Cheryl Lubbert, CEO named in 30 Most Inspiring Leaders to Watch 2024 by The Silicon Review
An innovator ensuring patient voices are heard, driving meaningful innovations in biotech and healthcare through engagement and data.
By The Silicon Review
Reverba, Co-Founded by Cheryl Lubbert, is a pioneering company dedicated to integrating patient voices into the heart of healthcare innovation. Previously known as Health Perspectives Group, Reverba emerged from Lubbert’s vision of closing the gap between patient experiences and the biotech and pharmaceutical industries that create the treatments patients rely on. With a background in biotech and pharma, Lubbert saw the need for a two-way conversation between patients and healthcare companies, ensuring that patient insights could directly influence product development, clinical trials, and overall healthcare solutions. Reverba’s mission is to empower patients by connecting their real-world experiences with the companies that can turn those insights into meaningful healthcare advancements. The company offers a range of services, including innovative patient engagement programs, clinical trial support, and digital platforms designed to amplify patient voices. By leveraging technology, Reverba enables clients to “meet patients where they are,” creating a seamless and efficient process for gathering and applying patient perspectives.
In recent years, Reverba has expanded its global offerings to include medical communications, ensuring that complex scientific information is translated effectively for both patients and healthcare providers. With a focus on patient-centric healthcare solutions, Reverba is helping bridge the gap between patients and the industry, making sure their voices are heard, understood, and integrated into the healthcare ecosystem.
In conversation with Cheryl Lubbert, CEO and Co-Founder of Reverba
Your company emphasizes the importance of engaging diverse healthcare consumers. How does Reverba ensure inclusivity and representation across different patient demographics?
Reverba ensures inclusivity and representation across different patient demographics by actively seeking and engaging with diverse patient populations through tailored outreach and engagement strategies. Reverba collaborates with advocacy groups, healthcare organizations, and community leaders to engage underrepresented voices and incorporate their experiences and insights into healthcare decision-making. Cultural intelligence and humility are essential when engaging patients and their families globally. Reverba’s patient programs are designed to be accessible, providing various platforms and tools for patients from different ethnicities and cultures to share their perspectives. This approach ensures that healthcare solutions reflect the needs and experiences of a broad and diverse range of individuals, improving overall patient outcomes.
Compliance and privacy are critical in the healthcare industry. How does Reverba stay ahead of regulatory requirements while maintaining patient trust and data security?
Reverba stays ahead of regulatory requirements and maintains patient trust by implementing stringent compliance and privacy practices that align with industry standards such as HIPAA (Health Insurance Portability and Accountability Act), GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act). They use secure technologies to protect patient data, ensuring that all information is anonymized, encrypted, and stored with the highest level of security. To maintain SOC 2 Type II and ISAE 3000 certifications for the highest level of security and privacy, Reverba’s controls are reviewed, examined, and tested by an independent auditor. Reverba also regularly audits its processes to ensure adherence to evolving regulations and provides clear, transparent communication to patients about how their data will be used. This proactive approach helps build and maintain trust, ensuring patient confidentiality and regulatory compliance are at the forefront of their operations.
What does the future hold for your company and its customers? Are exciting things on the way?
As the healthcare landscape continues to evolve, Reverba is focused on expanding its role in fostering patient-centric innovation and engagement.
Digital Transformation: Reverba believes technology is the cornerstone of its initiatives to connect patients and healthcare providers, especially with the company’s virtual and global approach. Patients need a platform that allows people to access information where and when it works for them. However, while technology is great for communication, the industry must be mindful of its limitations. The big headline today is artificial intelligence (AI) and how it will change the world. A video can be easily modified by AI. Concerns about authenticity and deep fakes are consistently in the news. The healthcare industry has to be careful and thoughtful and can’t rely solely on technology. In-person interactions and authenticity are crucial for patients. Using multiple tactics for communication is also essential because everyone learns differently. Reverba ensures there are various opportunities for people to connect whether through videos, in-person meetings, and one-on-one opportunities, and the company will continue to develop solutions for people to connect and learn in the format that suits them best.
Reverba will continue investing in advanced digital tools and platforms that enhance patient engagement. From AI-driven insights to virtual patient communities, these technologies will allow for more personalized, scalable, and accessible patient experiences, improving how healthcare companies connect with diverse populations.
Global Expansion: With the recent acquisition of Six Degrees Medical, a global medical communications company, Reverba is poised to continue its expansion, reaching more global markets, broadening its impact on patient engagement in various countries and ensuring diverse patient voices are heard across different regions.
Focus on Diversity & Inclusion: A major focus for the future will be ensuring that underrepresented and underserved patient communities are more included in healthcare innovations. Reverba will continue to develop new methodologies including access to data strategies as well as community-based approaches to reach individuals from various backgrounds, ensuring that healthcare solutions reflect the needs of a wider range of health consumers.
Deeper Integration of Patient Insights: Reverba will strengthen its capabilities for integrating patient insights into every stage of the healthcare journey, from product development to post-market strategies. This will provide healthcare companies with even richer, real-world data that can influence clinical trial designs, product improvements, and marketing.
Reverba’s solutions are designed to be accessible to patients and healthcare providers from different regions and cultures to achieve better health outcomes
Meet the leader behind the success of Reverba
Cheryl Lubbert is the Co-Founder and CEO of Reverba, and under her leadership, Reverba has seen significant growth and has gained recognition for its commitment to strategies that connect science and real people to advance human health. Cheryl is known for her strategic vision, innovative growth strategies, strong leadership skills, and dedication to fostering a collaborative company culture. She has more than 25 years of senior management and commercial development experience at Fortune 500 biopharmaceutical companies leading blockbuster launches and commercialization efforts, including Abbott Labs, Bristol-Myers Squibb, Immunex, Inc., and Amgen. Through this experience, she saw the power of the patient in transforming healthcare. Cheryl co-founded and leads Reverba based on an unwavering belief in the power of connecting people and the authenticity of the patient voice. Reverba has touched tens of thousands of people and helped them get the support they need and convey their point of view directly to the companies developing drugs and products for their care.
