Lara Burnside | Future Pharma

Future Pharma 2025

June 24 - 26, 2025

The Westin Copley Place, Boston, MA

Lara Burnside

Former Chief Patient Experience Officer JPS Health Network

Lara has been a healthcare professional for twenty years. She works with all levels of hospital leadership implementing processes and systems to create a great experience for patients, physicians, and employees. Lara is currently the Chief Patient Experience Officer at JPS Health Network in Ft. Worth, Texas.

Lara spent 10 years working for a large healthcare consulting firm focused on service and operational excellence. As a consultant, Lara worked with thousands of hospital leaders and physicians at over 150 health care organizations. Her concentration on employee engagement, patient experience, and creating a culture of service has led to organizations achieving their highest outcomes in service, quality, finance, human resources, and growth.  Lara has experience with large for-profit and not-for-profit health care systems, academic medical centers, and small rural hospitals.

Lara has a Bachelor’s Degree in Communications/Public Relations and is currently enrolled in the MHA program at the University of Cincinnati. She is also the author of a book titled, Believe in the Journey of Your Dreams.

Theme: The Patient Comes First

2:00 PM MASTERCLASS B: Thinking, Doing, Feeling and Saying: Integrating Patient-Centric Health System Approaches into Personalized Engagement Strategies

Overview: This workshop aims to bridge the gap between health system patient experiences and biopharmaceutical marketing strategies. Participants will explore how real-world patient insights can inform and enhance marketing efforts, leading to more personalized and effective patient engagement. 

 

Learning Objectives: 

 

Understand the Patient Journey: Gain insights into the comprehensive patient journey within health systems and identify key touchpoints that influence patient decisions. 

 

Translate Insights into Strategy: Learn methods to incorporate patient feedback and experiences into marketing strategies to align with patient needs and expectations. 

 

Foster Collaborative Data Sharing: Discuss ethical and effective ways to collaborate with health systems for data sharing, ensuring patient privacy while enhancing marketing precision. 

 

Interactive Elements: The session will include case studies, group discussions, and practical exercises, enabling participants to apply learned concepts in real-time scenarios. 

Check out the incredible speaker line-up to see who will be joining Lara.

Download The Latest Agenda