A highly respected patient advocacy organization with a trusted identity and decades of impact made a bold decision to change – the reasons behind this decision matter for every organization. 

For many advocacy leaders, brand identity is deeply tied to trust and recognition. But as science evolves and patients’ needs become more complex, organizations must ask themselves: are we reaching all the patients we’re meant to serve?

In this episode of Patient Advocacy Voices, host Eric Racine is joined by Anders Kolb, President and CEO of Blood Cancer United, alongside returning co-host Elizabeth Franklin of Sanofi. Together, they explore one of the most difficult and necessary decisions an organization can make: transforming an already strong identity to better serve patients. 

What may look like a simple rebrand is, in reality, a story of leadership, courage, and a deep commitment to patients. Dr. Kolb shares both his professional journey as a pediatric oncologist and his personal connection to blood cancer. He reveals how data, listening, and lived experience uncovered a critical gap: too many patients did not see themselves reflected or served by the organization. This resulted in a strategic change from the Leukemia & Lymphoma Society to Blood Cancer United, a name and movement designed to be more inclusive, more representative, and expand access and support for everyone affected by blood cancer.

In this episode, you’ll gain insights on:

• How to recognize when your organization’s mission has outgrown its brand
• How to make a bold, forward-looking decision by reading the right signals
• Why inclusive language helps more patients feel seen, supported, and connected
• How to tie culture, strategy, and success metrics around real patient impact 
• Ways to lead a large-scale organizational change 

This episode reveals how proactive leadership decisions can transform an organization to expand its impact, remove barriers, and ultimately connect more patients to the support they need when it matters most.