Keynote: From People to Market - Building a Patient-Centered Commercial Strategy That Lasts

Session details:

Keynote: From People to Market – Building a Patient-Centered Commercial Strategy That Lasts

Dr. Anthony Yanni, Global Head of Patient Centricity at Astellas and author of A Bandana and a Bluebird, shares the real-world roadmap behind Astellas’ five-year transformation into a patient-first organization - and how that cultural shift is translating into meaningful outcomes for both patients and the organization. This session connects the dots between organizational purpose, internal operations, and market performance, offering a vision for how pharma companies can embed patient centricity not just in mission statements, but in launch plans, access strategies, and sustained brand value.

Key Takeaways:

• How Astellas operationalized patient-centricity across global functions and solution delivery
• Why commercial success increasingly depends on trust, transparency, and human-centered design
• Practical lessons from the field: where companies get it wrong, and how to move from performative to purposeful