Vitestro – a pioneer in autonomous robotic venous access and blood drawing – announced the appointment of Bob Gerberich as Chief Commercial Officer for North America. With this role, Gerberich will lead the U.S. pre-launch market development, commercial strategy, and execution, driving the adoption of Vitestro’s groundbreaking technology across the U.S. healthcare market.
Vitestro is a venture-backed medical device company that has developed the world’s first and only commercially available autonomous robotic phlebotomy device, which has received CE Mark certification. And the device uses near-infrared imaging to identify the ideal starting position for the ultrasound probe and leverages advanced AI-powered, ultrasound-guided technology with deep learning to detect the vein. Combining this with robotic precision, this device seamlessly performs every step of the venipuncture procedure, including applying a tourniquet, preparing the skin, identifying the vein, performing precise venipuncture, filling blood collection tubes, and applying the bandage.
Gerberich brings 30+ years of leadership experience in the medical technology and diagnostics sectors, with a proven track record in launching innovative technologies, creating new markets, and driving sustained growth. And as Chief Commercial Officer at Magnolia Medical Technologies, he pioneered the market for ‘Initial Specimen Diversion Devices’, establishing a new standard of care for preventing blood culture contamination and improving sepsis testing accuracy. Under his leadership, Magnolia has transformed into a high-growth organization and increased annual revenues from $2 million to nearly $30 million.
Before Magnolia, Gerberich served as Vice President of Sales and Marketing at Invuity, Inc. where he introduced ‘Intelligent Photonics’—an innovative illumination and visualization technology category that advanced minimal-access and hidden-scar surgery. And his leadership drove sales growth from $3 million to $50 million, leading to Invuity’s successful IPO in 2015.
KEY QUOTES:
“We are thrilled to welcome Bob to the Vitestro team. Bob’s proven track record of launching innovative technologies and building high-growth businesses makes him the ideal leader to drive our U.S. commercialization. His expertise and leadership will be instrumental in bringing our autonomous robotic phlebotomy device to market and redefining the global standard for blood drawing.”
– Toon Overbeeke, CEO and co-founder of Vitestro
“I’m honored to join Vitestro at such a pivotal time as we prepare to introduce its revolutionary AI-powered, autonomous robotic phlebotomy technology to the U.S. market. This role aligns perfectly with my expertise and passion for laboratory diagnostics, driving innovation, improving patient outcomes, and advancing operational efficiencies in healthcare.”
– Bob Gerberich
“Bob’s experience and extensive network present an exceptional opportunity to set a new global standard for drawing blood. We are excited to work with Bob in this role to help hospitals and laboratories improve operational workflows, increase patient throughput, deliver superior-quality samples, and enhance the overall patient experience.”
– Brian Joseph, Commercial Director and co-founder of Vitestro, who has been closely involved in Vitestro’s entry into the U.S. market
