I got you.
You got this.
You didn’t get into this industry because it was a good market opportunity. You got into this because healthcare is broken in ways you’ve seen up close, and you decided that you won’t wait around for someone else to fix it.
The vision is clear. The urgency is real. What’s hard is finding a thinking partner who knows the system from the inside, understands that the technology is rarely the hardest part, and won’t let the pressure to ship something fast talk you out of building something right. That’s where I come in.
Working together
Engagements are retainer-based, typically one to two days a week equivalent over three to six months. I work with a small number of clients at a time — which means when you engage with Choosing Futures Advisory, you get me. Not a junior analyst I’m supervising. Me.
My rates are designed for founders and operators, not Fortune 500 procurement budgets. The first conversation is free. If you’re not sure whether this is what you need, that’s exactly what it’s for.
This is the kind of work I do.
The Studio
You know the problem you’re solving and you care deeply about getting it right. What isn’t clear yet is the shape — what to build first, where to play in the ecosystem, or who you’re really building for. I help you find that shape before you’re out of runway to look.
Mission Control
You’re already in the thick of it. The idea is real, the stakes are high, and the decisions keep coming. What you need is a fresh set of eyes. Someone who won't let the urgency of now compromise the integrity of what you're building.
The Codex
The gap between a great idea and real traction is almost always a communication problem. I help you build the narrative that works in every room — investors, buyers, clinical partners, patients — without losing the nuance that makes it true.
Choosing Futures Advisory is for you if…
You left a safe path because the problem was too important to ignore
You’re building technology that puts people before the business case
You’re somewhere between “I have an idea” and “I have a product” and the middle is harder than you expected
You’ve been in enough bad consulting relationships to know what you don’t want
You want a partner who has actually built this stuff — not advised on it from the outside, but been accountable for it when it shipped and when it didn’t
You’re not looking for a vendor, you’re looking for someone who actually cares whether or not it works
Why me.
I spent 17 years inside Northwell Health, one of the nation’s largest health systems, building consumer digital products from scratch in an environment that wasn’t always sure it wanted them. I know what it takes to earn the trust, navigate the politics, and still ship something worth shipping.
The thing I'm most proud of isn't the app with 1.2 million accounts or the $226 million in digital billing collections. It's the team. We built an 80-person consumer digital function from nothing — product, engineering, UX, analytics — inside a health system that had never had one. Human-centered design was once a fight to justify. By the time I left it was just how things were done. That's the kind of change I know how to make.
I’ve also been the person your company is trying to sell to. I know how health systems make decisions, who the real stakeholders are, where deals go to die, and what it actually takes to go from interesting to adopted.
I’m a strategist with operator credibility, a writer with a scientist’s discipline, and someone who genuinely gives a damn whether your idea makes it.
If this strikes a chord, let’s talk.
As seen in
“Emily is a rare combination of a scientist and an artist. She is an exceptional poet, and yet so organized and scientific in her approach to life that she ends up being fantastic at execution.”
Elliot Cohen - Co-founder, PillPack (acquired by Amazon)
“Brilliant. A perfect partner. Exactly what you need, even if you don't know what you need. Our work together is not finished — and I couldn't recommend her more to others!”
Jason Ovryn - CEO, Priorly / former Walmart AI
“I have never encountered a person who can so effortlessly switch between operations and vision, executing both flawlessly.”
Abby Kushner - Chief Marketing Officer, NorthStar Anesthesia
“Over the years I’ve worked with a handful of people who are technically exceptional, and a handful of people who are masterful communicators. Emily is a rare combination of both.”
Marian Dezelan - Executive Director, Marketing & Communications,
Winship Cancer Institute, Emory University
“You are an extraordinary talent.”
Dr. Adrienne Boissy - Former Chief Experience Officer, Cleveland Clinic / TED Speaker
Let’s Talk
If something on this page resonated — or if you’re not quite sure yet but something’s pulling you here — reach out. The first conversation is free and there’s no pitch waiting on the other side. Just a real conversation about what you’re working on.
