D2C: How to solve gaps in your path to commercial success w/ Elizabeth Ruzzo



The first rule of successful commercialization is mapping out your path. The second rule is understanding when you have to adjust direction.

Where to start; where to go; whether your product caters to consumers, providers, payers, or all three can change over the course of your commercialization journey.

Dr. Elizabeth Ruzzo knows this first hand and she’s bringing us the scoop on how her startup was able to not only meet a need but make that solution enticing to both customers and payers alike.

Dishing on everything from out-of-this-world-crazy statistics to successfully weighing the pros and cons that line your commercialization path, Dr. Ruzzo delivers on key insights and strategies we know you’re looking for. 

If you’re trying to figure out which commercialization journey is right for you, you’re not going to want to miss this episode!


Here are the show highlights:

  • The crazy research statistic you haven’t heard about (1:56)
  • Understanding where to start your commercialization journey (8:25)
  • How to empower consumers with consumer-first healthcare (12:39)
  • Weighing the pros and cons on your commercialization path (15:18)
  • Data’s influence on audience message mapping (23:10)
  • Influencer marketing - will it work for you? (25:01)


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Guest Bio

Dr. Elizabeth Ruzzo is the Founder and CEO of adyn, a company focused on bridging the medical research gap and making scientific discovery more inclusive. 

After more than a decade immersed in the study of human genomics and medical genetics, Dr. Ruzzo began noticing large knowledge gaps in medical research and information. It was then that she decided to build a new standard of care and work to close gaps caused by historic inequity in medical research. 

The recipient of many awards including the Charles J. Epstein Trainee Awardee for Excellence in Human Genetics Research, and the Jo Rae Wright Fellowship for Outstanding Women in Science, Dr. Ruzzo completed her graduate work at Duke University and postdoctoral research at UCLA.

If you’d like to contact Dr. Ruzzo directly, you can email her at hello@adyn.com, or find her on LinkedIn at Elizabeth Ruzzo, PhD. If you’d like more information about adyn, visit their website at adyn.com.