ABOUT US

Dr. Brian K. Ross is a Seattle-based physician–scientist recognized for advancing both clinical care and academic medicine. With dual degrees in medicine and a PhD in physiology and pharmacology, he bridges bedside practice with research-driven innovation.

A long-time faculty member in the Department of Anesthesiology at the University of Washington, Dr. Ross served as residency program director for over 20 years. He founded one of the nation’s early medical simulation centers and led the five-state WWAMI simulation initiative (Washington, Wyoming, Alaska, Montana, Idaho), expanding access to high-impact training across the region. His scholarship includes peer-reviewed manuscripts and book chapters spanning anesthesiology, in-hospital cardiac arrest management, and simulation-based education.

Dr. Ross is a strong advocate for high- and low-fidelity simulation in both training and continuing education. Following retirement from full-time academia, he continues to serve as Co-CEO and Chief Medical Officer at Format Health and volunteers as a mentor and preceptor at free health fairs and clinics throughout greater Seattle and King County—supporting medical, nursing, and pharmacy students as they care for underserved communities.

Nicholas Ong brings over 30 years of global healthcare leadership experience to Format Health. Throughout his career, he has built a track record of transforming organizations, successfully turning around five companies and leading multiple strategic acquisitions and integrations that created lasting value and accelerated growth.

As an inventor holding four patents, Nicholas has developed breakthrough medical products that continue to influence industry standards and design practices today. His innovations reflect a deep understanding of both clinical needs and market dynamics—a combination that has defined his approach to healthcare leadership.

Nicholas's extensive global network and operational expertise enable him to navigate complex market challenges while identifying opportunities for meaningful innovation. He has consistently demonstrated the ability to build high-performing teams, execute strategic visions, and deliver sustainable results across diverse healthcare sectors.

At Format Health, Nicholas applies his decades of experience in product development, business transformation, and healthcare innovation to drive the company's strategic direction and position the organization for long-term success in a rapidly evolving industry.

Ross Garland brings nearly 40 years of global healthcare leadership experience spanning medical devices, health technology, and pharmaceutical distribution. Throughout his career at industry leaders including Henry Schein, Spacelabs Healthcare, and GE Healthcare, he has led commercial and marketing teams in developing innovative medical solutions, forging strategic partnerships, and driving operational transformation across international markets.

Ross's expertise encompasses strategic sales management, market penetration, and cross-functional collaboration in complex healthcare environments. He has successfully guided organizations through acquisitions, product launches, and the adoption of breakthrough clinical technologies, consistently delivering revenue growth and operational excellence.

At Format Health, Ross leads strategic growth and customer engagement for RevitalPro, the company's flagship solution that modernizes how hospitals and health systems manage in-hospital emergency codes. By partnering closely with clinical leaders, he helps healthcare organizations implement digital tools that improve team coordination, streamline documentation, and support clinicians during critical, life-saving moments when every second counts.

Ron Tobia brings 35 years of medical device leadership experience, with a distinguished track record of advancing innovative technologies from initial concept through development, regulatory approval, and successful market introduction.

Throughout his career, Ron has held senior R&D positions at leading healthcare companies. As VP of R&D at Spacelabs Healthcare, he oversaw the development of patient monitoring and anesthesia systems. At GE Healthcare, he served as R&D Director of Respiratory Care, where he led the creation of the Carescape/Engstrom Critical Care Ventilator—a platform that has supported critical care worldwide.

An accomplished inventor, Ron holds 16 granted US patents and brings deep expertise in intellectual property strategy, OEM partnerships, supply chain management, and M&A integration. He represented the United States on the ISO 80601-2-12 standards committee for critical care ventilators, contributing to the development of international safety and performance standards that protect patients globally.

At Format Health, Ron applies his decades of product development and regulatory expertise to drive innovation in [his area of responsibility at Format Health].