here’sthetruthnobodywantstotellyou:most businessesdon’thitrealstabilityuntilyear five.
Bythen,TexasGlobalcouldfunditsown shipmentswithoutbeggingforoutside financing.Theygotbetterrates.Clientscame backandreferredothers.Thephonestarted ringingwithoutherhavingtochaseeverylead.
Forthelastthreeyears,thecompanyhasn’t justbeenstable—it’sbeenstrong.
TheLessonsThatTurnEmployeesinto Owners
Ifyou’resittingwhereDianasatyears ago—underpaid,undervalued,and overworked—here'sherno-fluffplaybook:
· Seetheopportunityinsidethejobyouhate. Thatfirstjobyouthinkis“beneath”you?Treatitlikepaidtraining. Learntheindustryinsideoutsonoonecantellyouyou'renotqualified later.
· Watchhowthebestoperatorsmove. Dianalearnedfromwomenwhodidn’tapologizefortheirexpertise. Studyhowtheytalk,howtheynegotiate,andhowtheyhandleconflict. You’llneedthosetools.
· Don’twaitforperfectconditions. Ifyou’rewaitingfor“therighttime,”you’regoingtobewaiting forever.Dianastartedwithnoaccountingskills,nocapitalcushion, andnoroadmap.
· Usedisrespectasfuel.
The“secretary”commentcouldhavebeenagutpunchthatknocked herout.Instead,itbecameherlaunchbutton.
· Survivelongenoughtogetgoodrates. Freightforwardingisagameofmargins.It'sthesameinmany industries—yourleverageincreaseswithtimeandprovenreliability Stayalivelongenoughtogetthatleverage.
Plentyofpeoplestartcompaniesbecausetheyseeamarketgaporsmella bigpayday.That’snotDiana’soriginstory.
Shestartedbecausesherefusedtoletsomeoneelsewritehertitleforher
Andbecauseofthatdecision,hercompany nowmovesprojectsthatmostpeopleinthe industrydon’thavethestomachfor High-stakes,high-complexity,highresponsibilityshipments—andshe’sbuilt ateamthatthrivesonmakingthe impossiblehappen.
IfYou’reThinkingAboutStartingYour OwnThing
Youdon’tneedtobeready Youneedtobe willing.
Willingtotakethefirstuncomfortablestep. Willingtostayinthegamewhentheearly yearstestyou.
Willingtolearneverythingyoudon'tknow andadmitwhenyouscrewup.
Mostofall,youneedtobewillingtobet onyourselfbeforeanyoneelsewill.
Dianadid.Andshe’sproofthattheperson theyunderestimatetodaymightjustbethe onetheyanswertotomorrow.
Healthcaredeliveryfacesimmensepressure.Cliniciansgrapplewithincreasingpatient loadswhilesimultaneouslynavigatingcomplexadministrativerequirements.This operationalfrictionconsumesvaluabletime,detractsfrompatientcare,and contributestoprofessionalburnout.Addressingthisinefficiencyisnotmerelydesirable;itis essentialforasustainablehealthcaresystem.FernandoCowan,FounderofDeepCuraAI, recognizedthisneed.Heleadsacompanydedicatedtodevelopinganddeployingsophisticated ArtificialIntelligence(AI)solutionsthatautomateclinicaltasksandenhanceoperational efficiencywithinmedicalpractices.
Cowanpositionshimselfnotjustasatechnologyprovider,butasaninformedguideforthe medicalcommunitynavigatingthecomplexitiesofAIadoption.Hisinsights,oftenshared througharticlesandderivedfromfrequentconversationswithdozensofmedicalprovidersdaily, revealadeepunderstandingofthepracticalchallengesandrequirementscliniciansface.He activelyshapestheconversationaroundselectingeffectiveAItools,particularlymedicalscribes andestablishingcriteriaforevaluation.Thiseducationalstanceunderscoreshisleadershiprole–understandingthemarket'sneedsandhelpingprovidersmakeinformeddecisionsabout technologycrucialtotheirpractice.
Defining
Throughhisexperienceandinteractions,Cowanarticulatesaclearstandardforhigh-performing AIclinicalautomationtools,implicitlysettingthebarforDeepCura’sownofferings.Heargues thateffectivesolutionsrequiremorethansimplevoice-to-textcapabilities.Severalkeypillars definethisstandard:
· TheFoundation:IntelligentAIandLongitudinal Understanding:Cowanemphasizestheimportanceof theunderlyingAImodel.Hepointstothecapabilitiesof advancedAIreasoningmodels,whichcanprocess informationinastructured,step-by-stepmannersimilarto humanexperts.ThisallowstheAIscribetohandle complexclinicalinformationaccurately.Furthermore,he stressestheneedforlongitudinalcontext–theabilityof theAItoaccessandutilizerelevantinformationfroma patient'spastencounters.Thiscreatesaholisticview, improvesnoteaccuracy,andsupportsbetterclinical decision-makingbymaintainingcontinuityofcare.
· PrecisionandTeamwork:SpeakerSeparationand Collaboration:Accuracydemandsclearidentificationof whosaidwhatduringapatientencounter.Cowan highlightsthenecessityforeffectivespeakerseparation technologytoproduceclean,unambiguoustranscriptsand notes,ensuringaccountability.Recognizingthat healthcareinvolvesmultipleprofessionals,healso advocatesformulti-usercollaborationfeatures.Ashared workspaceallowsnurses,physicians,medicalassistants, andadministrativestafftoaccessandcontributetothe sameclinicalnotes,streamliningcommunicationand reducingredundantdataentryacrossthecareteam.
· AdaptabilityandConnection:Customizationand Integration:Medicalspecialtieshavedistinct documentationneeds.Cowanarguesforhypercustomization,allowingclinicianstotailornote structures,andheaders,andeveninvokemacros, potentiallyusingsimplevoicecommands.This adaptabilitysavestimeandhelpsaligndocumentation withspecificregulatoryorpayerrequirements.Equally criticalarerobustintegrations.AnAIscribemustconnect seamlesslywithexistingsystemslikeElectronicHealth Records(EHRs),billingsoftware,andproductivitysuites (e.g.,GoogleWorkspace)viaApplicationProgramming Interfaces(APIs)andwebhooks.Thisconnectivity enablestheautomationofsubsequenttasks,suchas sendingreferrallettersorschedulingfollow-ups,further reducingmanualeffort.
Cowan’sleadershipextendsbeyonddefiningstandardsto deliveringsolutionsthatmeetthem.DeepCura demonstratessignificantmarkettraction,servingprestigious medicalgroupsacrosstheUnitedStates.Thecompany achieveddeepintegrationwithmajorEHRplatforms,
earninglistingsintheirofficialmarketplaces.Notably, DeepCurasecuredexclusivepartnershipswithcertain EHRproviders.ThesepartnersprioritizeDeepCura’s systemduetopositivefeedbackfromtheirownuser basewhencomparedtocompetingplatforms.This marketvalidationspeaksdirectlytoCowan’ssuccess intranslatinghisvisionforhigh-qualityAI automationintoaproductthatdeliverstangiblevalue andearnsthetrustofbothcliniciansandestablished healthcaretechnologyplayers.Thisachievement reflectstheeffectiveexecutionofproduct development,partnershipstrategy,andfocusonuser satisfaction.
Identifyingandrespondingtoemergenthealthcare challengesisacoreleadershipresponsibility.Cowan directedDeepCura’scapabilitiestowardapressing issue:thecriticalnursingshortageintheUS.This shortage,drivenbyfactorslikeanagingpopulation, workforceretirements,andeducationalbottlenecks, strainshealthcarefacilitiesandcompromisespatient care.RecognizingthepotentialforAItoalleviate someofthispressure,Cowanspearheadedthe developmentandlaunchofDeepCura’s“AINurse” feature.Thisrepresentsastrategicapplicationof DeepCura’sunderlyingAItechnologytoaddressa specific,system-widecrisis.
TheDeepCuraAINursefunctionsasanintelligent assistantdesignedtohandlespecificnursing-related tasks,therebyfreeinguphumannursesformore complex,directpatientcare.Itoffersapersonalized pre-chartingroutine,interactingwithpatientsbefore theirvisittogatheressentialinformation.This interactioncanoccurinmultiplelanguages, enhancingaccessibility.TheAINursecancreate tailoredinstructionsforindividualpatients,facilitate communication,provideinformation,andevenhelp coordinatetelehealthsessions.Byautomatingthese preparatoryandfollow-uptasks,theAINurse streamlinesworkflows,optimizesworkload distributionamongstaff,andaimstoimprovethe overallpatientexperiencethroughtimelyandaccurate communication.Itactsasatechnologicalsupport mechanismwithinthestrainednursingenvironment.
LeadingDeepCurainvolvescontinuouslyidentifyingunmet needsinthehealthcaremarket–fromthegeneral requirementforbetterdocumentationtoolstoacutesystem stresseslikethenursingshortage.Cowanassumesthe responsibilityforinterpretingtheseneedsanddirecting DeepCura’stechnologicaldevelopmenteffortstoward creatingeffectivesolutions.Thisrequiresnotonly technologicalforesightbutalsonavigatingthecomplexities ofhealthcarecompliance(maintainingHIPAAstandards andpotentiallyothercertificationsacrossallfeatures)and ensuringseamlessintegrationwithinexistingclinical environments.ThelaunchoftheAINurseshowcasesthis leadershipinaction:perceivingacriticalproblemand marshalingresourcestoinnovateatargetedsolution.
TheBroaderVision:System-WideEfficiencythrough IntelligentAutomation
FernandoCowan’sworkwithDeepCurapointstowarda broadervisionforthefutureofhealthcaredelivery The successfulimplementationofsophisticatedAIscribesand specializedtoolsliketheAINursesuggestsapathway towardsignificantsystem-wideefficiencygains.By automatingroutineadministrativeandcommunication tasks,DeepCuraaimstoreduceclinicianburnout,improve theaccuracyandcompletenessofmedicalrecords,enhance careteamcollaboration,andultimatelyallowhealthcare professionalstodedicatemorefocustodirectpatientcare. Theemphasisonrobustintegrationsandhighstandardsfor AIperformanceindicatesanambitiontoembedintelligent automationdeeplywithinthefabricofhealthcare operations.
FernandoCowandemonstratesleadershipbysettinghigh standardsforAIautomationinthedemandinghealthcare sector.Heguidesthemarketthrougheducationwhile simultaneouslybuildingDeepCuratomeetthoseexacting criteria.Thecompany’ssuccess,markedbydeepEHR integrationsandexclusivepartnershipsdrivenbypositive userfeedback,validateshisapproach.Cowanfurther exhibitsstrategicleadershipbyidentifyingcriticalsystemlevelproblems,suchasthenursingshortage,anddirecting DeepCura’sinnovationtowardtangiblesolutionsliketheAI Nurse.HisfocusonintelligentAImodels,customization, collaboration,andseamlessintegrationpositionsDeepCura
notmerelyasavendor,butasakeyarchitectshapinga moreefficient,technologicallyempoweredfuturefor healthcaredelivery.Cowan’seffortsunderscorethe potentialforthoughtfulleadershipandadvancedtechnology toaddresssomeofmedicine’smostpressingoperational challenges.
The Hard Truth: The People You Need Are Already Online. They’re Just Not Looking for You Yet.
I’vespenttwodecadeswatchingbrilliantentrepreneursburnthemselvesoutchasingpeople whodon’tcare.Theyjumpfromplatformtoplatform,hopingtofind“theone”thatwill finallyputthemonthemap.
That’snotastrategy.That’sascavengerhunt.
Thepeopleyouneedtoconnectwith—theoneswho’llsupportyourwork,buyfromyou, andtellothersaboutyou—alreadyexist.They’rejustbusylivingtheirlives.Yourjobis nottochasethemdownbuttocreateaspacesomagnetictheycan’thelpbutwanderin.
Thisiswheremostentrepreneursgetstuck.Theythinktheyneedto“goviral”orhavea “perfectstrategy”beforetheystart.Thetruth?Youneedneither.Youneedtocommitto showingupinonespaceandtreatingitlikeyourhome.
Andrightnow,likeitornot,oneofthebestspacestodothatisTikTok.
WhyTikTokDeservesaPlaceinYourStrategy—EvenifYouSworeYou'dNever TouchIt
WhenIsay“TikTok,”Idon’tmeanyouhavetodance,lip-sync,orpointtofloatingtext bubbleslikeadiscountmagician.Imeanyouhavetoleveragethe mechanics ofTikTok— short-form,high-engagementvideo—totellyourstoryandshowcaseyourwork.
Youmaynotlovetheplatform,butyoucan'tignoreitsnumbers:
· 1.2billionmonthlyusers.
· Analgorithmthatrewards discovery,notjustexistingfollowers.
· Communitiesforeverythingfromcompetitiveknittingtomushroomfarming.
Ifyourunabusinessin2025,TikTokislessabout “beingtrendy”andmoreaboutcontrollingyour owndistributionchannel.Doneright,it’snota socialnetwork.It’salead-generationand trust-buildingmachine.
TheShift:FromPassiveBrowsingtoIntentional Presence
Let’ssayyou’resittingathome,scrolling.Awoman popsupinyourfeed—calm,confident,talking aboutherbusinesslikeshe’schattingwithafriend. Hercommentsectionisfullofpeoplewhofeel connectedtoher Youthink: I could do that.
Thenthe“whatifs”arrive.
· What if I’m not interesting enough?
· What if no one watches?
· What if I embarrass myself?
Letmelevelwithyou:those“whatifs”aren’t predictions.They’reexcusesdressedupascaution. Everysinglecreatoryouadmirestartedwithzero followersandthesamenervousenergyyou’re feelingrightnow Thedifferenceistheyposted anyway
Here’stheGamePlan
Youdon’tneedtomastereveryplatform.Youdon’t needaperfectcontentcalendar.Youneedoneclear systemforshowingup,buildingtrust,and convertingattentionintoaction.
Icallitthe6MovestoBuildaRealOnline Community.
Move1:ClaimYourDigitalRealEstate
Don’ttreatyourTikTokprofilelikeanafterthought. Yourbioisastorefrontwindow.Makeitshort, clear,anddirect.
· Tellpeoplewhoyouare.
· Tellthemwhatyoudo.
· Givethemareasontostay
Ifyouwanttraffictoyourwebsite,switchtoa businessaccountsoyoucanaddaclickablelink. Yes,you’llhavefewertrendingsongstouse.No, itwon’tmatter Yourcustomerscareaboutyour content,notyourbackgroundmusic.
Move2:SeedYourNetwork
Thealgorithmrewardsinteraction.Followcreators whoinspireyou,brandsyourespect,andpotential customers.Engagewiththeircontentinawaythat’s real,notspammy Yourgoalisn’tto“getnoticed”— it’stostartpositioningyourselfinsidetheecosystem youwanttobepartof.
Thinkofitasjoininganeighborhood.Youcan’t expectpeopletoknockonyourdoorifyou’venever walkeddownthestreet.
Move3:MakeYourFirstPostaHandshake, NotaSalesPitch
Yourfirstpostshouldintroduceyouandyourwork inawaythatfeelshuman.Showyourface.Speakto thecameralikeyou'retalkingtooneperson.Share whyyoudowhatyoudo.
Thisisn’taboutshowingyour“best”self;it’sabout showingyour real self.Peopleconnecttopeople,not perfection.
Move4:LearntheVisibilityFormula
TikTokuseshashtagsandkeywordstodecidewho seesyourcontent.Youdon’tneedtouse30hashtags —4to5targetedonesareenough.Mixtrendingtags withniche-specificones.
Example:Ifyousellhandmadejewelry,don’tjust use#jewelry.Use#handmadejewelry, #smallbusinesscheck,andatrendingtagrelevantto yourvideo’stheme.
Move5:Post,Watch,Adjust
Postconsistently—butdon’tconfuseconsistency withvolume.You’renotheretochurnoutcontent untilyouburnout.You’reheretotest,learn,and adapt.
Post.Seewhatresonates.Adjust.Repeat.
Andfortheloveofyourownsanity,stop refreshingyourviewcounteveryten minutes.Growthhappensinweeksand months,notminutes.
Anyonecangetviews.Thewincomesfrom turningstrangersintoregulars.Thatmeans:
· Replyingtocomments.
· Askingquestionsinyourvideos.
· Showinguplivewhenyoucan.
· Givingyouraudienceareasontokeep comingback.
Communitiesdon’tformbyaccident.They formwhenyoucreateanenvironment wherepeoplefeelseen,heard,and welcome.
Youwillhavedayswherenothingseemsto land.You’llpostsomethingyoulove,andit willget200views.You'llwonderifyou’re wastingyourtime.
Thisiswheremostpeoplequit.
Buthere’swhattheymiss:everypostyou makeisaseed.Mostwon'tsproutright away.Butoneday,onepostwillhitatthe righttimefortherightpeople—andthe growthwillcompound.
YourEdge:AuthenticityasaBusiness Asset
Here’sthebiggesttrap:tryingtocopy someoneelse’sstylebecauseit“worksfor them.”That’safasttracktoburnout.
Ifyousellfeltedanimals,don’tpretend you’realifestyleinfluencer.Ifyou’rea businesscoach,don’ttrytobecomea comedian.Youcanlearnfromothers,but youhavetoleadwithyourownidentity
Authenticityisn’tabuzzword.It’sabusinessmoat.Themoreyour audiencefeelstheyknow you,theharderitisforacompetitorto replaceyou.
Youronlinecommunityisn’tgoingtoappearovernight.It’sgoing togrowbecauseyoudecidedtostopchasingpeopleandstart buildingsomethingworthfinding.
Theplatformisjustthestage.Thealgorithmisjustthelighting. Theconnectioncomesfromyou.
Sostopwaitingforthe“righttime.”Plantyourflag.Claimyour corneroftheinternet.Buildtheroomyouwanttobein—andthen openthedoor.
Oneobservesapersistentparadoxinmodern healthcare,particularlywithinthevitalfieldofmental wellness.Demandescalates,yetaccessremains frustratinglyconstrained.Patientsseekhelp;clinicianspossess theskills.Theimpedimentoftenliesnotinalackofwillor expertise,butinamorassofadministrativetasksthatconsume valuabletimeandenergy JosephPomianowski (CEOand Founder,ofOrchid),amanwhosecareerpathdefieseasy categorization,identifiedthiscriticalinefficiency.Hethen appliedfocusedintelligencetodeviseasolution:Orchid,an ElectronicHealthRecord(EHR)platformbuiltwithartificial intelligence.
Pomianowski:
Pomianowskibringsauniquearsenaltothischallenge.His foundationrestsonaJurisDoctorfromYaleLawSchool.This legaltraininginstillsrigorousanalysisandastructuredapproach tocomplexproblems.Followinglawschool,hejoinedPalantir Technologiesasadeploymentstrategist.There,hehonedskillsin dissectingtheoperationalneedsoflargeorganizations,Fortune 100companiesamongthem,andimplementingdata-driven solutions.Hisintellectualcuriosityextendsfurther;hefounded TheStateGunLawProject,anon-profitbackedbySchmidt Futures,applyingdataanalyticstointricatelegalquestions.
Hepossessesexperienceasamathematicianand historian,indicatingamindcomfortablewithdiverse frameworksanddeepinvestigation.Thisbackground isnotmerelyacollectionofcredentials;itrepresents adistinctcapabilityforidentifyingsystemicissues andengineeringpracticalremedies.
ThegenesisofOrchidstemmedfromadirect, personalobservation.Pomianowskiwitnessed friendsstruggletosecureappointmentswithmental healthprofessionals.Thesewereindividualsneeding essentialcare,yettheyfacedcloseddoorsorlengthy waitinglists.Hisanalyticalmindpromptedthe investigation.Whythebottleneck?Conversations withcliniciansrevealedthestarkreality These highlytrainedprofessionalsdedicatedsignificant portionsoftheirworkweek—oftenentiredays—not topatientcare,buttoadministrativeduties:charting, billing,scheduling,andnavigatinginsurance requirements.TraditionalEHRsystems,ostensibly designedtohelp,werefrequentlybuiltonoutdated technology,offeringlittlereliefandsometimes addingcomplexity
CEO and Founder I Orchid
Pomianowskigraspedthecoreissue:thesystemburdened clinicianstothepointwheretheycouldnotmeetpatient demand.Herecognizedthatimprovingaccessforpatients likehisfriendsrequired,firstandforemost,alleviatingthe administrativeloadontheprovidersthemselves. Thisbecamehiscentralmission,thedrivingforcebehind Orchid’screation.Hisresponsibilityasaleader,therefore, beganwithaccuratelydiagnosingthetrueproblem hinderingthesystem.
TheFoundationofAction:BuildingWhatClinicians Demand
Heapproachedthetaskmethodically.Adheringtoa principlechampionedbytheYCombinatoraccelerator program,whichlaterbackedOrchid,Pomianowskiand histeamsetoutto“buildsomethingyourcustomers want.”Thisdemandeddirectengagement.
Theyconductednumerousinterviewswithmental healthclinicians.Theylistenedintentlytounderstand thedailyfrustrationsandworkflowimpediments.A recurring,majorburdenemerged:thetimeandmental energyconsumedbyclinicalnote-taking.Whileother administrativetaskscontributedtotheoverload, documentationstoodoutasaprimarypainpoint,ripe forinnovation.
OrchidEmerges:AIAppliedtoAlleviatethe Burden
ThisresearchformedthebedrockuponwhichOrchid wasbuilt.Pomianowskiledthedevelopmentofan EHRplatformdesignedspecificallyfortheneedsof independentmentalhealthprofessionals.Theplatform integratescoreadministrativefunctions,streamlines clinicalprocesses,and,crucially,automatesmanual workflows.Thecenterpieceofthisautomationis Orchid’sAI-poweredclinicalnotessolution.
Hereliesakeyleadershipachievement:translatinga complexneedintoafunctional,effectivetool.With patientandclinicianpermission,Orchid’sAIcan assistwiththedocumentationprocess.Itcanlearna specificclinician’spreferrednotestructureandwriting style,drawingonpastnotestodraftnewonesthat maintainconsistencyandcontinuityofcare.If recordingasessionisdeclined,clinicianscandictate ortypebriefnotes,andtheAIcanexpandtheseinto comprehensivedocumentationfollowingestablished formatslikeSOAPorDAP,oracustomtemplate providedbytheclinician.
Beyondnotegeneration,theAIassistswith summarizingpatienthistories,suggestingappropriate billingcodesanddiagnosesbasedonsessioncontent, andcreatingafter-visitsummariesforpatients.This comprehensiveapproachtargetsmultiple administrativefrictionpointssimultaneously
QuantifiableResults:ReclaimingTime,Restoring Capacity
TheresultsvalidatePomianowski’sapproach. CliniciansusingOrchidreportsignificanttime reclamation.Thecompanyestimatespractitionerssave upwardsoffivehoursperweek,potentiallyfreeing over500hoursannuallyperclinician.Dr.David Halpern,aboard-certifiedpsychiatristwhoprovided feedbackduringOrchid’sdevelopment,offers concreteevidence.HeexplainshowtheAIlearnshis specificSOAPnoteformat,accuratelypopulating sectionslikethementalstatusexamandmedication changesbasedonthepatientconversation.What previouslytookconsiderabletimenowrequiresonlya minuteortwoforreview.Dr.Halpernstates,“Itreally cutsdownagoodfiveminutesperpatient...thatcan saveyouhoursoftime.Ithelpsmeseealotmore patients.”
ThisoutcomedirectlyaddressesPomianowski’sinitial objective.Byreducingtheadministrativeburden, Orchidempowersclinicianstoexpandtheircapacity Moreavailableappointmentslotsmeanimproved accessforpatients–including,onepresumes, individualslikethefriendswhosestrugglesfirst alertedPomianowskitotheproblem.Heconfirms, “I’vedefinitelyhelpedmyfriendsbyintroducingthem tocliniciansonOrchid,somyoriginalgoalhasbeen met.”Thispersonalconnectionunderscoresthe purpose-drivennatureofhisleadership.
Growth,Governance,andGroundwork:BuildingaTrusted Platform
Growthfollowedapractical,organicpath.Startinginthe NewYorkandPhiladelphiaregions,Pomianowski leveragedpersonalandprofessionalnetworks.Clinicians involvedinthedesignprocessspreadthewordto colleagues.Thispeer-to-peerreferralsystemcontinuesto driveexpansion,suggestingtheproductgenuinelymeetsa feltneedwithintheprofessionalcommunity.Thousandsof cliniciansnowutilizetheplatform.
Pomianowskidemonstratesresponsibleleadershipin handlingsensitivepatientinformation.Orchidprioritizes compliance,adheringtoHIPAAandSOC2TypeII standards,employingrobustencryption(AES-256)for databothintransitandatrest,andimplementingstrict accesscontrols.Importantly,theAItrainingoccursona clinician-by-clinicianbasistosafeguardprivacy,and cliniciansretainfullcontrolovertheirdata,includingthe abilitytodeleterecordingspromptlyafternotegeneration.
Challengesundoubtedlyexist.Thehealthcaretechnology landscapeincludeslarge,establishedEHRvendorsalso exploringAIapplications.Furthermore,thementalhealth sectorhistoricallylaggedindigitaltransformation. Pomianowskinavigatesthisenvironmentbymaintaininga sharpfocusonthespecificneedsofindependentmental healthpractitioners.HeemphasizesOrchid'srolein reducingburnoutbygivingprofessionalsbacktheirtime.
ExpandingthePrescription:FuturePlansandSystemic Ambitions
Lookingahead,Pomianowskiplansfurtherenhancements, includingtheadditionofe-prescribingcapabilities expectedlaterthisyear(2025).Hisoverarchingvision extendsbeyondindividualpractices.Hespeaksoftackling theestimated$1trillionadministrativeburdenweighing downtheentireUShealthcaresystem.Orchidrepresentsa targetedstrikeagainstthisinefficiencywithinthemental healthdomain.Hiscommitmentremainsfirm:supporting clinicianstoultimatelyimprovepatientoutcomesand broadenaccesstocare.Dr.Halpernenvisionsafuture wheretechnologylikeOrchid'soperatesseamlessly, allowingtheclinicalencountertoreturntoitscore:a conversationbetweenpatientandprovider.Orchid facilitatesthisreturn.
Mostleadersspendtheirentirecareerssqueezingcreativityinto
calendars,productivityhacks,andperformancemetrics.The irony?Themostsustainable,explosivecreativitydoesn’t comefromdoingmore.Itcomesfromaligningwiththesamecyclesthat havedrivennature,agriculture,andancienttradeforthousandsofyears.
You’vealreadyseenitworkinmarkets—boomandcorrection.You’ve seenitinsports—trainingandrecovery You’veseenitineconomies, fashion,andevenpolitics—growth,plateau,decline,renewal.
Thequestionis:Whydon’tyourunyourcreativeoutputthesame way?
I’llshowyouhowtouseseasonalandlunarcyclesaslevers—notas feel-good“naturewisdom,”butaspractical,ROI-driventoolstosharpen yourcreativedecision-making,productlaunches,andbrandmomentum.
Thinkofyouryearlikeafour-quarterbusinessplan—exceptinsteadof revenuegoals,you’reoptimizingcreativeintensity.
· Ideagenerationandpositioning
PrimaryObjective:
· Launchpilotprojects,testconcepts,prototypemarketing Action: campaigns
· WhyItWorks:Consumerpsychologypeaksinspringtowardoptimism andopennessto“new.”Yourinternalenergymirrorsthis— neurologicalstudiesshowincreaseddopaminewithmoredaylightand warmerweather,whichenhancesdivergentthinking(thekindyouneed forbigideas)
· CEOMove:Usespringtointroducenew messaging,products,orinitiativeswhen audiencesareprimedforfreshstarts.Thisiswhen yourun controlled experiments—notwhenyou scale.
Summer:ExpansionandBoldPlays
· PrimaryObjective:Maximizereachand capitalizeonmomentum
· Action:Scalewhatworkedinspring.Pushinto biggermarkets.Executehigh-visibility campaigns.
· WhyItWorks:Summertriggershighersocial interactionratesandpurchaseintentinmany markets.Yourownenergytendstosustain longerworkbursts.
· CEOMove:Thisisnotthetimeto“try” something.Thisisexecutionseason.Deploy budgets,activatepartnerships,andgetvisible.
Autumn:RefinementandHarvest
· PrimaryObjective:Consolidategainsand preparefortransitions
· Action:ReviewKPIsfromspring/summer projects,cutnon-performers,optimizewinners.
· WhyItWorks:Consumersstartnarrowing focusaheadofyear-end.Yourowncognition shiftstowardanalyticalthinkingwithshorter daylight—greatforediting,restructuring,and cuttingwaste.
· CEOMove:Useautumntoreposition,improve operationalefficiency,andinvestinsystems thatwillsustainyournextgrowthphase.
Winter:StrategicRetreat
· PrimaryObjective:Regroup,reflect,and designyournextgrowtharc
· Action:Stepback.Deep-divedataanalysis. Read.Research.Networkselectively
· WhyItWorks:Winterforcesslowerenergy. Thebrainrespondswelltoperiodsoflower stimulation—thisiswhenproblem-solving capacityimprovesforcomplex,long-horizon challenges.
· CEOMove:Protectthistimefiercely The payoffisn’tinstant—buttheideas,strategies, andpivotsseededinwinterwilldriveyournext spring’sbreakthroughs.
Seasonsgiveyouthe macro rhythm.Themoongives youthe micro.Eachmonthcarriesabuilt-increative waveyoucanride—orignoreatyourcost.
NewMoon:Initiation
· CEOApplication:Thisisyourmonthlyreset. Launchsmall-scaleinitiatives,setgoalsfora sprintcycle,andmapdeliverables.
· BestUse:Announceinternally,notexternally Focusonalignmentandintention.
WaxingMoon:Acceleration
· CEOApplication:Pushproduction,hit milestones,andengageteamsinforward momentum.
· BestUse:Marketingpushes,investorupdates, hiringannouncements.
FullMoon:PeakVisibility
· CEOApplication:Releasemajor announcements,hostkeyevents,presentto stakeholders.
· BestUse:Leverageheightenedattention— butonlyforpolished,high-impactoutputs.
WaningMoon:Consolidation
· CEOApplication:Auditperformance,complete deliverables,closedealsquietly.
· BestUse:Tidypipelines,resolvebottlenecks, releaseunderperformingassets.
· ItStopsBurnoutBeforeItStarts CEOsandfoundersoftenmistakesustained outputforstrength.Natureprovesotherwise— nothingbloomsyear-roundwithoutdying. Thisapproachembedsrestandreflectionintoyour workflowwithoutlosingproductivity
· ItSharpensTiming—YourHiddenMultiplier Creativityisnotjustwhatyouproduce,but when youreleaseit.Seasonalandlunartimingisthe differencebetweenlaunchingaproductintoan audiencereadytobuy…versusonestillasleep.
· ItForcesResourceAllocationDiscipline
Ifyoufollowthesecycles,younaturallybudget high-intensityresourcesforpeakphasesand conservethemduringlow-intensityones.It's creativecashflowmanagement.
· ItIncreasesStrategicPatience
Mostleaderskillideastooearlyorpushthem toolate.Thismodeltrainsyoutoletinitiatives mature—noprematurescaling,nostale launches.
Implementation:The90-DaySeasonalSprint Framework
Ifyouwanttooperationalizethiswithout overhaulingyourentireplanningprocess:
· PickYourAnchorDate
Decidewhenyour“creativespring”starts. ThiscouldbeJanuary(calendaryear),April (fiscalyear),oralignedwithindustryevents.
· AssignOneCoreCreativeGoalPerSeason
Nostacking.Onemacroobjectiveperquarter —e.g.,spring=launch,summer=scale, autumn=optimize,winter=design.
· OverlaytheLunarCycle
Usethenewmoonforgoal-settingandsprint launches,fullmoonforhigh-visibilityoutputs, andwaningphasesforcleanup.
· IntegrateMetrics
· Spring:idea-to-testratio
· Summer:engagement/ROIgrowth
· Autumn:cost-per-outputimprovement
· Winter:strategicreadinessscore
· ReviewAnnually
Treatthislikeacapitalinvestment—analyze returns,adjustforyourmarket,andrefine.
CaseExample:ACreativeAgencyCEO
Iworkedwithacreativeagencyfounderwho struggledwithfeast-or-faminecycles. Wealignedherteam’sworkflowto seasonal/lunartiming:
· Spring:Rolledoutboldcampaignsforemerging clients
· Summer:Pushedthosecampaignsintonew geographies
· Autumn:Cuttwounprofitableservicelines,refined coreoffers
· Winter:Builtanewthoughtleadershipplatform behindthescenes
Within18months,revenuestabilized,creativeburnout dropped,andherlaunchsuccessratedoubled. Shedidn’tworkmore.Sheworked in season
Mostleaderswillskimthisandthink, “Interesting, but not urgent.”
They’llkeepforcingQ4launchesthatdieinthemarket, drainingteamsinsummerwhenattentioniselsewhere, andproducingflatcampaignsyear-round.
Buttheoneswhointegratethis?They’lltimeproduct cycleswithnaturalmarketreadiness.
They’llprotecttheirpeakcreativeenergyinsteadof bleedingitout.
They’llexecute when it matters most —andstay invisiblewhenit’sstrategicallyright.
Lookatyournext12months.
· Wherecanyoupullbackwithoutlosingground?
· Wherecanyouplantseedsinsteadofforcinggrowth?
· Wherecanyoudoubleyourpresencewhenenergyis naturallyhigh?
Runyourcreativitylikeacrop.Plantinspring.Expand insummer.Refineinautumn.Restinwinter.
Overlaythelunarmicro-cycles,andyouhaveacreative operatingsystemthat’solderthancapitalismandsharper thananyproductivityapp.
Theleaderswhomasterthiswillownthetiminggame. Andinbusiness,timingisn’teverything—it’sthe onlything.
Roni
and Oren Frank Founders | Talkspace
Stopacceptingneedlesssuffering.Startdemandingaccessible help.Millionsendurementalhealthstrugglesinsilence.Doyou knowsomeonewhobattlesanxiety,depression,andisolation? RoniandOrenFrank,thefoundersofTalkspace,understandthis silentepidemic.Theydonotjusttalkaboutsolutions;theydeliverthem. Talkspace,thecompanytheybuilt,providesadirectpathtotherapy, accessibletoanyone,anytime,anywhere.Theyarenotjustrunninga business;theyareleadingarevolutioninmentalhealthcare.
Istheoldmodeloftherapyfailingmillions?Areappointmentwaittimes toolong?Arecostsprohibitive?Isstigmakeepingpeoplefromseeking help?Theanswer,fortoomany,isyes.RoniandOrenFranksawthis brokensystem.Theydidmorethancomplain;theyacted.Theybuilt Talkspacetodismantlethesebarriersandmakequalitytherapyavailable tothemasses.Thisisnotjustaboutconvenience;itisaboutfundamental humanneeds.
FromPersonalCrisistoUniversalSolution:AMarriageSaved, MillionsHelped
TheTalkspacestorybeginsnotinaboardroom,butinatherapist’soffice. RoniandOrenFrankfacedamaritalcrisis.Couplestherapysavedtheir marriage.Thiswasnotjustapersonalvictory;itwasarevelation. Psychotherapy,theydiscovered,possessedtransformativepower.For RoniFrank,theexperienceignitedapassion.Shepursuedamaster's degreeinpsychoanalysisandpsychotherapy,drivenbyadesiretoshare thislife-changingbenefitwithothers.
Theirpersonalexperienceexposedastarkreality:therapy,though powerful,remainedinaccessibletomillions.Costswerehigh.Stigma wasstrong.Accesswaslimited,especiallyforthoseinunderserved areas.RoniandOrenFranksawanopportunitytoleveragetechnologyto bridgethisgap.Theydidnotjustseeabusinessopportunity;theysawa moralimperative.
In2012,Talkspaceemerged. Itbeganasasimpleidea: onlinetherapy,availableviawebsiteandmobileapp. Theydidnotinitiallyenvisiontext-basedtherapy They launchedwithlivevideosessions.Buttheylistenedto theirusers.Theyobservedapreferenceformessaging, fortheflexibilityandconvenienceofasynchronous communication.Theypivoted.Theyinnovated.In2014, TalkspacepioneeredUnlimitedMessagingTherapy.This wasnotjustanadjustment;itwasarevolutioninaccess.
Textmessagingprovidedimmediateaccesstoa therapist.Noappointmentsareneeded.Userscould reachoutanytime,anywhere.Thisremovedamajor barrier:scheduling.Talkspaceexpanded.Theyadded couplestherapyin2015.Theyincorporatedreal-time voiceandvideocallsin2016,offeringmultiple communicationmodalitiestosuitdiverseneedsand preferences.
FuelingGrowth,ExpandingAccess:Investmentina VitalMission
Talkspace'sinnovativeapproachattractedsignificant investment.InMay2015,SparkCapitalandSoftBank invested$9.5million.InJune2016,NorwestVenture Partnersadded$15millionmore.Thiswasnotjust financialbacking;itwasvalidation.Investorsrecognized thepotential,urgentneedforTalkspace'sservices.
The2016presidentialelectiontriggeredasurgein demand.Therapyrequeststripled.Whileincreases occurredacrossalldemographics,minorities experiencedparticularlyhighspikes.Astudywith BostonChildren’sHospital’sHealthMaprevealeda quarterofTalkspaceusersreportedfeeling“very stressed.”Thiswasnotjustabusinesstrend;itwasa societalcryforhelp.
In2017,QumraCapitalledaSeriesCround,investing $31million.In2019,aSeriesDfundingroundof$50 millionfollowed,alongsideacrucialpartnershipwith Optum.Then,theCOVID-19pandemicstruck.Demand forTalkspaceexploded.Thepandemic’semotionaltoll, combinedwithlockdownsandrestrictions,createda perfectstorm.Talkspaceresponded.Theyofferedfree therapytofrontlinemedicalworkers.Thiswasnotjusta marketingtactic;itwasagenuinecommitmenttoservice duringacrisis.Cigna,amajorinsurer,integrated TalkspaceintoitstelehealthofferingsinMay2020.This wasnotjustcorporateadoption;itwasmainstream validationofonlinetherapy'scriticalrole.
Talkspacegrewtoserveover1.5millionclients, withtherapistslicensedinall50states.They usedmachinelearningandAI,nottoreplace humantherapists,buttoimproveservice, enhancematching,toanalyzeanonymizeddata forbetteroutcomes.HIPAAcomplianceand encryptionsecureduserprivacy Therapist screeningincludedbackgroundchecks,technical training,andrigorousclinicalinterviews. This wasnotjustaboutscalingup;itwasabout maintainingqualityandtrust.
RoniandOrenFrankrecognizedthataccesswas onlyonepartofthebattle.Stigmaremaineda formidablebarrier.Theyunderstoodthat technologyalonecouldnoterasecenturiesof societalbias.Theymadedestigmatizationacore missionofTalkspace.
“Ifweallsharedthefactthatwestrugglefrom timetotime,wewouldhelpcreatemore visibilityfortheseissues,”RoniFrankdeclared. Thisisnotjustastatement;itisacalltoaction. Theybelieveopennessisthekey Theychampion openconversationsaboutmentalhealth,aiming tonormalizeseekinghelp,todismantlethe shameandsilence.
TheypartneredwithMichaelPhelps,theworld championswimmer,aniconofstrengthand achievement.Phelpssharedhispersonalbattle withanxietyanddepression,andhisrelianceon therapy Thiswasnotjustacelebrity endorsement;itwasapowerfulmessage:mental healthstrugglesdonotdiscriminate.Theyaffect everyone,eventheseeminglyinvincible.Phelps’ story,amplifiedbyTalkspace,becameacatalyst, promptingcountlessindividualstoseekhelpand toopenupabouttheirownstruggles.
Talkspaceactivelycombatsstigmathrough contentcreation,socialmediaengagement,and publicevents.Theyarenotjustprovidinga service;theyarefosteringamovement,creating safespacesforopendialogue,andpromoting educationandunderstanding.Theyaddressthe rootsofstigma:ignorance,fear,andoutdated societalviews.
“Mentalillnessesarejustlikeanyotherconditions,”OrenFrankasserts. “Ifmyfootisbroken,I'llseeaphysician,andifmyheartisbroken,Ineed toseeatherapist.”Thismatter-of-factapproachisdeliberate.They normalizementalhealthcare,equatingitwithphysicalhealthcare, removingtheunnecessaryshameandfear Theirfocusisclear:get everyonewhoneedshelpintotherapy,withtherighttherapist,forthefull courseoftreatment.Theyunderstandthatthosewhoexperiencethe positiveimpactoftherapybecomethemostpowerfuladvocates,themost compellingambassadorsformentalwellness.Thisisnotjustabout treatingindividuals;itisabouttransformingsocietalperception.
RoniandOrenFrankdonotjustpreachmentalwellness;theypracticeit. Theyunderstandthepressuresofleadership,andthedemandsof entrepreneurship.Theyprioritizetheirownmentalhealth,recognizingit asessentialnotjustforpersonalwellbeing,butforeffectiveleadership.
RoniFrankemphasizesself-awarenessandself-care.EarlyinTalkspace’s growth,sheadmits,shebecameconsumedbywork,neglectingherown needs.Shelearnedacruciallesson:acknowledgestress,anxiety,and depression,andproactivelyaddressthem.Thisisnotaweakness;itisa strength.Yogabecameakeypractice,atoolfordecompressionandstress management.Saying“no,”andsettingboundaries–becameessential skillstopreventburnout.Acceptingthestruggle,andreframingfailureas learning–thesearenotjustcopingmechanisms;theyaregrowth strategies.
OrenFrankchampionsmoderation, balance,andfundamentalself-care. Sleep,hestresses,isparamount.Seven hoursanight,hebelieves,isessential forresilience.Prioritizingfriendsand family,reading,vacations,andopen communication–thesearenot luxuries;theyarenecessitiesformental wellness.Kindness,bothtooneselfand toothers,isaguidingprinciple.And, crucially,“wheneverindoubt,seeyour therapist.”Thisisnotjustadvice;itisa personalendorsement,apowerful examplesetbytheCEOofatherapy company
RoniandOrenFrankarenotjust buildingacompany;theyarebuildinga movement.Theyarenotjustoffering therapy;theyaredemocratizingaccess tomentalwellness.Theyareleadersin acriticalsocietalshift,dismantling stigma,andmakinghelpaccessibleto millions.
Areyoureadytojointhem?Areyou readytodemandbettermental healthcareforyourself,foryourloved ones,foryourcommunity?Talkspace offersasolution,aprovenpathto mentalwellbeing.RoniandOrenFrank offerleadership,vision,andarelentless commitmenttoaworldwheremental healthcareisnotaprivilege,butaright, availabletoallwhoneedit.Thisisnot justgoodbusiness;itisamoral imperative.Thetimeforsilentsuffering isover.Thetimeforaccessible, effectivementalhealthcareisnow. Talkspace,ledbyRoniandOrenFrank, isleadingtheway
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