knowledge and behavioral changes you want to see at
the end, and getting alignment with stakeholders by
demonstrating that. She says we often get entangled
in an activity-based environment. Serina recommends going right to executionary centralism.
When I pointed out that 85% of life sciences professionals believe in patient centricity as the path to
better outcomes, but 69% are not sure that their organizations can clearly define this, she said that Takeda
has a framework to achieve it. It’s called PTRB:
Patients, Trust, Reputation and Business. All decisions have to start with the patient in mind. If you
can determine what’s best for the patient first, all the
rest will follow logically from that. All the leaders at
Takeda take this very seriously, and insist on moving
the process along in the proper order. Their global
corporate training programs embed this philosophy
as well. From the decision chain to the language they
use, this is the motivating influence. It helps connect
the concept from the field force through to the home
office, and make it part of Takeda’s DNA.
I am really inspired when I meet people like Serina.
Despite her youth, she has the knowledge, skills and
wisdom of a leader. Our industry is in good hands! •
Author, Engage Rx:
The 3 Keys to Patient-focused Growth
Jill, HBa, MAdEd, is a keynote speaker,
author and thought leader who has
authored two books on Influencing in
patient-focused ways and co-founded The
Aurora Project, a global patient-centricity
group. She also serves as Associate Editor
of Healthcare Sales & Marketing.