In an increasingly complex healthcare landscape, the demand for realistic and effective nursing education tools has never been higher. Since its founding in 2015, Sim2Grow has been laser-focused on immersive medication administration simulation—a commitment that will culminate in the company’s ten-year anniversary in 2025. We sat down with founders Kateri Gabriele and Roxanne Holthaus to discuss their inspiration, the challenges of entrepreneurship, and their vision for the future. Below is a condensed and edited version of our conversation.
Kateri: Thank you for having us! Roxanne and I are both nurses and longtime educators. We saw firsthand the challenges in preparing nursing students for the realities of medication administration. Although simulation labs have come a long way, medication administration often remains a gap. Students need hands-on practice to ensure learning of safe administration, all in a realistic yet safe environment. And in today’s world, the widespread use of electronic health records (EHRs) and automated dispensing units in most healthcare settings makes it even more crucial for students to learn these tools before entering clinical practice. By familiarizing themselves with EHR workflows and operating automated dispensing units, nursing students can build confidence and competence, ultimately minimizing errors and improving patient safety once they begin working in the field.
Roxanne: Exactly. We wanted to develop something that could offer students real-world experience without the real-world risks. Through our combined experience, we envisioned a simulation system that is as close to a hospital setting as possible. That’s how Sim2Grow was born—out of our desire to empower nursing students to confidently and safely administer medication.
Kateri: At our core, we focus on immersive and authentic medication administration simulation. Our flagship product is a medication cart system that mirrors what you’d find in a modern healthcare facility. It includes realistic medication dispensing and bedside administration workflows that incorporate barcode scanning technology so students can practice the entire chain of medication administration, from dispensing to delivery through to documentation.
Roxanne: We are also currently adding digital tools that allow faculty to track performance, identify errors, and provide feedback. The idea is that, if a student is going to make a mistake, it’s far better to do it in a simulated environment. This approach reduces anxiety, builds competence, and ultimately improves patient safety once they begin clinical practice.
Kateri: Honestly, one of the biggest obstacles was learning how to be businesspeople, because we’re both nurses by education and background. We knew how to identify a clinical problem, and we understood teaching strategies inside and out. But when we decided to bring Sim2Grow to market, we quickly realized there was a whole new language and skill set we needed to master. We had to figure out everything from drafting a business plan to navigating legal requirements, and let’s not forget marketing and sales. It was like going back to school, but this time for entrepreneurship.
Roxanne: Exactly. We’d be in meetings discussing operating budgets, revenue forecasts, or production timelines, and it felt completely foreign at first. We were used to talking about patient outcomes and evidence-based practices—topics we could handle in our sleep. Suddenly, we needed to learn about supply chains, intellectual property rights, and small business accounting. But we’ve always been resourceful, so we sought out mentors, took online business webinars and courses, and read a lot on starting a company. It was definitely a crash course, but we kept reminding ourselves that the end goal—improving nursing education—was worth it.
Kateri: Another challenge was simply finding the right people to help us. We had a vision for what Sim2Grow could be, but we needed team members with different strengths, like legal knowledge, marketing savvy, and financial acumen. So part of our journey was figuring out how to build a network of individuals who could guide us through areas we weren’t familiar with. That took time, patience, and a lot of trial and error. But once we found the right people, it felt like everything finally clicked.
Roxanne: We also learned to leverage our nursing background as an advantage instead of seeing it as a liability. Nurses are trained problem-solvers, great communicators, and we thrive under pressure—skills that are invaluable in the startup environment. When we presented our product to early adopters, we could speak directly to the real-world need. We understood the clinical context intimately because we’d lived it. That authenticity resonated with nurse educators. So while we had to learn the business side, our nursing perspective became a unique strength, allowing us to shape Sim2Grow in a way that truly serves those on the front lines of healthcare education.
Kateri: Technology will continue to play a crucial role. Virtual reality and augmented reality are becoming more sophisticated, and we are seeing more and more aspects of nurse education being simulated. But it’s also important not to lose sight of human interaction—simulation should complement, not replace, clinical experiences.
Roxanne: I agree. We’re also seeing a push for more interdisciplinary simulation, where nursing students, pharmacy students, medical students, and allied health professionals practice together. Real-world healthcare settings are collaborative, so simulations should reflect that teamwork.
Roxanne: We want to continue to expand nationally as well as explore opportunities in Canada and make our training system accessible to nursing schools and healthcare institutions of all sizes.
Kateri: Ultimately, our goal is to continue innovating. Medication errors are one of the biggest challenges in healthcare, and if we can reduce those through better education, we’re making a tangible difference. We hope to be at the forefront of simulation technology that saves lives and fosters the next generation of confident, compassionate nurses.
Kateri: Don’t wait for the “perfect” moment. If you see a problem that needs solving, trust your instincts and start small. Validate your idea with peers, mentors, or students, and gather as much feedback as you can.
Roxanne: And remember, you don’t have to do it alone. Seek out collaborators who share your vision. Building a network—whether it’s with other healthcare educators, investors, or innovators—can help transform an idea into reality.
From identifying gaps in simulation labs to implementing cutting-edge technology, Kateri Gabriele and Roxanne Holthaus have turned a shared passion into a growing enterprise. As nursing education evolves, Sim2Grow aims to remain at the forefront, ensuring students gain the skills they need to provide safe, competent care in an ever-demanding clinical environment.