Medsider: Learn from Medtech and Healthtech Founders and CEOs - Breaking Down Barriers in Women's Health: Interview with Neuraura CEO Claire Dixon
Episode Date: May 7, 2025In this episode of Medsider Radio, we sat down with Claire Dixon, CEO of Neuraura.Neuraura is developing LoOop, an over-the-counter wearable that targets PCOS through low-frequency electrical... stimulation.Claire brings over 25 years of international leadership experience to her role as co-founder and CEO of Neuraura. With a master's degree in engineering from Cambridge and an MBA from Harvard, she spent 15 years as a strategic consultant to capital-intensive businesses before transitioning to entrepreneurship. She was recently named among the “Top 200 Trailblazing Leaders in Women's Health and femtech” by Women of Wearables.In this interview, Claire shares insights on navigating regulatory pathways, designing for real user needs, and building strategic partnerships to bring innovative women's health solutions to market through a direct-to-consumer approach.Before we dive into the discussion, I wanted to mention a few things:First, if you’re into learning from medical device and health technology founders and CEOs, and want to know when new interviews are live, head over to Medsider.com and sign up for our free newsletter.Second, if you want to peek behind the curtain of the world's most successful startups, you should consider a Medsider premium membership. You’ll learn the strategies and tactics that founders and CEOs use to build and grow companies like Silk Road Medical, AliveCor, Shockwave Medical, and hundreds more!We recently introduced some fantastic additions exclusively for Medsider premium members, including playbooks, which are curated collections of our top Medsider interviews on key topics like capital fundraising and risk mitigation, and 3 packages that will help you make use of our database of 750+ life science investors more efficiently for your fundraise and help you discover your next medical device or health technology investor!In addition to the entire back catalog of Medsider interviews over the past decade, premium members also get a copy of every volume of Medsider Mentors at no additional cost, including the latest Medsider Mentors Volume VII. If you’re interested, go to medsider.com/subscribe to learn more.Lastly, if you'd rather read than listen, here's a link to the full interview with Claire Dixon.
Transcript
Discussion (0)
Nobody has it all figured out, particularly in the early stages, I would say, obviously it just comes down to the team.
But for me, it's specifically around the ability to make and have conviction of decisions, but then to throw those away when new information arises, right?
The ability to kind of be agile.
You know, the propensity for action is huge.
There's no time for navel gazing, right?
Welcome to Medsider, where you can learn from the brightest founders and CEOs in medical devices and health technology.
Join tens of thousands of ambitious doers as we unpack the insights, tactics, and secrets behind the most successful life science startups in the world.
Now, here's your host, Scott Nelson.
Hey, everyone, it's Scott. In this episode of Medsider, I sat down with Claire Dixon, CEO of Naurra.
Claire brings over 25 years of international leadership experience to her role as co-founder of the
company with a master's degree in engineering from Cambridge and an MBA from Harvard.
She spent 15 years as a consultant to capital intensive businesses before transitioning
to entrepreneurship.
Recently named among the top 200 trailblazing leaders in women's health and femtech,
Claire's leading Rora to develop Loop, the first effective, widely accessible over-the-counter
treatment for PCOS, a condition affecting nearly one in five women.
Here are few of the key things that we discussed in this conversation.
First, choose the regulatory pathway that maximizes patient access rather than following
conventional wisdom. Sometimes the traditional approach isn't optimal, particularly for conditions with high
rates of underdiagnosis. By pursuing an over-the-counter strategy for loop, despite pushback from
traditional med tech stakeholders, Claire prioritized reaching the 75% of women with PCOS who lack formal
diagnosis. Second, design products with continuous user feedback, particularly for underserved conditions,
by assembling into user advisory boards and adopting agile methodologies even for hardware development.
Third, build strategic partnerships with complementary companies serving the same patient population
to increase market reach, reduce customer acquisition costs, and create a more comprehensive
solution for patients.
All right, before we dive into this episode, I'm pumped to share that volume 7 of Medsider
Mentors is now live.
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proven MedTech founders and CEOs.
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All right, without further ado, let's dive in in the interview.
All right, Claire, welcome to Medsider Radio.
Thanks, Scott.
Great to be here.
Yeah.
Looking forward to recording this conversation, even though the Canadians beat the Americans
last night in hockey, you know, we're still going to have this.
We're still going to have a friendly discussion.
Oh, my goodness.
I think Trudeau said friends about 30 times in his little video.
So, yeah, let's stay friends.
It's funny. It's funny. I'm not, I'm not a, I wouldn't consider myself like a hockey fan, but I kind of, those kind of, that kind of stuff kind of pulls you. It's, it's pretty fun. But with that said, though, we're not going to discuss hockey. I don't think in this, in this interview anyway, we're going to be talking about your background, you know, your background. We're going to be talking about your background. Give us like an elevator style pitch in your own words, you know, maybe. You've got a really kind of interesting background across kind of the startup space, both in deep tech, you know, fimp tech, which you're working on now. Give us like an elevator style pitch in your own words, you know, maybe.
maybe in a couple minutes of your journey leading up to co-founding.
And Rora.
Yeah, this might be a bit of an anti-pitch, right?
Yeah, I definitely look good on paper.
That doesn't necessarily give you a lot of insight into my DNA as an entrepreneur.
So, yeah, I did a master's degree in engineering at Cambridge and MBA at Harvard,
spent the formative years of my career in consulting,
and then held a number of operational roles before transitioning into the startup space.
but it probably tells you a lot more about me if I tell you that I was the first person in my family
to say at school past 16. So I come from a family of blue collar entrepreneurs.
So kind of coming into this space kind of late in life is like coming home.
And the other thing you probably would guess if we spend enough time together is I also
got diagnosed with ADHD in my 40s, right? So my path here wasn't always smooth being
undiagnosed nirido virgin and obviously you talk to a lot of entrepreneurs so you know that's pretty common
but yeah like a lot of common themes across my career i'd say the thing that's kind of always carried me
forward is navigating technical and commercial complexity so working in a variety of fields very early on
but then as you say transitioning into deep tech health tech that's really kind of helped
I think the last thing, really in the CEO role, we kind of smash our heads against the
wall repeatedly, hoping for a different result every time. So I have unhealthy levels of personal
courage to push myself out my comfort zone. And so that's kind of part of what's got me into
trouble and got me here. I love it. I love the fact that you, the phrase you use,
you feel like it's sort of coming home, right? An entrepreneur that, you know, has obviously
a very impressive sort of resume on paper in terms of like, you know, academic pedigree, but also,
you know, kind of from the old school kind of roll up your sleeves, kind of blue collar sort of
entrepreneurial mentality. So it should be a fun conversation. So we're recording this in Q1 or 25 for
those listening, you know, kind of maybe maybe down the road. But you've been at it at Noura.
Am I pronounced that right? Noura, Noura. At least based on your LinkedIn profile, you know,
you founded the company in mid, mid-2018, you know, so gosh, you know, coming up on six and a half,
seven years now, give us a sense for kind of what you're building. And really, really,
maybe start with kind of the major problem that you're, you know, you're trying to solve.
Yeah, so it's worth bringing my, I mean, big picture. This is Neurora 2.0. So, yeah, we actually spun
the company up, out of the University of Calgary back in 2017 and initially focused on brain
machine interface applications. So core technologies are neural electrodes. We optimized it around
actually reading electrical signals directly from the brain to start with. So invasive,
focused on epilepsy as an initial use case. And then we pivoted.
just over two years ago.
So today, with Loop, we're building a bi-awareable platform.
It's a first-in-kind solution for PCOS, polycystic ovarian syndrome.
Now, a lot of people have never even heard of PCOS,
but it's actually the most common hormonal condition.
It affects almost one in five women.
So it's pretty profound leading cause of infertility,
results in insulin resistance in 70% of people.
And it's a risk factor in most of the major killers of women.
So, yeah, we're building.
building a device, which is minimally invasive, stimulates at very low frequencies to alleviate
the metabolic menstrual reproductive symptoms, and then we're building a digital platform around
that, really focused on the overall burden of disease, which is quite tremendous in this condition.
I may be one of the few that has heard of PCOS before. I had no idea that it was that prevalent,
but give us a sense for kind of standard of care right now. Is there a sort of a generally kind of
accepted kind of pathway or way of treating PCOS now versus kind of what your device does?
So quite disappointingly, the standard of care today is to use hormonal contraceptives.
So the pill.
In most cases, that's offered prior to even a formal diagnosis.
And so recognize that once you're on the pill, you can't reliably do those blood tests to get
a diagnosis either.
Challenges with the pill, like it gives you a regular cycle, but it's entirely fake, right?
like it has no relation to your real menstrual cycle.
If you do have like excessive bleeding, really bad acne, for some people, it does offer some
relief.
But really it doesn't do anything to help with fertility.
Like it actually makes confounds fertility.
It makes it even worse.
You know, a lot of people gain weight when they're on the pill and when they come off it as well.
So escalates that.
And then obviously you've got a whole bunch of side effects with the pill, which if you do have a higher
BMI often are more impactful. So yeah, I mean, there's lots of exciting things happening in this
space. So, you know, you've got the rise of the at-home hormone testing companies, right? So a lot more
people hopefully will have access to diagnosis. You know, there's a bunch of hormonal health
platforms with telehealth services, building awareness. But in terms of actual treatments, things that
actually can make this better, there really hasn't been an innovation in that space since the 1960s.
Wow, so it sounds like a pretty pressing need.
And that's one of the things I've always appreciated about the med tech space,
even though I would consider myself like maybe a little bit more personally interested
in biology, right, in biologic mechanisms is the fact that, you know,
our aim is to hopefully help either augment or maybe reduce or completely remove kind of
drugs or out of the equation, right, with some sort of device that treats a certain disease
or certain issue in a more effective way.
So that's pretty cool that this is like, sounds like,
of the few devices that may may have some real promise here. Can you give us a sense? I'm on the website
now, which is, and we'll link to both, both the company website as well as the website that's specific
to this device, which is Git Loop, which G-E-T and then L and there's three-Os, right? Three-Os,
loop.com. We'll link to it in the full write-up on MedSider, but Gitloop.com, loop is with
three-Os instead of two. But give us an idea. Like, if this device was available for me to
purchase or with a prescription today, what is it? Just picking up on that. We have decided to go
an over-the-counter route because of the pill being the standard of care and various other issues.
The diagnostic gap is around 75%, so it's definitely north of 70.
So a lot of women know or suspect they have the condition, but maybe have to fight for a decade or two
to get a formal diagnosis. So we're going over the counter to make it as accessible as possible.
You know, we are translating a body of research at Sweden.
So our advisor, Dr. Stainer-Victoran has really worked with her colleagues over the last 30 years.
to hone the stimulation protocol.
You know, she used acupuncture needles in her studies
to deliver this low-frequency electrostim,
but we've already validated that it translates
to a less invasive delivery mechanism.
And so, yeah, we're productizing it.
You know, if you had a fancy TENS machine at home,
you could probably find the setting and do it yourself,
but obviously we're turning into something
that everybody can access, use, you know, on the go
or, you know, in the comfort of their homes.
You know, our history is in hardware,
but the more we learn about the condition,
the more I learn about the condition,
recognize that the burden of disease
is about so much more than just the symptoms themselves, right?
The information gap for starters is just tremendous
in terms of people's understanding.
You know, it's been classified historically as a reproductive condition,
which, you know, if you think about the fact that, you know,
increases your risk of diabetes by like four times, dementia by double,
that really underplays the significance in,
the most, you know, the women who are going through life and accumulating the burden of comorbidities.
It's interesting that you bring up even, even dementia and Alzheimer's because you're so right.
I mean, and I'm certainly no expert in this in this domain, but like my mom was recently diagnosed with
dementia and Alzheimer's and Louie Body actually. It's like all three at one time,
but she had hormonal issues like dating back to like, I don't know, probably 20 years ago now
and never really, I would say never really proactively or treated it really that well.
And it's hard to quantify at this point, right? But how much that led up to her diagnosis,
I mean, she's, she's pretty young to be diagnosed with all three issues.
And so, yeah, I mean, I think you're spot on, right?
I mean, like just the hormonal aspect of this and the comorbidities kind of associated
with that are probably, probably huge.
So very cool.
And I always love doing these interviews with entrepreneurs that are working on OTC or non,
sort of non-prescriptive devices.
I mean, I have sort of a, obviously kind of a bias towards that, you know, with my experience
at you.
But, I mean, the impact, sort of the one-to-one, and actually, you know, and really one-to-min
impact that you have going OTC, you know, with the device.
is like it's pretty special, you know? Yeah, very, very cool. So again, we're recording this in Q1
to 25, but give us a sense for kind of where you're at with, with Loop right now. On the device side,
we're closing the gap to our first FDA clearance. There's no coding for PCOS. So it's our first
clearance and eventually we'll be submitting for DeNovo for the PCOS claims. In parallel, we're hoping to
get the beta version of the app out in the next couple of months. And then, you know, obviously working
furiously on the data strategy in the background as well, because we think that's a really rich
source of future value, both for the end users and commercially. And then, yeah, we're,
we're hoping to start our pilot clinical studies, formal clinical studies in March, right? So hopefully
by the time this comes out, they'll be, we'll be in recruitment mode for those. Got it. Yeah.
Very cool. So you, so your intention right now is to submit for, for 5K clearance with some
certain indications and then down the road, submit for de novo with the PCO's claims. Is that?
Exactly. Yeah, got it. So they just penetrate the outlier.
of the skin, but they consider them the same risk category as tense.
Got it.
And then, you know, we'll use that device, which will have the functionality for what we need
to set it to for PCOS, for our formal clinical studies, like a full scale ones, and then
to create de novo cutting.
And also to gather real world evidence as well around, you know, people who are using
that setting.
Cool.
Sounds like a pretty thoughtful plan.
So again, get loop.com is the website for everyone listening.
We'll link to it in the full, the full write-up on MedSider, but it's get loop.
Loop is spelled with 3Os, getloop.com.
We'll also link to Norora, the parent company's name.
We'll link to that website as well in the full write-up.
So hopefully this kind of sets the stage for the rest of the conversation,
and we'll spend maybe the next 20 or 30 minutes kind of going through some key functional areas, right,
that any entrepreneur is going to have to kind of manage or tackle right on their way to,
you know, eventual commercialization, hopefully success.
So first one on the docket, Claire, is you've been around a lot of startups, right?
And, you know, and you've been at founding, Norara, even through its pivot over the past,
you know, five plus years now, kind of thinking back to whether you want to kind of base this on your
experiences with Nura and the Pivot or just the wide variety of ideas that you've seen concepts
that you've seen that either you thought had legs, maybe didn't have legs, et cetera.
Give us a sense for kind of how you go about determining whether or not something is worth
pursuing, right? Because we all know these projects that eventually hopefully turn into
companies. They take a lot of time, a lot of capital, that take a lot from you, right?
So that decision on whether I'm not to pursue it is a big one. And so give us a
sense for kind of how you look at things from your entrepreneurial lens? Yeah, I mean, clearly,
I love all entrepreneurs who are out there trying to solve real problems, particularly when
they're having the courage to be truly innovative, because not everything is, right? There's a lot
of incremental stuff out there. You know, nobody has it all figured out, particularly in the early
stages, I would say, obviously it just comes down to the team. But for me, it's specifically
around the ability to make and have conviction of like decisions, but then to throw those away
when new information arises, right? The ability to kind of be agile. You know, the propensity for
action is huge, you know, having been in consulting, has a lot of time around academia, right?
Like, you know, you've got to get stuff done as an entrepreneur, right? There's no, there's no
time for navel gazing, right? I like it, but like this constant reinvention,
and kind of getting over yourself because, you know, what's required of me to be successful
next week for sure is going to be different from what was required last week, right?
So I think that, you know, whether it's foolishness or courage just to, you know, get back up
again and try again, try something different and, you know, know that your limitations,
particularly in a small team in the early stages, right?
You've got to kind of break through those.
So, you know, I see a lot of entrepreneurs who maybe have had, you know, a lot of success.
you know, they've got their PhD. They've really become experts in their field, but crumple under
like that strain of having to like, yeah, but you've still got to like learn to do X, Y, Z.
So true, right? That bias towards action. It's like one of the, the key things that I always look for,
even if someone that kind of wants to join a startup, right, maybe they've spent most of their career
in larger, larger companies, larger strategics, and they want to join a startup. It's often something I try
to look through, look for, you know, during the interview process even is, you know, is this person
does it appear that they are biased towards, towards action?
Because that's so, so crucial, right, for any sort of success with a startup.
But, like, circling back around to what you said earlier, this idea of, this framework of,
do I have conviction in this idea?
And then am I willing to let that conviction go, right?
When the signals, you know, tell me otherwise, sort of sounds counterintuitive,
but, like, makes all the sense in the world if you've been at startups.
But I love that because I think it's so, we all see a variety of concepts or ideas that could work, right?
that maybe even solve a real, like a real pain point, but trying to like genuinely answer that
question in five, you know, three years from now, five years from now, will I really have,
do I have conviction, right, to get behind this product, this device, you know, this disease or
whatever I'm trying to, I'm trying to, I'm trying to treat. So I think that's a, that's a really good
framework, right, to like, you know, take a pause and really try to answer that, you know, in a very
genuine kind of authentic way. I think for us, as you might imagine, like you like you like things in the
OTC space. Like, you know, we've taken a lot of flack from more traditional med tech stakeholders,
right? They're like, why would a woman use something if their doctor doesn't tell them to?
Like, how are you going to get your customer acquisition costs down? But when we actually talk to
end users, right, the people are going to be our customers, you know, I've had probably 110,
120 one-on-one conversations in private, and they all want it, right? Like, it's not even a question.
You know, yes, if it was 10 times the price.
Maybe that wouldn't be true, but, you know, we're obviously trying to hit a point where for most people who want this, it's accessible.
And then the other thing that was really surprising to us, I think, was we've taken a very, like, clear co-optition approach in terms of, like, being much more embracing of partners and thinking about partnerships as a huge part of our commercial strategy.
You know, in particular, distribution partners in the first conversation, talking to, like, large,
online pharmacies, talking to a lot of pharmaceutical company in North America, they just got it
straight away because they have that direct link with the end users. They've seen the paucity,
the gap in care. And then, I mean, I think probably one of the most beautiful things about
working in the women's health of them tech space is this incredible global network of, you know,
male and female founders who are working to, you know, realize these huge commercial opportunities,
but close the gap in health equity.
So we have an amazing network
and it's really not hard to build that
because we're all driving towards a future,
which is different.
Yeah, yeah.
I couldn't agree with you more, though,
with respect to like kind of the pushback that you like,
I shouldn't say I couldn't agree with you more.
It resonates with me, right?
The pushback that you probably get
from traditional like med tech or device folks, right?
And that, you know, questioning or critiquing,
you know, the approach to, you know,
going, you know, sort of direct to consumer, right?
OTC.
I heard that so so many times, right, in the early days of Juve.
I mean, and it was a bit, a bit foreign, right?
Because I spent, you know, my entire career in more traditional medical device space.
I'm back in, I would say more traditional medical device.
But, but I mean, just to give me an example, like our average order value at Juve,
and this was, I mean, I think it's even higher now, but I've been away from the company for a handful of years.
But it was like $13,400.
And so this idea of people not wanting to, or unwilling to pay like a significant amount of money for something, you know,
to treat, to treat an issue, like they will. People will pay, you know. And I, I live to
breathe that, you know, firsthand. So I would say, you know, keep keep pressing into that if that
means anything. Because I think it has, you know, it's a very, very valid approach and
channel. So with that said, you've got, you know, an impressive engineering background as well.
I want to get your sense for, for kind of early stage development, right? Because this is often,
And I always kind of think this is, this is probably one of the hardest sort of stages, right,
in a startup is, you know, you're typically don't have a lot of capital.
And you're trying to, you're trying to kind of make it, make, you know, meaningful iterations
on your on your, on your device.
So walk us through kind of your approach to kind of, you know, going from, you know,
early, early concepting to alpha to beta, you know, are there some things that's,
that's kind of stood out in your experiences or even at, you know, with Loop specifically
that you believe that would be helpful for other, other entrepreneurs?
Yeah, I mean, we've been incredibly fortunate, to be honest, right?
You know, we haven't been a wash with in-kind support and great talent.
So, you know, the first two iterations of our device were student projects, right?
Like one of our team members that has been with us since 2019, she's like, I'll do it as my capstone, right?
And assembled a team around it.
So very, very scrappy.
And it's only now that the device design is really reaching maturity with some of that in-kind support
from SymbX and MHub in particular, shout out.
On the app, I think that was a prime story of being prepared to throw things away.
So we got great external help.
So we have, you know, for example, the piece of code that you use the app to control the device,
it's perfect, right?
Like it works perfectly.
But I found myself sitting across from an all-male development team.
And, you know, we just started from the complete wrong paradigm.
So PCOS kind of one of the core symptoms is a regular absent periods, right?
And so although a lot of the period tracking apps out there are looking at the PCOS market,
if that's you and you open up something and you see a calendar view, that's probably quite
triggering, right?
You're not normal because you don't fit this, right?
And maybe you haven't had a period in a year, right?
And so, you know, that's not a great experience.
So we started from the wrong paradigm and we had to scrap that.
and start again.
So it's this delicate line we're walking.
We intentionally are taking like a whole person approach to this condition
and recognize it shows up differently in different people
and differently across lifespan.
So trying to bring that layer of personalization and choice to the user,
it's a little bit more nuanced than you might see some of the kind of women's health apps.
A lot of them look very much the same.
But, you know, we're now paying much closer attention to that.
will be really focused on giving them the lens that makes most sense for what their goals are.
You know, the goal might be, for me, it might be like, how do I not get dementia, right?
How do I get my cholesterol down?
For somebody else, it might be weight loss or maintaining a healthy weight.
For somebody else, it might be, I want to get pregnant in two years.
How do I, what do I do now to optimize my fertility?
So really taking that frame, like goals based and then tying the symptoms to make it more meaningful.
So yeah, that's a prime example of where there was early iterations.
I just looked to them and was like, this isn't right.
You know, like acknowledging all the effort that went in there, but it just didn't fit.
Yeah.
And your willingness to kind of cut gut bait and kind of start from scratch.
That's a really interesting point, though, because I mean, and this is not maybe not applicable to every sort of development team,
but the fact that you had an all-male team working on an app, it sounds like, right?
And they're coming at this and designing a UI, right, that kind of made sense to them.
but in reality, like, you know, your audience is predominantly female, you know.
And so I think it just speaks to the importance of ensuring that you're as close to the customer
as possible, right? And even on the development side, right, that makes sense, it could make
sense to ensure that you have got a diverse team, you know, thinking kind of holistically across
the board, you know, as they think through, you know, whether it's UI or something else for that
matter. But that's a really, really interesting point.
We've assembled an end user advisory board, right? So we have a group of people we can get quick
answers from. You know, I think kind of more and more we need to use them really frequently to
help to do quick iterations. You know, years ago, we decided to adopt a kind of agile approach to
even hardware development. So kind of building that in. But yeah, I mean, I've had some very
funny conversations where having to explain that period pain just doesn't just happen around your ovaries
to people, right? Like, but yeah, I mean, it's something we're very conscious of. But in a way,
those who've like really embraced what we're doing like one of our interns he hadn't heard of
PCOS before he started working with it i saw his work and he's brilliant so like you have to work
with it you know he went home and he talked to like his mom his sister and his best friend who's
female and he learned that all of them have PCOS right and his relationship with those important
women in his life can change completely because all of a sudden he knew them better right like
experience and like, you know, I found that too.
When I talk about what we're doing, people come up to me and they say, well, you know,
this is the first time, right?
I felt seen and heard because they have been dismissed by a health provider, right?
Like they've been, you know, we all know the statistics about pain and things like that.
And women will get prescribed antidepressants rather than actually dealing with their
physiological problems.
So, yeah, like it's quite a beautiful thing when you work in this space and you feel like
you're already having an impact just by trying.
Yeah.
Yeah.
Yeah, no doubt.
Hey there, it's Scott.
And thanks for listening in so far.
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Then there's the popular investor database that now includes over 750 life science BCs, family
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So if you're ready to level up your game and check out premium memberships at medsider.com
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Again, that's medsider.com forward slash subscribe.
