Our Team

We have assembled a stellar team of imaging modality and product development experts, all with significant start-up and rapid growth experience, as well as corporate governance, user experience and domestic and international business experience. Our board brings significant experience in public and private companies, technology, governance, and execution.  Many on our team have worked together in prior endeavors.

Gary R. Cantu – PIC Founder, Chairman of the Board, President and CEO

Born and raised in the heart of Silicon Valley California, Gary Cantu is considered an expert in digital imaging and information technology (IT), and is a recognized Silicon Valley serial entrepreneur. Starting his career in high technology at the beginning of the tech explosion, he has held technical and managerial positions at Molectron, SpectraPhysics/Autolab, and Molecular Dynamics. When Molecular Dynamics went public in 1992, Cantu used proceeds to found his own series of companies. He has been founder, President and CEO in the following companies:

  • DenOptix: Dental imaging systems (licensed to Gendex/Dentsply), low cost genomic scanner (licensed to Packard BioScience), women’s health, human healthcare imaging. He has been granted several fundamental patents.
  • VetSight Imaging (later renamed PhorMax Corporation), venture-backed company developing high speed computed radiography imaging systems for the human healthcare and other markets. He was granted three key patents on system design and image processing. PhorMax technology assets were sold to Alara, Inc. in 2001.
  • Eklin Medical Systems, Inc. 2002-09, created the veterinary digital radiography (DR) market. Established Eklin as the gold standard worldwide, and introduced a line of high-value support products including workstations (visualization of radiographs), PACS systems (Storage), web archives (long term storage and backup) and practice management systems. Established national and international presence, including every veterinary teaching hospital in US and most centers of influence. Addressed the equine, companion animal and exotics market. Cantu funded the company and grew total sales to over $127MM when company sold to Veterinary Centers of America (VCA) in 2009.
  • BrightLine Medical, Inc. 2010-present. Technology incubator looking for early stage technology that can be expanded into the human, veterinary or other global markets. Cantu serves as a Board member, and interim CEO.
  • Principle Imaging Corp.  Chairman and President and CEO. Together with Dr. Cox, CTO, jointly developed product technology and roadmap.

John Cox, Ph.D. – Co-founder, Chief Technology Officer

Dr. Cox has a 30-year career in the development of digital radiographic (DR) imaging technology. He a is principal inventor on 15 patents, five of which relate to digital x-ray imaging systems, and four/five provisional applications which relate to Principle’s technology. As a consultant, Dr. Cox worked for several major medical x-ray equipment companies including: Philips Medical Systems, Canon Medical Systems and Perkin Elmer. He was a development project manager that produced an intraoral dental radiographic imaging system in 1991, and was the product manager for a flat-panel R&F system while working as an employee for Canon Medical Systems in 2008-2010.  He led the architectural development team for the Canon Medical NE DR/R&F Console product (2006-2010). He has worked with and for founder Cantu at several prior companies.

Dr. Cox received a BSE (Nuclear Engineering), ME and Ph.D. from the University of Florida (UF) and spent 7 years on the faculty as an Assistant Research Scientist in the Department of Nuclear Engineering and 2 years as an Adjunct Professor in the Department of Aerospace Engineering.

Ronald Sassetti, Ph.D. – Director of Clinical Affairs and Technical Marketing

Dr. Sassetti began his career in the artificial organ engineering and product development group at Baxter Travenol. His responsibilities included concept development, prototype manufacturing and testing, production engineering, clinical introduction, clinical investigator interface, and more.

Dr. Sassetti has been associated with CT imaging since its inception as the Director of Clinical Affairs for EMI Medical, the company credited with the invention of CT scanning. This began an expanding career in medical imaging. His responsibilities included the introduction of CT to the US market in the mid 1970’s under the FDA investigational use exemption. He rose within EMI to Executive Vice President responsible for clinical research, marketing, customer training, professional education and product development efficacy and oversight. Over the six years EMI grew from $4 million to $356 million with his participation as part of the key executive team.

Ron spent 7 years after EMI as an industry consultant for a wide variety of companies and hospital corporations before taking the helm of a subsidiary leasing company that pioneered long term financing for CT & MRI equipment. Initially as Vice President of Business Development and then as General Manager and Chief Operating Officer at LINC Equipment, he directed the company that provided fully refurbished CT & MRI equipment for the human medical market. This company grew from a small operation into the leading worldwide provider of fully refurbished high technology medical imaging equipment to second tier US hospitals. During his tenure LINC Equipment delivered over 4,500 refurbished scanners throughout the world.

When this leasing operation was sold in 1994, Ron started a company specifically to bring refurbished high technology imaging equipment to the international and veterinary markets. This organization has been the focus of his efforts for over 22 years and for the last 15 has been solely directed to the veterinary market. Ron received his BS/MS/Ph.D. in Physiology from Illinois Institute of Technology.

Kerri Marshall, DVM, MBA  – Advisor to the Board, Chief User Experience Officer

Dr. Marshall develops strategies, systems and teams to continually help improve the customer experience for pet owners and veterinarians.  Originally trained as an equine practitioner, Kerri has moved into the organization and systems implementations for practice efficiency.  She is currently the Chief Veterinary Officer and a member of the Board of Directors at BabelBark, Inc. Prior to joining BabelBark, Dr. Marshall was the Chief Relationship Manager for Animal Health at Sikka Software, Inc. Prior to joining Sikka, Dr. Marshall was the Chief Veterinary Officer for Trupanion, a companion animal insurance company, and led the effort to build Trupanion Express™ – a patent pending system to pay claims in 5 minutes directly to the veterinarian, changing the model of pet insurance and the customer experience.  

Prior to joining Trupanion, Dr. Marshall worked for 16 years at Banfield Pet Hospitals.  She gained experience from the start-up phase of the business and held various leadership roles in medicine, operations, and information technology, as Banfield grew from 30 hospitals to the largest and most profitable veterinary group in the world with over 800 hospitals nationwide.  

The last 8 years at Banfield, Dr. Marshall built and grew teams and processes supporting the proprietary electronic health record and practice management system, PetWare®, the teleradiology and PACS system, and the client portal.  Dr. Marshall received her doctorate in veterinary medicine from Washington State University, and completed an executive program and received an MBA from the University of Oregon.

David Butler – Chief Financial and Operating Officer

David has over thirty years of progressive responsibilities and experience in financial and business management; including financial planning and analysis, fund raising, system, process and organizational development, operations, M&A, due diligence, accounting, GAAP and SEC reporting, taxation and international business sales. Before moving to West Montana, David was recently CFO/Partner for Hardesty LLC, an executive services firm, where he served as Interim CFO for Off the Grid Services, LLC and The Whole Cart, LLC.

Previously David was CFO/COO (and later President) Alara, Inc., which designed and manufactured radiography equipment for dental, medical and other markets. He was also CFO of Integrated Insurance Technologies Corporation and VP Finance and Administration for Rivio, Inc., both venture-funded providers of SaaS products targeted to the insurance industry and small businesses, respectively. David also served as Controller for Diamond Multimedia Systems, Inc., CFO and General Manager of Plextor, and in various financial management roles at Fujitsu.

David holds an MBA from Santa Clara University and a BS in Finance from San Diego State University.


Board of Directors

Gary R. Cantu – Chairman of the board, President and CEO (See Bio Above)

Kerri Marshall, DVM, MBA  – Advisor to the Board (See Bio Above)

David Butler – Chief Financial Officer, Treasurer (See Bio Above)

Roderick Young – Board Member

Mr. Young brings more than 20 years of executive experience in the medical device industry to PIC. Mr. Young most recently served as a venture partner at Three Arch Partners, which he joined in May 2006. Management roles held by Mr. Young during his career include co-founder, CEO and Chairman of CyberHeart Incorporated, the first non-invasive robotic ablation treatment for cardiac arrhythmias; founder, President and CEO of Vivant Medical Inc., a Three Arch Partners medical device company focused on microwave ablation (now part of Covidien); President and CEO of Targesome Inc., a biopharmaceutical company developing receptor-targeted agents to treat and diagnose cancer and other diseases, and CEO of Focus Surgery Inc., a pioneer in the development and commercialization of products using high intensity focused ultrasound; Chairman, CEO of General Surgical Innovations Inc. (GSI), an emerging technology company that developed the balloon dissection product line which was important to the growth of laparoscopic hernia repair. He led GSI through an initial public offering and acquisition by United States Surgical Corporation (now part of Covidien AG). He also was President of Toshiba America MRI Inc., President and COO of Diasonics, and Chief Financial Officer of Raychem.

Young received a Bachelor of Science degree in Industrial Engineering from Stanford University and a Master’s Degree in Business Administration from The Harvard Business School.