Our preference is relationships that leverage the collective knowledge between the client and us and in doing so create an atmosphere that allows everyone to investment themselves wholeheartedly into the work at hand. We maintain our professional coding and practice certifications and society memberships because we communicate on a regular basis with the U.S. commercial payers and CMS and we need to keep abreast on payer policy decisions and developments in coding and reimbursement.


Susan Rowinski, MSE
President and CEO

Susan has 26 years of combined industry operating and consulting experience in developing and selling new medical technologies. Her combined experience spans the entire company life cycle and includes advancing companies through fundraising, product development and launch and into sales.

Prior to starting Rowinski Group LLC, Susan’s industry responsibilities included, raising venture capital, managing strategic corporate partners, securing payer approvals, overseeing three worldwide introductions, and sales quota responsibility for five western U.S. states.

She held industry management positions with increasing responsibility included, Vice President, Marketing (PharmaSonics; Sunnyvale, California.), Director of Marketing (Cardiometrics; Mountain View, California.), Global Marketing Manager (Medtronic Vascular; San Diego, California), Product Manager (Quinton Instrument Company; Seattle, Washington.), Echocardiography Sales Representative (Advanced Technology Labs (ATL); Seattle, Washington.

Ms. Rowinski is an advisor to boards and accelerators. She served for six years (2013-2018) as a board member on the Purdue University Weldon Biomedical Advisory Board. Since 2009 Susan has been an advisor on reimbursement strategy and planning to LARTA under the National Institutes of Health (NIH) Commercialization Accelerator Program. She has been an advisor on reimbursement strategy and planning to the San Jose BioCenter (San Jose, California) and the Astia Accelerator (San Francisco, California).

Susan holds a Master of Science in Engineering from the University of Washington (Seattle, Washington). She was a recipient of the Young Women in Science and the U.S. Navy Scholarships. Susan has a Bachelor of Science in Health Physics from Purdue University (West Lafayette, Indiana). While at Purdue she earned the Designated Student Award and was a member of the Eta Sigma Gamma Health Physics Honorary Society

Susan is a current member of the teaching faculty at the University of Michigan. Master of Engineering program (MSE) and Georgia Institute of Technology. Master of BioMedical Innovation and Development (MBID). Her teaching focus is adding commercial value to medical technologies under development in academic centers and reducing business risks during the academic to commercial market transition. She was a member of the teaching faculty 2013-2019 for the Master of Translational Medicine program (MTM) at the University of California- San Francisco.  To date she has taught over (900) PhD and Master level students.

In addition to her teaching work, Ms. Rowinski is an internationally recognized speaker on reimbursement and monetization strategy and implementation.

Daniel A. Lace, MD
Chief Medical Officer

Dr. Lace has over 24 years of consulting experience for a wide range of businesses that include managed care, pharmaceutical, medical device, and diagnostics. In addition to his consulting experience, he has held executive operational roles. Dr Lace has been the Medical Director for U.S. based managed care organizations and global medical device and pharmaceutical companies.

As a result of his consulting and his executive experience in the managed care and life science industries, Dr. Lace is uniquely qualified to provide healthcare payer access and coding, reimbursement and coverage advisory services related to the convergence of managed healthcare insurance markets, disease and healthcare cost effectiveness outcomes, and the integration of new medical technologies and services into clinical care models.

Dr. Lace is a licensed physician. He is also a board-certified physician executive in medical management, a certified Fellow of the American Association for Physician Leadership (FAPPL) and is CPE certified from the American Association for Physician Leadership. Dr Lace holds a Bachelor of Art from Northwestern University and an MD from the University of Illinois College of Medicine.

Katherine Smith, CPC, CPPM, CPMA
Project Management Director and Coding and Monetization Analyst

Katherine is an accomplished professional with over 25 years of healthcare experience specializing in medical coding, billing, reimbursement and revenue cycle operations. Ms. Smith is a Certified Professional Coder (CPC) through the American Academy of Professional Coders, is a Certified Professional Practice Manager (CPPM) and, is a Certified Professional Medical Auditor (CPMA).

Ms. Smith works in the Silicon Valley office and specializes in reimbursement analysis for new medical technology therapeutics and diagnostics. She uses novel data mining techniques for analyzing Medicare and commercial payer data for the purpose of designing reimbursement and monetization plans for inclusion into clinical and product development plans, product launch, business planning and marketing strategy for new medical technology. Katherine has assisted clients within the private and academic sectors with applying for, securing new codes for reimbursement and has represented clients at the ICD Coding Coordination and Maintenance Committee held at CMS headquarters.

She is proficient in all aspects of physician revenue cycle and practice management, Medicare Recovery Audit Contractor (RAC) audits and denied commercial payer claims resolution for private physician practice and inpatient and outpatient sites of services in a teaching hospital environment. Ms. Smith has many years of experience in revenue cycle performance process improvements, operational and clinical workflow optimization and root cause denial analysis and reporting. She has served as the Project Director for developing reimbursement plans and timelines that can include clinical trial integration and alternative monetization pathways to traditional reimbursement.

Additionally, Katherine has experience determining the required clinical documentation and medical necessity prerequisites for medical technologies perusing payer coverage subsequent to receiving 510(k) clearance, de novo designation (510K) and Pre-Market Approval (PMA).

Noel Marten
Senior Data Analyst

Noel has over 20 years of experience as a software developer and for the past 8 years has specialized in the analysis, querying of large medical claims databases. He has in-depth knowledge of both Medicare and U.S. commercial insurers’ medical claims databases and has assisted numerous medical technology companies in using medical claims to understand and develop strategies for competing more effectively in their markets. Mr. Martinson holds a B.S. in mathematics from the University of Minnesota’s Institute of Technology.

Melissa Marttinson, MS, PhD
Health Economics

Dr. Martinson’s commercial experience includes 20 years of clinical trials, health economics and outcomes studies in both medical device and pharmaceutical companies. Her clinical commercial experience includes submitting Investigational Device Exemptions (IDEs), 510K and Pre-Market Approvals (PMAs) to the FDA.

Melissa is well versed with reviewing and analyzing clinical benefits and cost data from clinical trial, payer claims databases and third party data and journals. Some of the applications from her analysis include demonstrating to payers the trade-offs between initial costs and related saving for a medical technology and identifying the patient subgroups that achieve the greatest clinical success per dollar.

She holds a B.A. in Biology from Swarthmore College, and an M.S. in Statistics and a Ph.D. in Health Services Research from the University of Minnesota. She holds an Adjunct Professorship at the University of Minnesota in the School of Public Health.

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