Health Tech: Parmjot Bains Of ImpediMed On How Their Technology Can Make An Important Impact On Our Overall Wellness
An Interview With David Leichner
Increasing Awareness and Reach: Developing the technology is only half the battle; ensuring it reaches those in need is equally important. Awareness campaigns are vital, as illustrated by our (Pfizer’s) efforts to inform high-risk COVID patients about the availability of treatments like Paxlovid. Similarly, raising awareness about early lymphedema detection among breast cancer patients is paramount to ensuring they seek and receive the necessary care.
In recent years, Big Tech has gotten a bad rep. But of course, many tech companies are doing important work, making monumental positive changes to society, health, and the environment. To highlight these, we started a new interview series about “Technology Making An Important Positive Social Impact”. We are interviewing leaders of tech companies who are creating or have created a tech product that is helping to make a positive change in people’s lives or the environment. As a part of this series, I had the pleasure of interviewing Dr. Parmjot Bains.
Dr. Parmjot Bains became the Managing Director and CEO of ImpediMed in January 2024, bringing a wealth of global experience in healthcare management, commercial strategy, and change management from her tenure across multiple regions and roles, including Pfizer’s Gulf Cluster Country Manager. She has a proven track record of driving significant growth in diverse markets, managing large teams across six countries, and overseeing multiple therapeutic areas, notably including breast cancer. Trained and practiced as a Medical Doctor in New Zealand and Australia, Dr. Bains transitioned into leadership roles in the healthcare industry, including positions at Neuren Pharmaceuticals and Perseis Therapeutics, as well as a managerial role at McKinsey and Company.
Thank you so much for joining us in this interview series. Before we dive in, our readers would love to learn a bit more about you. Can you tell us a bit about your childhood backstory and how you grew up?
I am from New Zealand, where I spent my childhood on a dairy farm amidst the pristine, green landscapes that define the country. Being one of four siblings, I was immersed in New Zealand’s resilient “can-do” national psyche of resolute self-reliance, known locally as “number eight wire culture,” which left a deep impression during my formative years and fostered a belief that anything is achievable with determination. This upbringing shaped my early aspiration to pursue a career in medicine, a dream I’ve harbored since I was eight. My passion for learning and reading was a cornerstone of my journey towards becoming a doctor, reflecting the values and environment I was raised in.
Can you share the most interesting story that happened to you since you began your career?
Since beginning my career, the most remarkable aspect has been its non-linear progression, often referred to at Pfizer as a “zigzag journey.” This path saw me transitioning from medicine to international relations, despite not having written an essay since I was a teenager, and then circling back to medicine. My curiosity and quest for growth then led me to McKinsey & Company, a management consultancy, where I was introduced to financial concepts entirely new to me, such as EBIT, without any prior background in finance. This trajectory continued through various roles in biotech and drug development, each time embracing the unfamiliar and leveraging a willingness to ask questions and learn. My career underscores the importance of openness to new experiences and the belief that anyone has the capacity for change and growth.
None of us can achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?
Throughout my career, numerous mentors have seen potential in me beyond the qualifications on paper and have been willing to challenge me with new roles. A standout example is my most recent manager, Patrick van der Loo, now Regional President for Pfizer in the Africa, Middle East, and Russia region. Patrick entrusted me with a business development role during my time at Pfizer in the U.S., despite my lack of direct experience in that area. His support didn’t just stop there; he continued to offer opportunities that broadened my experience across different regions and functions. This pattern of trust and support from leaders like Patrick has been instrumental in my growth and success.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
One of my favorite life lesson quotes is about the inevitability of change, captured in the saying, “You never step in the same river twice.” This quote resonates with me deeply as it underscores the constant flow of life and the importance of embracing change, growth, and development. It serves as a reminder to always move forward, using the lessons from the past as a guide but not allowing them to hold me back. This perspective has been a guiding principle in navigating both personal and professional challenges, encouraging a mindset of resilience and adaptability.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
I am very much a pull-my-sleeves-up-and-do-what-needs-to-be-done person. And I think that probably comes from my upbringing. Three key traits have underpinned my success include a relentless eagerness to learn and grow, a strong goal-oriented drive ensuring both personal and team achievements, and a hands-on approach, stemming from my background and experiences, such as the time I personally undertook to write a Phase 1 clinical trial report for FDA submission due to budget constraints. This proactive attitude and commitment to collective success have been instrumental in navigating challenges and achieving objectives.
Ok super. Let’s now shift to the main part of our discussion about the technology or medical devices that you are helping to create that can make a positive impact on our wellness. To begin, which particular problems are you aiming to solve?
ImpediMed’s technology, the SOZO® Digital Health Platform, is addressing cancer-related lymphedema. Lymphedema occurs where there is blockage to the lymphatic system, causing a buildup of lymph fluid in the limb, which can lead to severe limb swelling. Our primary focus is on breast-cancer related lymphedema, a devastating side effect of breast cancer treatment that impacts up to 20% of breast cancer survivors and, if it is not detected or treated early on, can result in a chronic condition that can greatly impact quality of life in survivorship. Our mission is to partner with our customers to end breast-cancer related lymphedema and help improve quality of life for breast cancer survivors so that they can live life to the fullest.
How do you think your technology can address this?
The SOZO Digital Health Platform uses Bioimpedance spectroscopy (BIS) to quickly and non-invasively assess fluid status of patients. Bioimpedance measurements are taken by sending a painless electrical current through the body and measuring the body’s resistance and reactance to this electrical current. Bioimpedance technology is used across a broad range of applications, but BIS is the most advanced method to non-invasively, accurately measure a patient’s total body water, extracellular and intracellular fluid volumes in a clinical setting.
BIS detects medically meaningful fluid shifts as low as 36 mL (or approximately two tablespoons) in a limb. This detailed data can help healthcare professionals with early detection and intervention for lymphedema at a subclinical level, before a patient may even notice swelling, allowing for early intervention to stop progression to chronic lymphedema.
Our system is cloud-based and can be used across the healthcare system, from a breast surgeon’s office to a cancer center, to a medical oncologist practice, and in rehabilitation therapy for patients. We aggregate patient data so that it can be shared amongst clinicians and healthcare professionals throughout the patient’s survivorship journey.
Using our BIS technology, we conducted a multi-center, randomized clinical trial amongst 1,200 patients, the largest clinical trial to date for the prevention of breast-cancer related lymphedema, demonstrating patient results over a three-year period. The results were impressive, demonstrating a 92% reduction in lymphedema progression using BIS for early detection combined with at-home intervention using a compression garment for the arm.
Can you tell us the backstory about what inspired you to originally feel passionate about this cause?
The inspiration behind my passion for our company’s cause stemmed from the technology’s potential to profoundly improve the lives of patients. The compelling clinical data and evidence demonstrated that our innovative approach could truly transform the quality of life for individuals suffering from breast-cancer-related lymphedema, addressing a significant unmet need. Initially focusing on women with breast cancer, the vision extends to other cancers and indications. The market’s gap and the technology’s capability to drive meaningful change ignited my excitement and commitment to advancing this cause.
How do you think this might change the world?
Just as with early detection and treatment of breast cancer, we believe that with early detection and intervention for lymphedema, we can help prevent progression to a chronic condition that can be quite devastating for patients.
National clinical practice guidelines in Oncology used by clinicians around the world as a standard resource for clinical decision-making state that survivors at risk for lymphedema should be regularly screened for lymphedema by symptom assessment, clinical exam, and, if available, bioimpedance spectroscopy (BIS).
Our SOZO Digital Health Platform is the only FDA-cleared solution using BIS technology for the clinical assessment of lymphedema. We are rapidly increasing patient access to this technology through Medicare coverage and a growing number of national private payors across the US.
Keeping “Black Mirror” and the “Law of Unintended Consequences” in mind, can you see any potential drawbacks about this technology that people should think more deeply about?
Bioimpedance technology has been used in a variety of applications — even some bathroom scales use bioimpedance to measure body fat percent at home. For medical use, there are other bioimpedance technologies that can be used to measure fluid volume and tissue composition. However, not all bioimpedance is the same. Bioimpedance spectroscopy (BIS), is a specific technology used by our SOZO Digital Health Platform, is the most advanced method to non-invasively, accurately measure a patient’s total body water, extracellular and intracellular fluid volumes in a clinical setting. With clinical guidelines and a growing number of national private payors reimbursing BIS, the unintended consequence of increased adoption is potential confusion with inferior methods of bioimpedance measurements that do not provide this level of precision and will not provide the level of patient outcomes that BIS technology has been proven to support through extensive clinical evidence.
Can you share a few best practices that you recommend to safeguard your technology or medical devices from hackers?
At ImpediMed, safeguarding our technology and medical devices from cyber threats is crucial. We adhere to leading security frameworks including HIPAA, HITRUST, and NIST, ensuring robust protection against potential vulnerabilities. Our SOZO Digital Health Platform exemplifies this commitment, being both HITRUST certified and HIPAA compliant.
We emphasize regular security awareness training for our team to stay ahead of emerging cyber threats. Additionally, encrypting sensitive data and implementing stringent audit logging are key practices in our security strategy.
ImpediMed’s approach to cybersecurity is multifaceted, focusing on adherence to established security frameworks, ongoing staff training, comprehensive data encryption, and careful vendor selection. In a world of emerging cyber threats, a proactive and evolving strategy ensures the highest level of security for our technology and medical devices.
Based on your experience and success, can you please share “Five things you need to know to successfully create technology that can make a positive impact”?
Identifying an Unmet Patient Need: The genesis of impactful technology often lies in addressing an unmet need within patient communities. For example, our SOZO technology addresses the significant yet underrecognized risk of lymphedema in breast cancer survivors. Despite its prevalence, many women and even healthcare providers are unaware of the potential for early detection and prevention, highlighting a critical gap in patient care.
Validating Clinical Impact with Evidence: It’s crucial that the technology not only meets a need but also has a proven, significant clinical impact. SOZO’s effectiveness is underscored by a large randomized clinical trial showing a 92% reduction in the progression of chronic lymphedema, demonstrating its capability to profoundly benefit patient health and well-being.
Increasing Awareness and Reach: Developing the technology is only half the battle; ensuring it reaches those in need is equally important. Awareness campaigns are vital, as illustrated by our (Pfizer’s) efforts to inform high-risk COVID patients about the availability of treatments like Paxlovid. Similarly, raising awareness about early lymphedema detection among breast cancer patients is paramount to ensuring they seek and receive the necessary care.
Offering Economic Value: Beyond clinical benefits, the technology must present a clear economic value proposition. The cost of treating lymphedema can be substantial, adding financial strain to the physical and emotional toll. Early detection and treatment facilitated by technologies like SOZO not only improve quality of life but also present a cost-effective solution to a potentially burdensome condition.
Executing with Focus: Even the most promising product requires focused execution to reach its target audience effectively. For a small company like ours, this means identifying and engaging with key healthcare providers who can advocate for and implement the technology, thereby ensuring it benefits the intended patient population. Regularly measuring outreach and impact allows for course corrections and ensures that efforts are aligned with the ultimate goal of enhancing patient care.
These five pillars have been instrumental in guiding our journey, ensuring that our technology not only meets clinical needs but also reaches those who stand to benefit the most, ultimately driving positive change in healthcare.
If you could tell other young people one thing about why they should consider making a positive impact on our environment or society, like you, what would you tell them?
If I were to share one piece of advice with young individuals about the significance of contributing positively to our society or environment, it would be to follow your passion. Delve into understanding what truly ignites your enthusiasm and be open to the evolution of your interests over time. Life is a dynamic journey, and your path to making a difference will undoubtedly adapt and transform as you grow. By pursuing what genuinely motivates you, I firmly believe that you’ll naturally gravitate towards actions that have a beneficial impact on the world around you. So, embrace change, follow your dreams with conviction, and allow your passion to guide you towards creating meaningful change in society and the environment.
Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch, and why? He or she might just see this, especially if we tag them. :-)
If given the chance, I’d cherish the opportunity to have a roundtable breakfast with a group of women who have experienced breast cancer and have benefited from our technology. Engaging in a heartfelt conversation to hear firsthand about the impact it has had on their lives would be incredibly meaningful. I’m eager to learn how the technology has influenced their journey, what advice they would offer to others, and how they envision spreading awareness to ensure more women can prevent and manage lymphedema effectively. It’s the stories of patient impact that truly resonate with me, and these discussions could further inspire ways to amplify the message and reach more individuals who could benefit from early detection and intervention.
How can our readers further follow your work online?
You can find ImpediMed online at impedimed.com and follow us on LinkedIn, Facebook and X.
Thank you so much for joining us. This was very inspirational, and we wish you continued success in your important work.
About The Interviewer: David Leichner is a veteran of the Israeli high-tech industry with significant experience in the areas of cyber and security, enterprise software and communications. At Cybellum, a leading provider of Product Security Lifecycle Management, David is responsible for creating and executing the marketing strategy and managing the global marketing team that forms the foundation for Cybellum’s product and market penetration. Prior to Cybellum, David was CMO at SQream and VP Sales and Marketing at endpoint protection vendor, Cynet. David is a member of the Board of Trustees of the Jerusalem Technology College. He holds a BA in Information Systems Management and an MBA in International Business from the City University of New York.
