In this episode, James is joined by Dr. Sonia Szamocki - former A&E doctor, BCG consultant, and now founder & CEO of 32Co - to explore how healthcare can finally unlock the full potential of its clinical workforce. Sonia shares her journey from frontline medicine to building a platform that helps generalists deliver specialist-level care, starting with dentistry and now expanding into sleep medicine.

Together, they dig into:

• Why modern treatments fail without the right flow of information
• How 32Co builds trust between generalists and specialists
• The hidden emotional and structural barriers to clinician adoption
• Why AI isn’t the whole answer - and where the human connection still matters

Chapters
00:00 Sonia's Journey: From Medicine to Entrepreneurship
02:59 The Role of Technology in Healthcare
05:56 Building a MedTech Solution for Patient Care
08:56 Challenges in Healthcare Adoption
12:03 Creating Access to Specialist Care
14:56 The Importance of Human Connection in Healthcare
18:08 Expanding into Sleep Health
20:50 The Complexity of Healthcare Structures
23:58 Trust and Information Flow in Healthcare
32:47 Building Trust in Healthcare
35:51 Innovations in Sleep Apnea Treatment
41:10 Bridging Gaps in Healthcare
46:01 The Role of AI in Healthcare
01:00:40 Entrepreneurship Journey and Insights