Bridging the Gap: Bringing Practitioner-Led Healthcare Innovations to Market
MAR 11, 2025
Tim Lavengood
Bridging the Gap: Bringing Practitioner-Led Healthcare Innovations to Market
MAR 11, 2025
Tim Lavengood
Rationale:
Doctors, like many of our most highly educated and technologically advanced professionals, acquire deep knowledge of advanced and rapidly changing tools and techniques to provide very high value goods and services to the public. The "MD" appellation confers the strictest academic, professional and regulatory standards on those who achieve it. In practice, they acquire direct and deep knowledge of their patients needs and discomforts as they interact with our complex and often troubling healthcare system, often during the most trying times for themselves and their families.
These intelligent, disciplined and compassionate people imbued with these assets will often develop ideas for incremental and more radical improvement of healthcare that are grounded and validated by knowledge and experience that they uniquely possess as hands-on practitioners, as opposed to academic or corporate scientists.
These intelligent, disciplined and compassionate people imbued with these assets will often develop ideas for incremental and more radical improvement of healthcare that are grounded and validated by knowledge and experience that they uniquely possess as hands-on practitioners, as opposed to academic or corporate scientists.
There is, at any given time, a rich pool of these ideas germinating in ORs, ERs and clinics, yet few ever find their way to the marketplace because processes to purposefully commercialize them are virtually non-existent in these environments. While universities, corporations and research foundations invest heavily in commercialization capabilities for healthcare, those with direct experience providing care rarely interact with these systems.
Critical to this market failure is the reality that doctors possess levels of expertise and experience more than equal to the task of commercialization; and thanks to their relatively high incomes, they also have modest levels of investment capital to get the ball rolling. However, strict time allocations and performance measures of the modern, financially driven healthcare system typically do not give these individuals the time or mental bandwidth needed to be effectively entrepreneurial. Indeed, even when commercialization is successful, these dedicated professionals ultimately seek a sale or a partner to scale the innovations, rather than disrupt their caregiving by building a business.
Critical to this market failure is the reality that doctors possess levels of expertise and experience more than equal to the task of commercialization; and thanks to their relatively high incomes, they also have modest levels of investment capital to get the ball rolling. However, strict time allocations and performance measures of the modern, financially driven healthcare system typically do not give these individuals the time or mental bandwidth needed to be effectively entrepreneurial. Indeed, even when commercialization is successful, these dedicated professionals ultimately seek a sale or a partner to scale the innovations, rather than disrupt their caregiving by building a business.
Service Objectives:
Service Objectives:
Marketing for Wellness has established a practice for practicing MDs and other medical professionals to prepare their innovations for sale or capitalization. Specifically, MW has developed expertise in designing and implementing commercialization options ranging from brand-building to intellectual property sale. The practice has an impact focus driven by 3 goals:
The focus is therefore on relatively simple, non- or minimally invasive devices or consumer products with low regulatory thresholds. These innovations generally do not offer "Big Pharma" the margins or other competitive advantages they gain from drugs or invasive devices. MW is pioneering a new vector for commercializing the innovations of practitioner-driven entrepreneurship. While each engagement is unique, foundational services include:
Marketing for Wellness has established a practice for practicing MDs and other medical professionals to prepare their innovations for sale or capitalization. Specifically, MW has developed expertise in designing and implementing commercialization options ranging from brand-building to intellectual property sale. The practice has an impact focus driven by 3 goals:
- improve patient experience
- reduce cost
- improve treatment while reducing or eliminating reliance on drugs
The focus is therefore on relatively simple, non- or minimally invasive devices or consumer products with low regulatory thresholds. These innovations generally do not offer "Big Pharma" the margins or other competitive advantages they gain from drugs or invasive devices. MW is pioneering a new vector for commercializing the innovations of practitioner-driven entrepreneurship. While each engagement is unique, foundational services include:
- commercialization mapping
- due diligence documentation
- professional association approvals
- claims development
- monitization
Marketing for Wellness has established a practice for practicing MDs and other medical professionals to prepare their innovations for sale or capitalization. Specifically, MW has developed expertise in designing and implementing commercialization options ranging from brand-building to intellectual property sale. The practice has an impact focus driven by 3 goals:
The focus is therefore on relatively simple, non- or minimally invasive devices or consumer products with low regulatory thresholds. These innovations generally do not offer "Big Pharma" the margins or other competitive advantages they gain from drugs or invasive devices. MW is pioneering a new vector for commercializing the innovations of practitioner-driven entrepreneurship. While each engagement is unique, foundational services include:
- improve patient experience
- reduce cost
- improve treatment while reducing or eliminating reliance on drugs
The focus is therefore on relatively simple, non- or minimally invasive devices or consumer products with low regulatory thresholds. These innovations generally do not offer "Big Pharma" the margins or other competitive advantages they gain from drugs or invasive devices. MW is pioneering a new vector for commercializing the innovations of practitioner-driven entrepreneurship. While each engagement is unique, foundational services include:
- commercialization mapping
- due diligence documentation
- professional association approvals
- claims development
- monitization
The Case: Brand G Therapeutic Anti-Fungal Socks
Book design is the art of incorporating the content, style, format, design, and sequence of the various components of a book into a coherent whole. In the words of Jan Tschichold, "Methods and rules that cannot be improved upon have been developed over centuries. To produce perfect books, these rules must be revived and applied." The front matter, or preliminaries, is the first section of a book and typically has the fewest pages. While all pages are counted, page numbers are generally not printed, whether the pages are blank or contain content.
Brand G is a patented sock design developed by a team of leading podiatrists in Chicago. The sock has been proven in independent tests to almost completely eliminate the risk of re-infection from common toe fungus. These fungi produce among the most persistent infections known, and repeated re-infections are shown to create potentially very serious foot ulceration that increases the risk of amputation and even death among certain people with diabetes.
The inventors tested the product on their patients at Chicago's European Foot and Ankle Clinic, which they founded and grew to nine locations throughout the Chicago area europeanfootandankleclinic.com. The sock's performance was later confirmed by independent testing at Accugen Labs, which determined the design to be 100% effective while competing sock products were at or near 0%.
The brand G line of socks are used exactly like ordinary socks, and are similarly priced. They are proven safe and effective, but also simple to use and affordable for everyone.
The inventors tested the product on their patients at Chicago's European Foot and Ankle Clinic, which they founded and grew to nine locations throughout the Chicago area europeanfootandankleclinic.com. The sock's performance was later confirmed by independent testing at Accugen Labs, which determined the design to be 100% effective while competing sock products were at or near 0%.
The brand G line of socks are used exactly like ordinary socks, and are similarly priced. They are proven safe and effective, but also simple to use and affordable for everyone.
The ProblemFoot fungus is among the most persistent infections on Earth. Conventional socks absorb and trap sweat and other moisture inside shoes, which creates a flow channel for infections such as fungus to spread and to impregnate socks and shoes, where it remains even after the foot has been effectively treated. So the infection almost always recurs due to the contaminated shoes.
A typical course of antifungal treatment of toe nail fungus requires expensive daily medication over six to eighteen months or more. Continuously replacing shoes, socks (and perhaps even sheets and carpets) or treating with antifungal sprays to prevent contaminated environments would greatly increase the cost and inconvenience, and would likely still not perfectly prevent contamination.
A typical course of antifungal treatment of toe nail fungus requires expensive daily medication over six to eighteen months or more. Continuously replacing shoes, socks (and perhaps even sheets and carpets) or treating with antifungal sprays to prevent contaminated environments would greatly increase the cost and inconvenience, and would likely still not perfectly prevent contamination.
At least 10 percent of Americans experience toe nail fungus infection. For diabetics, these recurring infections can lead to far more serious issues with the lower extremities, sometimes leading to ulceration requiring amputation. 80% of diabetic amputations are preceded by ulcers. A single 48 week course of Jublia, a leading FDA-approved antifungal, costs $8,624 (2023). Ulcer care for diabetics resulting from repeated fungal infection adds from $9 billion to $13 billion to the overall cost of diabetes care. Based on American Diabetes Association data (2013), preventing repeated courses of treatment for toe nail fungus infection due to infection recurrence would save the healthcare system between $18 million and $90 million annually (Diabetes Care, March 2018) on the cost of antifungal treatment alone.
The Solution
The brand G sock has a multilayer design including an integrated but breathable silicone barrier at the toe that prevents transfer from the infected internal layer of the sock to the shoe. The shape and slimness of the barrier allow the user to comfortably wear whatever shoes they already have, while preventing more than 90% Gus reinfection with no drugs, no lifestyle changes, and nothing more to remember than how to get dressed in the morning. A full range of styles, including short sport, ankle high regular, knee high with additional compression, and thin dressy, brings this protection to everyone and every lifestyle.
The design was developed in 2016 by podiatrist Dr. Galina Podolskiy, founder of the European Foot and Ankle Clinic in Chicago, alongside her husband, Dr. Vadim Goshko, a lower extremity surgeon. The inspiration for the brand G sock came from their experience caring for thousands of patients, including many diabetics, as their clinic grew to nine location s throughout the Chicago area. The reactions to these socks among patients experiencing toe fungus infections was extremely positive, particularly among those with a high chance of recurrence. Other elements of the silicone barrier design also appears very effective for reducing discomfort in prominent areas caused by bunion, hammer toe or similar conditions.
In an independent study conducted by Accugen Laboratories in 2023, the results are unambiguous. The brand G sock achieved "no growth" of fungi while copper-infused and ordinary socks allowed "heavy growth covering the specimen." The anti-fungal barrier is proven completely effective. Re-infection is prevented allowing a single course of antibiotics to eliminate the discomfort, embarrassment and health risk of fungal growth, allowing the patient to return to the activities of their normal life.
The design was developed in 2016 by podiatrist Dr. Galina Podolskiy, founder of the European Foot and Ankle Clinic in Chicago, alongside her husband, Dr. Vadim Goshko, a lower extremity surgeon. The inspiration for the brand G sock came from their experience caring for thousands of patients, including many diabetics, as their clinic grew to nine location s throughout the Chicago area. The reactions to these socks among patients experiencing toe fungus infections was extremely positive, particularly among those with a high chance of recurrence. Other elements of the silicone barrier design also appears very effective for reducing discomfort in prominent areas caused by bunion, hammer toe or similar conditions.
In an independent study conducted by Accugen Laboratories in 2023, the results are unambiguous. The brand G sock achieved "no growth" of fungi while copper-infused and ordinary socks allowed "heavy growth covering the specimen." The anti-fungal barrier is proven completely effective. Re-infection is prevented allowing a single course of antibiotics to eliminate the discomfort, embarrassment and health risk of fungal growth, allowing the patient to return to the activities of their normal life.
Case Narrative
As a podiatrist with a thriving clinic, Dr. Podolskiy had extensive, hands-on experience with the fears and embarrassment of recurrent, dangerous foot infections among patients with diabetes. She developed an idea for a sock which remains breathable while placing an impenetrable silicone barrier between the toes and the environment. After completing a practical design, she secured manufacturing with a factory in China and began providing her patented brand G socks to her patients where indicated, with consistently positive results.
With the sale of the clinic, Dr. Podolskiy chose to put time and modest resources into getting these socks to more people in need and she began working with Marketing for Wellness to pursue commercialization. She had no strategy, but her experience at the clinic suggested that she should focus on two groups of patient/customers: laborers who work in heavy boots often in wet and sweaty conditions, and people with diabetes.
Due Diligence: The purposes of this process are threefold: identify the existing assets and liabilities as a basis for strategy development, assemble a file of all relevant documents to support fundraising, and identify opportunities to optimize the financial value of the asset base for valuation to support investment of sale.
MW launched a due diligence effort which showed that a company, Gelleco, owned by Podolskiy and her husband, ABLES surgeon Vadim Goshko, held the patent and trademark on the brand G line of sock products. There was a manufacturing relationship in China but no product had been produced in more than a year, and there was no available cost data. Various licensing and other agreements existed between the owners which needed to be cleaned up.There were no sales beyond the clinic patients and these were often distributed for free. No scientific or statistically valid procedures were employed to capture performance data. Dr. Podolskiy had conducted her own bench level tests, which were positive for infection prevention, but no independent testing existed.
MW contacted the manufacturer in China and obtained production records to determine production costs and minimums, volumes, margins, shipping/delivery and other business terms required for corporate valuation.
Based on this review, MW determined that the value of Gelleco lay almost entirely in the intellectual property, which, nonetheless, could be considerable. The client had no interest in entering the sock business, preferring to remain focused on medicine, so MW focused on building the value of the IP for a strategic sale.
Approvals: With little user or sales data, MW concluded that the most leveragable assets to be added within the modest budget were an independent in vitro test comparing GuardianGel to a sampling of competing socks, and securing key certifications and "seals of approval" from professional associations, labor groups and health-related foundations. Initial targets were the American Podiatric Medical Association (APMA), the Laborers International Union of North America (LIUNA) and the American Diabetes Association (ADA).
MW identified a commercial test lab with relevant capabilities. In discussion with APMA, MW determined there was no accepted protocol for establishing claims related to re-infection prevention based on sock design. MW then coordinated with Dr. Podolskiy and the testing lab to create a protocol that was acceptable to APMA, and the test was conducted successfully in 2023.
Based on this test and their own examination of product samples, the medical review board of APMA agreed to certify the GuardianGel product line in 2024. With the test and certification in hand, MW approached ADA and has received tentative approval under their Better Choices for Life product recommendation program.
Upon completion of the ADA process this spring, MW will approach the LIUNA health insurance program seeking a recommendation from LIUNA to include GuardianGel socks as required safety equipment for general contractors.
Claims: The approvals have been used to establish and defend claims as a safe and effective product for the prevention of re-infection by foot fungus.
Valuation: Based on all of this work, MW has prepared a template for independent valuation.
Author - Tim Lavengood
With the sale of the clinic, Dr. Podolskiy chose to put time and modest resources into getting these socks to more people in need and she began working with Marketing for Wellness to pursue commercialization. She had no strategy, but her experience at the clinic suggested that she should focus on two groups of patient/customers: laborers who work in heavy boots often in wet and sweaty conditions, and people with diabetes.
Due Diligence: The purposes of this process are threefold: identify the existing assets and liabilities as a basis for strategy development, assemble a file of all relevant documents to support fundraising, and identify opportunities to optimize the financial value of the asset base for valuation to support investment of sale.
MW launched a due diligence effort which showed that a company, Gelleco, owned by Podolskiy and her husband, ABLES surgeon Vadim Goshko, held the patent and trademark on the brand G line of sock products. There was a manufacturing relationship in China but no product had been produced in more than a year, and there was no available cost data. Various licensing and other agreements existed between the owners which needed to be cleaned up.There were no sales beyond the clinic patients and these were often distributed for free. No scientific or statistically valid procedures were employed to capture performance data. Dr. Podolskiy had conducted her own bench level tests, which were positive for infection prevention, but no independent testing existed.
MW contacted the manufacturer in China and obtained production records to determine production costs and minimums, volumes, margins, shipping/delivery and other business terms required for corporate valuation.
Based on this review, MW determined that the value of Gelleco lay almost entirely in the intellectual property, which, nonetheless, could be considerable. The client had no interest in entering the sock business, preferring to remain focused on medicine, so MW focused on building the value of the IP for a strategic sale.
Approvals: With little user or sales data, MW concluded that the most leveragable assets to be added within the modest budget were an independent in vitro test comparing GuardianGel to a sampling of competing socks, and securing key certifications and "seals of approval" from professional associations, labor groups and health-related foundations. Initial targets were the American Podiatric Medical Association (APMA), the Laborers International Union of North America (LIUNA) and the American Diabetes Association (ADA).
MW identified a commercial test lab with relevant capabilities. In discussion with APMA, MW determined there was no accepted protocol for establishing claims related to re-infection prevention based on sock design. MW then coordinated with Dr. Podolskiy and the testing lab to create a protocol that was acceptable to APMA, and the test was conducted successfully in 2023.
Based on this test and their own examination of product samples, the medical review board of APMA agreed to certify the GuardianGel product line in 2024. With the test and certification in hand, MW approached ADA and has received tentative approval under their Better Choices for Life product recommendation program.
Upon completion of the ADA process this spring, MW will approach the LIUNA health insurance program seeking a recommendation from LIUNA to include GuardianGel socks as required safety equipment for general contractors.
Claims: The approvals have been used to establish and defend claims as a safe and effective product for the prevention of re-infection by foot fungus.
Valuation: Based on all of this work, MW has prepared a template for independent valuation.
Author - Tim Lavengood