HcFocus, a bespoke healthcare consultancy firm, represents a commitment to harmonizing clinical, reimbursement, regulatory and marketing strategies with the goal of providing clients with a seamless ‘in-house’ professional team experience.
The HcFocus team assembled for each project is tailored to specific client needs, drawing upon decades of experience in strategy and execution.

Susan J. Gross, MD, FRCSC, FACOG, FACMG
CEO
Medical Affairs
Dr. Susan Gross possesses a uniquely comprehensive skill set that stems from her extensive involvement in academia, clinical medicine, and industry at the C-Suite level. She has held numerous roles at the national level, including serving on the federal CLIA Committee, reflecting a deep understanding of the regulatory and operational aspects of medical laboratories nationwide.

Whitney D. Williams, MS
President
Policy & Coverage
Whitney D. Williams has over 26 years of experience in healthcare with a passion for commercializing proprietary testing, new technologies/devices, as well as AI technologies. Her experience allows for successfully translating scientific innovation into commercially viable products to secure favorable payer coverage and reimbursement to drive adoption and utilization. Whitney prides herself in strategically driving short-term pathways which aid in securing early reimbursement.
Michelle Roeding, MS
Regulatory & Compliance
Michelle Roeding brings over 20 years of leadership in Regulatory Affairs, specializing in US and global strategies for regulated reagents, calibrators, controls, software and instruments. She has successfully guided multiple organizations through pivotal regulatory milestones, including FDA Breakthrough Designation and complex Emergency Use Authorizations. An industry leader, Michelle has shaped Regulatory Affairs Certification programs and actively advances the field through her contributions to professional societies. She currently serves on the Board of Directors for the Association of Medical Diagnostic Manufacturers.
Linda Hayes, MS
Healthcare Communications
Linda Hayes is a seasoned communications expert whose extensive experience in digital platforms and traditional media alike enables her to reach and resonate with a wide range of audiences. She leverages her diverse skill set to craft compelling narratives that educate, engage, and drive awareness, ensuring that our messaging is both impactful and cohesive.
Jane Cordingley, MBA
Marketing
Jane Cordingley holds an MBA from Anderson School of Management, UCLA. She has over 20 years’ experience in marketing and communications in healthcare including government programs, biotech and women’s health, and has been responsible for launching cutting edge new products and helping providers understand their usage and value.
Dov Weinstock, BSc
Operations
Dov Weinstock has a broad variety of experience in IT and Operations, ranging from operating a boutique IT consultancy to consulting and staff positions at companies such as IBM, FedEx, and Bell. A co-founder of HcFocus, he is currently responsible for Operations.
Frank Branson, BS
IT & Platform Development
Frank Branson has extensive experience with technology platforms and IT management. His specialties include DevOps, IAM, app design, and Microsoft & AWS environments. His responsibilities at HcFocus include IT policy, security, and training.