The Healthtech Podcast #418 Sonia Szamocki, CEO at 32Co: What if every GP had a specialist on speed dial?
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Oct 9, 2025 Dr. Sonia Schamotsky, former A&E doctor and the innovative CEO of 32Co, shares her unique path in healthcare. She dives into the challenges of clinician adoption of new treatments and highlights the importance of trust and information flow in the healthcare system. Sonia discusses her platform that connects generalists to specialists, starting with dentistry and expanding into sleep health. She emphasizes that while AI is valuable, the human connection remains irreplaceable in delivering quality care.
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From A&E To Building A MedTech Startup
- Sonia left frontline A&E and later BCG, then built a medtech startup after learning gaps in clinician adoption.
- Her education company and BCG venture work taught her marketing, sales and product-building skills she lacked in medicine.
Clinician Confidence Is The Adoption Bottleneck
- New treatments fail if clinicians don't feel confident using them in practice.
- Clinical adoption requires deliberate training, reassurance and workflow support, not just marketing gimmicks.
Build Three Pillars To Scale Specialist Care Locally
- Train generalists, give them virtual access to specialists, and provide procurement and treatment-design tools.
- Build these three pillars to enable local clinicians to deliver specialist-level care safely.