Opening Keynote: Beyond the Patient Persona: Why One-Size-Fits-All Engagement Fails

Session details:

Patients may share a diagnosis, but they don't share the same experiences, priorities or needs. From caregivers and advocates to young adults navigating chronic illness and families managing life-changing diagnoses, every healthcare journey is shaped by unique realities. In this candid conversation, patient advocates Thomas Silvera and Dominique Viel explore the challenges, assumptions and blind spots that often stand between organizations and the people they serve. Through personal stories and practical lessons, they will discuss how healthcare organizations can build trust, create more meaningful experiences and better support the diverse communities behind every patient population.

Attendee Takeaways

• Understand why patients, caregivers and advocates often have different needs, priorities and decision drivers

• Explore how assumptions, stereotypes and fear can create barriers to engagement, communication and care

• Learn how trust is built through relevance, empathy and a deeper understanding of patients' everyday realities

• Identify practical ways to create experiences, resources and communications that reflect the diversity of patient journeys