We caught up with the brilliant and insightful Traci Keen a few weeks ago and have shared our conversation below.
Traci, thanks for joining us, excited to have you contributing your stories and insights. We’d love to hear the story behind how you got your first job in field that you currently practice in.
Traci Keen’s journey into the fertility and specialty healthcare field is a testament to the power of a diverse skill set and the ability to seize unexpected opportunities. Her path is an inspiring example of how varied professional experiences can lead to impactful leadership roles in innovative industries.
From Art & Design to Financial Expertise
Traci’s career began in a seemingly unrelated field to healthcare. After studying Art & Design (communications) in college, she embarked on her professional journey as a custody fund accountant, gaining valuable experience in the financial sector. This role provided her with a strong foundation in back and middle office operations for a bank and a fixed income firm, where she honed her analytical and financial skills.
Consulting: A Swiss Army Knife of Skills
Transitioning from finance, Traci moved into industry-agnostic consulting. Here, she tackled everything from growth strategies to wind downs and restructures. This phase of her career equipped her with a broad set of skills, including problem-solving, strategic planning, and operational optimization. Consulting allowed her to understand the inner workings of various industries, making her a versatile and adaptable professional.
Burnout and a Shift in Focus
The COVID-19 pandemic was a turning point for Traci. The intense demands of consulting led to burnout, prompting her to seek a new direction where she could leverage her diverse skills for a more meaningful cause. She wanted to work for an innovative company that could redefine a category, particularly in the field of specialty healthcare.
Entry into Specialty Healthcare
In August 2021, Traci joined a forward-thinking company in the fertility and specialty healthcare sector. Her goal was to contribute to a business that had the potential to become a category-defining leader. Her background in financial operations, coupled with her consulting experience, made her an ideal candidate to help drive the company’s innovative approach.
Unexpected Leadership Role
Just a few months into her new role, the company faced significant challenges. In January 2022, Traci was unexpectedly asked to step into the CEO position. Despite the tumultuous circumstances, she embraced the opportunity to lead. Drawing on her extensive experience and resilience, she navigated the company through this critical period.
Leading to Success and Beyond
Under Traci’s leadership, the company not only survived but thrived. By 2024, she successfully led the company to a notable exit, demonstrating her ability to turn around challenging situations and drive growth. This achievement marked a significant milestone in her career and set the stage for further innovations.
Expanding the Vision
Following the successful exit, Traci now focuses on expanding the scope of the business model. Her vision is to build a truly category-changing and defining company in the specialty healthcare sector. She aims to leverage her unique blend of creative and analytical skills to drive transformative changes in the industry.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
About the Company and Me
I’m proud to be leading a tech-forward specialty healthcare company focused on revolutionizing access to high-quality healthcare services, particularly in the field of fertility. Our mission is to break down barriers and ensure that essential healthcare is available to everyone, no matter where they are.
Our Mission
Our mission is to transform the specialty healthcare sector by addressing critical supply shortages and improving access to essential services. We believe that everyone deserves access to high-quality healthcare, and we are dedicated to making this a reality for a broader population.
Services and Innovations
At-Home Services: We offer direct-to-consumer diagnostics and at-home care support, making healthcare more convenient and accessible for patients. Our innovative solutions allow individuals to start their healthcare journey from the comfort of their own homes.
Streamlined Intake Processes: Our company has developed efficient intake processes to enhance the patient experience and reduce barriers to accessing care. We prioritize making the healthcare journey as smooth and stress-free as possible.
Expansion into Secondary and Tertiary Markets: By establishing new clinics and services in underserved areas, we are reaching more patients who may not have access to specialized healthcare services. Our goal is to ensure that everyone has the opportunity to receive the care they need.
Standardization: We are focused on standardizing practices across our network, particularly in embryology labs, to ensure consistent and high-quality care. This commitment to standardization helps us deliver the best possible outcomes for our patients.
Specialized Fertility Services
Within our organization, our specialized fertility division is dedicated to transforming the fertility care industry. Our goal is to make fertility treatments more accessible, affordable, and effective for a diverse range of patients.
Fertility Clinics: We operate state-of-the-art fertility clinics that provide a comprehensive range of services, from diagnostics to advanced fertility treatments. Our clinics are designed to offer the highest level of care and support to our patients.
Direct-to-Consumer Diagnostics: We offer at-home fertility testing kits that allow individuals to begin their fertility journey in the comfort of their own homes. These kits are designed to seamlessly pipeline patients in need of treatment to our clinics.
Patient-Centered Care: We emphasize a patient-centric approach, ensuring that each patient receives personalized and compassionate care tailored to their specific needs. Our team is committed to supporting patients every step of the way.
Expansion and Accessibility: By establishing clinics in secondary and tertiary markets, we are working to bridge the gap in fertility care accessibility, reaching populations that have historically been underserved.
Our Impact
Improving Healthcare Outcomes: By enhancing access and standardizing care, we aim to achieve better health outcomes for patients. Our innovative approach is setting new standards in the healthcare industry.
Democratizing Access: Our efforts are geared towards making high-quality healthcare accessible to all, regardless of geographic location or economic status. We believe that healthcare is a fundamental right, and we are dedicated to ensuring that everyone has access to the care they need.
What Sets Us Apart
Our unique combination of technology-driven solutions and patient-centered care sets us apart from others in the industry. We are not just providing healthcare services; we are creating a healthcare revolution. Our commitment to inclusivity, innovation, and excellence drives us to continuously improve and expand our services.
What I’m Most Proud Of
I’m most proud of the impact we’ve made in the healthcare sector and the lives we’ve touched through our work. Seeing patients receive the care they need and deserve is incredibly rewarding, and it motivates us to keep pushing forward.
What We Want You to Know
We are committed to making a difference in the healthcare industry and beyond. Our team of dedicated professionals is passionate about improving healthcare outcomes and democratizing access to care. We invite you to join us on this journey as we work towards a brighter, healthier future for all.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
Unlearning to Take Things Personally: A Crucial Lesson
One of the most significant lessons I had to unlearn in my professional journey was the tendency to take things personally. While it sounds straightforward, mastering this mindset is incredibly challenging but profoundly transformative.
The Backstory
Growing up in a turbulent environment in the South, I developed a heightened sensitivity to the words and actions of those around me. In my childhood household, where drug and alcohol addiction were prevalent, and abuse was a constant threat, I learned to be hyper-aware of others’ emotions and reactions. This sensitivity, while a survival mechanism, also made me prone to internalizing external events and criticisms.
As I transitioned into my professional life, this tendency followed me. In my early career in financial operations and later in consulting, I often found myself taking feedback, criticism, and even simple workplace dynamics personally. This approach was exhausting and counterproductive, leading to burnout, especially during the COVID-19 pandemic.
The Turning Point
The real turning point came when I joined a forward-thinking healthcare company in August 2021. The initial months were tumultuous, and I faced numerous challenges that tested my resilience. In January 2022, I was unexpectedly asked to step into the CEO role. This new responsibility demanded a level of emotional fortitude and clarity that I had not yet fully developed.
I realized that to lead effectively, I needed to unlearn my natural tendency to take things personally. This was not just about managing my own emotions but also about fostering a positive and productive environment for my team. Taking things personally clouded my judgment, hindered my decision-making, and strained my relationships with colleagues.
The Importance of Not Taking Things Personally
**1. Clarity in Decision-Making: By not taking things personally, I could separate my emotions from the facts. This clarity allowed me to make more objective and strategic decisions, which were crucial in steering the company through challenging times.
**2. Enhanced Leadership: A leader who takes things personally can create a tense and defensive atmosphere. By learning to view feedback and criticism as opportunities for growth rather than personal attacks, I could lead with confidence and foster a more open and collaborative team culture.
**3. Resilience and Growth: Not taking things personally is a superpower because it builds resilience. It enables you to bounce back from setbacks, view challenges as learning experiences, and continue growing both personally and professionally.
**4. Improved Relationships: When you don’t take things personally, you can communicate more effectively and empathetically. This approach helps in building stronger relationships with colleagues, stakeholders, and clients, leading to a more harmonious and productive work environment.
Unlearning the Natural Tendency
Unlearning this natural tendency was not easy. It required conscious effort and continuous practice. Here are a few strategies that helped me:
**1. Reframing Feedback: I learned to reframe feedback and criticism as constructive insights rather than personal judgments. This shift in perspective helped me to see the value in others’ opinions without feeling attacked.
**2. Mindfulness and Self-Awareness: Practicing mindfulness and increasing self-awareness allowed me to recognize when I was starting to take things personally. This awareness gave me the power to pause, reflect, and respond thoughtfully rather than react emotionally.
**3. Seeking Support: Surrounding myself with mentors and peers who exemplified this mindset provided me with guidance and support. Their experiences and advice were invaluable in my journey of unlearning.
**4. Focusing on the Bigger Picture: Keeping the larger mission and goals of the company in mind helped me to stay grounded. It reminded me that my role was to serve a greater purpose, and personalizing issues would only detract from that mission.
Putting training and knowledge aside, what else do you think really matters in terms of succeeding in your field?
Beyond Training and Knowledge: The Power of Cross-Disciplinary Thinking
While training and knowledge are fundamental to success, I believe one of the most crucial elements is the ability to creatively recall and apply similar processes and systems from various fields. This cross-disciplinary thinking allows for innovative solutions and a fresh perspective on challenges, fostering adaptability and growth in any industry.
Drawing Parallels and Applying Lessons
Financial Operations to Healthcare Management: My background in financial operations provided me with a solid foundation in analytical thinking, precision, and strategic planning. These skills proved invaluable when I transitioned into healthcare management. Managing a fertility clinic involves meticulous attention to detail, similar to managing financial portfolios. The processes of budgeting, resource allocation, and risk assessment in finance are directly applicable to healthcare management, where efficient resource use and strategic planning are critical.
Consulting to Leadership: Consulting across various industries taught me to quickly understand and adapt to different business models and challenges. This experience was instrumental when I took on a leadership role in the healthcare sector. The ability to diagnose issues, develop strategic solutions, and implement changes effectively is a core consulting skill that translates well into leadership. By applying consulting methodologies, such as SWOT analysis and change management principles, I was able to navigate the complexities of leading a healthcare company.
Art & Design to Innovation: My studies in Art & Design (communications) have also played a significant role in my approach to innovation. Creativity and design thinking are essential for developing user-centric healthcare solutions. For example, designing patient intake processes that are both efficient and empathetic requires a blend of creativity and practical problem-solving. The principles of design thinking—empathy, ideation, prototyping, and testing—are incredibly useful in creating innovative healthcare solutions that meet patients’ needs.
Creative Application of Cross-Disciplinary Skills
Logistics and Supply Chain Management in Fertility Clinics: The logistics industry’s focus on efficiency and optimization can be applied to managing fertility clinics. Techniques such as just-in-time inventory, lean management, and process automation can enhance clinic operations, reduce waiting times, and improve patient experiences.
Technology and Data Analytics in Patient Care: The tech industry’s use of big data and analytics can revolutionize patient care in healthcare. By adopting data-driven decision-making processes from tech, healthcare providers can better predict patient needs, personalize treatments, and improve outcomes. For instance, using predictive analytics to forecast patient demand can help in optimizing staff schedules and resource allocation.
Customer Service in Retail to Patient Interaction: The principles of excellent customer service in the retail industry are highly applicable to patient interaction in healthcare. Training healthcare staff to adopt a customer-first mindset, similar to retail, can significantly improve patient satisfaction and trust. Techniques such as active listening, personalized service, and effective communication are crucial in both fields.
Thinking Outside the Box
Success often comes from thinking outside the box and being willing to draw on seemingly unrelated experiences. Here are a few ways to foster this mindset:
Embrace Diverse Experiences: Encourage team members to share insights from their varied backgrounds. This diversity of thought can lead to creative solutions and a more holistic approach to problem-solving.
Continuous Learning: Stay curious and open to learning from different industries. Attend workshops, read extensively, and engage with professionals from other fields to gain new perspectives.
Experimentation and Prototyping: Apply the scientific method to business challenges. Hypothesize, experiment, and iterate on solutions. This approach allows for innovative problem-solving and continuous improvement.
Collaboration Across Disciplines: Foster a collaborative environment where professionals from different disciplines can work together. This cross-pollination of ideas can lead to breakthroughs that might not occur within a single field.
Contact Info:
- Website: https://traci-keen.io
- Instagram: @trakeen
- Linkedin: https://www.linkedin.com/in/traci-keen/
Image Credits
Photos by Monica Baddar