Flora Sandra Siami

Cues and Views

Medical device innovation catalyst and strategic builder Flora Sandra Siami, in brief.

April 8, 2022
2 Minutes
Flora Sandra Siami

Home: Where love resides, memories are created and laughter never ends.  Age: I was born in what has been dubbed “the year that rocked America”.  Profession: Using innovation to reimagine how medical devices, IVDs, imaging, digital health and med tech are tested, approved, monitored, and reimbursed.  Significant other: My husband Bill, whom I affectionately call my two-legged dog. Alma mater: Vanderbilt University (Anchor Down!).  Languages spoken: Southern Belle meets Salty New Englander in Persia with a twist of Ancient Rome; straight up, no garnish.

Current project: Building a national evaluation system for health technology with diverse stakeholders to solve challenges specific to medical devices in order to empower patients.  Recent recognition: My white German shepherd dogs think I’m the center of the universe, best recognition evah!  Last book read: Made From Scratch, by Kent Taylor.  The legendary success story of Texas Roadhouse.  The book has inspired me to do something legendary myself.

Personality profile: Infectious optimist, calculated risk-taker, direct, candid.  What one word would your closest friend use to describe you? Warm-hearted.  How do you define a perfect friendship? My best friendships are those that, if we don’t speak in a while, when we do get together we just pick up where we left off.  How do you define an ideal business relationship? Although I’m naturally competitive, I believe in fair play and integrity.  Leave your sneaky behavior and half-truths at the door.  What gets you jazzed? Finding out-of-the-box solutions that make an impact in my industry.

What book have you repeatedly read? Winning, by Jack Welch.  What’s  featured prominently on your home or office wall? 1958 Ferrari Testa Rosa in my office to remind me that I can tackle any road while being open to the elements.  As the driver, I’m left in ultimate control.  But let’s not dismiss the fun factor!  What  is your go-to source of creative inspiration? An airplane ride that is at least three hours.  It must be the introvert in me needing restorative time. What world event has had the greatest influence on your life? The Iran Hostage Crisis was the first. That was personal.

What change are you working on to effect in your profession or field?

Working with the FDA/CDRH, medtech industry, health systems, clinicians, payers and patients to create a first-of-its-kind national evaluation system for including medical devices, in-vitro diagnostics, imaging, and digital tech that harnesses new methods for reliable, systematic and transparent evidence generation and active surveillance to ultimately provide patients access to safe and effective medical technologies.  What mega-trend most excites you? Extended reality (e.g., virtual reality, augmented reality, mixed reality) in healthcare and, more specifically, in medical devices (MXR).  What mega-trend most concerns you? Uninformed healthcare data sharing that jeopardizes patient privacy.

What  object would you first save from your burning home? Besides my two- and four-legged dogs, the irreplaceable cultural family heirlooms.  What  advice would you give your younger self? Be that girl who never backed down.  What day in your life would you like to re-live? A beautiful morning in Firenze with my parents drinking the most wonderful cup of espresso with steamed milk.  From that moment, I’ve been using a stovetop espresso maker with steamed milk for thirty years!  What  period in your life would you do differently, if you could? Nothing!  Our unique journeys mold us into who we are today.  I embrace all my accomplishments and failures.

Personal mission: Give thanks to God, daily.  Practice “The Golden Rule”.  Enjoy life with a smile on my face and twinkle in my eye.  Personal  motto: Get comfortable being uncomfortable. Favorite quote: “If life were predictable, it would cease to be life, and be without flavor” (Eleanor Roosevelt.  She has a few doozies I like).  Desired epitaph: She rocked it, authentically.

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