Patient engagement is not a side project - it's a high stakes environment where lives, reputations, and futures are on the line because
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Impact is measured in lives and trust built.
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Every move is under the microscope.
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The timeline pressure is relentless.
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The emotional weight is heavy.
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The cost of failure is high.
Leaders operating in this space must be more than strategic - they must be resilient. That's where Baya's executive coaching comes in: helping leaders embody resilience, presence, and clarity so they can guide their organizations with both strength and humanity. The following services have been designed to do exactly that:
Leadership Identity Alignment
Clarify your values and voice.
Tools to stay grounded under pressure.
Resilience & Presence
Boardroom Translation
Presenting patient/community needs in business terms, capturing hearts to capture shares.
Transformation through Brokenness
Convert crisis into innovation.
Presenting patient /community needs in business terms.
Patient - Centered
Strategy
Help organizations integrate patient voice into brand, portfolio, and access strategies—turning “engagement” into true co-creation.
Advocacy
Architecture
Design and operationalize programs that build trust and connection between companies, patient communities, and caregivers.
Community Resonance
Workshops
Facilitate dialogue between patients, caregivers, and corporate teams to uncover lived experience insights and shape more humane strategy.
Equity on Purpose
Partner with organizations to design for those facing the highest barriers—so that solutions scale equitably for all.
Healing Systems
By Design
Translate compassion into infrastructure: community hubs, rapid relief models, and curated resource pathways.
Expertise
Baya Ginn is a seasoned strategy and commercialization leader with more than 15 years of executive-level experience across rare disease marketing, market development, financial leadership, and global risk management. She brings a rare combination of corporate, entrepreneurial, and nonprofit expertise — bridging Big 4 consulting, global pharma, and emerging biotech — and is recognized for advancing health equity innovation for underserved communities.
Most recently, Baya served as Director and Commercial Lead for Rare Diseases at Novo Nordisk, where she was the U.S. subject matter expert for sickle cell therapy area development. She built and executed launch roadmaps for a multibillion-dollar Hemoglobinopathies portfolio years ahead of market entry, secured and pulled through significant cross-functional budgets, and advanced global brand strategy. She also spearheaded Novo Nordisk’s strategic engagement with community-based organizations, forging vital partnerships that amplified the patient voice, accelerated timelines, improved trial retention, and elevated trust with underrepresented populations.
Previously, Baya held leadership roles at Merck, EY, and The Siegfried Group, managing multimillion-dollar initiatives in financial risk, compliance, and business transformation across the U.S., Europe, Middle East, and Africa. Her career highlights include leading global SOX compliance integration for a $5.4B acquisition across 44 entities in one year, driving revenue recognition strategy for $800M in contract value at a multinational technology firm, and delivering 40% audit process efficiencies through automation at EY. She has also designed and executed 30+ global audits at Merck to mitigate anti-bribery and compliance risks while shaping finance leadership development programs.
Baya is a Certified Public Accountant (CPA) and holds an MBA in International Banking as well as FINRA Series 7/63 licenses. She has completed Patient Advocacy Certificate Training (PACT), is actively engaged with International Society for Patient Engagement, and is fluent in English, German, and French.
Beyond her corporate and nonprofit leadership, Baya is a 7x Ironman triathlete, a certified 300-hour yoga teacher, and is pursuing advanced studies in Ayurveda, reflecting her holistic approach to resilience, wellness, and leadership.
She is known for translating complexity into clarity, aligning cross-functional teams around meaningful outcomes, and leading with empathy, precision, and purpose.
A Strategic Leader Who Translates Patient Voices for Business Optimization
Healthcare Stakeholder Engagement Expert
Executive Leadership & Coaching
Patient & Stakeholder Engagement Advisory
The Case for Meaningful Patient Engagement
Many organizations talk about Patient Engagement & Advocacy — but have you ever experienced moments like these:
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A patient looking you in the eye and saying, “I do not trust pharma”… and then repeating it, just to be sure you heard?
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Struggling to secure budget or justify ROI for patient engagement initiatives?
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Juggling competing priorities where patient voice gets pushed down the list?
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Launching efforts that end up feeling superficial rather than strategic and trusted?
If any of this resonates, you’re not alone. This is exactly where Baya adds value:
Baya brings a unique integration of patient insight, enterprise strategy, and leadership experience. Over the past 15 years, she has led billion-dollar strategies in pharma and biotech while also engaging directly with patients and communities. That dual perspective allows her to help organizations embed patient voice into strategy, align investments with real-world needs, and design engagement models that build trust.