Colin Cook is an accomplished healthcare marketing expert with 18+ years of experience working with leading device manufacturers, such as Abbott, Bausch+Lomb, and J&J. He has successfully helped brands with 47 DTC (direct-to-consumer) launches from initial strategy through to build and launch, working for early-stage startups to refine and elevate existing campaigns for mature companies. Cook believes in deep patient and caregiver empathy as the foundation for effective communication and technology that is applied to a bad process only amplifies the underlying dysfunction. His background includes executive producer roles at Foote Cone Belding SF and R/GA and consultant positions at Freed & Associates, Conceptus, and Carat. Cook currently works as the Principal at Dancecard Ventures, a consulting firm that helps medical technology startups win in the marketplace by implementing profitable campaigns.