Jeanan Yasiri Moe
Director of Strategic Communications

"Most Intriguing" entrepreneur to keynote product liability talk

MADISON, Wis. – A flawed product can derail a startup and rock even the strongest venture. Jordan Eisenberg, head of one of the fastest growing and most disruptive consumer healthcare businesses in the country, will take on the issue at an upcoming talk meant to save companies a headache down the road.    

"Safe, effective and well thought out: Product liability and avoiding unexpected pitfalls" will be held Thursday, Oct. 6, at the Discovery Building from 4 to 5:30 p.m. with a networking reception to follow. The talk is part of the WARF Entrepreneurons series and free and open to campus and the public.

Eisenberg was the founder and CEO of UrgentRx, which produces a line of portable over-the-counter medications that target on-the-go consumers and are sold in most major retail chains in America. He has been honored as one of Inc.’s 35 Under 35 Coolest Entrepreneurs, and twice named as one of Goldman Sachs's 100 Most Intriguing Entrepreneurs.

The session will also feature two product liability attorneys from Quarles & Brady LLP, Lars Gulbrandsen and Catherine Faught Pollard. They will be moderated by Prof. Joan T. Schmit, an insurance and risk management expert.

The Entrepreneurons program is an ongoing lecture series focused on bringing the fundamentals of getting a new venture started to the UW–Madison community. For more information and to register visit

About WARF
The Wisconsin Alumni Research Foundation (WARF) helps steward the cycle of research, discovery, commercialization and investment for the University of Wisconsin-Madison. Founded in 1925 as an independent, nonprofit foundation, WARF manages more than 1,700 patents and an investment portfolio of $2.6 billion as it funds university research, obtains patents for campus discoveries and licenses inventions to industry. For more information, visit