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0:00
My name is Carlo Calcagni,
and I'm the founder and CEO
of ENTRADA Ventures Group.
0:06
I'm here to talk about something
that's fundamentally
changing how we approach
healthcare marketing,
putting the human
experience at the center
of everything we do.
Over my 35 years in healthcare,
I've seen marketing evolve
from pushing products
to building relationships,
but today, we're
going to explore how
to take that evolution
one step further
from patient-centered to truly
human-centered approaches.
Before we dive in,
let me share why this
matters so deeply to me.
As the founder of ENTRADA,
the first life sciences-focused
patient experience
organization, or PXO,
I've witnessed firsthand
how the current paradigm
often leaves patients and their
families feeling unheard,
overwhelmed, and isolated in
their healthcare journey.
0:51
Here's the uncomfortable
truth we need to face.
Unless the current
paradigm is disrupted,
patients and their families
will continue to feel unheard.
Think about that for a moment.
In an industry dedicated
to healing and caring,
we're somehow missing the mark
on making people feel heard.
This isn't just about
customer satisfaction.
This is about trust, engagement,
and ultimately, better
health outcomes.
The phrase "nothing
about us without us"
isn't just a tagline.
It's a rallying cry from
patients who are demanding
a seat at the table.
Not just to be at the
center of attention,
but to be active participants
in their care decisions.
1:33
By the end of our
time together today,
you'll be equipped
to first understand
the key factors that shape
patient perspectives
and decision-making.
We'll dive deep
into the emotional
and practical considerations
that drive patient behavior.
Second, you'll learn how to
design patient interactions
and touchpoints that establish
and reinforce trust,
because without trust,
everything else falls apart.
Finally, you'll discover
effective strategies
to actively involve both
patients and their caregivers
in the care process,
recognizing that
healthcare decisions
are really made in isolation.
