Billions go into health technology that clinicians never use. She studies why.
CEO, Orangesoft · Co-Founder, DrMemo · Angel Investor
15 years · 300+ digital health products · US and European markets
“Healthcare doesn’t fail for lack of good technology. It fails because the system surrounding that technology was never designed to adopt it.”
15+
Years building healthcare software
300+
Digital health products delivered end-to-end
$50M+
In direct sales personally led at Orangesoft
$124M+
Raised by Orangesoft portfolio startups
About
Short story
- Digital health transformation leader
- Co-founder of 3 companies
- Biochemistry training
- Regulated US and EU markets
- Member of the HLTH community
- Network across health systems, biotech, and investors
- Angel investor
Long story
CEO of Orangesoft, she has led the delivery of more than 300 digital health products: remote patient monitoring, SaMD, lab systems, and biotech solutions. She has personally driven over $50M in direct sales. Her read on what health systems will and will not buy comes from being in the room where those decisions happen.
She has built the same clinical requirements twice: once for the US market, once for Europe. On the US side: FDA clearance pathways, HIPAA data architecture, CLIA lab standards, HL7 FHIR interoperability, and ISO certification. On the European side: EU MDR and EU IVDR compliance, GDPR data handling, and EU AI Act. The two frameworks don’t map cleanly onto each other, and that gap shapes product architecture, timeline, and go-to-market strategy in ways founders consistently underestimate when they try to cross markets.
She co-founded DrMemo and backs early-stage founders working on health infrastructure and AI-enabled clinical workflows as an angel investor. Her relationships span health system operators, biotech founders, and regulatory teams on both sides of the Atlantic.
Prior appearances
Hear her thinkHow to scale a health tech startup
How to build, innovate and raise funding
Writing
Published on LinkedInConversations she can anchor
Episode ideasThe adoption ceiling: why health technology works in pilots and fails in deployment
Leading the delivery of more than 300 healthcare products, one pattern repeats: a technology proves itself in a controlled environment, then dissolves when it meets the actual conditions of a health system. Procurement politics, clinical workflow resistance, misaligned incentives. Tatsiana maps the gap between pilot success and deployment failure, what causes it, what it costs, and what it would actually take to close it.
01
The economics of clinical AI: who pays, who benefits, who carries the risk
When AI enters a clinical workflow, the incentive structure rarely aligns the party doing the work with the party capturing the value. Tatsiana maps the economic logic that slows AI adoption in health systems and the specific conditions under which it breaks open.
02
Why the same technology succeeds in one health system and fails in another
Having built products for US and European markets, she can speak to what most guests can only theorize about. FDA authorization requirements and CLIA/CAP lab standards don’t map cleanly onto European regulatory frameworks, and that gap shapes product architecture, timeline, and market strategy in ways founders consistently underestimate when they try to cross markets.
Orangesoft case studies ↗Built to fix the failure she spent 15 years watching repeat
DrMemo addresses the collapse of clinical information between the consultation and what the patient actually does next. Clinicians write their most-used care instructions once. DrMemo turns them into videos with their own face and voice, grouped for each patient and shared in seconds. No PHI required. No patient data stored.
40–80%
of medical information forgotten immediately after the visit
10–15 min
of clinician time per patient spent repeating instructions
