Who We Are

Anthony DeLizza, MS – Founder and Principal

Tony Standing


Anthony (Tony) has over 25 years experience as a developer, marketer, general manager, and business development executive in the fields of home medical devices, laboratory tests, point-of-care tests, and disease management services. He spent the majority of his career in management positions at Syva Company, a Syntex company, and LifeScan, a Johnson & Johnson company. As a Business Development Director at Johnson & Johnson, Tony reviewed, created and presented business cases, business plans, and marketing plans for a variety of healthcare technologies. With a Taiwanese partner, he co-founded a disease management company that marketed home health services directly to consumers at retail, iCare Health Monitoring, Inc., and in 2006/2007 was Global Vice President of Marketing and Sales for a glucose monitoring products start-up. Tony is active in non-profits, is a member of the Board of Trustees of the National Multiple Sclerosis Society, Northern California Chapter. Tony also is a volunteer executive mentor to medical device start-up companies through California Life Sciences Association’s FAST program.

Tony started First Light so that a variety of companies could gain access to high quality marketing and business professionals with credentials that meet the standards of the most successful healthcare corporations. He shares his strong knowledge of the diabetes category and home medical devices for patient monitoring and weight loss, as well as professional and institutional medical devices and therapeutics, and laboratory products.

Affiliate Consultants

First Light has an international network of degreed and highly skilled industry professionals who bring their expertise in the areas we support. The affiliates come from the some of the most successful healthcare companies in the US, Australia, and Asia.