Medical Business Development Specialist

Put simply, Roby turns ideas into profitable businesses. Well-known in the medical devices industry, Roby spots strategic opportunities for clients and asks all the right questions to uncover their biggest opportunities. He then develops plans to capitalise on these opportunities and works closely with the collective team to deliver best in class work.

An energising Jazz musician and a social butterfly at heart, Roby will uncover your business needs over a cup of coffee, a bite of pizza or a round of golf. This guy knows the MEDTECH business and has 30+ years of experience working with medical organisations, manufacturers, distributors and International key opinion leaders to prove it.

Roby’s longstanding, International career started in Paris at Beckman Instruments International followed by a 7 years employment at SensorMedics Corporation in Southern California, at first managing their Latin American and Far East businesses, later product managing their PFT and Sleep lines, picking up four languages fluently along the way. In the 90’s the Swiss-born returned to his home in Italy to join the management board of the family-owned SensorMedics Italia and further concentrate on his consultancy projects.

In addition to partnering up with the SINCE68 collective, Roby runs his own medical marketing and advertisement agency since 1997 together with his childhood friend Edo Passarella, with a strong customer base in the areas of Pulmonary Function Testing, CardioPulmonary Exercise Testing, Critical Care and Nutritional Diagnostics.

Roby’s passions are echoed by the ladies in his life: his partner, a spirited choir singer, manages a lung function laboratory at a pediatric/neonatal clinic, and his 13 years old daughter, a keen piano student, loves horseback riding.

Get in touch with Roby at:

Belief No.1

We embrace the fact that speaking to patients is just not enough. A more meaningful way of engaging patients is to recognise that they are also humans, consumers, husbands, fans, mums, employees, citizens, spectators, etc. Our ability to develop rich experiences is rooted in the understanding that patients are in fact ‘caresumers’.

Belief No.2

Everyone in the healthcare community is talking about “integrated care”. We also observe that the emergence of integrated care will impact operating models greatly, affecting everything from technical innovation and design to go-to-market models. Still, for all players in the field of healthcare, the long and winding road ultimately leads to the caresumer. Whether we are serving a medical technology company, care giver or supplier, we make the caresumer the purpose of all our marketing activities.     

Belief No.3

Positive endorsement from other caresumers is the most powerful medium available to medical brands. This is especially true in today’s disruptive world. Caresumers are no longer swayed by healthcare authorities; it takes coherent, immersive experiences that create conversational capital. Medical brands must earn caresumer attention by providing value in the form of entertainment, information and utility.

specialists in MEDTECH marketing

1968 the year of the computer mouse, Egalité! Liberté! Sexualité!, the 747, The BEATLES, Apollo 8, the Prague Spring, the first European satellite and The Club of Rome, but also the year of the 1st bone marrow transplant and the 1st heart and lung transplants in Europe. 1968, a year of technological innovation, social revolution and emancipation.

2036 the year of the Nobel Prize for time travel, Apophis, 0.1 Singularity Generator, REPAIRONMENT, Atlantis Discovered, the Biological Immortality Movement, the Flycycle and the Year 2038 problem, but also the year of the 1st cloned brain transplant, the 2031 Cancer Free Games lustrum and Docs-in-Space? 2036, a year of genetic engineering, community life, follow-me care and self-containment?

TODAY it’s an exciting and inspiring time to be working in the medical sphere. In this rapidly changing landscape we're helping you optimise your marketing efforts.