I've been an entrepreneur and chairman for more than two decades — building and scaling tech companies. A few years ago, I made a non-trivial decision: to leave an executive chairman role and return to being a full-time entrepreneur, this time to make real impact in healthcare. I did so by joining forces with Dr. Yair Schindel, who had already conceived the foundations of what would become Breeoot, and Prof. Amir Tirosh — both among the most respected people I know at the intersection of medicine and healthcare innovation.
Through aMoon's network — investors, LPs, founders, and senior healthcare leaders — we kept hearing the same thing. These were people with access, resources, and knowledge most couldn't dream of. And yet they consistently described struggling to get good, continuous preventive care. Not catastrophic failures — something more insidious: tests never followed up on, specialists each holding a piece of the picture and sharing it with no one, risk factors sitting unaddressed for years. The kind of thing that doesn't look like a crisis until it is one.
If these people couldn't get this right, it wasn't a personal failing. It was a market failure.
Our thesis was simple: the problem wasn't the medicine, and it wasn't the doctors. Nobody was running a systematic process. No one was orchestrating. So we asked ourselves — what would happen if someone actually did?
The story that started it all
To test whether we were onto something, and at the urging of a close friend, Yael Gruenbaum-Cohen — who may have saved my life in the process — I decided to go first on myself. I spent weeks pulling together my own medical records, scattered across clinics, systems, and two countries, and shared them with a cardiologist I trusted. Not for a second opinion. For a proper read.
At that point I felt completely fine. Years of clean annual check-ups in two countries. High cholesterol, managed with statins. Nothing else flagged, ever.
Looking at the full picture, my cardiologist brought in an endocrinologist to consult. Together, they ran a test that almost never appears in standard care — Lp(a), a genetic cardiovascular marker carried by roughly one in five people — and identified a risk profile that had been building quietly for years. Each piece had been sitting in someone's records. No single doctor had ever seen all of it at once.
Ten days later, I underwent open-heart surgery. Four bypasses. The hardest days of my life.
It wasn't that my previous doctors had missed something obvious. It's that the question had never been asked in full. Had it been, five or seven years earlier, I would most likely never have needed that surgery.
The full clinical story — the specific marker, the treatment, and what it means for you — is here: Lp(a): The cardiac risk factor most physicians still don't routinely measure →
The second problem: no one connects the dots
After recovering, I spent months on a full comprehensive assessment — metabolic, neurological, sleep, cancer screening, genetics. The medicine available at the frontier is genuinely remarkable.
But every specialist gave me a finding and nobody connected them. Every result landed in its own silo. The burden of synthesising it all, deciding what needed follow-up, coordinating between teams — fell entirely on me. It was overwhelming. And I'm someone who knows how to navigate complex systems. For most people, it's simply impossible.
This isn't a failure of individual doctors. It's a structural failure. There is no mechanism in standard care for one person to hold the full picture over time.
The third problem: nobody stays with you
Good preventive care isn't a one-time event. It's a continuous effort: protocols that need to be followed through, results tracked as they evolve, lifestyle modifications that actually hold. Most people, left without that structure, drift. The follow-up never happens. Nothing really changes. That's where the impact disappears — not in the finding, but in the follow-through.
Standard care has no mechanism for this. There is no one whose job it is to make sure the work continues year after year. That responsibility quietly falls back on you — or it falls away entirely.
Building Breeoot
These three realisations became the foundation of everything that followed. I went back to what I know: building companies. We assembled a world-class medical, operational, and technology team — and built Breeoot.
My surgery was the event I would have done everything to prevent. The information that could have prevented it existed years before I was on an operating table. What didn't exist was a system designed to find it, interpret it, and act on it proactively.
That system now exists. Breeoot is a concierge preventive medicine practice built for people who want the very best care. A dedicated physician holds your complete health picture — cardiovascular, metabolic, neurological, genetic, oncological — working with the finest specialists, reviewing everything in full clinical context, acting on it proactively. We find what standard care doesn't look for, connect what no one else connects, and stay with you over time.
Two years in, we are making significant, documented clinical impact on our members' lives.
Think about how proactively you manage the important things in your life. Now ask yourself: when did you last take the same approach to your health? Not a routine check-up — a genuine, comprehensive assessment of where you actually stand, interpreted by someone who knows what to look for.
A comprehensive Breeoot assessment gives you the full picture — the markers standard care doesn't look for, integrated by a single physician who holds your complete clinical picture. Start the conversation with our team.
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