From Pharma to Philanthropy: Erika Sinner’s Mission to Inspire Courage in Young Patients

This week, I had the privilege of sitting down with Erika Sinner—CEO of Directorie and an exceptional leader I've admired for years. Erika founded Directorie, an Inc. 5000 pharmaceutical marketing agency, after spotting a critical gap in the biotech market. From the ground up, she built a dynamic firm that partners with clients to navigate the complexities of launching and scaling healthcare brands, all while championing an empathy-driven culture. She also recently authored her first book, Pets Are Family, to shed light on this unspoken bond and to advocate for pet bereavement leave, sparking a wave of empathy-driven change in workplace policies.

But our conversation went beyond her impressive work in pharma. We focused on Erika’s latest venture: her role as the owner and leader of Tiny Superheroes, a purpose-driven organization that empowers children facing serious illnesses. I encourage everyone to explore their inspiring mission at tinysuperheroes.com.

Noah: What inspired you to launch your consulting firm, and how did your career journey shape your path to entrepreneurship?

Erika: My career in healthcare has always been driven by a deep commitment to making a positive impact and leaving the world better than I found it. I felt drawn to the field of healthcare and the opportunity to help others, but not necessarily in a direct, patient-facing role like that of a doctor or nurse. Instead, I found my calling within the life sciences, where I could contribute by bringing important medications to market. Witnessing firsthand the profound effects medicines had and the power of innovation, solidified my belief in the power of pharmaceuticals to transform lives. I spent 11 years working in-house, gaining experience and insight into how life-changing treatments come to fruition.

I identified a crucial gap in the market: companies are increasingly asking employees to deliver more with fewer resources. In today’s landscape, innovation relies heavily on strategic partnerships, often resulting in mergers, acquisitions, and divestitures. This 'do more with less' mentality, combined with job uncertainty, is incredibly challenging —not only for employees but also for organizations striving to attract and retain top talent. While organizations are obligated to preserve cash and prioritize what’s best for the business, this need for financial stability can make job security difficult to guarantee. ?At the end of the day, we are not machines; we are people. That’s where Directorie comes in. Our mission is to extend and enhance the capacity of commercial teams thoughtfully and effectively. We emphasize responsible budgeting, efficient use of time, and streamlined processes, all while ensuring that the commercialization process remains strong and that life-saving medications ultimately reach the patients who need them most. Through Directorie, we provide the support that allows teams to work more effectively, ensuring that our efforts genuinely make a difference.

Noah: As an entrepreneur in the health care consulting business, what unique challenges have you faced, and how did you overcome them?

Erika: As an entrepreneur, securing funding can be one of the most significant challenges, and like many others, I faced this as well. We bootstrapped Directorie entirely on our own, which was not easy. Additionally, when I started the company, I was committed to building a culture centered around empathy and a supportive environment for our employees. However, creating a culture like this in a traditionally competitive, results-driven industry can be difficult. There’s often a prevailing mindset of ‘doing what’s best for the business,’ which sometimes clashes with an empathy-driven approach.

There’s often a prevailing belief that ‘doing what’s best for the business’ can’t coexist with an empathy-driven approach. In the early days, my perspective wasn’t always taken seriously—I was often told I was seeing things through ‘rose-colored glasses,’ with an intense focus placed on revenue and metrics alone. But I believed then, as I do now, that a compassionate culture can balance high standards with accountability.

Six years in, I’m proud to say we’ve built a company culture that truly reflects our values, and our success speaks for itself. Being recognized on the Inc. 5000 list is proof that empathy and strong business performance can indeed go hand-in-hand.

Noah: How do you strike the right balance between fostering an empathy-driven culture and maintaining high organizational performance?

Erika: I’m a dedicated NFL Lions fan (I know, it’s been hard), and I strongly believe in the team mentality—where everyone is accountable to each other and responsible for showing up for one another. This approach translates well into business: to keep a team motivated, you have to set clear standards, hold people accountable, and ensure everyone’s well-being is a priority. One of the quickest ways to demotivate high performers is to allow underperformance to go unchecked. Creating a high-performance culture requires both accountability and a commitment to employee well-being.

For example, in our organization, we believe in compassionate workplace policies that support the full family structure—including pet bereavement. We also emphasize planning and intentionality, knowing when to prioritize what truly matters. We mandate weekly one-on-one check-ins that go beyond project updates to focus on personal well-being, creating space for employees to share their family or personal priorities. If an employee wants to leave early to attend their child’s soccer game, we make it happen. Without these conversations, we might miss the opportunity to show our genuine care for their lives outside of work. This approach not only recharges them but also fosters a culture of support. Then, when high-stakes periods like Q4 arrive, we can ask for focused commitment, confident that we’ve built a truly supportive environment year-round.

This approach sends a powerful message: 'You matter, and so do results.' Both can coexist in a high-performing organization. Much like an NFL team, the players who consistently put in the extra work are the ones who get the spotlight on game day. Those who don’t contribute may need to step aside, sometimes even finding a better fit on another team. In the same way, not every corporate culture suits everyone, and part of good leadership is helping people find the environment where they can perform at their best while fulfilling organizational needs.

Ultimately, it’s about building a culture where individuals feel valued and motivated to contribute, knowing there’s a place for both accountability and empathy in the pursuit of success.

Noah: What drove your decision to shift into philanthropy? What inspired you to make that transition?

Erika: I first discovered TinySuperheroes in 2020 and was immediately struck by the profound impact it was having on children’s mindsets as they navigated difficult clinical journeys—challenges that, ideally, no child should have to face. The power of play intervention in this context was inspiring.

The TinySuperheroes model goes far beyond simply giving a child a cape; each patch a child receives recognizes a milestone, whether it’s enduring an X-ray, surgery, or chemotherapy session. This approach turns children into superheroes, with each patch celebrating their courage and resilience along the way. The organization even includes patches for birthdays and holidays, adding a sense of normalcy and joy.

Stanford psychologists have shared insights with me that reinforce how 'play equals safety' for a child. The more secure a child feels, the more their overall experience in treatment can be transformed. These capes and patches offer not only comfort but also a sense of achievement and resilience, providing a potentially lifelong positive impact.

When I learned about this program, I knew it was special—not just for the children but also for their families, doctors, nurses, and everyone involved in their care. I followed their journey closely, and earlier this year, when the organization reached out to share concerns about sustainability, I realized I could help. With over 300,000 'superheroes' in their program, TinySuperheroes had become too significant to let it fade. I felt there was a purpose behind them approaching me.

As an advocate for empathy-driven, culture-focused environments, I saw an ideal opportunity to leverage my 20 years in the pharmaceutical industry to help transform hospital culture into a ‘superhero culture.’ With extensive experience launching and commercializing brands in hospitals, I understand how to navigate institutional protocols. I recognized the potential to integrate play interventions into the healthcare ecosystem on a larger scale, providing support for children, families, and care teams alike. Through TinySuperheroes, everyone—patients, families, healthcare providers, and even the receptionists—can become part of a unified, supportive treatment experience.

Noah: How would you define the mission of this organization now that you're leading it?

Erika: Our mission is to ensure that every child facing a challenging medical journey feels like a superhero. The courage required to endure medical treatments, surgeries, or chronic conditions makes these children heroes in their own right, and our goal is to help them recognize and celebrate that strength.

In the broader context, those of us in the pharmaceutical industry are motivated by a desire to support patients, with TinySuperheroes, we’re able to extend that support beyond the individual patient. We can make a tangible impact not only on the children but also on their families, doctors, and nurses. This ecosystem-wide approach enhances the overall treatment experience for everyone involved.

TinySuperheroes introduces a new language around treatment, one that integrates play as a source of comfort and resilience. By making play a central element of the journey, we foster an environment where every part of the child’s care network—family, medical team, and support staff—can engage in a meaningful, positive way. It’s about creating a holistic support system that empowers children and unites everyone involved in their care.

Noah: Is your primary focus children with serious, long-term medical conditions? Who exactly is your target audience—who are these superheroes?

Erika: Our primary focus today is on children facing critical conditions, with the aim of transforming hospital experiences across cancer wards, pediatric surgery units, and neonatal intensive care units (NICUs). We envision these spaces filled with young superheroes in capes, ready to embark on their unique journeys. Imagine a NICU outfitted with superhero capes, bringing hope to parents as they celebrate their child’s graduation from the unit, knowing they have the support of our TinySuperhero squad and parent community as they continue their journey.

Many children born prematurely may not face life-threatening conditions but often experience extended medical journeys involving multiple surgeries or frequent hospital visits. Our broader mission is to support any child navigating a clinical journey. While we’re starting with children in hospital settings, especially those with critical or chronic conditions, our vision encompasses all young patients facing significant medical challenges. Our goal is to empower these children, their families, and their caregivers with a sense of resilience and support, beginning in the hospital and extending throughout their broader medical journey.

Noah: How will you measure success for TinySuperheroes, and what does meaningful impact look like in your vision?

Erika: Mindset has a measurable clinical impact—stress and anxiety not only affect the body but also take an emotional toll, something I hear echoed in feedback from psychologists, families, and healthcare providers. For instance, parents often share stories of children initially fearful and resistant to procedures like MRIs, where they have to be alone due to radiation. Imagine the fear a child feels being placed in a loud tube, with their parent only able to speak through a microphone. Through the TinySuperheroes program, however, these children now approach such experiences with courage, saying things like, ‘I’m going on a mission, Mom! It’s okay, I’m earning my patch!’ These stories show the positive shift in mindset TinySuperheroes inspires, affirming our belief that we’re making a meaningful difference by reducing fear and high cortisol levels, helping children receive critical treatment with confidence.

However, to systematically track our impact, we’re focusing on scaling our reach. In the United States, there are approximately 6,000 hospitals, with 270 designated as children’s hospitals, which serve 75% of all pediatric admissions. Our mission is to connect with each of these institutions, ensuring children nationwide have access to play-based interventions during their clinical journeys. Over time, we aim to expand to general hospitals, so that children outside designated children’s hospitals can also benefit from our programs.

Hospitals operate on tight budgets, often leaving child life programs under-resourced. While some larger facilities may provide brightly colored rooms, single-day events, or occasional activities, and may even support child life specialists, these roles are often underfunded and overextended despite their proven benefits. We’re bridging this gap by empowering families and reinforcing consistent, compassionate care, instilling a sense of hope and strength in everyone involved.

Our success will be measured by the number of hospital activations and capes distributed to young patients. By quantifying these ‘activations’ and tracking the number of children who benefit, we can evaluate our progress toward making play an integral part of the pediatric healthcare experience.

Noah: From what I am gathering, the goal is to address or remove the fear and anxiety often associated with hospital visits and medical procedures, helping children feel more comfortable and less intimidated by their healthcare experience.

Erika: For children undergoing cancer treatment, we have developed a special patch that reframes 'chemotherapy' as 'Tiny Superhero Fuel.' This simple change in language provides an entirely new way for parents to approach a challenging conversation. Instead of telling their child, 'We’re going for chemotherapy,' which the child may already associate with discomfort, they can now say, 'We’re going for your superhero fuel,' framing the experience as part of a heroic mission.

This new terminology not only empowers the child but also offers a sense of purpose, reminding them they are taking essential steps to become stronger. This shift in language and mindset benefits everyone involved—the child feels more courageous, the parents find a gentler way to support their child, and the healthcare team administering the treatment can participate in this positive narrative.

For adults, it’s clear that chemotherapy is a necessary, potentially life-saving intervention. But for a child, understanding and accepting this can be incredibly scary. By introducing concepts that celebrate resilience and bravery, we are able to make the experience less intimidating and more meaningful, fostering a supportive environment that impacts everyone involved in the care process.

Noah: For those inspired by your mission, how can they get involved and support your work?

Erika: There are several ways to support our mission. As an individual, you can sponsor a superhero directly. For hospitals that have yet to be activated on our website, you can visit the 'Sponsor a Superhero' section, where we have a waitlist of children eager to join the program.

For organizations, sponsorship opportunities are available as well. Companies can sponsor superheroes, allowing for a meaningful corporate contribution that also provides a tax benefit. Corporate sponsorship can make a significant difference in expanding our reach.

Additionally, contributions of time, expertise, or introductions to potential partners are invaluable to us. As a small team with an ambitious mission, every bit of support helps us make progress toward our goal. We’re dedicated to reaching as many young superheroes as possible, and with the right support, we believe we’ll get there.

Noah: Reflecting on your journey from building a business to venturing into philanthropy, how do you feel these experiences have changed you personally?

Erika: This journey has changed me profoundly, deepening my sense of purpose and gratitude. Coming from a background of humble beginnings and an unstable home, safety and stability have always been values I prioritize as an adult. In learning how play creates a sense of safety for children, I’ve found immense fulfillment in championing this approach. Each day, I feel grounded in gratitude for the opportunity to make a difference in the lives of children and their families.

Being an entrepreneur is challenging, requiring a certain level of belief—perhaps even an irrational one—that you can change the world. This belief drives the work we do every day. Yet, hearing the stories of these families and witnessing the resilience of children facing hardships is a humbling experience. It serves as a constant reminder of how fortunate we are, putting things into perspective and underscoring the importance of health, stability, and purpose.

While I don’t dismiss the challenges we face in our own lives, these stories provide a sobering perspective. They remind me to appreciate my health, my team, and the opportunity to work toward something meaningful every day. This work has shifted my perspective, grounding me in a deeper sense of gratitude and a renewed commitment to making a positive impact.

Noah: Do you have any poignant stories of specific children whose lives were impacted by receiving their capes or patches?

Erika:‘Super Sabrina’ always comes to mind for me. I’ll never forget how I felt when her mom texted us a photo and asked us to share her story because of the impact our program had on her life. Sabrina is a bubbly 4-year-old at the Children’s Hospital of Philadelphia, born with a congenital heart defect. Her mother shared how challenging her care had become, as Sabrina would often become combative, leading to tears and heightened anxiety for both her and the entire care team.

Through our superhero program, Sabrina began earning patches for her bravery, which transformed her outlook. Soon, she was smiling and eagerly waiting for her nurses, asking, ‘Where’s my patch?’ Her mother expressed how meaningful it was to see Sabrina smiling, even in the hospital—a place associated with missed school, friends, and activities. The patches and cape helped her feel like a true superhero, lifting her spirits and easing some of the emotional strain on both her family and the medical staff.

Beyond the capes and patches, we also offer free monthly missions that encourage children to feel engaged and connected, even when they can’t participate in typical activities. These missions, like our sensory mission this month or the Wonder mission last month (which involved observing constellations), give children a sense of purpose and belonging. They join a squad of superheroes, fostering a sense of community. This feeling of belonging is something we all need, and through TinySuperheroes, we’re able to offer that to children facing medical challenges.

Noah: How many children are currently participating in TinySuperheroes activities?

Erika: We are currently onboarding approximately 100 new 'superheroes' each week, which is both remarkable and inspiring. The program's growth is a testament to its impact and the demand for initiatives that support children during their medical journeys. Our goal is to expand even further by activating partnerships with hospitals across the country. Specifically, the 270 hospitals in the United States that are designated as children’s hospitals account for roughly 75% of all pediatric admissions.

We’ve successfully scaled programs within the pharmaceutical sector, and I am confident we can achieve similar success with TinySuperheroes. I envision a future where we reach millions of young patients, empowering them with courage and resilience as they navigate their healthcare experiences.

Noah: How do you envision TinySuperheroes partnering with industry? If the opportunity arises, what would an ideal collaboration look like?

Erika: Absolutely, I see significant potential for collaboration with the healthcare industry. Many of the families in our Tiny Superhero Squad would add valuable perspectives to patient advisory boards or market research initiatives, especially since they represent a wide range of rare conditions. With my background in pharma, I envision a future where we can create meaningful connections between our community and industry stakeholders.

One of our goals is to develop an intake process that allows us to segment and better understand our Superhero Squad by different patient populations. This would enable industry partners to engage with our community that is condition-agnostic, gaining insights from families dealing with ultra-rare conditions for which there is often little advocacy or research infrastructure. These families frequently wonder if anyone truly wants to hear their stories, and it’s immensely rewarding for them to know that the industry is listening and values their experiences. For me, it’s a matter of bridging that gap, showing families that their stories and insights are not only heard but also essential to advancing treatments and resources.

Support from industry could be transformative for TinySuperheroes, allowing us to scale more rapidly into hospitals and expand our mission’s reach. In return, our community would have the opportunity to engage with resources that the industry provides, such as physician discussion guides, educational materials, and even clinical trial recruitment, when appropriate. This type of partnership could be mutually beneficial—while providing patients and families with additional support, it also helps industry gain authentic insights from those living with these conditions every day.

Many of our families are dealing with ultra-rare conditions that lack dedicated organizations or funding similar to established groups like March of Dimes. The pharmaceutical and healthcare industries play a crucial role in driving patient advocacy, and I believe a partnership with TinySuperheroes could spotlight these underserved communities, creating impactful changes. I also feel that industry doesn’t always receive the recognition it deserves for its role in advocacy. A partnership like this could truly underscore the positive influence that industry can have in these spaces.

Noah: Is there an aspect of TinySuperheroes that hasn’t been covered yet but you believe is essential for everyone to understand?

Erika: With just a $25 contribution, you can sponsor a 'superhero' and make a lasting lifetime impact on a child's life. This small donation allows a child to join our program, which is incredibly meaningful for both the child and their family. The activation of each 'superhero' represents much more than a symbolic gesture—it provides a source of encouragement and resilience for a child facing medical challenges.

Raising awareness is equally important. Even a single visit to our website to learn about our mission, or sponsoring one cape, creates a ripple effect. Each small act contributes to a larger movement and demonstrates to these families that they are supported by a community that cares.

For us, it’s all about community. It’s people coming together, offering support, and asking, 'How can I help?' Then, they follow through with action. This collective spirit and commitment from our supporters make all the difference and are truly the foundation of TinySuperheroes.