About Us

Self Care Catalysts is a patient solutions, intelligence, and analytics company deriving value from patient-centered real world evidence to inform product life cycle management and behavior change interventions.


Our belief is that when patients are informed, respected, and engaged, they make better choices. Better choices mean better health outcomes. Therefore, it is important that patients’ views are well-represented in healthcare through the generation of real world evidence.

Our mission is to promote self-care behaviors among patients, while enabling patients to contribute their behavioral data to support important research across the product lifecycle, such as drug discovery, precision medicine, and development of support services and programs that are specific to the community. 

Patients will build and own their health data.

Today, patients are starting to amass their own health information “treasury” due to proliferation of wearable devices and growing interest in understanding who they are - especially when they are sick.

Patients will become more active participants in their care.

The practice of paternalistic medicine has unfortunately relegated the patients to recipients of care. However, as patients gain access to more health and treatment information, they are being equipped to become real advocates of their own health.

Patients will drive the future of health innovation.

The creation of patient-generated health behavior information will spell the difference between solutions created inside the clinical setting and those where patients took an active role in designing the intervention. The empowered patient will provide a more holistic platform to deliver true personalized healthcare.

"Self Care Catalysts' patient-first approach has enabled it to create a niche segment within the North American patient analytics industry. The company’s strategy to study patient behavior and generate patient journey data through various episodes of the treatment process clearly differentiates it from the rest of the competition."
"Heart Failure Health Storylines (4.6) and AskMD (4.5) had the highest scores for behavior change. Factoring MARS, functionality, and HFSA guideline scores, the highest performing apps included Heart Failure Health Storylines, Symple, ContinuousCare Health App, WebMD, and AskMD. Peer-reviewed publications were identified for only 3 of the 34 apps."


Our Team

Grace Castillo-Soyao Founder & CEO

Grace has over 20 years of commercial marketing and strategy experience from major pharmaceutical and CPG companies. She currently leads a high-performing team of software engineers, scientists, health researchers, commercial marketers and patient advocates at Self Care Catalysts. She creates a highly challenging but inspiring environment that fosters a culture of entrepreneurship, innovation, and creativity.

Grace believes that patients will significantly change and advance the way that healthcare (diagnosis, drug development, treatment solutions, care fulfillment and healthcare economics) will be delivered and consumed.


Jared Adams, MD, PhD Chief Science Officer

Naomi Martin, MD, MBA Chief Commercial Officer

Andrew Levy, PhD Director of Health Informatics & Analytics


Yiwen Sim Director of Operations

Martin Holmes, PhD Senior Product Manager

Linda Obeng-Oppong, MSc Manager, Strategic Partnerships


John Li, MSc Lead Engineer

Andy HJ. Chung Senior Product Designer

Lakeisha Keven QA / Software Engineer


Renee Willmon, MSc Research Manager

Alisha Jaffer Health Research Analyst

Alexandra Wolfer Health Research Analyst



Linda Kaleis, MHI Data Scientist

Richard Chu Health Researcher


Want to join our exciting team?


Advisory Board

Leonard Kish MBA/MSIS, MS

Drew Lanza

Ryan Pierce MS, MBA

Pallav Sharda MD, MA, MBA, Medical Informaticist

Bill Mohri MBA

W. "R.P." Raghupathi MBA, LL.M, PhD

Mahendra Kumar

William Hrushesky MD

Charlie Bennett MD PhD MPP

Winnie Wan PhD, MBA

Marc Lennox

Ryan Pierce MS, MBA

Homero Rivas M.D., M.B.A., F.A.C.S.




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MaRS Centre, West Tower
661 University Avenue
Suite 1300 Toronto, Ontario M5G 0B7
+1 647.243.5282 // 1-844.475.4637


123 10th St.
San Francisco, CA 94103