#418 Sonia Szamocki, CEO at 32Co: What if every GP had a specialist on speed dial?

In this episode, James is joined by Dr. Sonia Szamocki - former A&E doctor, BCG consultant, and now founder & CEO of 32Co - to explore how healthcare can finally unlock the full potential of its clinical workforce. Sonia shares her journey from frontline medicine to building a platform that helps generalists deliver specialist-level care, starting with dentistry and now expanding into sleep medicine. Together, they dig into:Why modern treatments fail without the right flow of informationHow 32Co builds trust between generalists and specialistsThe hidden emotional and structural barriers to clinician adoptionWhy AI isn’t the whole answer - and where the human connection still matters Chapters 00:00 Sonia's Journey: From Medicine to Entrepreneurship 02:59 The Role of Technology in Healthcare 05:56 Building a MedTech Solution for Patient Care 08:56 Challenges in Healthcare Adoption 12:03 Creating Access to Specialist Care 14:56 The Importance of Human Connection in Healthcare 18:08 Expanding into Sleep Health 20:50 The Complexity of Healthcare Structures 23:58 Trust and Information Flow in Healthcare 32:47 Building Trust in Healthcare 35:51 Innovations in Sleep Apnea Treatment 41:10 Bridging Gaps in Healthcare 46:01 The Role of AI in Healthcare 01:00:40 Entrepreneurship Journey and Insights