Pennie Sempell
JD, Co-Founder / CEO

Pennie Sempell has 30 years of experience in integrative health, conflict resolution and health publishing. Her pioneering wellness practice at a major medical center in San Francisco specialized in mind-body approaches to health and resilience. She produced the award-winning animated music CD & DVD series “Healthier Happier Life Skills”. Her “Being Human” television project for latency age children garnished celebrity endorsement and a nationally recognized advisory board. She holds a Juris Doctor from University of California, Hastings College of the Law, and Phi Beta Kappa from the University of California, Berkeley (B.A. Psychology).



Dr. James Monroe brings 30 years experience in clinical psychology, providing clinical supervision and outpatient treatment with specialties in stress-related and anxiety disorders, medical psychology, relationship discord, pain management and evidence-based therapies, including mindfulness-based Acceptance and Commitment Therapy and Cognitive Behavior Therapy. Dr. Monroe has trained doctoral candidates and PhD residents in clinical psychology interventions, and served as a research consultant. He earned a Ph.D. in Clinical Psychology from West Virginia University and an M.A. in Rehabilitation Counseling from George Washington University.


JAy Eisenstock
Director Healthcare IT Development

Jay Eisenstock has a demonstrated record of managing strategic healthcare partnerships and delivering large-scale mission critical projects on time and within budget. He has negotiated healthcare contracts in excess of $120m annually. Jay served as the national director of provider eSolutions for Aetna, and was recognized by Healthcare Payer News as one of 11 top executives and thought leaders in the healthcare IT industry. Jay earned his MBA from University of Massachusetts, and his Bachelor of Sciences from Rochester Institute of Technology.

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Creative Director

Lou Frederick is an award-winning writer-director. His unique skill set has made him a go-to collaborator for a range of clients, including Visa, Procter & Gamble, and ConnectYourCare. Recently, he wrote Morgan Freeman's voiceover for Visa's Building a Better Future campaign. His product launch video for Intellilink was translated into eight languages and played in markets around the world. He studied directing with Marcus Stern (Harvard) and was awarded a Thomas Watson Fellowship to study theater and art in Budapest, Hungary.


Bob Lyons
CEO, Epiphanous Consulting

Bob Lyons, Epiphanous Consulting. Bob has over 18 years in software and product development leadership experience as CTO and co-founder of two data-drive health tech companies. His clients include extended health/data projects with Medidata, Mattel, Nextrials and Bazusports. Bob has a PhD in economics from UC Berkeley.


MD, Medical Advisor

A national health spokesperson and author, Dr. Pollycove’s career focuses on integrative medicine and comprehensive health care. She regularly appears on television and radio as a health guest expert. Her books include “The Pocket Guide to Bioidentical Hormones,” Alpha Press, and “Mother Nurture,” with best-selling author Rick Hanson and Jan Hanson. She received her MD from University of California, San Francisco, and became a board certified obstetrician-gynecologist in 1981.

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Nancy Carteron
MD FACR, Medical Advisor

Senior consultant in Rheumatology Immunology. Volunteer clinical faculty at UCSF mentoring medical students and fellows. Leading expert in autoimmune disease. John Hopkins University (MD), and post-doctoral work at Duke, Stanford, and UCSF.


Tony Horwath
Sales Focus, Inc. CEO

Tony Horwath’s Sales Focus, Inc was the pioneer of sales outsourcing, building dedicated sales solutions for companies across many sectors, with extensive experience in the health industry. SFI’s proven methodology has created successful sales teams for some of the world’s largest companies, including General Electric, British Petroleum, AT&T, and Horizon Mental Health Management. Mr. Horwath has over 25 years of experience in outsourcing, systems integration, internet products and services.