Our Story
From early-stage scrappiness to enterprise scale — this is the journey that shaped Sirona
Marketing to life sciences and healthcare is challenging. Reaching scientifically and medically minded audiences while also simplifying complex value propositions is no easy task. That's why we started Sirona Marketing.
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We have a passion for science, medicine and marketing. Having worked closely with some of the most innovative and leading companies, we saw first-hand how many leaders need assistance translating their scientific and medical breakthroughs into compelling, customer-centric narratives.
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Because we speak the language, recognize the nuances, and understand the regulations and norms, we are able to help our clients look great in front of their customers. ​​
Meet the Team
A passion for healthcare and life sciences
Caitlin La Honta
Co-Founder
With extensive experience in life sciences marketing, I've spent my career driving go-to-market strategies for top life sciences software companies including Veeva Systems and Benchling. In this complex industry, where standard marketing playbooks just don't cut it, I've learned that well-executed marketing is a critical growth lever.
At Benchling, I built and drove our product launch strategy from the ground up, generating over $1M in pipeline in the first launch alone. At Veeva, I led product marketing for one of Veeva’s top commercial products, and work directly with the CEO to market the company’s new business consulting practice. Most recently, I established and grew a life sciences marketing consulting group, where I’ve helped numerous companies accelerate early-stage growth.
Life sciences and healthcare are leading some of the most important innovations in our lifetime. I am passionate about helping drive these critical efforts through clear, compelling, and powerful marketing that bring these complex accomplishments to life.​
Abdul Rastagar
Co-Founder
I am an outcomes-focused growth and marketing executive with a proven track-record of helping healthcare and life sciences companies grow customers and revenue. I excel at developing data-driven go-to-market strategies, launching best-in-class products, transforming brands, and building winning Marketing programs.
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I've had the pleasure to work at some of the industry's most renowned companies such as Edwards Lifesciences, Veeva Systems, Oracle Health Sciences, Benchling, AstraZeneca (where I had the honor of placing a candidate drug into clinical trials), and more. In my last role prior to starting Sirona, I led the marketing function at Lexitas Pharma Services and was a key member of the leadership team, helping to grow the company's revenue by 194% in under 1.5 years.
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Healthcare and marketing are today, and have always been, my passion. I have a BS in Organic Chemistry from the University of California San Diego, an MBA from the University of California Irvine Merage School of Business, and a certification in Healthcare Management from the UCLA Fielding School of Public Health.
Letitia Rodley
Partner
I’m a strategic marketing leader with 20+ years of B2B enterprise marketing, with 10+ years in life sciences and health tech, building high-impact go-to-market strategies that scale pipelines and accelerate revenue. I’ve led growth at companies like Veeva Systems, Medable, and Omada Health—bridging startup urgency with enterprise rigor.
My work spans launching demand engines, ABM programs, and partner ecosystems that deliver measurable results, from 2000% inbound inquiry growth to multimillion-dollar marketing-sourced pipeline gains. I thrive on collaborating with visionary founders and early-stage teams, turning bold ideas into scalable, market-ready businesses that win customers, inspire trust, and drive sustainable growth.
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I’m excited to be part of the Sirona team, bringing my 20+ years of experience across all kinds of advanced technologies. As a proud product of Silicon Valley—born in San Francisco and raised on the Peninsula—I’ve grown up surrounded by innovation. I love the energy and passion entrepreneurs bring to the table and thrive in the fast-paced, ever-changing landscape of helping Sirona’s clients turn bold ideas into market-ready success stories.