287. How Laura Francis Took SI-BONE Public, Scaled a Category, and Hit Profitability

Episode breakdown:

00:00 – From Chicago Roots to Stanford MBA: Laura’s Unlikely Path

03:19 – Why SI-BONE Was Her First Medtech Role

06:55 – Sabbatical, Reflection, and Finding Purpose in Patient Impact

09:13 – What It Took to Become CEO After Being CFO

11:35 – Leading SI-BONE Through Its IPO

14:43 – The Reimbursement Playbook Behind Their Success

16:41 – Defending a Category Against Fast Followers

19:22 – Why SI-BONE Invested in Risky RCTs (and Won)

22:35 – Building the Data Company: Over 160 Peer-Reviewed Studies

26:17 – Crossing Into Profitability in 2024

32:14 – What’s Next: Breakthrough Devices and New Market Expansions

37:30 – Why SI-BONE Expanded Into Pain Management

43:32 – Managing Surgeons’ Reactions and Staying Mission-Aligned

47:04 – The Leadership Myth That Laura Doesn’t Believe In

51:39 – Real Advice for Female Leaders in Medtech

55:22 – You Can Have It All—But Not All At Once

Showpad has been helping medtech marketers use data and content to empower sellers to grow pipeline. Learn more at Showpad.com/StateofMedtech

Are you a medtech CEO in need of some marketing help attracting investors, growing sales pipeline, and more? Go to GrowMyMedtech.com to book time for a free analysis.

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