Laura Orthwein

Questioner
DISC Type : c

Founder & CEO at Avalyra Biophotonics

Greater Chicago Area, United States

Overview

Laura Orthwein is the Founder and CEO of Avalyra Biophotonics, a MedTech company focused on non-invasive biophotonics. She has a 25-year career leading pivots in complex industries, including pharmaceutical digital strategy and transforming a manufacturing company into a Department of Defense contractor. She holds a B.S. from Northwestern University.

Outside of her corporate roles, Laura has a deep background in documentary film and conservation. She spent seven years producing programming for National Geographic and Discovery, co-founded the BLUE Ocean Film Festival, and was invited to join the Google Ocean Advisory Council by oceanographer Sylvia Earle.

She helped develop a permanent installation at the Smithsonians National Museum of Natural History.

Personality Overview

Not Easily Convinced

Price-Sensitive

Cautious & Analytical

They generally do not appreciate an overfriendly approach and prefer to stay to-the-point.  While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters. They prefer to fully evaluate every situation.

Topics They Care About

MedTech Platforms
As Founder and CEO of Avalyra Biophotonics, she is focused on bringing a new category of real-time physiologic monitoring to market.
Biophotonics
Her company's core mission is leveraging non-invasive biophotonic technology to make previously invisible physiologic signals observable in human health.
Kidney Care Tech
She is actively building her company's launch device specifically for the dialysis market, aiming to improve patient stability and fluid management.

Media Appearances

Entrepreneurs to Watch – Featuring Laura Orthwein, Founder & CEO of Avalyra Biophotonics. Featured in Optics & Photonics News (Optica OPN)

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Winners Announced of the 2021 SPIE Startup Challenge – Avalyra Biophotonics (Founder Laura Orthwein). Featured in Novus Light Today

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Photonics startups rise to the healthcare challenge – Avalyra Biophotonics highlighted. Featured in Physics World

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Work History

10-2024
Founder & CEO at Avalyra Biophotonics
5-2023 - 10-2024
Director, Membership & Engagement at MxD
10-2022 - 5-2023
Business Development Consultant at Self-employed
2019 - 11-2022
Director Of Strategic Partnerships at BxB Media
2012 - 2019
Vice President Strategic Planning & Development at Milton Manufacturing, Inc.

Education

3-2023 - 5-2025
Bachelor of Science - BS from Northwestern University
9-1992 - 6-1993
Education details unavailable from Columbia University

More Information

Social Presence :

Prographics :

Exp : 28 Location : Greater Chicago Area, United States Job Level : Leadership Designation : Founder & CEO at Avalyra Biophotonics
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Insights For Selling To Laura

During A Call Or A Meeting

DO's

  • If you have a lower priced product compared to the competition, call out the same
  • Keep some extra margin in hand as they will likely negotiate the pricing
  • Emphasize on objective proof of ROI, help them do a thorough evaluation

DONT's

  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.
  • Don’t try to be too friendly or informal with them
  • Don’t overhype the product/pitch, keep it measured

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Laura is

  • Confidence that the product provides ROI, effective pricing and process adherence matter the most to them.

  • Will you ever get a clear answer from Laura

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Laura move?

  • They can move at a reasonable pace while making their decisions if they have the necessary information.

  • Can Laura take some risk or not?

  • If they believe that they have analyzed the situation well, they can take a little risk.

You And Laura

Personality Compatibility


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