What
A real business, ready to build or rebuild
A company with a real product whose sales engine was never built, or has stalled. First launch or relaunch, the work is the same.
I build, scale, and turn around medical device, diagnostics, and healthcare technology companies — from first launch to exit.
A medical device executive trusted by boards, private equity firms, and founders to commercialize, scale, and turn around regulated medical device and diagnostics businesses — under FDA, EU MDR, MHRA, PMDA, Health Canada, and their counterparts worldwide.
Medical device and healthcare companies are hard to run. Strict regulators on every continent — FDA, EU MDR, and dozens more. Long approvals. One mistake can sink the company. That complexity is exactly where I work — for the owners, boards, and investors who need an operator for their most complex medtech and diagnostics companies, in any market.
Most executives own one stage of a product's life. I have run all of them, from idea to exit. That is how I see where growth stalls and where it compounds.
Cleared is not paid. I have taken products through FDA clearance and EU MDR, and through the reimbursement path that decides whether anyone can actually buy them — including in front of an AMA CPT panel.
Click a stage to see the companies where I did that work.
You backed a company in a regulated market. A typical operator is fighting the rules while the plan slips. That is the problem I solve. I protect what works, get it through the regulatory process, land a value-creation plan in the first 100 days, and grow how it sells until it hits the plan.
Give me the company that depends on a regulator's approval. I will run it like it is my own.
Best fit is a healthcare or medical device company from about $25M in revenue with room to grow, in a market shaped by a regulator or heavy complexity. A senior operating seat with full accountability to the board and the sponsor.
A company with a real product whose sales engine was never built, or has stalled. First launch or relaunch, the work is the same.
Any market shaped by a regulator or heavy complexity. Medical devices, diagnostics, life sciences, regulated finance, defense, industrials, food and agriculture.
A first commercial launch. A scale-up that needs an engine. A turnaround after an investment. Growth that has stalled. A carve-out. A gap in leadership. A plan that needs someone who has done it before.
A senior operating seat, from SVP through the C-suite: Chief Commercial Officer, COO, or CEO. Responsible for the results, working closely with the board and the investor. Not advisory, not part-time.
Fix one. Sell another. Hold the group seat over both. The judgement is knowing which is which.
The Swedish healthcare and life-science group, taken private by Amplex AB in 2026. Appointed by the group to lead selected companies in its healthcare portfolio, with full corporate-officer authority as Board Director, CEO, President and Treasurer.
A proven implant under a stalled business, running below breakeven. I rebuilt how it sells, opened the channels it deserved, and took it back to growth and profitability in year one. The full account is directly below.
Appointed to answer one question honestly: what is the highest-value path forward for this business? A full commercial and financial assessment said it was not another investment cycle. I took that to the board, ran the process, and sold the company to CAT Medical Technologies — a clean outcome for ownership and a continuing home for the technology.
Knowing when to invest, when to fix, and when to exit is the discipline that creates enterprise value. Most operators only ever learn the first two.
HyProCure is the only FDA-cleared implant of its kind, with more than 100,000 procedures across 46 countries. The product was proven. Sales had stalled. I stepped in as CEO in January 2025 to rebuild its commercial trajectory.
A twenty-year-old cleared device with real IP, real evidence, and global reach, sitting under a commercial engine that had not kept pace with the asset. Underleveraged, not unproven. Exactly the kind of company I look for.
Rebuilt how it sells from the ground up. Earned Breakthrough Technology recognition through Premier, opening more than 4,300 hospitals. Cleared EU MDR ahead of the deadline. Opened GSA/FSS and DLA ECAT so the VA, DoD and IHS can buy. Led the FDA and EU MDR programs, modernised post-market surveillance, and passed the SGS audit. I ran the regulatory work at a technical level, not from a summary.
National GPO access. EU MDR cleared. Three federal channels live through GSA/FSS and DLA ECAT. A business that was running below breakeven back to growth and profitability inside year one.
The same read applied at Thorasys and Gorbel from the other direction: no engine to fix, so I built one. A worldwide go-to-market from nothing at Thorasys, the US region from under $1M at Gorbel. First launches and turnarounds are the same discipline.
Most executives know one market. I open them. Over 70 countries entered, from registration to distribution: foreign companies coming into the US for the first time, and US companies expanding abroad. Every country has its own approval process, and I have run them.
Foreign manufacturers with a proven product and no US footprint. I build the regulatory path, the channel, and the commercial engine to land it here.
US companies expanding abroad. Registration, in-country partners, filings and distribution across every region, run as one coordinated push.
Approvals and clearances, regime by regime.
In-country partners and distributors that actually sell.
The documentation each regulator demands, done right.
Channels stood up and supplied, market by market.
Every seat, from the field to the C-suite. I came up carrying the bag and worked nearly every function: sales, regulatory, operations, finance. Filter by what the work needed.
Acquirers of companies where I held a commercial or executive seat. These are companies I helped commercialize, scale, turn around or operate, not companies I claim to have run alone — outcomes are public milestones, not personal-performance claims.
Sales, regulatory, operations, finance. I know the file, not the summary.
Literally — hauling rocks, planting trees, and laying pavers long before I knew what EBITDA meant. One of five kids, where competition was oxygen and work ethic wasn’t optional. It was survival.
At sixteen, I split my time between high school and business lectures at the University of Michigan. By my early twenties I was running a $10M medical device territory — too young to rent a car, old enough to close the deal. I learned fast: from surgeons in the OR, CFOs across the table, and mentors who never sugarcoated a thing.
That is where the obsession started — how innovation actually becomes adoption. Not theory, not slides. The real work of getting a technology funded, approved, reimbursed, and trusted.
The pattern has held across every one of them. Some I helped build from the first sale. Some I helped rebuild when growth stalled. Either way, execution is the strategy.
Build great teams, move fast, stay humble, and laugh when you can. The work is too hard not to enjoy it.
MedTech Innovator · Advisor. The world’s largest accelerator for medical device, diagnostics and digital health startups, run with AdvaMed. In the Value Workshop program I mentor founders and early-stage CEOs one-on-one through the regulatory, market-access and reimbursement path that decides whether a breakthrough reaches a patient.
Canada’s Drug Agency · Advisor. Canada’s national health technology assessment body, formerly CADTH. I contribute operator’s-eye expertise on real-world evidence and health-economic modeling — how value actually gets demonstrated.
Forty-two recommendations, unedited and public, say the same five things: leads from the front, strategy and execution both, business sense beyond sales, develops people, calm under pressure.
“The depth of his business acumen extends well beyond sales, to finance, operations, and the key drivers of enterprise growth. A rare combination of strategic foresight and hands-on execution.”
“Joe's intelligence and strategic acumen set him apart as an invaluable asset to our team and our clients. He navigated the complexities of government sales with unparalleled skill and determination.”
“His strategic vision and execution abilities profoundly impacted our growth and market presence. Not just a strategic thinker but a pragmatic leader who makes the ambitious goals he sets achievable.”
“He doesn't hesitate to lead from the front and be hands on. He led a region while rebuilding the team and hiring an entirely new sales force.”
“From market-entry strategy to key partnerships, Joe goes above and beyond. His strategic insight and industry expertise will propel your business to new heights.”
“He integrates variables across every area of operations into a meaningful picture of a business problem, and its solution. Composed under pressure.”
“An in-depth understanding of the US healthcare system, from market access to product positioning. He rallied a cross-functional team to a clear commercial strategy, US and global.”
“An incredible ability to inspire teams, align goals, and execute initiatives with precision.”
“Twenty-plus years in this business, and Joe is one of the sharpest leaders I've worked with. Meticulous, methodical, highly focused.”
“I watched him transform a challenging territory with grace and determination. His calm, steady presence was an anchor for our team.”
“I had more growth in my two years with Joe than in my previous seven years of sales combined.”
“The truest sign of a great leader is whether you'd work for them again. I would, happily. He's one of the good ones.”
“A rare combination of strategic vision and tactical execution. His ability to navigate complex regulatory environments and forge partnerships across borders has been instrumental.”
“He brought breakthrough technologies into crowded markets and drove them to market-leading sales, with an unbiased, data-driven perspective.”
“Exceptional ability to bring new products to market and pioneer entry into new verticals. He doesn't just meet targets; he builds pathways for sustained growth.”
“A driver in expanding the business into new markets, building an exceptionally strong network of partners and distributors. A genuine strategist.”
“His leadership was fundamental to strengthening the company's success, a remarkable blend of integrity and creativity aligned to the strategic vision.”
“Joe knew what to say, how to do it, and most importantly, how to engage and deliver.”
“He has a history of taking startups and growing them into successful businesses. Goal-oriented, focused, and highly ambitious.”
“His ability to navigate complex, fast-paced sales environments and deliver under pressure is truly impressive, a strategic mindset balanced with intuition.”
“The best leader and mentor I've had. He led from the trenches with vision, integrity, and an unwavering commitment to excellence.”
“He single-handedly developed a detailed sales-enablement program and articulated our value to the C-suite and the largest hospital networks in the nation.”
“He puts his people first and himself second. He steps back and lets others take credit, and stands in front to take responsibility.”
“He can assess any situation, quickly identify challenges, and create a clear path forward. He calmly inspires confidence and leads with clarity and humility.”
“One of the most dynamic professionals I've ever met. He builds specialized strategies for his team that are both effective and efficient.”
“Never afraid to roll his sleeves up in the field to get deals across the finish line. First class through and through.”
“He's mastered the balance of strong, driven, and motivational while staying empathetic, honest, and kind. Exceptional in a leader.”
“Leading a team of nearly 30, his business acumen is impeccable. He created an environment where sales and marketing worked cohesively.”
“A continuous learner, competent, confident, and results-focused. He builds relationships on trust and doing what's right.”
“Exactly what you look for in a sales leader. He engages his team with the corporate goals in a way that's motivating and accountable.”
“He looks at the big picture of where we want to go while also getting into the dirt and working onsite with his people.”
“His deep knowledge of go-to-market strategy in the medical field made him a key player in shaping the company's strategic decisions.”
“No matter the challenge, he keeps everything running smoothly, making even the most difficult obstacles seem manageable.”
“One of the most inspiring leaders I've worked under. He brings a stress-free energy to a high-demand environment.”
“He approaches every challenge with integrity, a positive attitude, and a drive for excellence.”
“Since his arrival, our team has experienced improved organization, strategic planning, and efficiency.”
“He encouraged us to perform at our best and complete some of our greatest work. A leader of real calibre.”
“He follows through on promises, values differing opinions, and faces challenges with poise. He builds confidence in his team.”
“A true open-door mentor and a master at creating a culture that thrives on collaboration.”
“Extremely focused on each individual and the outcome they were trying to achieve. He would make an elite addition to any company.”
“He came in as VP of Sales after the pandemic and took our team to the next level. His knowledge of healthcare from the C-suite down was incredible.”
“Skilled at building and encouraging a team in an ever-changing environment to find ways forward.”
Private equity, venture, family offices, founders, boards and intermediaries. Every conversation is confidential.
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