After practicing emergency medicine for decades, Dr. Elliot Justin noticed a critical gap in men's health care: There was no objective way to monitor erectile health, meaning that diagnoses and treatment prescriptions were made in the dark. Now the founder of FirmTech, Dr. Justin has created the world's first FDA-registered device for monitoring and improving men's erectile health, pleasure, and performance, while also providing insights into other areas of men's health, such as cardiovascular function. FirmTech recently won the Healthcare Startup Business Award from the Science & Engineering Health Technologies Alliance.