Building the Beachhead Strategy

Key Learnings From Randy & Erica's Experience

• Focus intensely on a specific market segment rather than trying to "boil the ocean," identifying the initial beachhead before expanding to avoid burning through capital pursuing too many opportunities simultaneously.

  
  

• Collect real-world evidence from day one of commercial launch to understand how your device performs in actual clinical settings. FDA clearance is just the beginning, not the end of your evidence journey. By gathering this data immediately, you create a virtuous cycle where real-world outcomes drive clinical adoption, secure payer reimbursement, refine marketing messages, and guide continuous product improvements.

  
  

• Communicate consistently with investors about clear, achievable milestones. Effective investor communication isn't just about sharing wins — it's about building a documented history of delivering on promises. When investors can easily track your journey from commitment to achievement to next steps, they develop the confidence to support you through multiple funding rounds.

For millions of women suffering from urinary incontinence, the standard advice has long been frustratingly inadequate: "Just do Kegels." But with over 78 million American women experiencing some form of urinary incontinence, and traditional treatments often failing to provide relief, Axena Health recognized an opportunity to transform care through technology.

The company's Leva Pelvic Health System reimagines treatment by bringing professional-grade physical therapy into the privacy of women's homes. This FDA-cleared, prescription device uses motion sensor technology to provide real-time feedback as women perform pelvic floor exercises, ensuring they're done correctly and effectively. The result? Most Leva users see an 80% reduction in bladder leakage episodes by 8 weeks, with continued symptom improvement lasting for 2 years.

For Randy Pritchard, CEO of Axena Health, the mission is deeply personal. His mother spent the last six months of her life as a shut-in due to urinary and fecal incontinence, which subsequently affected his father as well. "It's so much more than, 'Oh, I just have some urinary leakage every so often,'" Randy explains, highlighting the cascading effects on mental health, social engagement, and family relationships.

Erica Rogers joined Axena Health’s Board of Directors in November 2024. A returning podcast guest and the former CEO of Silk Road Medical, Erica was drawn to the company because it "takes the gold standard of care, which is physical therapy, and puts it in the home and in the hands and the privacy of the patient." Both leaders bring decades of experience transforming medical practice through innovative devices and strategic market development.