HBA Patient Centricity Affinity Group and HBA Global Present: Patient-Centric Marketing: From Insight to Impact
Authored by Olorundamilola “Lola” Okemeta
This February, the HBA Patient Centricity Affinity Group (PCAG) welcomed a truly global audience spanning New Jersey, Germany, Spain, Switzerland, and beyond for a dynamic Thursday educational session focused on one essential question:
How do we move patient centricity from intention to execution—especially in marketing?
With more than 50 attendees joining live, the conversation was rich, thoughtful, and deeply grounded in real-world practice.
Key themes included:
- Patients as essential stakeholders not secondary audiences
- Patient organizations as drivers of research, innovation, and policy
- The patient journey as marketing’s guiding framework
- Research and listening as the foundation of patient-centric strategy
- Regulatory and access trends accelerating patientcentricity across the industry
- Marketing as a northstar function guiding organizational patientcentric decisions
- Direct engagement with patients and advocacy groups to strengthen journey mapping and insight generation
The discussion came to life through practical examples, patient personas, and real-world applications that resonated across experience levels and geographies.
Program Overview
The HBA Patient Centricity Affinity Group (PCAG) Educational Programming series is designed to move patient centricity from concept to practice. Each session brings together global healthcare professionals, industry leaders, and advocates to explore how patient-centric thinking can be operationalized across roles, functions, and regions.
This month’s session welcomed participants from across the U.S. and Europe, reinforcing PCAG’s growing global footprint and shared commitment to elevating the patient voice across the healthcare ecosystem.
Grounded In Purpose
PCAG Chair Dorothea Sanchez opened the session by reaffirming PCAG’s mission:
“To champion the patient experience as a comprehensive business model that delivers value for patients, caregivers, and the organizations that serve them.”
With over 340 members, a fully engaged committee, and a growing portfolio of educational and networking programs, PCAG continues to expand its global reach and influence.
Dorothea also recognized the continued growth of PCAG and formally welcomed two new leaders to the Executive Team:
- Farah Meghji, stepping into the role of Deputy Chair, bringing global perspective and strategic leadership from Toronto
- Olorundamilola “Lola” Okemeta, joining as Director of Operations & Insights, supporting program execution and strengthening PCAG’s operational foundation
Their addition reflects PCAG’s expanding global footprint and commitment to leadership that mirrors the diversity, expertise, and passion of its membership.
Setting The Stage For Connection
Arlene Marie Karole, Regional Liaison and Education Sub-Team Member, guided attendees through session logistics and participation tips, encouraging active engagement, real-time questions, and feedback via the post-event survey to help shape future offerings. The tone was clear from the start: interactive, inclusive, and designed for learning that sticks.
Patricia (Trish) Hanrahan, Director of Education & Programming, framed the heart of the session with a thoughtful perspective on why patient centricity matters, not as a slogan, but as a guiding principle that informs decisions across the healthcare ecosystem. She then welcomed the speakers, highlighting the practical insights and lived experience they would bring to the conversation.
Featured Speakers
Deepa Dahal, opened the session with clarity and conviction shaped by years at the intersection of patient advocacy, strategy, and innovation. As cofounder and CEO of DKI Health, she leads work dedicated to elevating the patient voice across the healthcare lifecycle. Her message was clear:
“Patients are no longer optional stakeholders; they are essential partners in shaping the medicines and experiences we create.”
Deepa also emphasized three critical industry shifts:
- Regulatory and access trends are accelerating patientcentricity across the industry
- Marketing increasingly drives organizational decisionmaking around patient centricity
- Direct engagement with patients and advocacy organizations strengthens marketing activities, especially when building comprehensive journeys that capture caregivers and betweenvisit experiences.
Her framing grounded the session in both urgency and opportunity.
Kelly Bock, Senior Director of Consumer Marketing at Sumitomo Pharma America, brought the “how” to Deepa’s “why.” From the front lines of consumer and patient marketing, she demonstrated how authentic patient insights translate into realworld strategies that shape awareness, behavior, and ultimately health outcomes.
Her key takeaways included:
- The patient journey is the north star guiding every business decision
- Segmentation personalizes messages and resources based on needs, motivations, and journey stage
- Segments shape media planning, ensuring the right message reaches the right patient at the right time
- Consumer vs. patient marketing differs in focus, goals, channels, and messaging
- Marketing translates insights into:
- Language patients recognize
- Channels patients trust
- Actions patients are willing to take
Her personas — from “Coping Carly” to “Vocal Veronica” — made the strategy tangible and immediately applicable.
Together, the speakers illustrated how patient centricity can and must be operationalized in marketing as a driver of both patient outcomes and business success.
Key Takeaways That Resonated
Patients Are No Longer “Optional” Stakeholders. Deepa reframed patient engagement as a requirement, not a “nice-to-have,” citing:
- Expanding FDA and EMA patient-experience guidance
- The growth of over 20,000 - 100,000 patient organizations worldwide
- The rise of Chief Patient Officers and formal patient-experience functions
Patients now influence every stage of the lifecycle from early discovery through post-launch access.
Patient Organizations As Catalysts For Change
Examples such as the Cystic Fibrosis Foundation, Michael J. Fox Foundation, and Susan G. Komen illustrated how patient communities shape research, policy, and innovation. Their impact is measurable and increasingly central to healthcare progress.
The Patient Journey As Marketing’s North Star
Kelly illustrated how patient understanding informs:
- Strategy
- Segmentation
- Channel planning
- Messaging
- Behavioral nudges
Her breakdown of consumer vs. patient marketing clarified how each discipline supports different stages of the journey.
Research: The Heartbeat Of Patient-Centric Marketing
Kelly emphasized the power of truly listening through:
- Primary research (interviews, focus groups)
- Secondary research (epidemiology, behavioral data)
- Real-world insights that reflect lived patient experience
Her advice landed strongly with attendees:
“If you ever have the opportunity to sit in on patient research, take it. It changes everything.”
A Global, Engaged Dialogue
The chat reflected a highly engaged community, with questions spanning:
- U.S. vs. EU marketing considerations
- HIPAA-compliant patient insights
- Caregiver inclusion
- Ethnography
- AI-driven personalization
The dialogue underscored a shared commitment to advancing patient-centric thinking across roles, regions, and functions.
What’s Next
Deputy Chair Farah Meghji closed the session with invitations to:
- Connect with PCAG on LinkedIn
- Volunteer as a speaker
- Submit topics of interest
- Attend upcoming PCAG’s sessions
The momentum continues, and so does the work.
What Attendees Shared
“This session reinforced how critical patient insights are, not just for compliance, but for meaningful impact.”
“The patient personas made the strategy feel real and immediately applicable.”
“Loved the balance between big picture thinking and practical execution.”
Grateful Acknowledgment
Thank you to Deepa Dahal and Kelly Bock for sharing their expertise, candor, and real-world experience.
And sincere appreciation to the PCAG committee; Dorothea, Trish, Arlene, Claire, Janine, Lola, Michele, and the broader volunteer team, for bringing this impactful session to life.
“PCAG programming is built by and for professionals who believe patient centricity is strongest when shared, challenged, and practiced together.” ~ HBA Patient Centricity Affinity Group
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