Crystal A.
Variava, Au.D., Audiologist and Founder, True & Trusted Solutions LLP
Could you
provide an introduction of yourself to our audience?
I’m Dr. Crystal
A. Variava, founder of True & Trusted Solutions. My professional journey
has been dynamic, starting as a clinician in the U.S., transitioning into a
corporate leadership role where I shaped practice and patient care across India
and APAC, and now finding my purpose as a social entrepreneur with True &
Trusted: Leadership in Healthcare with Mumbai as my home for the past 10 years.
Today, as the founder of True & Trusted, I’ve shifted my focus from patient care to provider care. I’m on a mission to empower providers with proven communication frameworks that foster trust and confidence, enabling them to deliver exceptional care in such a rapidly evolving healthcare system in the East. Having been a part of India’s healthcare landscape for the past decade, I can attest to the evolution of patients. Now, with the support of T&T, I see our providers becoming more skilled to meet the needs and expectations of today’s healthcare communications—and preparing for the future.
Could you tell us about your venture True & Trusted and its services?
When I transitioned from my clinical role in the U.S. to working closely with audiologists across India during the rise of digital healthcare, I witnessed the challenges they faced. Patients, empowered by online searches yet misinformed by unreliable sources, created new barriers to care. Drawing from my experience in the U.S., I identified patient-centricity as a clear gap and successfully designed and implemented programs to which I established a new vertical for the hearing industry in India.
It soon became
clear these challenges weren’t unique to audiologists—they were shared by
healthcare providers across specialties. Determined to create meaningful
change, I left my corporate role at Sonova and dedicated three years to
studying behavioral sciences, neuro linguistic programming, and proven
methodologies and frameoworks. This laid the foundation for True & Trusted.
Today, True & Trusted equips healthcare providers with actionable, patient-centered communication tools that foster trust, build therapeutic relationships, and drive better outcomes. Our methodology, Coun[selling], focuses on strategic and intentional communication, guiding patients toward necessary care without relying on traditional sales tactics. Through in-clinic workshops, coaching programs, and our digital learning platform, we address the daily communication challenges providers face, ensuring they are equipped to thrive in today’s evolving healthcare landscape.
What inspired and motivated you to start True & Trusted, and how would you describe your leadership approach, which has driven the company's growth?
I was inspired by the struggles of my fellow healthcare providers, particularly in maturing markets, who often feel overwhelmed, stressed, and disheartened when patients don’t adhere to their recommendations. Having been in their position, I know how challenging it is to manage patient care effectively while striving to maintain confidence and flow during appointments. When I began working in India, I saw many clinicians facing these same struggles, and it reminded me of my earlier days when I was in the growing pains of managing the consumeristic behaviors of patients.
This inspired me to create True & Trusted, a company dedicated to empowering providers with the communication tools and frameworks they need to navigate these challenges. Over time, I’ve come to believe that the traditional mantra of “patients come first,” often ingrained through textbooks, training, and hospital culture, overlooks a critical truth: providers must come first. At True & Trusted, we firmly believe that excellence in provider care translates to excellence in patient care.
My leadership approach primarily centers around adaptability. True and Trusted was established based on the providers needs, and with that, we build all our services around our providers to attain excellence not only for today's clinical communication challenges but for what the future will hold with Generative AI and beyond. For my company to succeed, adaptability will need to be in its DNA as we will always evolve to meet the providers communication challenges. In terms of a second leadership approach, I lean into empathy. Empathy gives me the ability to take multiple stakeholders perspectives so the process of making and taking decisions becomes crystal clear for me.
Could you share us your professional journey, highlighting key awards and achievements?
My professional journey has been marked by a series of milestones that have fuelled my passion for both healthcare and communication. From being awarded under the Obama administration for excellence in patient-care in the U.S. and then moving to India to spearhead initiatives where I was Director of the professional and strategic arm at Sonova, I’ve consistently focused on elevating the standard of care through improved patient-provider relationships. One of my most fulfilling achievements was developing the Coun[selling] methodology, which is now helping healthcare providers across multiple specialities navigate how to influence a patient into adhering to treatment. I’ve had the privilege of being recognized as an expert in clinical communication and patient-centered care, and my work as an entrepreneur has been featured across global platforms such as the Economic Times and in a myriad of healthcare leadership forums.
How have your specialized expertise or skills in clinical performance supported your achievements?
My expertise in clinical performance has played a crucial role in the development of True & Trusted. Over my 18+ years in healthcare, I’ve witnessed the limitations of traditional healthcare communication and the consequences it has on patient outcomes. Through specialized training in behavioral science, Motivational Interviewing, and neuro-linguistics, I’ve honed the ability to identify and teach healthcare professionals how to transform their communication into a tool for building trust and driving action. My unique combination of clinical experience and behavioral science knowledge underpins the success of our methodology and the lasting impact it has on healthcare providers and their patients.
What are some of the core values you emphasize when guiding healthcare providers toward improved patient care?
The core values I emphasize for my Providers are self-awareness, trust, and holding empathy. I encourage providers to become more self-aware of their clinical biases and blind spots in order to maximize their potential in every interaction. Building trust-based relationships should be a goal for each provider, especially when navigating complex treatment decisions or delivering difficult news. And of course, empathy so that providers can adopt a patient-centered approach in every interaction, ensuring that the patient’s voice is heard and their values respected. This ensures that patients not only feel cared for but also in control of their healthcare journey, which promotes better adherence to treatments.
What advice would you give to young entrepreneurs who aspire to make an impact in healthcare?
To young entrepreneurs aspiring to make an impact in healthcare, my advice would be to focus on the human side of healthcare. Technology, treatments, and systems are essential, but healthcare is ultimately about people—patients, providers, and communities. If you can create solutions that improve communication, trust, and empathy in healthcare settings, you’ll have a lasting impact for today and surely for the future. Be strong in your discipline, patient-centered, and always focus on delivering value in a way that transforms lives. Lastly, never underestimate the power of a collaborative mindset—whether you’re working with other healthcare providers, technology experts, or patients themselves, partnerships will help you drive real, sustainable change.
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