Turning Personal Pain Into Innovation: Hannah Keel & Brayden Gibson on Southern Rooted | Building Biotech

What happens when a personal health challenge sparks a biotech startup?

In this episode of Building Biotech in Lower Alabama, Stephanie Glines sits down with Hannah Keel and Brayden Gibson, co-founders of Southern Rooted, to discuss It's Better, an over-the-counter topical pain cream inspired by Hannah's own experience living with Ehlers-Danlos syndrome.

The conversation explores how the pair transformed a personal need into a growing business, what differentiates their product from traditional pain creams, and how the Hatch Biotech Accelerator helped shape their entrepreneurial journey. Hannah and Brayden also share the realities of launching a healthcare startup, from finding the right market to navigating the emotional challenges of building a company from the ground up. 

In this episode:

• How a personal health journey inspired Southern Rooted
• The story behind It's Better topical pain cream
• Why today's consumers are looking for alternatives to traditional pain relief products
• What makes their formulation different
• Lessons learned through the Hatch Biotech Accelerator
• The importance of mentorship and community connections
• Bringing a healthcare product from concept to market
• Advice for aspiring biotech founders

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Southern Rooted: https://southernrooted.care