Recorded live at the Illinois Society for Healthcare Marketing and Public Relations (ISHMPR) annual conference on September 18, 2025, this presentation by Laura Nozicka, founder of Big Idea Tango and host of Desperate for a Diagnosis, takes a bold look at one of healthcare’s most unspoken challenges...what happens when patients feel dismissed, disbelieved, or left without a diagnosis.

With over 30 years of experience in healthcare marketing, branding, and market research, Laura brings both professional insight and personal passion to the stage. Through patient stories and physician perspectives, she uncovers the deep emotional and systemic roots of medical gaslighting, communication breakdowns, and eroding patient trust.

You’ll hear how real people — including patients who saw dozens of doctors before finding answers — navigated years of misdiagnoses and disbelief. You’ll also hear from physicians like Dr. Alan Rapoport, Dr. Joan Naidorf, and Dr. Colette Edwards, who share their own revealing perspectives from the other side of the bedside.

Key Themes:

• What medical gaslighting sounds like — and how it feels

• Why women and marginalized groups face greater diagnostic delays

• The ripple effects of physician burnout on patient experience

• Systemic blind spots that cause trust breakdowns

• How hospital marketers and communicators can help restore trust

• The power of storytelling, empathy, and co-created communication

Laura closes with a call to action for healthcare professionals: to elevate patient experience by moving beyond promotion and toward trust-building — one honest conversation at a time.

About Laura Nozicka:
Laura is a healthcare marketer, facilitator, and podcaster dedicated to elevating the human experience in healthcare. Through her company Big Idea Tango and her podcast Desperate for a Diagnosis, she helps systems, teams, and patients find their voices, bridge communication gaps, and rebuild trust through empathy and storytelling.

Stay well—and keep pushing for answers.

Connect with Laura Nozicka

Email: [email protected]

Website: www.desperateforadiagnosis.com

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