Vivian DeWoskin is the Chief Commercial Officer and Head of Strategy at Faro Health, a company on a mission to transform clinical trial design through intelligent, structured software. With a career spanning consulting, digital health startups, and enterprise commercialization, Vivian brings deep expertise in go-to-market strategy, team building, and customer development. At Faro, she’s driving cross-functional execution at the intersection of AI, clinical research, and scalable infrastructure—helping bring life-saving therapies to patients faster by making trials more efficient, inclusive, and patient-centric. In our conversation, Vivian shares his insights on: Faro’s Mission and Market Fit: How Faro Health is reinventing clinical trial design by digitizing and structuring protocols to reduce burden, improve quality, and accelerate research. The Role of a Chief Commercial Officer & Head of Strategy: What this cross-functional leadership role entails, why startups need it, and how to grow into it. Strategy vs. Tactics in Startups: Why the distinction matters, how to avoid common pitfalls, and how great leaders use second-order thinking to stay aligned. Pricing Strategy from First Principles: How Vivian and the Faro team approached pricing to align incentives, drive value, and adapt to market feedback. Strategic Flexibility with Real Options: How forward-looking companies avoid premature lock-in and keep multiple viable paths open. Operationalizing Strategy with OKRs: A practical look at how Faro sets, cascades, and evolves organizational priorities without getting bogged down in process. Achieving and Sustaining Product-Market Fit: How to recognize PMF, stay close to customer signals, and avoid complacency once it’s in place. Career Growth and Leadership Advice: Vivian’s take on following curiosity, making your career narrative coherent, and owning your choices. In this latest episode of Concept to Care, we had an engaging conversation with Vivian DeWoskin, Chief Commercial Officer and Head of Strategy at Faro Health, a startup revolutionizing clinical trial design through AI-powered solutions. Vivian provided deep insights into her experiences in health tech, the nuances of effective strategic thinking, how to identify and sustain product-market fit, and shared practical advice for building successful cross-functional organizations. — Where to find Vivian DeWoskin LinkedIn: https://www.linkedin.com/in/viviandewoskin/ email: vivian.dewoskin@farohealth.com Faro Health: https://farohealth.com/ — Where to find Angela and Omar: Angela Suthrave LinkedIn: https://www.linkedin.com/in/angela-suthrave/ X: https://twitter.com/ASuthrave email: angela@concepttocare.com Omar Mousa LinkedIn: https://www.linkedin.com/in/omarmousa/ X: https://twitter.com/OmarMHealth email: omar@concepttocare.com — Referenced: Faro Health: https://farohealth.com/ Faro Study Designer: https://farohealth.com/study-designer/ Strategy vs. Tactics: https://nulab.com/learn/strategy-and-planning/strategy-vs-tactics/ The Chief Commercial Officer Explained: https://www.revenue.io/inside-sales-glossary/what-is-a-chief-commercial-officer-cco The Chief Strategy Officer Explained: https://www.techtarget.com/searchcio/definition/Chief-Strategy-Officer-CSO What/How to do tiered pricing strategy: https://stripe.com/resources/more/tiered-pricing-101-a-guide-for-a-strategic-approach What is Second Order Thinking: https://fs.blog/second-order-thinking/ What is a “Real Option”: https://www.investopedia.com/terms/r/realoption.asp Canvas Business Model: https://www.strategyzer.com/library/the-business-model-canvas The Invincible Company: https://www.strategyzer.com/library/the-invincible-company — Check out our website: https://www.concepttocare.com Subscribe to our newsletter: https://concepttocare.substack.com/p/episode-18-vivian-dewoskin