DMS Management team

Barry J. Sender  |  Henry Laing  |  Craig Malcom Bishop Leonard S. Sender  |  Gavin Schiff  |  Adele Sender

Advisory Board

Mr. David G. Kelemen  |  Professor Ruben Sher, MBBCh Lawrence A. Distiller, MBBCh  |   Michael A. Brown  |  Hilton Schlosberg

DMS Management team


BARRY J. SENDER, Founder and CEO

Barry Sender brings over twenty years of progressively responsible and diverse management experience in the retail, telecommunications and healthcare industries. In his previous appointment as Chief Executive Officer of Control Diabetes Inc., his primary role was seeking funding sources while developing the comprehensive operating structure of this early stage organization. This included development of the core technology beyond the engineering prototype to a commercially viable suite of products as well as the intellectual property portfolio and information systems necessary for full-scale operations.

Barry has combined his keen insight into operations with in-depth experience harnessing internet-enabled technologies to develop successful e-business strategies. He has expanded market penetration in both the telecommunications and disease management industries. Barry has overseen the complete implementation of this e-business strategy and has participated at both the strategic and tactical levels. He has developed key components ranging from corporate policies & procedures to technical manuals and training, as well as marketing strategy to drive sales growth and market share.

His experience in both the corporate and entrepreneurial environments provides a perspective that allows Barry to harness the ability of others to accomplish the corporate objective. He has demonstrated the ability to create stimulating work environments and has been recognized as an innovator in product concepts and commercialization approaches. His ability to adapt to changing environments combined with a decisive management style puts him in the forefront of executive managers. He excels at developing and executing operational strategy, driving success and creating value for investors.




HENRY LAING, Founder and COO, South Africa

Henry Laing provides insight and wide experience in dealing with the South African government and a wide variety of trade organizations. He will be vital in opening discussions with the South African administration, and will spearhead the development of the local operating companies within specific country markets.

As founder and chief executive of Chemical Marketing & Consulting Services in Johannesburg, Mr. Laing has had personal responsibility for over 300 projects related to market research, marketing strategy, business strategy, business development, industry analysis, hazardous waste production and management analysis, privatization, export development and others. He has an ongoing association with major industry players such as Sasol, Engen, Mossgas, AECI/Chemserve, Enviroserv, as well as South African Government Departments such as the Department of Trade and Industry, and Water Affairs .




CRAIG MALCOM BISHOP, Founder and CFO

Craig Bishop brings accounting and financial expertise in the private sector along with significant insight into working with government agencies. His understanding of large South African employers will facilitate our penetration into this sector in South Africa and carry over to other developing countries.

Mr. Bishop's financial management skills have been developed, tested and perfected while working at such companies as AVENG, Oryx South Africa, and De Beers Consolidated Mines Limited, the world's largest diamond producer. His responsibilities have included the full spectrum of financial management, management accounting and financing initiatives pertaining to research, development, exploration and mining activities. Duties included cash flow management, project planning and management, financing initiatives and feasibility studies. He has been elected to the board of eleven companies, which included two publicly listed companies.




LEONARD S. SENDER, MBBCh, Founder and Medical Director

Dr. Lennie Sender is Medical Director of the CHOC Cancer Institute in Orange County, California, and was recently appointed clinical professor of medicine and medical director of clinical oncology services for University of California-Irvine, Chao Family Comprehensive Cancer Center, located at the UCI Medical Center campus in Orange. He provides an expertise in healthcare delivery systems and infrastructure as well as algorithms for outcomes-based medical practice. His longstanding accomplishments in oncology allow him to draw on many parallels both from clinical and delivery of healthcare perspectives. Practicing in the United States yet having trained in South Africa, he bring insights into mature delivery systems of developed countries as well as the resource poor delivery systems that are encountered in many developing countries.




GAVIN SCHIFF, Chief Technology Officer

Gavin Schiff was the Practice Director for Microsoft Consulting Services (MCS) in Southern California. For the last 10 years he was responsible for the complete P&L of the $32M practice. Under his guidance, the practice grew to one of the largest in Microsoft worldwide with over 120 full time, 100 part time consultants and numerous third party relationships.

Adele Sender contributes both clinical and administrative experience as a health professional, having experience at the Johannesburg General Hospital, a major teaching institution in South Africa as a physiotherapist, and in both in-patient, rehabilitation and homecare settings in South Africa and California.

She has also had success for the past eight years in the development of community projects. As the President of the Board of Directors of a non-profit agency, she managed the agency's acquisition of property, and relocation to a new facility. Also in her portfolio was the soliciting of major gifts from community donors in support of the agency's mission.

Advisory Board


Mr. David G. Kelemen , brings over 23 years of healthcare experience with broad marketing and commercialization experience in the pharmaceutical, diagnostic and medical device industries.


Professor Ruben Sher, MBBCh is a leading pioneer of the HIV/AIDS struggle in South Africa. With his background in Immunology and Infectious Disease, and a passion for the health of all South Africans, he has been involved since the earliest days of the epidemic. Now in private practice in Johannesburg, he has served on multiple advisory committees to both the government and private industry, and non-profits such as the AIDS Foundation of South Africa. He brings his own clinical expertise, as well as a vast network of contacts within the HIV/AIDS community.


Lawrence A. Distiller, MBBCh , Director of the Centre for Diabetes and Endocrinology and Senior Physician/Endocrinologist provides clinical insight into the total care aspects as well as provides insight into Africa's largest Health Maintenance Organizations to which he serves as a medial advisor.


Michael A. Brown provides clinical and laboratory insight based on his expertise at the Centre for Diabetes & Endocrinology where he acts as a clinical manger and has implemented an algorithm-based care delivery model in diabetes.


Hilton Schlosberg , Co-Chairman Hansens Beverage Company (NASDAQ –HANS) brings expertise in the fields of management, finance, mergers and acquisitions, and experience in South Africa, the UK and the USA.