Interview with Dr. Jessica Lubahn

Our guest, Dr. Jessica Lubahn found that the best new business solves a problem. In her case, it's a problem experienced by her own patients.

Jessica is a urologist, health writer, and consultant. She is also the founder of ONDRwear. It's her new apparel company that sells luxe leakproof underwear. She created this company to destigmatize urinary, menstrual, and other leakage problems. To do so, she has created products that are effective and beautiful. 

Dr. Lubahn received her medical degree at the Washington University School of Medicine in St. Louis. Then, she completed her surgical internship and urology residency at the University of Texas Southwestern Medical School.

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We're proud to have the University of Tennessee Physician Executive MBA Program, offered by the Haslam College of Business, as the sponsor of this podcast.

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By joining the University of Tennessee Physician Executive MBA, you will develop the business and management skills you need to find a career that you really love. To find out more, contact Dr. Kate Atchley’s office at (865) 974-6526 or go to

A Common Problem Emerges

Jessica helps patients with incontinence in her practice. However, she discovered a large percentage of patients with mild incontinence. And they did not want to risk surgery for a minor problem, albeit a very annoying one.

In medicine I'm very risk-averse… In the entrepreneurial world there is nothing like that… You just realize the world is so big, and there is so much out there that you can do. – Dr. Jessica Lubahn

So, it became her mission to find a solution.

The Best New Business Solves a Problem But It's Not Easy

Here is a very abbreviated list of steps that Jessica had to complete in creating her new apparel company:

  1. Identify a problem experienced by her patients.
  2. Conceptually design the product.
  3. Create a hand-made prototype of a potential solution.
  4. Research the industry, network with experts, and determine if creating the product is feasible.
  5. Establish her business, and engage an accountant, attorney, and other professionals.
  6. For her physical products, create a pattern, and find a manufacturer.
  7. Create a website, social media accounts, and develop a marketing plan.
  8. Start selling and delivering the product.

If you’d like to check out Onderwear, go to The website is well-designed. The products are presented tastefully. And at the time of this podcast episode,  you can get a 15% discount on its clothing.


Dr. Jessica Lubahn is an excellent example of a physician entrepreneur. She identified a problem and created a business to solve it. Like many physicians, she had no intention of becoming a designer and owner of a nonclinical business. But she was compelled to help patients with a problem that extends beyond her medical expertise.

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The opinions expressed here are mine and my guest’s. While the information provided on the podcast is true and accurate to the best of my knowledge, there is no express or implied guarantee that using the methods discussed here will lead to success in your career, life, or business.

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