RestorixHealth Bets on Growth Veteran for Wound Care Market Dominance

METAIRIE, LA – December 08, 2025

RestorixHealth, a prominent national wound care solutions provider, has signaled a clear intent to accelerate its market expansion with the appointment of John Henry as its new Senior Vice President of Growth. While executive appointments are routine, this move is a calculated play in a sector experiencing explosive growth, significant technological disruption, and looming regulatory headwinds. By placing a 30-year sales and marketing veteran at the helm of its growth engine, RestorixHealth is betting that specialized commercial leadership is the key to navigating the complex dynamics of the modern wound care landscape.

Henry, who officially assumes the role effective August 27, 2025, will lead the company’s integrated Business Development and Marketing teams. His appointment comes at a pivotal moment for the wound care industry, which is grappling with the dual pressures of rising patient needs and the increasing demand for value-based, cost-effective care delivery.

A Strategic Play in a High-Stakes Market

The decision to create and fill a dedicated SVP of Growth role underscores the immense opportunity within the wound care market. Valued at over $22 billion globally in 2025, the sector is projected to exceed $30 billion by 2030, propelled by powerful demographic and clinical trends. An aging global population and the escalating prevalence of chronic conditions like diabetes and obesity are creating an unprecedented number of patients with complex, slow-healing wounds. These are not minor issues; they are a significant driver of healthcare costs, hospital admissions, and diminished quality of life.

RestorixHealth operates on a partnership-centric model, establishing and managing turnkey wound care centers for hospitals and health systems, while also providing services across the care continuum in nursing facilities and in-home settings. This strategy aims to capture a patient population that is often underserved, yet represents a substantial clinical and financial challenge for healthcare providers. By bringing in a leader focused squarely on growth, the company is positioning itself to scale this model aggressively.

“John’s experience spans a variety of modes from business-to-consumer, business-to-business and business-to-business-to-consumer, helping build commercial organizations across several healthcare settings,” said RestorixHealth CEO Ben Dunford in a statement. “This is experience we can directly apply to our company to better serve our current customers and expand our service footprint.” Dunford's comments highlight the strategic imperative: leveraging proven commercial expertise to outmaneuver competitors in a fragmented but consolidating market.

The Henry Blueprint: Integrating a Multi-Channel Approach

John Henry’s background is particularly well-suited to RestorixHealth’s multifaceted business model. With past C-suite marketing roles at organizations like Omni Opthalmic Management Consultants and Medi-Weightloss, he brings a track record of building brands and sales infrastructure across diverse healthcare settings. His expertise in B2B, B2C, and crucially, B2B2C (business-to-business-to-consumer) models, directly maps onto RestorixHealth’s operational structure.

The B2B component is clear: forging and nurturing partnerships with hospital executives and administrators. The B2B2C aspect is more nuanced and perhaps more critical. RestorixHealth’s success depends not only on selling its service to the hospital but also on ensuring the service works for the hospital’s patients and referring physicians. Henry's challenge will be to craft a value proposition that resonates with multiple stakeholders—from the hospital C-suite concerned with financial performance and reduced readmissions, to the clinician seeking advanced treatment modalities, to the patient desiring accessible, effective care.

By unifying the Business Development and Marketing teams under a single leader, RestorixHealth is aiming to create a seamless growth engine. This structure is designed to break down traditional silos, ensuring that the strategies used to attract new hospital partners are perfectly aligned with the marketing efforts that build brand trust and drive patient and physician engagement at the local level. Henry’s stated goal reflects this integrated mission. “I’m looking forward to working with our Business Development and Marketing Teams to pursue this admirable cause,” he noted.

Navigating the Complexities of Modern Wound Care

Henry’s mandate extends far beyond simply signing more hospital contracts. He steps in as the industry confronts a wave of innovation and a significant regulatory shift that will test the agility of all market players. Technologically, the field is advancing rapidly. The standard of care is moving away from simple dressings toward a sophisticated toolkit that includes negative pressure wound therapy (NPWT), bioengineered skin substitutes, advanced hydrocolloid and alginate dressings, and smart monitoring systems that enable telehealth and remote patient management.

A successful growth strategy for RestorixHealth will depend on its ability to effectively integrate these technologies into its service offerings, demonstrating superior patient outcomes that justify their cost. However, a major hurdle looms on the horizon. Effective January 2026, the Centers for Medicare & Medicaid Services (CMS) will implement a new policy requiring a documented four-week trial of standard wound care before covering more expensive advanced therapies. While intended to curb spending, this change could delay access to critical treatments for patients with non-healing wounds, potentially increasing the risk of infection and amputation.

This regulatory change fundamentally alters the sales and clinical proposition. Henry's teams will need to equip partner hospitals with the protocols and documentation capabilities to navigate this new requirement efficiently. The company’s growth will hinge on its ability to prove that its integrated care model can deliver better outcomes even within these constraints, perhaps by optimizing that initial four-week period to achieve maximum healing and clearly identify patients who will require advanced intervention.

Beyond Expansion: The Mission to Broaden Access

While the market dynamics point to a corporate strategy focused on revenue and market share, the underlying mission articulated by both the company and its new leader speaks to a broader healthcare imperative. Chronic wounds disproportionately affect vulnerable populations, and access to specialized care can be a major challenge, particularly in rural or underserved communities.

“RestorixHealth has the unique opportunity to directly impact the lives of patients with wounds,” Henry stated. “To me, growing RestorixHealth means increasing access to life-changing, advanced wound care by partnering with hospitals and health systems in more communities to help as many patients heal as we can.”

This mission-driven framing is not just public relations; it is a core part of the business strategy. By providing a “turnkey solution,” RestorixHealth enables hospitals that may lack the capital or specialized expertise to launch a sophisticated wound care program on their own. As Henry pursues an aggressive growth agenda, his success will be measured not only in the number of new partnerships but also in the expansion of advanced wound care into new geographic areas. The ability to execute this expansion efficiently will be the ultimate test of his leadership and RestorixHealth’s strategic vision in a sector where business growth and patient outcomes are inextricably linked.