Keynote: The Heart of the Business: How Purpose Powers Performance

Session details:

In an industry driven by science and shaped by regulation, it’s easy to lose sight of the human story at the center of it all. In this energizing and personal talk, Jasmine Greenamyer will invite attendees to reflect on what truly drives their work, and how purpose can be more than a message. It can be a model.

Drawing from her early career in patient advocacy and her current leadership at Bristol Myers Squibb, Jasmine will explore how BMS is uniting patient advocacy, health equity, sustainability, and social impact under one enterprise strategy, and what it means to build trust, access, and outcomes into the business itself.

She’ll spotlight BMS’s free, open-source assets co-created with patients and caregivers, and how attendees can easily bring clarity and compassion to clinical and commercial communications.

For communicators and marketers, this session is a powerful reminder that purpose isn’t just something to say, it’s something to activate. And when it’s done right, it becomes one of the strongest performance drivers a company can have.