Founders in Full
Founders in Full explores the future of family-focused solutions—from innovative tech startups to mission-driven services and products that help parents, caregivers, and families thrive.
Each episode features candid conversations with founders on what it really takes to start and scale: from customer research and product-market fit to brand positioning and marketing strategies that drive growth.
Whether you’re a family-focused founder, investor, or advocate, you’ll hear real stories and practical lessons on finding your ideal customer, crafting trust-building messaging, choosing the right channels, and prioritizing time and budget when every decision counts.
Hosted by Dan Ritzke—Fractional CMO and FamTech Marketing Consultant—Founders in Full shares the stories and insights of the people shaping the next generation of family-centered solutions.
Founders in Full
Erika Warren | Inciteful Med
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Erika Warren, Co-Founder of Inciteful Med, shares the story behind building a healthcare research and self-advocacy platform designed to help patients and caregivers better understand complex medical information and make more informed decisions.
Before starting Inciteful Med, Erika spent her career in education and consumer technology marketing — never expecting to become a healthcare founder. But after her co-founder used a research discovery tool he built to help uncover a missed cancer diagnosis in his own family, everything changed.
That experience revealed a massive problem hiding in plain sight: patients and caregivers are often expected to become experts in life-changing medical conditions with very little support, clarity, or transparency.
In this conversation, we explore:
✅ The unexpected story that led to the creation of Inciteful Med
✅ Why patients and caregivers often feel lost inside the healthcare system
✅ How AI is changing healthcare research and patient self-advocacy
✅ Why trust, transparency, and citations matter so much in healthcare AI
✅ The challenges of marketing products for people navigating stressful, emotionally overwhelming situations
✅ How patient communities, storytelling, and founder-led marketing are shaping the company’s growth
Erika’s story is a powerful reminder that some of the best startups don’t begin with a business opportunity — they begin with a deeply human problem that somebody simply refuses to ignore.
👉 Learn more about Inciteful Med: https://incitefulmed.com/
👉 Connect with Erika on LinkedIn: https://www.linkedin.com/in/erika-warren/
Connect with me (Dan Ritzke):
I’m a Fractional CMO who helps FamTech companies position their brand, sharpen their messaging, create marketing strategies that drive growth, and oversee execution to make sure those plans turn into results.
👉 Visit my website: https://danritzke.com/
👉 Connect with me on LinkedIn: https://linkedin.com/in/ritzke/
Apply to be on the podcast or nominate a founder:
👉 Founders in Full: https://danritzke.com/podcast/