The Decision Room:
The Anatomy of a Rare Disease Treatment Decision
You’ll benefit most if you are:
Pharma Brand and Agency Leaders focused on authentic patient engagement and brand trust for Rare Disease Patients.
Event Summary
This session brings rare disease patients and healthcare providers into the same conversation to examine the full decision arc, from pre-visit preference formation to the clinical encounter to the reflection period that follows. Together, they will unpack how treatment narratives form before the appointment, how risk, time pressure, and power dynamics shape what happens in the room, and where decisions ultimately solidify or stall afterward. Expect candid discussion about misalignment, information influence, trust signals, and the systemic constraints that shape real-world care.
If your work depends on influencing treatment conversations, this session will help you understand where those conversations are actually won, lost, or reframed.
Panelists
Kerry L. Wong
Mai ElMallah, MD MS
Tanita Allen
Danita LaShelle Jones
Ethan Ash
Dr. Natalie Katz

Kerry L. Wong
Sarcoidosis News Columnist, Patient Advisory Board Member, and Creator, “Kaleidoscope: Rare Disease Stories”

Mai ElMallah, MD MS
Professor of Pediatrics Division Chief, Duke Pediatric Pulmonary and Sleep Medicine

Tanita Allen
Huntington’s Disease Patient Health & Wellness Coaching Graduate Student | Huntington’s Disease News Columnist (HD in Color) | Author | Keynote Speaker & Advocate
Currently, Tanita is a graduate student studying Health and Wellness Coaching at Notre Dame of Maryland University. Her work sits at the intersection of coaching, lived experience, and community care. She is passionate about helping people with chronic illness build lives that still feel like theirs, lives rooted in self-advocacy, sustainable routines, mindset support, emotional resilience, and practical tools for navigating healthcare systems, relationships, work, and daily well-being.
Through her writing and coaching path, Tanita encourages others to move beyond survival mode and reclaim purpose, confidence, and agency without pretending chronic illness is inspirational or “a lesson,” but also without letting it erase joy.
When she’s not writing or studying, Tanita enjoys journaling, reading personal-growth books, mindfulness practices and breathwork, yoga, creative content-building, and making space for rest and laughter with the people she loves.

Danita LaShelle Jones
Caregiver for Hereditary Angioedema

Ethan Ash
Executive Vice President, Business Development
A graduate of Cornell University, Ethan lives in Ithaca, NY, with his wife, Rachel, a mental health therapist, and their three boys — Rylan, Liam, and Eli. Beyond his work in healthcare, he founded the Youth Entrepreneurship Market (www.YEMithaca.com), helping young people build entrepreneurial skills and bring their ideas to life. He was recently honored as Ithaca’s Hometown Hero for his work with local youth and his service on multiple mission-driven boards and committees.

Natalie Katz, MD, PhD
Assistant Professor of Pediatrics (Neurology)
Key Discussion Topics
Four components. One decision. Treated as a process under pressure, not a slogan.
Ideal For
Pharma Brand
Agency Account Leads & Planners
Why Attend
A structured view of pre-visit decision architecture and how preferences begin forming before clinicians enter the conversation
Insight into real-time dynamics inside the exam room, including risk framing, time compression, and trust signals
A clearer understanding of where decisions solidify, stall, or unravel after the appointment
A grounded discussion of misalignment between patients and providers and where meaningful intervention may or may not be possible