From the clinical corridors of UCLA to the boardrooms of medtech startups, Tom Ross has built a career that bridges science, strategy, and market execution. His journey is not just about credentials, though he holds degrees in biology, epidemiology, and business, but about applying them with precision across the evolving landscape of medical technology.
With experience spanning global pharmaceutical giants and dynamic startups, Tom’s path reveals a unique blend of technical knowledge and business foresight. His work with Eli Lilly & Co., followed by hands-on leadership in emerging device firms, laid the groundwork for founding theDeviceDr, a consultancy focused on steering early-stage medtech companies toward sustainable growth and commercial success.
In this exclusive feature, Tom shares how his diverse background empowered him to become a trusted guide for founders navigating the high-stakes world of medical innovation. Whether it’s forming go-to-market strategies, building sales teams, or scaling revenues from the ground up, his insights offer a blueprint for founders ready to turn clinical ambition into commercial reality.
We invite you to explore the full article and discover how Tom Ross is helping the next generation of medtech leaders shape the future of healthcare, one breakthrough at a time.
A Journey Rooted in Science
Could you briefly tell us about your background and how it led you to start your business?
I have always been interested in biology and medicine. I studied Biology at UCLA (BA in Biology), then pursued Infectious Disease Epidemiology at the UCLA School of Public Health (MSPH), and worked as a technologist at the UCLA Medical Center before entering the UCLA Graduate School of Management (MBA with a concentration in Finance). With both business and public health degrees, I wanted to find a business role that would incorporate both interests. I began working for Eli Lilly & Co. at a time when the company was investing in smaller medical device firms.
After a couple of years at Lilly's headquarters in Indianapolis, I transferred to a critical care device subsidiary in San Diego and worked as a product manager for international marketing and sales. Over time, I worked at progressively smaller companies, eventually taking responsibility for both marketing and sales. The small-business focus and dynamic environments of these startup companies gave me the experience and confidence to offer my services as a consultant or fractional management member for small and startup device companies.
What theDeviceDr Delivers
What does your business focus on, and how is it positioned in the market?
What young company founder groups and young medical device companies need is the breadth of experience to navigate the many decisions and build a functional team that can lead the company to success. My business, theDeviceDr, offers consulting services that allow a young company to pick and choose which functional expertise, and how much of my time, is applied to the team or its challenges.
Most of my work experience before reaching senior management level was in product management and sales management, so most of my fractional or consulting assignments are in the formation of go-to-market plans and the implementation of medtech sales and marketing teams. I believe theDeviceDr is well-positioned to help early-stage companies grow from $0 to $10 million, and from $10 million to $40 million in revenue, across a wide cross-section of clinical diagnoses and technologies.
Vision for Growth
What are your plans for growth or expansion in the near future?
Growth and expansion can come from increasing my participation in a growing number of young medtech companies, which may require me to add staff to theDeviceDr. However, I would rather help my client companies achieve a level of success that enables them to build their own staff for sustained growth.
Market Shifts & Resilience
How has this year impacted your business, and what are your goals moving forward?
The most recent 12 months have shown excellent M&A activity among more established startups seeking acquisition or funding through their larger Series C or D capital raises. However, I believe the level of investment activity in raw startups seeking Seed-level funding of less than $5 million has decreased and has become very challenging this year. This limits the resources available to the startups that need my services the most. I can assist with fundraising, but I do not present myself as a funding "matchmaker."
Advice to Founders
What advice would you give to startups or entrepreneurs in your industry?
Focus on building a strong group of clinical advisors or clinical champions who can help your company push for funding, then use that momentum to drive product launch success.
Conclusion
As the medtech landscape continues to evolve, the need for experienced, adaptable leadership becomes more crucial than ever. Tom Ross brings not only decades of industry insight but also a proven ability to translate early-stage potential into real-world outcomes. His work at theDeviceDr reflects a deep commitment to empowering young companies, offering them not just guidance, but hands-on strategies that drive measurable growth.
Whether navigating complex market entry, forming agile sales structures, or aligning product vision with investor expectations, Tom’s value lies in his precision, versatility, and dedication to results. He understands the pressures founders face, especially in an era of fluctuating funding and fierce competition, and he meets those challenges with practical, experience-based solutions.
For startups looking to move from concept to commercialization with confidence, Tom Ross stands as a strategic partner who doesn’t just advise from the sidelines, he integrates into the mission. His journey is a reminder that in medtech, expertise and execution go hand in hand.
To learn more or connect with Tom, visit theDeviceDr.com or explore his professional insights on LinkedIn and the theDeviceDr Company Page.
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