When each member of his family grappled with a life-threatening illness—himself included—Zach Reitano found his mission as an entrepreneur: to provide personalized health care to everyone on the planet. In 2017, Zach and his co-founders started Ro. With offerings that span Roman (for men's health) to Rory (for women's health), Ro quickly took off and, in 2019, it was named one of the world's most innovative companies by Fast Company. Zach shares how Covid has accelerated the adoption of telemedicine, why building trust with patients is so critical, and why putting his dad in Ro's commercial was one of his best decisions to date.