Dr. Jim Norman is one of the most experienced endocrine surgeons in the world and a serial founder of healthcare technology companies. A tenured Professor of Surgery and Professor of Internal Medicine at the University of South Florida and its Director of Endocrine Surgery, he invented minimally invasive parathyroid surgery in the mid-1990s, turning a four-hour operation into a twenty-minute one, and is widely known as the father of the modern parathyroid operation. In 1998 he stepped away from surgery to join the dot-com boom, founding Healthline.com, which grew into one of the largest health information platforms in the world, and the clinical taxonomy and natural language technology built there went on to become Talix.com, the healthcare data and coding company later acquired by Edifecs. Returning to medicine, he founded the Norman Parathyroid Center in 2000, which grew into the Norman/Clayman Endocrine Institute, the highest-volume endocrine surgery practice in the world, performing more thyroid, parathyroid, and adrenal operations each year than the next 5 US medical centers combined. In 2022 he founded the Hospital for Endocrine Surgery in Tampa, the only hospital in the world dedicated exclusively to thyroid, parathyroid, and adrenal disease. He has personally performed more than 25,000 parathyroid operations, published more than 250 peer-reviewed articles and a dozen books and chapters, holds multiple U.S. and foreign patents, and is one of a handful of surgeons who is also a Fellow of the American College of Endocrinology. Plainvue is the product of those two careers: a lifetime reading lab work as a physician, and a lifetime building the software that puts medical knowledge in front of people.
Our Team
A founder and a leadership team with decades in the operating room, the boardroom, and the codebase.
James Norman, MD, FACS, FACE
Founder and Chief Executive Officer
Juliane Pinkham
Co-Founder & Chief Operating Officer
Julie built the marketing and patient-acquisition engine behind the busiest endocrine surgery practice in the world. As Director of Marketing for the Norman Parathyroid Center and the Hospital for Endocrine Surgery, part of HCA Healthcare, she led national media strategy for three surgical brands, the Norman Parathyroid, Clayman Thyroid, and Carling Adrenal Centers, securing more than 3,800 earned media placements and helping bring patients from all fifty states and 98 countries to a single hospital in Tampa. She managed digital advertising across every major platform, built physician referral programs, and ran the paid video and social campaigns that turned clinical expertise into a patient pipeline. She also created the practice’s free thyroid ultrasound screening program, which found early thyroid cancer in 15 percent of the people it screened, many of whom had no prior history of thyroid disease. Before healthcare she led marketing for hospitality and luxury real estate brands, including Chartwell and Equity Estates, and began her career on the publishing side of Florida lifestyle magazines. She holds a bachelor’s degree from the University of Florida. At Plainvue she is responsible for operations and go-to-market: how the product reaches patients, physicians, and laboratory partners, and how the company runs day to day.
Cordes Owen
Co-Founder & Chief Technology Officer
Cordes Owen has been building on the internet since its first year. He wrote his first website at eighteen, while studying at Georgia Tech, and his early work was recognized in the first edition of Forbes’ Best of the Web. Over the two decades that followed he held executive positions at two of Tampa’s largest digital agencies, leading engineering and product teams that delivered custom software, web platforms, and digital systems for clients ranging from startups to Fortune 100 companies and government agencies, across industries including medicine, retail, travel, construction, and education. He went on to found Bake More Pies, a Tampa digital strategy and technology firm named a finalist for the Tampa Bay Chamber’s Small Business of the Year. At Plainvue he is responsible for the platform itself: the architecture that runs the Interdependency Engine and Clarity AI, the security and compliance posture required to handle clinical data, and the integrations that connect Plainvue to laboratories, electronic health records, and ordering systems.
Ashby Green, MBA
Co-Founder & Chief Financial Officer
Ashby Green has spent nearly thirty years managing, building, financing, and scaling growth companies, with a particular focus on technology and healthcare. He founded Gazelle Capital in 2016 to invest in high-growth private companies across those two sectors and has served as chief financial officer to a series of venture-backed tech and life-science businesses, including EmGenisys, Parent ProTech and Rahm Sensor Development to name a few, guiding them through capital raises, rapid scaling, and exits. Earlier he was CFO at Kobie Marketing where he led a nine-figure M&A deal at 28x EBITDA, and he began his career in mergers, acquisitions, and forensic consulting at PwC and Ernst & Young. The Tampa Bay Business Journal named him both CFO of the Year for medium private business and overall CFO of the Year in 2017, and he has taught entrepreneurial finance as an adjunct professor at the University of Tampa since that year. He holds a bachelor’s degree in accounting and an MBA from Mississippi State University. At Plainvue he is responsible for finance, capital strategy, and the commercial model that connects patients, physicians, laboratories, and payers.