“Winning in Healthcare” is here: What's inside and why we wrote it
Twenty-plus years inside healthcare's hardest growth stories. Two hundred interviews. One pattern. Today, it's yours.
Today, Winning in Healthcare: How the Best Builders Turn Growth into Enterprise Value by our founder, Dr. Roxie Mooney, DBA, is officially available.
In the foreword, Mark Montgomery, former BioPlus Specialty Pharmacy CEO whose story closes the book, describes exactly what we set out to build:
"The next generation of healthcare leaders doesn't need another book about inspiration. They need a book about construction. How you build something real. How you make it scalable. How you make it something that can outlive you." — Mark Montgomery, Former CEO, BioPlus Specialty Pharmacy
A book about construction. That's precisely what this is.
Why we wrote it
Dr. Roxie will tell you she didn't always imagine writing another book.
Her first, How Health Innovators Maximize Market Success (2019), was written for startups to help innovators launch, commercialize, and avoid the pitfalls that kill more than 95% of health innovations. It was about bridging the gap between invention and market success.
But in the years since, the work changed. Legacy DNA moved upstream from helping startups launch, to helping mid-market and PE-backed companies do something far more difficult: build businesses that hold under pressure and create real enterprise value. Along the way, Dr. Roxie held more than 200 interviews with health innovators and helped launch 100+ innovations. She saw what works, what fails, and what separates companies that grow from companies that become truly valuable.
And a pattern became impossible to ignore.
The companies that break through don't just have better ideas. They build differently. They align how value is created, how it's delivered, and how it's ultimately recognized as a system, not a collection of efforts.
Here's the question that keeps us up at night, and the one that ultimately put this book on paper: imagine if the two out of every hundred healthcare ideas that make it did so without wasting years, personal capital, or health system goodwill. Imagine if builders could skip the avoidable mistakes and go straight to impact.
That's why this book exists.
As Dr. Roxie writes in the preface, it's meant to do three things: inspire you, not with perfection, but with possibility. Show you what's real, the struggle, the failures, and what it actually takes to keep going. And give you courage to move from invisible to unforgettable, from hidden hero to healthcare legend.
What's inside
Winning in Healthcare opens with the framework, then proves it eleven times over.
The book begins with the Enterprise Value Creation System™, the same framework we use with clients preparing for a growth round or exit and includes a diagnostic for discovering where growth is breaking in your own business. From there, eleven builders across eleven very different corners of healthcare show the system at work:
Part I: Bold Beginnings: Founders who started with conviction, grit, and an audacious vision. Ali Parsa's rise and collapse at Babylon Health, a study in what happens when ambition outruns the structure built to hold it. Iman Abuzeid, the doctor who built a unicorn at Incredible Health. Temie Giwa-Tubosun, whose LifeBank turned logistics into life-saving infrastructure.
Part II: Science & Scale: Innovation that reshaped industries from labs to operations. Helmy Eltoukhy's Guardant Health and the blood test that changed cancer. Sean Lane's Olive, and the question every builder eventually faces: if your model breaks when it grows, did you scale a business or expose a flaw?
Part III: Hidden Operators: The builders who solved the problems others ignored. Brian Lobley (tango Healthcare), Ron Razmi (Zoi), Malinka Walaliyadde (AKASA), Robbie Hughes (Lumeon), Meghan Gaffney (Veda), and Mark Montgomery, the Exit Architect, whose BioPlus story answers the question every founder must eventually face: a great company is not automatically a buyable one.
Between the stories, you'll find tools to pressure-test your own growth, because this book isn't meant to be admired. It's meant to be used.
Explore the Enterprise Value Creation System™
Who it's for
Whether you're starting a new venture, scaling beyond early adoption, or leading transformation inside a health system, these stories were written for you,and especially for the leaders whose growth story has to hold under diligence, under board scrutiny, and under a buyer's microscope.
The last line of Dr. Roxie's preface says it best: winning in healthcare isn't about having the right idea. It's about building something that holds under pressure.
Get your copy
Winning in Healthcare: How the Best Builders Turn Growth into Enterprise Value is available now on Amazon
For media
Press materials, author bio, headshots, cover art, and interview topics are available in our press kit:
For interview requests and media inquiries, contact media@legacy-dna.com.