About Us

We're Frame Health

Personalized Patient Communications Powered by High-Precision Segmentation,
Built Using the World’s Largest and Most Validated Psychographic Database

Frame Health is a leader in technology-driven patient adherence solutions.

Using proprietary machine learning algorithms, Frame Health’s SaaS platform delivers risk-based patient segmentation and tailored interventional messaging designed to increase adherence.
Our approach gives healthcare companies the visibility and guidance they need to promote positive behavioral change in patients, and ultimately deliver better care while lowering costs.

Our Mission

By re-imagining the concept of personalized patient care, we’re transforming how healthcare companies understand and engage with their patients so they can save lives while saving money.

Our approach to adherence removes the burden of guesswork and variable bedside manners, allowing providers to focus on what they do best. We believe that pairing leading-edge technologies with real-world, contextual data and the right human touch is the key to unlocking better health outcomes.

Our Academic Origins

The idea for Frame Health began back when our CEO, Bruce Ettinger, was a student at Johns Hopkins, studying the behavioral sciences under renowned psychologist Dr. Robert Hogan. Bruce recognized that the Hogan approach to organizational effectiveness could be applied to patient care in a way that could save both human lives and healthcare dollars.
After working with Dr. Hogan’s team of data scientists to create the first and only validated psychographic database for use in healthcare, Bruce teamed up with healthtech IPO veteran Anshul Amar to bring the Frame Health solution to life.

Awards & Recognition

MassChallenge Selection
1 of 30 chosen from a
record applicant pool”
Cedars-Sinai TechStars
1 of 7 selected
from 640 applicants
Cleveland Clinic:
“Frame Health is 1 of 4 companies positioned to solve some of healthcare’s biggest challenges.”
Health 2.0 Winner
“Best Provider Solution”
among 300+ companies


Bruce Ettinger

CEO, Founder
Bruce Ettinger has worked in the field of behavioral health for over 6 years, during which he has overseen the sale of more than $40M in behavioral health products. He served as Executive Vice President of the Midwest Center for Stress, which generated over $500M in top-line revenue from the #1 non-pharmaceutical product for the treatment of anxiety and depression disorders. Bruce’s experience with incentive systems began over a decade ago when he founded and served as CEO through exit of Save.com, which he grew to be the most popular internet couponing site in the world. Bruce has also achieved notable recognition in the film and TV business. He co-produced ABC’s “Life Goes On,” the first-ever TV show to feature a disabled person (Downs Syndrome) as a regular character, which received multiple Emmy® nominations. He also wrote and edited “Traveling Hopefully,” which received an Academy Award nomination for Best Documentary. He is a graduate of Johns Hopkins University and a frequent lecturer at academic institutions, including University Of Chicago Graduate School Of Business and USC Annenberg Center For Communication.

Chris Esguerra, MD, MBA, CHCQM

Health Plans
Chris Esguerra is an experienced healthcare leader who has led systems transformation, process optimization, and programs and partnerships leading to outcomes meeting the quadruple aim of improving health, cost effectiveness, enhancing patient experience, and supporting provider well-being. His experience encompasses healthcare provider and systems leadership, managed care, novel payment models, public-private partnerships, and health care transformation. His work includes advising organizations and government entities on strategy, policy, and operations. He has led significant efforts around integration of care, addressing social determinants of health, and helping people remain and age in the community with appropriate long terms services and supports. He led the primary and behavioral health care integration work, addressing not only primary and behavioral health care for those with serious mental illness, but also establishing peer supports, addressing nutrition, enhancing social connectedness, and improving physical activity in this cohort. ​Dr. Esguerra is board certified in both Psychiatry and Health Care and Quality Management, and is a Fellow of the American Psychiatric Association and the American Board of Quality Assurance and Utilization Review Physicians.

Mike Wall

Health Systems, Healthcare Providers and Revenue Strategy
Mike has over 40 years of experience as the CEO of large complex medical centers such as Mount Diablo Medical Center, John Muir Health, Alameda County Medical Center, Northridge Hospital Medical Center, Saint John’s Health Center, John Wayne Cancer Institute, Head and Neck Associates of Orange County, and Antelope Valley Hospital. Mike is most proud of creating the John Muir Health System in 1997 in partnership with Ken Anderson, the transitioning of Saint John’s Health and the John Wayne Cancer Institute into Providence Health and Services, and Northridge Hospital being selected as one of the best places to work by the Los Angeles Business Journal. Mike has extensive experience and is known for being a visionary, an engaging leadership style and personality, superb physician relationships in developing new programs and services, strategic planning, mergers and acquisition, physician joint ventures, quality improvement, financial turnaround and building new hospitals. He is also a member of Frame Health's Advisory Board.

Colette Nichols, PhD, PMP

Health Systems, Healthcare Providers and Revenue Strategy
Colette Nichols has an extensive background in the for-profit world where she worked in finance and operations for 20+ years. Over her career, she has founded, grown, turned around, or scaled 17 different businesses, ranging in annual revenue from $1.5 million to $435 million and from healthcare to retail to consumer products to eCommerce. In 2017, she transitioned into a unique dual role as the CFO and COO of a non-profit hospital in greater Los Angeles. In that role, she inherited a $6.7 million operating bottom line and turned it into $54 million in 17 months. Nichols' financial leadership earned that hospital its first Moody's credit rating upgrade in six years, from Negative to Stable. She was nominated as one of the 16 most influential businesswomen in LA County by the San Fernando Valley Business Journal in 2018. With the launch of her agency in 2019, Nichols works with businesses and non-profits that want to grow and achieve big goals but can't afford to hire the proper talent to implement the strategies that are necessary for major financial growth. Nichols is also a member of Frame Health's Advisory Board.

John Mattison, MD

Health Systems and Innovation
John Mattison is Former Medical CIO and Assistant Medical Director of Kaiser Permanente. He practiced seven specialties at UCSD, Scripps Clinic, and Kaiser, where he led the largest digital transformation initiatives (EHR, machine learning, telehealth). He co-founded the international standard for health data interoperability, co-edited a textbook on health IT, chaired a workgroup of the Global Alliance for Genomics and Health, and now directs the health tech advisory board at Arsenal Capital.

Peter Salisbury

Business Development Strategy & Financial Modeling
Pete started his career as a healthcare investment banker helping large provider systems raise money through the debt capital markets. He then spent 15 years advising healthcare organizations in mergers and acquisitions, finance, and strategy -- work that included building sophisticated financial models for health systems and health plans. Most recently, Pete has worked with healthcare technology startups in business development and product strategy. He has a BA from Wesleyan University and lives in LA with his wife and two girls.

Kent Bradley, MD

Kent has worked with multiple health technology companies as a strategic advisor with a special focus on consumer engagement. He is the former President of Safeway Health, a health technology solution and service provider supporting total worker health strategies for large commercial clients. He also served as the Senior Vice President and Chief Medical Officer for Safeway, a company with $44B in annual revenue and 185,000 employees. Kent is a retired Army Colonel, graduate of the United States Military Academy (West Point), and has a Master in Public Health from the University of Minnesota, an executive MBA from the University of Denver, and Medical Degree from the Uniformed Services University of Health Sciences, Bethesda, MD. He is board certified in Public Health and Preventive Medicine.

Jay Silverstein

Strategic Marketing
Jay Silverstein is one of healthcare's most successful and important marketing executives. He served as Chief Branding Officer of Medco through the time of its $29B acquisition by Express Scripts. Previously, he served as Chief Marketing Officer of UnitedHealth, Chief Marketing Officer of Health Net of California, and President of Revolution Health.

Board of Advisors

Mark Heinemeyer

Strategic & Sales Advisor​
Mark Heinemeyer brings deep experience both on the hospital/health system side and on the plan, employer health and wellness solutions side. Immediately prior to Frame Health, Mark was the Senior Vice President of NantHealth. In addition to senior executive positions at Fiserv, Cigna, Global Care Quest, and CorVel, Mark served as Senior Vice President of HCA's international managed care division (HCA current market cap $38B). In addition to its huge PPO, he oversaw the division’s managed care product suite, which included disease management, utilization management, medical review, and a host of other services.

David Gruber, MD

Managing Director at FTI Consulting
David Gruber, MD, MBA, Managing Director at FTI Consulting. Former Director of Healthcare Research of Alvarez & Marsal, Former Vice President, Corporate Development & New Ventures of Johnson & Johnson Consumer Products, Vice President, Planning and Business Development for Bristol Myers Healthcare Group, Senior Vice President, Lehman Brothers, Medical Supplies & Devices.

Steven Locke, MD

Clinical Advisor​
Steven Locke, MD specializes in the integration of technology-supported self-care and behavioral health into primary care. As a former Associate Professor of Psychiatry at Harvard Medical School, he directed the course, “Enabling Technology Innovation in Healthcare and the Life Sciences” for 14 years. Dr. Locke taught doctor-patient communication at Harvard Medical School for two decades. He is a primary care psychiatrist who held clinical leadership positions at Beth Israel Deaconess Medical Center and Harvard Vanguard Medical Associates (now Atrius Health). Dr. Locke has served on the editorial boards of several professional journals including the American Journal of Health Promotion and Population Health Management and is the author of over 50 professional publications. He is a Past-President of the American Psychosomatic Society and chaired the Summit on Behavioral Telehealth held in Boston in 2007 and 2008. Dr. Locke was awarded the Stangler Prize for Innovation by the American Association for Technology in Psychiatry (2008) and in 2009 became a Distinguished Life Fellow of the American Psychiatric Association. Dr. Locke is a consulting psychiatrist and advisor to Ginger.io, a company that delivers on-demand mental health care.