Roxie Mooney DBA

Pneuma Systems is reimagining the infusion therapy landscape with integrated solutions designed to streamline and personalize care for patients managing complex, chronic conditions. As a Board Director, I provide strategic guidance on commercial strategy, investor readiness, and innovation governance as Pneuma prepares for FDA submission and future market entry. Historically, infusion pump technologies have failed to adapt to the clinical complexity and continuum of care required across a patient’s infusion journey. Pneuma is addressing these gaps with a tech-enabled platform designed to modernize intravenous fluid delivery and improve both care coordination and system efficiency. My contributions include: ➤ Go-to-market strategy and value proposition development ➤ Commercial readiness planning and investor communications ➤ Innovation governance and board-level strategic oversight With a market projected to exceed $31B by 2030, Pneuma is poised to lead a new era in infusion therapy—and I’m honored to help shape that trajectory at the board level.

As Executive Producer and Host of The Health Innovators Show, I lead candid conversations with the CEOs, founders, investors, and disruptors reshaping the future of healthcare. With 100+ episodes and a growing multi-platform audience, the show is a go-to resource for healthtech leaders navigating complexity and seeking strategic clarity. Our interviews go beyond buzzwords. We dive into real-world commercialization wins (and lessons), go-to-market pivots, payer adoption challenges, investor dynamics, and what it really takes to scale innovation in a fragmented healthcare ecosystem. 🎧 What listeners gain: ✓ Insider insights from healthtech founders, pharma execs, and digital health VCs ✓ Actionable GTM and growth strategies from real operators ✓ Inspiration and frameworks to scale smarter—not just louder The show is streamed across Spotify, Apple Podcasts, YouTube, and LinkedIn—and is actively shaping conversations among healthcare’s most forward-thinking leaders. 🎙️ Subscribe: youtube.com/@thehealthinnovatorsshow 🌐 Learn more: legacy-dna.com/podcast

Legacy DNA is a growth partner for mid-market healthtech and pharmacy companies operating under enterprise value pressure. We build the commercial systems that turn growth into value a buyer, board, or investor can underwrite. WHERE WE WORK Digital health, tech-enabled healthcare services, specialty pharmacy, pharmacy technology and pharmacy operators. Companies from $10M to $1B, founder-led or PE-backed, at a growth, capital, integration, or exit inflection point. HOW ENGAGEMENTS RUN Every relationship starts with a Strategic Fit Call, then an Enterprise Value Gap Diagnostic. Three weeks, senior-led, that identifies where growth is failing to translate into enterprise value and prescribes what should happen next. From there, structural change sequenced in 90-day sprints, built on the Enterprise Value Creation System, the six-stage framework from my book Winning in Healthcare. Senior people run the work from kickoff through delivery. No junior handoff. WHAT WE BUILD Buyer-ready narratives that transfer beyond the founder. Commercial systems aligned across brand, demand, and sales. Positioning that holds up under diligence. Proof structures a board or acquirer will credit. Across 16 years that work has run alongside four transactions, including Axium Healthcare through its acquisition by Kroger, and BioPlus Specialty Pharmacy through two ownership transitions and the integration of Kroger Specialty Pharmacy. I also serve as a board director and advisor to healthtech companies where commercialization and investor readiness are the live questions. Start with a Strategic Fit Call: legacy-dna.com/strategic-fit-call

Held the CMO seat at BioPlus as an outside operator through 24 consecutive quarters of growth, revenue from roughly $750M to $2B, and two ownership transitions. Sat on the 25-person leadership team and led both the internal marketing organization and the Legacy DNA team embedded in the business. BioPlus was already performing when the work began. What it did not yet have was a standard the market could hold it to, or an explanation of its growth that would survive a buyer's scrutiny. In specialty pharmacy, where contracts shift overnight and competitors compete on price, that gap is what separates a company that grows from one that gets paid a premium. The work was the commercial system underneath the growth. ➤ A market promise the organization could execute. The Power of 2™, built on a 2 Hour Patient Acceptance Guarantee™, 2 Day Ready to Ship™, and 2 Click Refills™, became an operating standard measured weekly rather than a campaign. The company defended it even when defending it made growth harder. ➤ Differentiation a buyer could verify. Positioning that held through two diligence processes and made the business legible to successive owners. ➤ Growth that did not depend on individuals. Digital transformation, patient and provider co-creation, a direct-to-consumer channel that added millions in gross profit, and sales enablement built for a saturated market. Over the engagement: gross profit up 202% in three years, dispenses from 78K to 325K, and a #1 ranking in oncology specialty pharmacy care by both patients and prescribers. Acquired by CarepathRx in 2020 and by Elevance Health in 2023. Mark Montgomery, who served as President and later CEO, wrote the foreword to Winning in Healthcare. His account of this period is Chapter 11.

One Purse exists to empower survivors of sex trafficking through scholarship access, mentorship, and transformative programming that supports long-term sustainability and healing. As a board member, I supported the organization's strategic growth and mission expansion by contributing to governance, brand visibility, and community engagement initiatives. During my tenure, I helped strengthen our fundraising ecosystem, advised on communication strategies, and supported partnerships that broadened One Purse’s reach and impact. This experience deepened my commitment to purpose-driven leadership and enhanced my ability to serve on boards where both mission and market matter.

As Associate Professor of Marketing, I brought nearly two decades of real-world commercialization, innovation, and healthcare strategy experience into JWMI’s #1 ranked online MBA program. I taught marketing courses with a healthcare concentration, helping graduate students connect classic business theory with modern go-to-market practices across digital health, payer-provider ecosystems, and healthtech entrepreneurship. My role emphasized: ➤ Strategic marketing and commercialization frameworks ➤ Healthcare innovation and disruption models ➤ Executive-level case study analysis and practical application ➤ Mentoring the next generation of healthcare business leaders

As an Adjunct Professor in the MS in Organizational Leadership program, I taught graduate-level courses on Coaching & Consulting for Organizations and Gender & Leadership. My teaching approach integrated academic frameworks with real-world insights drawn from my experience advising healthcare founders, executives, and growth-stage teams. I focused on equipping students with: ➤ Practical leadership tools for team development and cultural transformation ➤ Consulting models for organizational change and executive coaching ➤ Applied learning through case studies and experiential projects This role deepened my commitment to empowering emerging leaders—and informed how I approach executive coaching and leadership growth in my advisory and board work.

Served as an early-stage strategic advisor to Vohesu, a voice-first digital health startup focused on improving medication adherence and therapy management in pharmacy and clinical care settings. Advised on: ➤ Commercial strategy and market positioning ➤ Go-to-market planning for voice-enabled health interventions ➤ Messaging alignment for payer, provider, and pharmacy audiences This role combined my commercialization expertise with Vohesu’s cutting-edge voice tech platform—supporting their goal of bringing more humanized, scalable digital care to market.

Served as the founding Chief Marketing Officer for Virtual Physician’s Network (VPN), a mobile health startup focused on improving connectivity and communication across the surgical ecosystem—supporting physicians, medical device vendors, and OR teams. In this role, I led early-stage branding, go-to-market strategy, and commercial messaging for VPN’s mobile platform. My responsibilities included: ➤ Defining product-market fit and user segmentation ➤ Developing B2B partnerships with vendors and group practices ➤ Positioning the company for initial market traction and investor engagement This experience helped shape my future work in digital health GTM strategy and laid the foundation for my focus on early commercialization readiness in healthcare innovation.

Served as Vice President during a period of rapid innovation and portfolio expansion, leading marketing, brand strategy, and investor communications for a multi-entity health and wellness company. Key achievements: ➤ Built, launched, and commercialized five healthcare brands and business units, including a chronic back and neck program that pioneered a pay-for-performance model well ahead of the Affordable Care Act ➤ Designed innovative GTM strategies and positioning campaigns that drove significant revenue growth ➤ Created investor pitch materials and messaging for capital raises and financial roadshows This role sharpened my ability to scale ventures from inception to exit, blending storytelling, data, and value propositions that resonate with both customers and investors.