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  • Writer's pictureAventria Health Group

Is It a Patient Journey or Partnership Journey?

Pharmaceutical vice presidents, executive directors, brand leads, marketing leads, and commercial leads:

We at Aventria are committed to do well by doing good, the backbone of which is our desire to improve patient outcomes. It is why we, and likely you, entered into this industry. But how often do we actually sit and think about a patient? Not the patient, but a patient. Who are they? What is their life like? Who in their circle is also impacted by their journey?

Together, we can see the patient and help improve the experience.

Let’s face it: We are healthcare industry professionals who become patients at one time or another. With our disease, treatment, and care access knowledge (maybe some hubris sprinkled in), we may think we can weather through the storm of the patient journey we talk so much about. If a life-altering diagnosis shook you, could you navigate it all?

We were incredibly fortunate to speak with Rocio Manghani, a 24-year veteran in our industry focused on market access who is a breast cancer thriver. Below are just snippets of her partnership journey.

I Thought I Knew

“I thought I knew what it was like putting myself in the patient’s shoes before I was diagnosed with cancer. I would always say things like, ‘Oh, it’s important for patients to get timely access.’ But no … as a patient, it’s very different.”

Is It Spreading Right Now?

“After the chemotherapy I had to get radiation, and that radiation was initially denied because of the type of radiation it was. … The payer isn’t denying things because they don’t want to pay for it. They’re denying things because they just want to make sure that it’s the appropriate thing for the patient. “I remember panicking because it was after the surgery; I was told that I still had a positive margin, you know, after which meant that I still had a bit of cancer left. And I was so scared because all I could think about was what happens if the cancer is going to spread, right?”


Everything Really Is a Partnership

“When I was undergoing chemo, the last thing I wanted was for my payer to deny a therapy. At one point when it was denied, I just broke down and thought, ‘I can’t do this anymore.’ Chemo is tiring, and to have to deal with insurance or deal with anyone is difficult when all you want to do is just sleep and not wake up. “I think it’s important to work both as the patient advocating for yourself but also have the doctor’s office advocating for you. So, it was really a partnership I would say, you know, with my oncologist’s office, but then also me putting a voice to the patient on the other side with the insurance. Manufacturers realizing that at the end of the day there truly is a whole person around everything that’s being done.”


Let’s Humanize the Journey

When a patient looks into a mirror, they see a person. A person with:

  • Loved ones and friends

  • Parents and children

  • Hope and fear

  • Soccer games to attend

  • Aisles to walk daughters down

  • Grandchildren to spoil and then give back to their parents

  • Vacations-of-a-lifetime plans

  • And so, so much more

We—our industry and system, payers, providers, and pharma and life sciences companies—must peer over that patient’s shoulder, gaze into that same mirror, and see a person. See Rocio, a person they can partner with to help them live and thrive.

What we like about Rocio’s story is that we can all learn from it. But what we love about Rocio’s story is that she is here to tell it.

To listen to the full conversation with Rocio, click here.

Why Should Life Sciences Companies Care?

Does the Improve the Patient Experience part of the Quintuple Aim come to mind? Healthcare stakeholders who align their efforts with achieving the Quintuple Aim will be successful, and those who do not will increasingly find themselves fighting over a smaller piece of the pie and running uphill in a mudslide. Rocio’s experience convinces us of the need for more resources for patients to find education and access support quickly and easily.

Aventria can help life sciences companies collaborate with other stakeholders in meaningful ways that truly serve the patient along the care journey. To learn how we can all work together to improve the patient—eh, partnership—journey, please reach out to:

Dave Dierk, Co-President, 30-year sales and marketing thought leader in pharmaceutical diagnostics, biomedical, long-term care, managed care, employer, and pharmacy communications, at

Making a difference in patient care by helping patients, providers, and payers collaborate on shared priorities


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