Founder & CEO
LIFT Healthcare (Ooltewah, TN)
David McDonald is a healthcare anthropologist, strategist, and marketing entrepreneur. In his current role at LIFT, he is active in framing and sharing the LIFT value story—a story grounded in empathy and human understanding. He is the founder and past-CEO of True North Custom Healthcare. After True North, he joined the University of Miami Innovation Center serving as CEO of ProjectLIFT, a health tech investment group. David is the co-author author of The Patient Experience Design Toolkit and the author of What’s Their Story: Anthropology, Design Thinking, and the Rebirth of Healthcare Marketing. He studied language acquisition in non-human primates at the University of Tennessee and the Yerkes National Primate Research Center at Emory.