Lisa Ries, Chief Growth Officer, Flyte by Pelvital

What’s your current role?

As Chief Growth Officer at Pelvital for over 2 years, I lead the strategic and executional efforts behind the commercialization of Flyte, a first-line, non-invasive treatment for female urinary incontinence.  This includes driving market adoption, expanding access through reimbursement strategies, and identifying key channels for growth.

When did you join the Women’s Health Leadership TRUST and what roles have you held within the TRUST?

I joined the TRUST in 2023 to expand my network of women in health care. Inspired by the impactful leaders already involved, I knew I had to be part of this community. I currently serve on the Associate Board and I’ve had the opportunity to collaborate with inspiring leaders on the Forum Committee, focusing on the TRUST Awards; I have also served on the Well-Being Retreat Committee.

What has been your favorite part of the TRUST?

The TRUST has connected me with passionate women health care leaders driving innovation and better care. It’s been valuable both professionally and personally—I’ve built meaningful friendships with mission-driven women, coming at it from diverse perspectives but 100% aligned in improving health care.

What is the best career advice you’ve received?

The best career advice I’ve received is to hire people who excel where you don’t—and are capable of taking your job.

Can you share a pivotal moment in your career that significantly influenced your leadership style?

After 22 years at one organization, embracing change was challenging but transformative. It gave me a fresh perspective on innovation, networking, and the chance to apply my skills in new, unexpected ways—shaping a more adaptable and open leadership style – and making a profound impact on women’s health.

What strategies do you use to build effective teams and promote collaboration?

When building or leading a new team, I prioritize defining our mission, identifying key challenges AND collaboratively identifying key strategies to overcome these challenges, and understanding what motivates each member. I focus on aligning individual strengths with the right roles where people can excel and feel proud. Ensuring every team member believes where we’re headed is essential. Clear communication about each person’s responsibilities and how they support one another fosters collaboration and drives progress toward our shared mission.

What emerging trend in health care are you most excited about?

I’m energized by the focus on delivering advanced care in the home. After 22 years in durable medical equipment, I’ve seen firsthand how treating patients at home—when medically appropriate and with support from family and friends—improves outcomes. Often, care provided in facilities could be done more effectively and cost-efficiently in patients’ homes. Advocating for home-based care benefits both patients and the entire healthcare system.  Urinary incontinence often leads to referral to specialty care for invasive procedures, or in the case of our elderly women, admission in skilled nursing facilities. In my current role, I’m focused on addressing female UI at the point of diagnosis, to reduce referral to specialty and costly, invasive procedures and to reduce caregiver burnout and help keep patients out of long-term care.

Can you discuss a project you’ve led that you are particularly proud of?

One project I’m especially proud of is how my team tackled the two biggest barriers to adoption: payer coverage and physician awareness. Together, we secured new HCPCS codes and gained reimbursement from both national and regional payers—key milestones that paved the way for broader access. We developed and executed a go-to-market strategy that balances the needs of patients, providers, and payers by delivering strong clinical and economic evidence. Our team also led direct outreach to physicians and key opinion leaders to build trust and drive adoption. Through this mission-driven approach, we’ve made Flyte both clinically effective and accessible, particularly for underserved populations.

Words of wisdom to live by?

“Success is not final, failure is not fatal: It is the courage to continue that counts.” — Winston Churchill

“Before you are a leader, success is all about growing yourself. When you become a leader, success is all about growing others.” — Jack Welch