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Our Story

Built to shape the future of healthcare.

Every interaction is a design decision.

XDS is a strategy, design, and innovation consultancy helping life science, healthcare, and wellness brands grow through connected digital experiences.

Circa 2017

Our Mission

We work at the intersection of healthcare, technology, and human behavior, helping organizations turn complexity into clarity across every touchpoint.

From global pharmaceutical companies and healthcare systems to emerging biotech and med tech startups, we help brands create experiences people trust. Our team brings together expertise across brand strategy, UX and product design, digital marketing, AI, technology, and customer engagement.

The result is work that is not only visually compelling, but deeply functional, scalable, and built for real world impact.

Trust is the most important interface in healthcare.

Two founders.
One vision for better
healthcare experiences.

XDS was founded in 2017 by Douglas Rockhill and Shai Reichert, with a simple belief: healthcare brands deserved better experiences. After decades leading strategy, design, and innovation for global brands across healthcare, technology, and consumer industries, they saw the same problem everywhere, disconnected experiences, outdated systems, and marketing that struggled to connect with real human needs. They launched XDS to bridge that gap.

Circa 2017
Founder Driven

A founder-driven
consultancy built for
speed, clarity, and
collaboration.

As a founder-driven consultancy, we stay close to the work. Strategy is not handed off through layers of management or disconnected teams. Our founders remain actively involved across every engagement, bringing decades of experience in healthcare, digital innovation, brand strategy, and experience design directly into the process. The result is faster collaboration, clearer thinking, smarter execution, and work that stays aligned from vision to delivery.

Design is how healthcare earns trust.

Trusted by brands shaping the future of healthcare.

Our Story

We’ll Navigate the Chaos

Let's work together.