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

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.

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 is a technology entrepreneur and AI innovator focused on applying emerging technologies to healthcare, data, and complex business systems. At Plainvue, he leads technology strategy and platform development, bringing together artificial intelligence, secure data architecture, software engineering, and healthcare integrations to transform complex laboratory data into clear, actionable intelligence for patients and clinicians. Cordes began his career during the early commercial internet while attending Georgia Tech, earning national recognition from publications including Forbes and PC Week for his work in web technology and emerging digital business models. Since then, he has spent more than two decades developing technology, software, digital platforms, and AI-driven solutions across a range of industries. He is also the Founder and CEO of Bake More Pies, an award-winning technology and digital innovation agency, and has helped develop AI-powered platforms including Intervuze and PaigeChat. A frequent speaker on artificial intelligence, innovation, and the future of business, Cordes focuses on translating rapidly evolving technology into practical systems that improve decision-making, communication, automation, and human experience.

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.