What does it take to launch a healthcare startup from scratch and compete with big pharma on a shoestring budget?

In this episode of Lightning RX, host Colette Nataf sits down with Brittany Bare, the first and only marketer at Luminopia, to unpack how she built the company’s go-to-market strategy from the ground up. Joining as employee #12, Brittany transformed a bare-bones, founder-built website into a fully rebranded, professionally positioned product complete with targeted campaigns for physicians, parents, and payers.

Brittany shares how she balanced competing priorities, supported a small but mighty salesforce, and used creative, data-driven marketing to accelerate the adoption of Luminopia’s FDA-approved treatment for amblyopia. From rethinking physician outreach to geo-targeted consumer pilots, she reveals the scrappy tactics and strategic decisions that moved the product from a Harvard dorm room concept into doctors’ offices nationwide.

Whether you’re a marketer, founder, or healthcare innovator, you’ll get real-world lessons on launching fast, adapting constantly, and making every dollar count.

What You’ll Learn:

• How to launch a healthcare brand from zero with minimal resources
• Why physician education was the critical first step in driving adoption
• Creative ways to support a small sales team in a large territory
• How geo-targeted campaigns can connect with hard-to-reach parents
• The role of tailored messaging in engaging different healthcare audiences
• How feedback loops between marketing and sales accelerate growth
• Why speed sometimes beats perfection in a startup launch
• Lessons on prioritization when everything feels urgent

💡 Golden Nugget:

“In a startup, you wear 15 hats. The trick is knowing which one matters most today.”

Connect with Brittany Bare:

• Connect with Colette Nataf: linkedin.com/in/colettenataf
• Visit the Show & Insights: lightning.media

Connect with the Show:

• LinkedIn: linkedin.com/in/colettenataf
• Website: lightning.media

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