More Than Just Senior Leadship
Led by David Potenza, SMG brings 30+ years across Baxter, Kimberly-Clark, three growth companies later acquired for $400M+ combined, and an award-winning longevity platform. An author, speaker and content creator, his mission is personal: surviving cancer through God's grace and early detection.
Beyond Leadership, Business Development & Partnerships
Author & Published Insights
Branding, Content & Marketing Plans
I have written several books, dozens of white papers and market research reports, along with Beyond the Headlines, a library of more than 250 articles exploring health, longevity and wellness. My work draws on scientific research, credible sources and industry experience to make complex topics understandable and useful.
Branding, Content & Marketing Plans
Branding, Content & Marketing Plans
I enjoy the creative work of bringing a brand’s image, voice and message into alignment. Drawing on market research and customer insight, I help businesses express what makes them valuable through contemporary design and content that reflects what their audiences care about and respond to.
Speaker & Podcast Guest
Speaker & Podcast Guest
I’ve been invited to speak to audiences large and small and share my perspective as a podcast guest. I enjoy making complex subjects understandable, connecting industry experience with personal stories and encouraging thoughtful conversations about healthcare innovation, leadership and living healthier lives.
About SMG and Its Founder
Innovation. Experience. Execution.
Strategyn Management Group was founded on the belief that healthcare innovation can help people live longer, healthier lives. But an innovative product, technology or service is only part of the story. Bringing it to market requires experienced leadership, clear positioning, credible branding, business development and the right strategic partners.
SMG helps founders, investors and leadership teams connect the promise of their innovation with the business needed to support it—from evaluating opportunities and testing assumptions to developing markets, aligning partners and executing growth plans.
Leadership Grounded in Experience
David brings more than 30 years of healthcare experience spanning Baxter, Kimberly-Clark and senior leadership roles in three growth companies later acquired for more than $400 million combined.
That background combines the discipline of large public companies with the resourcefulness required to build emerging businesses. His experience spans medical devices, pharmacy services, laboratory sciences, advanced diagnostics, HealthTech and preventive health, including the development of a multi-center, award-winning longevity platform.
Commercialization and Business Development
Successful commercialization requires understanding the customer, the competitive landscape and the factors that influence adoption. We help organizations define their value, identify opportunities, establish commercial priorities and build a practical plan for reaching the market.
Our work connects strategy with execution through market assessment, sales and channel development, customer engagement and the operating practices needed to support sustainable growth.
Strategic Partnerships Built on Relationships
Building relationships and aligning strategic partners have been central to David’s career. Over three decades, he has developed contacts across healthcare leadership, providers, national accounts, distribution channels, investors and professional services.
SMG brings those relationships and the experience to put them to work. We help clients identify complementary partners, understand each party’s objectives and establish a compelling business case for working together. Our involvement can extend from initial introductions and executive discussions through proposal development, negotiation support and program implementation.
Branding, Content and Messaging
An innovation’s value must be understood by the people expected to adopt, recommend or invest in it. SMG helps organizations establish their positioning and communicate clearly with customers, clinicians, partners and investors.
Our work, supported by deep market research, includes brand messaging, presentations, white papers, patient education, social content and infographics. David’s books, podcast appearances and Beyond the Headlines collection demonstrate his ability to translate complex healthcare topics into accessible, useful communications that support education and business development.
A Different Vantage Point
Our Parallax Philosophy brings an outside perspective to decisions that can become difficult to assess from inside an organization. We examine opportunities from multiple viewpoints, challenge assumptions and identify blind spots before significant capital and time are committed.
That approach informs our commercial due diligence, business planning and post-close value-creation work—helping founders and investors assess both the opportunity and what it will take to execute.
Flexible, Hands-On Support
Some organizations need a focused assessment or project. Others need ongoing guidance or an experienced executive working alongside their team. SMG offers consulting, advisory support and interim leadership in roles such as President, COO or VP of Business Development. We also do not take on competing clients specifically since we are here to offer a competative edge.
When specialized expertise is needed, we coordinate with clinical, legal, regulatory, financial and payer professionals to support the engagement.
Our purpose remains the same: helping worthwhile healthcare innovation become a business capable of delivering on its promise.
Let’s discuss your innovation, your business and the relationships that could move it forward.
Let’s Make This Personal
For David Potenza, helping people live longer, healthier lives is more than a business interest. He believed he was healthy until an unexpected cancer diagnosis changed his perspective. He credits God’s grace, early detection and timely treatment with saving his life. That experience continues to shape his commitment to healthcare innovation and informed health decisions.
As Founder and CEO of Strategyn Management Group, David brings more than 30 years of healthcare experience spanning senior leadership at Baxter and Kimberly-Clark and leadership roles in three growth companies later acquired for more than $400 million combined.
David appreciates the structure and rigor of large public companies, but thrives in entrepreneurial, growth-oriented environments. He enjoys helping build the road rather than simply traveling it—shaping strategy, developing partnerships and turning innovation into a business.
Business development and strategic partnerships have been central to his career. Over three decades, he has built relationships across healthcare providers, industry leadership, national accounts, distribution channels and investors. He enjoys identifying shared opportunities and helping people and organizations build productive relationships.
He recently completed a multi-year engagement helping build a multi-center, award-winning longevity program centered on advanced imaging for early disease detection and the assessment of more than 800 biomarkers. His work brought together commercial strategy, program development, branding, patient education and strategic partnerships.
David is a Certified Health Coach, holds certifications in Six Sigma and Lean, and has additional training in functional health and peptide integration. His approach reflects a longstanding commitment to learning, continuous improvement and making complex healthcare subjects understandable.
An author of six books and numerous industry white papers, David is also a speaker, podcast guest and creator of branded educational and marketing content. Through his Beyond the Headlines collection, he examines health, wellness and longevity questions and translates research into practical, accessible information.
Beyond his professional work, David is a husband and father of two sons. His community involvement includes charitable board service, youth volunteering and coaching youth sports. Faith, family and service remain important parts of his life and the perspective he brings to his work.
The Practice of Medicine. The Business of Healthcare.
David founded SMG after serving as Senior Vice President of Healthcare Economics at Kimberly-Clark. That experience reinforced a principle that continues to guide our work: successful healthcare innovation requires an appreciation for both the practice of medicine and the business supporting it.
A product or service may offer meaningful clinical benefits, but adoption also depends on reimbursement, affordability, workflow and the priorities of those purchasing or delivering care. Understanding who benefits, who decides and who pays is essential to building a viable commercial strategy.
At the same time, consumers frustrated with their healthcare experiences are looking for clearer information, greater involvement and more accessible options. Those needs create opportunities for businesses that can communicate their value and deliver a better experience.
SMG helps organizations examine these perspectives together—clinical purpose, economic realities and customer expectations—to shape positioning, business development and strategic partnerships.
The goal is to build businesses that can deliver meaningful healthcare improvements and sustain the work behind them.
A Different Point of View
The Parallax View
Parallax is the apparent change in an object’s position when viewed from different locations. Measuring that change allows observers to determine distance and establish position more accurately.
A Parallax View
One Mission. A Shared View.
One Mission. A Shared View.
One Mission. A Shared View.
A company can have a clearly stated mission and vision while its people hold different understandings of what they mean in practice. Leadership, sales, operations and strategic partners may each interpret priorities and progress through their own responsibilities.
The Parallax approach brings those perspectives together to establish a more complete understanding of where the company stands, what it is working toward and how each part of the organization contributes.
A More Precise Path Forward
One Mission. A Shared View.
One Mission. A Shared View.
Alignment begins with listening and understanding the reasoning behind each perspective. SMG works alongside leadership and teams to connect those insights, clarify shared objectives and agree on what meaningful progress looks like.
Together, we help translate the mission and vision into coordinated priorities, decisions and measures of success.
That shared understanding makes it easier to confirm the direction, make thoughtful course corrections and recognize new opportunities.
The goal is an organization that understands the destination—and works together along a clearer, more informed path to reach it.
From Concept … to Cash Flow ... to Exit
