What happens when the stories that matter most are uplifted and celebrated? In healthcare, patient stories are crucial and it’s important to capture their struggles, hopes, and victories. Rosa D’Acunti firmly believes in this. As the Country Communications and Patient Advocacy Head at Novartis Canada, she has committed herself to ensuring these stories are heard and valued.
Her path into healthcare communications wasn’t one she planned—it was a discovery of purpose, a realization that healthcare communication could be about more than just spreading information. Rosa realized the process was about extending power to patients so they could directly express themselves to those who make decisions. Through patient-centered initiatives and strategies, she and her team play a role healthcare advocacy by placing patient experiences at its core of everything they do and driving meaningful change.
Let’s dive into Rosa’s journey and the solutions she has implemented to ensure patient centricity!
The Serendipitous Journey to Healthcare Advocacy
Rosa’s journey into healthcare communications wasn’t planned, but it was certainly meant to be. She reflects on how, despite never considering healthcare as a career in her younger years, she found herself drawn to the field by chance. “For me, it’s all about the purpose,” she shares. She stumbled upon the world of healthcare communications unexpectedly, and it was there that she found her passion. What initially seemed like an accidental step became a meaningful career that would shape her life and work forever.
When asked what motivated her to continue in the field, “I never really thought about a career in healthcare when I was younger, but I stumbled into it serendipitously. That’s when I discovered healthcare communications—a world where you get to be part of something bigger than yourself and contribute to improving people’s lives,” she shares. It became clear that her purpose in life was to make a difference, to help raise awareness about life-threatening diseases and the real challenges patients face.
Working with patients has been one of the most impactful aspects of her career. “I feel very fortunate to closely interact with patients as part of my role and to deeply understand their needs and experiences,” she says. Each story deepens her understanding of where industry can do better—driving more informed, empathetic communication strategies that reflect the realities patients face.
Leadership Through Values and Authenticity
Rosa believes that effective leadership in healthcare is founded on authenticity and staying true to one’s core values. Over the years, she has gained invaluable leadership experience, but she’s always remained grounded in her personal principles. “I’ve learned that staying true to yourself is where authenticity shines through,” she says. Rosa emphasizes that while leadership tools and strategies are important, it is staying true to one’s values of transparency, integrity, and passion that truly drives meaningful results.
Her leadership style is shaped by an understanding of the challenges faced by patients and the healthcare system. “This, coupled with the insights I’ve gained along the way, has equipped me with knowledge that now helps me lead my team in an environment that is deeply shaped by the hardships our patients face,” she shares. For her, leadership is not just about guiding teams to success; it’s about creating a compassionate and ethical work environment that helps shape the future of healthcare communications.
The Scope of Responsibility
Rosa oversees corporate communication strategies and manages communications and patient advocacy efforts across several therapeutic areas, including oncology, neuroscience, immunology, cardiovascular, renal, and metabolic health. Her role spans media relations, campaign activations, social media strategies, internal communications, and stakeholder engagement—each one critical in driving Novartis’ mission forward.
She describes her role as multifaceted and focused on delivering impactful messages that resonate with the public, healthcare professionals, and also the company’s employee base. “I feel very fortunate to have such a talented team of communicators that help drive internal culture, fostering belonging and transparency, and engage with external stakeholders to help shape perceptions and drive positive change in healthcare.”
A Heartfelt Initiative
One of the standout initiatives Rosa has been closely involved in is the Novartis Health Equity Initiative, a philanthropic program designed to address health disparities in Canada. Her passion for this project is clear, and she speaks about it with pride. “A project that I hold close to my heart is the Novartis Health Equity Initiative,” she shares. This initiative was launched to improve access to healthcare for underserved communities in Canada.
The initiative quickly gained traction, “the response was incredibly positive,” she recalls. “Over 130 underserved organizations reached out, and Novartis was able to award more than $680,000 CAD to three non-profit projects.” The success of the initiative has been deeply rewarding, as it highlighted the stark health disparities that still exist within the Canadian healthcare system. “It was a humbling experience diving into the challenges our healthcare system faces, especially uncovering the substantial gaps that exist within Canada.”
Building Trust Through Communication with Patients
Rosa believes that effective communication with patients is fundamental to driving meaningful change. “Trust and transparency are the bedrock of our relationships with patient groups,” she says. Establishing a transparent and authentic relationship with patients helps ensure that their voices are heard and that their needs are met.
But communication doesn’t stop with the patient. She highlights the importance of including caregivers in these conversations. “We lean on the power of their lived experiences as a guide in driving changes,” she notes. Caregivers, frequently overlooked in the healthcare system, are vital in supporting patients throughout their journeys. Including them in advocacy discussions ensures that the full spectrum of the patient experience is addressed.
Navigating the Challenges of Healthcare Communication
Healthcare communication, as essential as it is, comes with a unique set of challenges. One of the most significant obstacles is navigating the complex regulatory framework within which healthcare communications must operate. “As you can expect, and rightfully so, the healthcare communications landscape operates within a stringent regulatory structure,” she explains. These regulations are in place to protect patients, healthcare providers, and the public, and communications professionals must ensure that their messages adhere to strict guidelines.
Another challenge they face is the rise of misinformation, particularly online. “We also currently live in a world characterized by rampant online misinformation, which can spread rapidly and go viral,” she notes. The spread of false information can undermine public trust in science and medicine, making it harder for healthcare communicators to effectively share accurate, truthful messages. This, coupled with a growing tendency to dismiss scientific facts, creates additional hurdles in conveying accurate healthcare information to the public.
A Data-centered Mindset
In her career, one of the most significant accomplishments has been the integration of an insights dashboard that has allowed her team its communications efforts effectively. “I’m really proud shifting most of our decisions and actions toward a data-driven approach,” she says. Before this, measuring the effectiveness of communications efforts was a constant challenge. “Historically, it’s been a challenge to measure the value or ROI of communications—it’s a tale as old as time,” she adds.
The dashboard also has a predictive element allowing, her team can make more informed decisions, anticipating trends, and adjusting their strategies accordingly. “In the last few years, our team has made big strides on this front, even using data to predict trends and helping us plan our messages, campaigns, and programs in advance.” This shift toward a more data-driven approach has not only improved communication strategies but also empowered Rosa’s team to respond faster and more effectively to emerging trends.
Measuring Advocacy Success
For Rosa, the success of patient advocacy initiatives hinges on listening to the patients themselves. “A key element of our approach is what we learn from patient surveys,” she says. These surveys provide invaluable insights into what patients truly need and allow the team to shape their strategies based on real feedback. “We rely on these insights, allowing their voices to directly shape our actions moving forward, ensuring steps we take resonate with patient needs.”
Another important metric for success is patient empowerment. She stresses the importance of evaluating how confident and knowledgeable patients feel about managing their health. “Understanding that our most profound impacts often happen when patients feel empowered, we dedicate considerable effort to evaluating how confident and knowledgeable patients feel about managing their health,” she explains. When patients are empowered to take charge of their own health, it is a clear sign that advocacy efforts are making a meaningful difference.
The Role of Agility
Rosa believes that agility is one of the most important leadership qualities for driving innovation in healthcare advocacy. “I firmly believe that agility is the top quality that not only leaders but everyone in today’s workforce should possess,” she says. The healthcare sector is constantly growing, and the ability to adapt quickly to new challenges and opportunities is essential. “The world around us is evolving at an unprecedented pace, and the only way to chart our path forward, as individuals and businesses, is to lean into it, adapt quickly, and execute,” she explains.
Fostering Collaboration and Inclusivity
Creating an environment of collaboration and inclusivity is a key priority for Rosa in her leadership role. “It’s about maintaining authenticity with your team and empowering them to reciprocate the same openness,” she says. This cultivates an atmosphere where everyone feels comfortable sharing ideas and contributing to the team’s collective success. “I believe that when these elements are combined, it sets the stage for a productive, inclusive environment that nurtures collaboration,” she notes.
The Future of Patient Advocacy
Looking ahead, Rosa sees patient advocacy continuing to grow in importance within the pharmaceutical industry. “I believe patient advocacy will continue to cement its place at the heart of a pharmaceutical company’s approach,” she says. The growing recognition of its value is something she has witnessed firsthand during her career, and she believes it will only continue to gain prominence in the coming years.
The Role of Digital Transformation in Healthcare Communication
Digital transformation is reshaping healthcare communication, and Rosa sees exciting possibilities on the horizon. “We are seeing a plethora of opportunities emerging, such as accelerating content production and translation, further automating data consolidation, predicting future scenarios, and incorporating these insights into our communication strategies,” she says. These advancements are enabling healthcare communicators to be more agile and responsive, creating new pathways for meaningful engagement with patients and stakeholders.
Advice for Aspiring Healthcare Communications Professionals
For those aspiring to make an impact in healthcare communications and advocacy, Rosa offers valuable advice: “The essence lies in embracing the purpose. This is a fundamental element that can push you to be your best self, attain your highest potential, and make substantial, positive impacts on patients’ lives.” In addition to purpose, she emphasizes the importance of creativity, curiosity, and a passion for innovation. “Additionally, fostering creativity, nurturing genuine curiosity, and maintaining a fervent passion for innovation are invaluable assets that amplify achievements in this field.”
The Inspiration Behind Rosa’s Work
At the core of Rosa’s work are the people she serves. When asked what keeps her motivated, she simply says, “People.” Whether it’s the patients, caregivers, her team, or her colleagues, she is inspired by the everyday interactions that collectively make a huge difference. “The power of small gestures and the impact we have on those around us daily should not be underestimated,” she says. For her, it’s the simple, everyday interactions that can spark extraordinary change. “I find inspiration in the ordinary moments that have the potential to become extraordinary over time,” she concludes.
