Why Small UX Details Can Matter More Than Years of R&D: Interview with Eli Health CEO Marina Pavlovic Rivas

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Recorded27 Jan 2026

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In this episode of Medsider Radio, we sat down with Marina Pavlovic Rivas, co-founder & CEO of Eli Health.The company is focused on making hormone data accessible in real time through its saliva-based testing system that delivers results through a mobile app. A data scientist by training, Marina previously founded Gradiant AI, a machine learning company that was acquired in 2019. In this interview, Marina discusses how to evaluate form factor options without locking into a design too early, what beta testing reveals that years of lab work can't, and how existing consumer spending patterns influence positioning and pricing strategies. She also shares how regulatory considerations shaped product decisions from the outset and why building in-house proved more efficient than outsourcing when external partners said the company’s goals were impossible.Before we dive into the discussion, I wanted to mention a few things:First, if you’re into learning from medical device founders and CEOs, and want to know when new interviews are live, head over to Medsider.com and sign up for our free newsletter.And if you’re ready to level up your medtech game, you should check out Medsider Courses — 8-week masterclasses covering topics like fundraising, M&A and exit planning, design and development, clinical and regulatory strategy, and commercialization.These courses, featuring hard-earned lessons from elite medtech CEOs, can be purchased individually or come free with our All-Access Pass.If you'd rather read than listen, here's a link to the full interview with Marina Pavlovic Rivas.

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