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.

• 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
• Company: sealcath.com
• Company: simmonsmedicaldevices.com

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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 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.”

• 🔗 LinkedIn
• 🌐 PsyTechVR.com
• 🌐 CorePartners.com
• 🌐 CoreIMS.com

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• LinkedIn
• Website
• Spotify
• Amazon Music
• iHeart

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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!

What if the next wave of healthcare innovation wasn’t about treating chronic illness, but reaching healthy people, faster?

In this episode of Lightning RX, host Colette Nataf, founder of Lightning GTM, sits down with Brandon J. Robertson, MBA, founder and president of UCP Merchant Medicine and Intellivisit Solutions, to explore how urgent care is being redefined through hospitality-inspired design, psychographic data, and AI-enhanced clinical technology.

Brandon shares the blueprint behind launching over 225 urgent care centers across 44 states, without patients ever knowing his company’s name. From geospatial mapping to EMR-integrated software that slashes documentation time from minutes to seconds, UCP’s model is built to deliver not just care, but delight.

They explore what it takes to build high-performing, modern urgent care systems inside traditional health systems, and how creating a premium patient experience can drive organic growth, sky-high Net Promoter Scores, and operational scale.

• Why urgent care serves healthy people, and what that means for marketing
• How psychographics help identify high-value patient segments
• The role of consumer data in choosing clinic locations
• How UCP clinics achieve <1 minute door-to-care times and 94 NPS
• How AI reduces charting time to 30 seconds and improves visit consistency
• What modern urgent care centers borrow from Target and Starbucks
• UCP’s stealth growth strategy: let patients know the health system, not the vendor
• Advice for consultants building in a competitive, health-regulated space

💡 Golden Nugget:

“We don’t want patients to know who we are; we want the experience to speak for itself.”

• linkedin.com/in/brandon-j-robertson-mba
• urgentcarepartners.com/ (Company)
• healthsystemadvisors.com (Company)
• levelbrand.com/sample-work/urgent-care-partners-main/ (Portfolio)

Connect with the Show:

• LinkedIn
• Website
• Spotify
• Amazon Music
• iHeart

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!