Lisa Jacobs | President, eCential Robotics & Founder, STRIPES | Creating Mission-Driven Success in MedTech

Lisa Jacobs is the President of US eCential Robotics and the Founder of STRIPES Women in MedTech. Lisa shares how her path evolved from registered dietitian, ballerina, gymnast, and NFL cheerleader into a two-decade MedTech commercialization career focused on bringing surgical technology—robotics and navigation—from concept to clinical adoption. She explains her consulting-based approach to sales centered on solving surgeons’ real problems, and her leadership philosophy of creating clarity, trust, accountability, and momentum without being a “know-it-all.” Lisa also unpacks why she founded STRIPES, a global nonprofit with 3,000 members offering mentorship, networking, and education to support women navigating growth, career transitions, and negotiation. 

Guest links: https://www.stripes.network/ 

Charity supported: Safe Horizon

Interested in being a guest on the show or have feedback to share? Email us at theleadingdifference@velentium.com. 

PRODUCTION CREDITS
Host & Editor: Lindsey Dinneen
Producer: Velentium Medical

 

EPISODE TRANSCRIPT
Episode 076 - Lisa Jacobs

[00:00:00] Lindsey Dinneen: Hi, I'm Lindsey and I'm talking with MedTech industry leaders on how they change lives for a better world.

[00:00:09] Diane Bouis: The inventions and technologies are fascinating and so are the people who work with them.

[00:00:15] Frank Jaskulke: There was a period of time where I realized, fundamentally, my job was to go hang out with really smart people that are saving lives and then do work that would help them save more lives.

[00:00:28] Diane Bouis: I got into the business to save lives and it is incredibly motivating to work with people who are in that same business, saving or improving lives.

[00:00:38] Duane Mancini: What better industry than where I get to wake up every day and just save people's lives.

[00:00:42] Lindsey Dinneen: These are extraordinary people doing extraordinary work, and this is The Leading Difference.

Hello, and welcome back to another episode of The Leading Difference podcast. I'm your host, Lindsey, and today I'm delighted to welcome my guest, Lisa Jacobs. Lisa is the president of US eCential Robotics, as well as the CEO of STRIPES, which is a networking organization for women in MedTech. With expertise in medical device sales, she's a high performing executive sales leader, known for formulating and executing scalable strategies to accelerate business expansion, revenue generation, and team development in startup turnaround and rapid growth environments across domestic and global markets.

All right, Lisa, welcome to the podcast. Thank you so much for being here today.

[00:01:30] Lisa Jacobs: Thank you so much for having me.

[00:01:32] Lindsey Dinneen: Of course. I'd love if you would start off by sharing a little bit about yourself, your background, and what led you to medtech.

[00:01:40] Lisa Jacobs: Of course. Yeah. So I've been a medtech executive and commercialization leader for more than two decades. My experience has been in bringing surgical technology from concept to widespread clinical adoption. Also, my career is really focused on startups with high growth and complex environments. Everything from early stage robotics to scaling global platforms across the US market. Today I serve as president of North America for eCential Robotics, where I oversee commercialization, surgeon adoptions, partnerships with implant partners, market strategy, and open platform surgical navigation ecosystem.

In parallel, I'm the founder of STRIPES Women in Medtech, which is a global non-profit, created a support, connect and elevate women across the industry. I spent my career sitting at the intersection of innovation, people, and execution, and I care deeply about building businesses that are both high performing and human centered.

[00:02:47] Lindsey Dinneen: Very nice. Okay, so going back to, let's say growing up, did you always think that you might an interest in or a future career in healthcare, health techs, things like that? Or did this sort of evolve over time?

[00:03:03] Lisa Jacobs: It evolved over time, actually. My degree, I'm a registered dietician by trade. And I was a ballerina, so I always thought I was gonna open a dance studio. So it's been, it was a complete pivot from what I went to college for and what I thought I was gonna do growing up.

[00:03:21] Lindsey Dinneen: Okay. Yeah. All right. Well, we have to dive into the ballerina aspect, obviously, since I am too. So, so did you dance all the way through high school, college, beyond?

[00:03:32] Lisa Jacobs: Yes, I danced through high school and college. I was also a gymnast. And then I became an NFL cheerleader in my, when I was 18 years old for the Patriots. So that's kind of where it took me. So then, you know, when I, after college, I decided I was gonna be a starving ballerina, but it's always been my passion and love. So I'm still very into fitness and wellness and definitely do Pilates and yoga and try to keep that part of my life alive. But I always miss dancing and wonder what would've happened if I went down that path, yeah.

[00:04:08] Lindsey Dinneen: Yeah, of course. Well, the good thing is you can always still do some kind of dancing or support it or however you, so it's it's not gone.

[00:04:19] Lisa Jacobs: Yep. It's around my house. Yeah. Yeah,

[00:04:22] Lindsey Dinneen: Exactly. Okay. And so nutrition. Okay, so did that evolve because you were a dancer and interested in that kind of wellness aspect or?

[00:04:32] Lisa Jacobs: It was, you know, I'm Portuguese, so there is obesity in my family and I had to work really hard to stay thin for dance, gymnastics and, you know, cheerleading. So, you know, at cheerleading I used to get weighed in, so I was always exercising and trying to find what was right to eat and I didn't wanna hop on the diet fat. So I studied nutrition because of that. And throughout my dance career, I found a lot of girls who were either anorexic or bulimic or a combination of both. And it really, and one of my friends did die from anorexia, so I dove in deep into the study of that and how to help people.

[00:05:22] Lindsey Dinneen: Yeah. And you're still helping people all the time. You're in medtech and you're doing amazing work. So do you mind sharing a little bit about, yeah, your current role and maybe sort of the leadership journey that took you there?

[00:05:36] Lisa Jacobs: Sure. My current role is with an open platform, which was based out of France. And I'm bringing, I just opened an office in Franklin, Tennessee. It's just been a year to this month. So, our technology is differentiating in robotics and navigation. And I remember earlier in my career when I stood in the operating room watching a surgeon place a complex implant using a navigation system I helped bring to market, I realized my work was directly impacting patient outcomes, but also easing the mental load of the surgeon with navigation.

And still today you hear that surgeons want navigation to decrease their mental load and robotics to decrease their physical load. So that moment crystallized something for me. I didn't wanna just sell products. I wanted to build platforms that changed possibility in medtech to give a rare opportunity to blend science, engineering, technology, and give experience to surgeons that would help them directly to help patients. So it's hard to imagine doing anything else now that has such an impact.

[00:06:54] Lindsey Dinneen: Yeah, I I can, I understand how-- it's really cool to be a part of mission-driven organizations, which is something that I actually wanted to talk with you about because I know that you are very mission-centric and you care a lot about making a difference and and being helpful and and so I was just wondering where did that come from, was this a core belief of yours sort of throughout your whole life, or how did that evolve too?

[00:07:22] Lisa Jacobs: I think it was embedded with me, with my parents. Both of my parents were incredibly helpful to neighbors, community, family. I come from a big family and my father would always go out and help anyone who needed it. And my mother was the same, you know, all of my friends wanted to come to my house to hang out with my mother 'cause she would take care of everyone, drive them to any games or anything they had. So, it was just, I think a core belief with the way I was raised.

[00:07:54] Lindsey Dinneen: Yeah. Okay. That makes a lot of sense. And then it's something that, I think, is so helpful 'cause it continues to drive and motivate as you go along throughout your career and you've had such a wide variety of experiences. So tell us a little bit more about your approach to selling. I was, I was reading a little bit on your LinkedIn profile and it mentioned that you prefer to have kind of a consulting approach, I think to, to selling. And I was curious if you could expound on that a bit?

[00:08:24] Lisa Jacobs: Yeah, absolutely. So a lot of salespeople are taught to sell on features and benefits, right? You go in, you have a widget. You're talking about your widget. You're trying to get them to use whatever you're trying to sell, but they don't listen to the surgeon's need and ask doctor, surgeon-- whoever you're selling to-- your client's needs about what are their problems they currently have? How do you solve for their problems? What are you bringing to the table to help them either in the operating room or in their clinic. And I think it has to be more natural and more conversational instead of selling on features and benefits.

You need to know who you're talking to and do your homework before you enter the room or even try to sell to that person. But what problem are you trying to solve for? And I think too many times people go to sales training and you learn your surgical technique. You learn your features and benefits and you learn your pitch, but it's not conversational and it's not natural. And I think whoever you're selling to gets very turned off by that type of selling.

[00:09:38] Lindsey Dinneen: Yeah, I, I have found that it's actually being-- I I don't like being sold to, I suppose most people don't in some way, and it, and, you know, especially that tactic of sort of, yeah, just kind of coming in uh, maybe assume it-- well, the way that it comes across is assuming that they know exactly what I'm dealing with or that all the problems are the same regardless. And you know, that might be true, but I think you're right. Having that very human moment of curiosity and connection can make all the difference in terms of how I feel about, well, the salesperson and the product or the service. So yeah, that's, that makes a lot of sense.

So, okay. When you became a leader, this is of course a, a journey and a pathway, but what are some of the things that you knew, you know, "Yes, I want to be like this" and "No, I don't want to be like this." Like what, did your your own leadership style develop?

[00:10:39] Lisa Jacobs: Yeah, I think leadership is about the ability to create clarity for an organization, alignment as a team, and momentum, you know, especially in uncertainty. And it's not about having all the answers. I know I don't wanna be a know-it-all, right? And only my way, and the way I sell and I approach is the only way. I think it's about building trust, setting direction and empowering people to do their best work. I think that great leaders definitely create environments where people feel safe to think, challenge, and grow, while also being held accountable to share a mission. Right? So, I don't like working for leaders that are know-it-all and if you don't follow exactly their, their rules, then you know you're not gonna win. And then it's always about your, who are you in your next sale? And don't listen to the people who are forward facing, their feedback, and able to pivot.

[00:11:42] Lindsey Dinneen: Yeah. That's, that's great. That, and I, I definitely know what you mean-- know-it-all and it's my way or the highway, and not usually, not very pleasant to work with.

[00:11:53] Lisa Jacobs: Yeah.

[00:11:54] Lindsey Dinneen: Okay, so let's talk about STRIPES. What made you realize there was a gap, a need for this organization, and how did all of that come about?

[00:12:07] Lisa Jacobs: So I was getting, I was teaching some courses at Medical Sales College and speaking there, and I was getting an outpouring of women on LinkedIn asking for advice and asking for help, not only from med device school, but from other women who are trying to become the Area Director or VP of Sales and were hitting some roadblocks. So, I really felt compelled to help, but I didn't have the bandwidth to help. So, at the time I brought a bunch of girls, I worked together in a room and said, "Guys, I have this idea." And I think half of them thought I was crazy. And, you know, "Lisa, you don't have time to do this." But it was really important to me to give back to a career that gave so much to me.

And I know there's a unique set of problems and situations that women have in medtech that. It's not always comfortable to speak to either a coworker or a male counterpart about, so I wanted to create a safe place where we could learn, grow, and network together. And I got very tired of hearing women say, "You know, I didn't get that job because it's a good old boys network at a good old boys club." So change it. Let's do something about it and let's do it. Let's do it better. So that was the reason for STRIPES.

[00:13:25] Lindsey Dinneen: Nice. Okay. That's excellent. And like you said, very needed. So I'm so thankful, you know, you've, you've put love into the organization. Alright, so you host monthly networking events, virtual and sometimes in person, right?

[00:13:41] Lisa Jacobs: Right. Live networking events across the country. Yep.

[00:13:44] Lindsey Dinneen: Okay. Uh, So I definitely wanna hear a little bit about those and maybe some of the impact that has that you have already seen happen, 'cause the organization is how old now?

[00:13:55] Lisa Jacobs: About two years.

[00:13:56] Lindsey Dinneen: Oh, nice.

[00:13:58] Lisa Jacobs: We have 3000 members. So, grew really fast, which was great. But what, so we offer mentorship programs. So you can be a mentor or mentee. We have what we call WIne Down Wednesdays, which is really a networking event where we talk about anything that anyone is in the group, whether they're interviewing or looking for a job or negotiating a contract or just need a safe place to talk through a issue that they're having at work.

Then we also have Women in Career Transition. This kind of happened organically. We had office hours and there was a group of women who were always joining who were looking for jobs and wanted help by recruiters, by resume writers. So we evolved that group. And we have live networking events around the country.

And then we have a monthly webinar for education. So that's what we currently offer. And we just opened a Slack channel where people can network together and we're having a bunch of different books and different clubs join as well. So we are, we're growing rapidly and the goal for '27 is to have one big national meeting together.

[00:15:08] Lindsey Dinneen: Ooh. Oh, I'm so excited about that. That's great. Excellent. Well, yeah, it, that is no small feat to grow it so quickly and clearly there's, there's a need for it and a hunger for it. So that's excellent. And I am wondering, with your webinars, what kinds of topics have you covered that you've realized, you know, "Oh goodness, we we really needed to tackle this."

[00:15:30] Lisa Jacobs: Yeah. One was about communication style. So speaking with confidence is one actually that we're having this Thursday. We're bringing it back. One was about contract negotiation that women you know, really need to understand how to negotiate shares, how to negotiate time off, and we don't get a lot of understanding of once you get to a certain level how to negotiate those type of scenarios, right, with different shares and equity and what it means. Something I wish I knew younger.

So, and then we also are having some webinars. Omar talked about building your brand and who you are. So those are some of the big ones. But I realize I didn't answer your previous question of what has it brought to some women, and we've seen women, a lot of women get hired, change careers drastically, and open their own consulting. Seeing people who were in sales go into product management and understand, you know, what classes and what education they needed to have. And people who were always scared to post on social media about building their brand and who they are.

So it's been really beautiful to see the evolution of some of our, and the testimonials from some of our women. We also have people who are breaking into med device and finding jobs through others. So, it's been a beautiful evolution.

[00:16:54] Lindsey Dinneen: Oh, that's exciting. Yeah. Oh, I love those stories And and it sounds to me like, or one of the things that I've kind of observed is, is even to your point of showing up on LinkedIn, I think that there's some of the women that I know are part of the network, uh, I follow, they are continuously, I feel like becoming more and more confident in how they speak. And it's really fun to see even that evolution too. And, I, I am, and those are things that you talk about too, in the, the Wine Down Wednesdays, right, where we, you know, you can kind of tackle some of those if you're feeling a little anxious about it, maybe get some advice from someone who's confident in that.

[00:17:34] Lisa Jacobs: Yeah. Absolutely. Yeah.

[00:17:37] Lindsey Dinneen: Okay, um, I, so it was I, I really enjoyed reading some, um, recommendations that are on your LinkedIn profile, and there were a couple of things that's kind of stood out to me. So, one person said that he particularly appreciated your "resiliency, character, and performance in leadership" and I'd love to hear a little bit about that. The other, another one that I, that stood out was that you were the "definition of integrity," and those are beautiful endorsements. And so I'm wondering where did your, you know, character development, integrity, focus, resiliency, where did that all come from and develop?

[00:18:18] Lisa Jacobs: Yeah, I think that I changed becoming a mother, and I was a single mom for many years when I started my career in med device, and I wanted to be a huge role model to my sons. So I think that my integrity and trying to always be honest and be the best person I can, especially in such a competitive environment in spine and orthopedics, really I wanted to stand out in a different way and it truly is the root core of who I am. So I do believe in building things that matter, doing things the right way, even if it takes longer, and building that trust and relationships. And I think that's why I've had such a wonderful career and have so many friendships, you know, with that.

And when, and the resilient-- I don't think I've even read these recommendations, so thank you for bringing 'em to me-- and being resilient. You know, when I was a VP of Sales, I went through Hurricane Ian lost everything I had, and we were going through a really hard financial time at the time, and I think that you just have to get up and keep on moving and keep on going. And I think a true character is showed in tough times and a true leader keeps on leading in those tough times. So, again, being a mom, I think, you know, my boys are my everything. They're the my reason. So I always wanted to be a good person for them.

[00:19:50] Lindsey Dinneen: I love that. Yeah, and I think you're absolutely right. Character is developed and tested during some of the toughest seasons.

[00:20:00] Lisa Jacobs: Yeah.

[00:20:00] Lindsey Dinneen: But, but when you can come out of them on the other side, and also, I don't know if you agree with this or not, but one thing that I've personally found when you're looking back, and it can be tempting to kind of have the "why me," you know, sort of feeling and if, yeah, can, if you can look at a situation or a season and go, "Yes, but I also learned X, Y, and Z," or "I built my resilience up," or "I, you know, learned that I actually can handle," and I think one thing for me too is that, without getting too far off the subject here, is that it builds empathy for others. Yeah. Then you're, you're more able to say, "I understand what this is like." And think that that makes a huge difference as a leader specifically?

[00:20:55] Lisa Jacobs: Mm-hmm. Mm-hmm. And then always, yeah, staying humble.

[00:20:59] Lindsey Dinneen: Yeah. Yeah.

[00:21:00] Lisa Jacobs: You know, because you can have a really successful career and things that of your control can happen and you could, you know, next year we may not be the same. So I think you always have to be humble, as well.

[00:21:14] Lindsey Dinneen: Yeah. Uh, Yes. Humble, resilient, character led.

[00:21:20] Lisa Jacobs: Yeah.

[00:21:21] Lindsey Dinneen: Makes for a good leader. Excellent. Okay, pivoting the conversation a little bit just for fun. Imagine that you were to be offered a million dollars to teach a masterclass on anything you want. It could be within your industry, but it doesn't have to be. What would you choose to teach?

[00:21:37] Lisa Jacobs: I think I would teach a masterclass on building confidence through competence. I think so many people, especially women, are taught to seek confidence first, and in reality, confidence comes by mastering hard things, making decisions, and surviving failure. I would teach how to build technical, financial, and strategic competence so that confidence becomes natural byproduct, and you don't have to fake it. I don't like the term "you fake it until you make it." I think it's quite the opposite. You have to go through the trenches to gain that confidence. So, there's no easy path. You have to go through it.

[00:22:19] Lindsey Dinneen: Yeah. And-- well, first of all, that would be a great masterclass. And secondly, I think when you go through it too, again, you are also, how do I put this, building up the sort of credibility within not just your own mind, which I think does help build confidence, but with others as well. So love that. Okay. And then how do you wish to be remembered after you leave this world?

[00:22:46] Lisa Jacobs: I wanna be remembered for being compassion and opening doors for other people who didn't see in themselves characters that, and qualities that they had. You know, whether it's through my work in med device by creating change and creating better platforms, but helping people step into their potential because I was willing to stand in their corner is what I wanna be remembered for.

[00:23:13] Lindsey Dinneen: That is beautiful. That's a wonderful legacy. Love that. Yes. And you're already doing it all the time, through STRIPES and through your other mentorship and love that so much. Oh, excellent. All right. And then final question, what is one thing that makes you smile every time you see or think about it?

[00:23:32] Lisa Jacobs: My sons, Kent and Ryan, you know, especially now that they're in college, one just graduated. I don't get to see them as often, so they were here for the holidays and just hearing their voice or seeing them just makes me smile.

[00:23:46] Lindsey Dinneen: I love that. I, I wondered if that was gonna be your answer when you were talking about them earlier. Excellent. Excellent. Well, this has been a fantastic conversation, Lisa. Thank you so much for joining, and thank you for just everything you're doing to leave the world a little bit better than you found it. I think a lot better. I just wish you the most continued success as you work to change lives for a better world.

And we are so honored to be making a donation in your honor and as a thank you for your time today to Safe Horizon, which is the largest victim service organization in the country. Every year, over 250,000 people seek safety through their services. So thank you for choosing that organization to support.

[00:24:32] Lisa Jacobs: Thank you so much. It's been a pleasure.

[00:24:34] Lindsey Dinneen: Absolutely. Thank you.

[00:24:37] Dan Purvis: The Leading Difference is brought to you by Velentium Medical. Velentium Medical is a full service CDMO, serving medtech clients worldwide to securely design, manufacture, and test class two and class three medical devices. Velentium Medical's four units include research and development-- pairing electronic and mechanical design, embedded firmware, mobile app development, and cloud systems with the human factor studies and systems engineering necessary to streamline medical device regulatory approval; contract manufacturing-- building medical products at the prototype, clinical, and commercial levels in the US, as well as in low cost regions in 1345 certified and FDA registered Class VII clean rooms; cybersecurity-- generating the 12 cybersecurity design artifacts required for FDA submission; and automated test systems, assuring that every device produced is exactly the same as the device that was approved. Visit VelentiumMedical.com to explore how we can work together to change lives for a better world.