As healthcare systems worldwide confront rising patient expectations and more intricate medical demands, the industry faces a new era of major challenges. Leading in healthcare now means keeping up with rapid tech advances, staying fair and responsible, and making sure patients get the care they need. Today, success isn’t just measured by business achievements—it’s about creating a positive impact and helping others thrive. True leaders understand this. They don’t just focus on getting tasks done; they care for their people, face challenges directly, and keep pushing toward meaningful progress.
One of the names redefining this approach in Europe is Assel Sarsikeyeva, a trailblazer who has become a dynamic force in the healthcare industry. As CEO of Viacrystal Ltd, Sarsikeyeva leads cutting-edge research and new ideas in healthcare. She guides her team to focus on better treatments and caring for patients. Her success is not just about strategy but comes from her life and global experiences, all focused on helping others.
Leading Viacrystal Ltd, Assel Sarsikeyeva focuses on making sure critical treatments reach patients across Europe as fast as possible. She combines compassion, clear thinking, and a lasting goal to make healthcare more available and helpful. Her journey from Kazakhstan to being one of Europe’s top healthcare personalities in 2025 shows her strong will, clear vision, and innovative spirit.
Let’s learn how Assel Sarsikeyeva combines experience and empathy to change healthcare for the better!
From Soviet-Era Kazakhstan to Healthcare Leadership
Assel Sarsikeyeva’s story begins in Kazakhstan during the final decades of the Soviet Union, a time when the healthcare system was severely underdeveloped. Growing up in an environment where medical support was minimal, she witnessed firsthand the limitations of traditional healthcare methods. “There was insufficient medical support, and the common practice for ailments was to use natural remedies like garlic and onion, a tradition from ancient times. While this approach is now seen as natural and healthy, serious medical conditions lacked proper diagnostic tools, leading to the early passing of my grandparents, neither of whom reached the age of 55.”
These early experiences sowed the seeds of her deep-rooted commitment to healthcare. However, her professional path did not lead immediately to the industry. Initially, she worked in client relations at a Contract Research Organization (CRO), where she observed the transformative potential of clinical trials and research initiatives. “As I became more involved, I realized the critical importance of delivering these projects on time and within budget to ensure that new medicines reach the market as quickly as possible.”
A Multinational Education That Shaped Leadership
Assel Sarsikeyeva’s leadership philosophy is anchored in a diverse and global academic background. Her educational journey includes a Master’s degree in Environmental Science and Policy from the Central European University, accredited by Manchester University. During this period, she was awarded a grant that allowed her to study alongside classmates from over 30 different countries. This exposure broadened her perspective on collaboration and diversity. “This experience was invaluable in helping me understand the importance of biodiversity, the significance of teamwork, and the need for an individual approach.”
Later, she pursued an Executive MBA after years of professional experience. This program introduced her to peers from over 15 industries and diverse cultural backgrounds. The insight gained during this phase reinforced her belief in the power of collaboration. “This experience further solidified my belief that cooperation is crucial for effective leadership.”
Empowering Teams and Clients at Viacrystal Ltd
As CEO, Assel Sarsikeyeva places a premium on nurturing the professional growth of her team. She believes that an empowered workforce is essential to achieving Viacrystal’s mission. “My primary objective as CEO is to foster an environment where every individual within Viacrystal has the opportunity to grow professionally. I am committed to recognizing and nurturing their unique competencies, providing the necessary support for them to excel.”
The company’s overarching vision aligns with this belief, focusing on timely access to new medicines and enabling healthcare professionals to actively participate in clinical trials. This focus ensures that Viacrystal remains at the cutting edge of healthcare innovation while maintaining a human-centric approach.
Addressing Europe’s Healthcare Challenges
Assel Sarsikeyeva is keenly aware of the pressing challenges facing Europe’s healthcare landscape. One of the most critical issues is the scarcity of stable and competent human resources, compounded by a growing patient population with unmet needs and slow diagnostic procedures. “The primary challenge in the healthcare industry is the scarcity of stable and competent human resources, exacerbated by a growing number of patients with unmet needs and slow diagnostic processes.”
To counter these obstacles, Viacrystal actively fosters clinical trials in key therapeutic areas, including Alzheimer’s, stroke, and psychiatry. In addition to accelerating market access for essential medicines, the company uses social media platforms to raise awareness about neurological disease diagnostics. This two-pronged approach addresses both the availability of treatments and the early detection of cognitive disorders.
Cultivating Innovation Through Open Dialogue
At the core of Viacrystal’s innovation strategy is continuous team engagement and transparent client collaboration. Assel Sarsikeyeva fosters a culture of discussion where new ideas are encouraged and market trends are constantly monitored. “I would like to highlight my consistent efforts in fostering team discussions focused on continuous improvement, emerging trends, and their integration within the company.”
Maintaining direct communication with clients is a hallmark of her leadership style. By developing long-term relationships and deeply understanding each client’s needs, she identifies key areas for growth and development. “All current clients are those with whom I have established relationships from the onset.”
A Workplace Built on Personal Experience
One of the initiatives closest to Assel Sarsikeyeva’s heart is Viacrystal’s flexible work environment, particularly for mothers returning from maternity leave. Her personal experience in 2017, when she was denied remote work flexibility after her second child’s birth, served as the catalyst for this vision. “I vowed then to create a workplace that would offer the flexibility I needed, and Viacrystal became that place. I invited other professionals on maternity leave who were eager to work flexible hours and earn income, and I am incredibly proud of the success of this initiative.”
This policy has not only empowered women in the industry but also cultivated a loyal and skilled workforce that contributes significantly to Viacrystal’s success.
Elevating Industry Standards
In pursuit of higher quality standards in clinical research, Viacrystal has launched several forward-thinking initiatives. The company’s Expert Network connects Key Opinion Leaders in various indications directly with biotech and pharmaceutical companies through an online platform. This project creates a seamless bridge between scientific expertise and the pharmaceutical industry, streamlining collaboration and decision-making.
Additionally, Viacrystal established “Vacademy,” a training initiative for clinical trial professionals. Assel Sarsikeyeva explains, “Our experience in the clinical research market has revealed significant gaps between the theoretical knowledge of clinical trial monitors and practical implementation. To address this, we are providing training to those who wish to enhance their competence and management skills within the industry.”
Both initiatives are accessible through Viacrystal, providing a digital gateway to professional development and collaboration within the healthcare ecosystem.
The Role of Technology and AI in Healthcare’s Future
Looking to the future, Assel Sarsikeyeva envisions a healthcare sector increasingly defined by technological advancement. Longevity, she notes, is influencing the integration of diagnostic innovation and holistic treatment methods. “Forward looking strategies combine the most advanced diagnostic equipment with holistic approach to effective treatment. Psychological and physical treatment approaches are to be combined to maintain overall health on the long-term.”
She emphasizes that cognitive health remains the most pressing challenge. The lack of effective diagnostic tools and treatments for dementia and other cognitive disorders calls for urgent innovation. “Those already living with cognitive deficits such as dementia will benefit from the AI powered mobile assistance tools.”
Artificial intelligence, according to Assel Sarsikeyeva, will become a mainstay in healthcare, streamlining processes, enhancing outcomes, and reducing costs across the board. “I see that AI will be on-going intensively and all the parts of health industry will use AI as a tool to speed up their processes, increase effectiveness, reduce costs.”
Sustainability and Ethics
Assel Sarsikeyeva’s vision extends beyond technological progress to include environmental and ethical responsibilities. “Sustainability as a global challenge is also present in the entire value chain of the industry. Chemicals, wastes, patterns of low energy efficiency must be tackled with innovations or with available alternatives.”
She advocates for the adoption of new materials, biodegradable packaging, and energy-efficient processes as non-negotiable elements of modern healthcare operations.
Personal Routines and Lifelong Balance
Balancing the intense demands of a high-profile leadership role with personal life is no small feat, but Assel Sarsikeyeva has developed a lifestyle that prioritizes both professional excellence and personal well-being. “I believe consistent exercise, ideally daily or as frequently as possible, contributes significantly to physical fitness, which in turn positively impacts mental stability and decision-making.”
Her routine includes outdoor walks, horse riding, and playing the piano—activities she shares with her children to foster both family connection and personal balance. “These integrated activities significantly contribute to balancing my professional career with my family life. Additionally, I have come to understand the importance of adequate rest, as only a well-rested and energetic individual can truly inspire and motivate others.”
Learning from Mentors
Among her role models, Assel Sarsikeyeva highlights her father as a pivotal influence. His entrepreneurial spirit and unwavering kindness during the Soviet era left a lasting impression. “Beyond his entrepreneurial spirit, he was an incredibly curious person. Despite living in a very conservative and closed environment, he found ways to travel abroad and bring back new ideas and tools to implement in his store.”
His dedication to customer service taught her invaluable lessons about treating people with respect and genuine care, principles that continue to guide her leadership today.
Advice for Aspiring Leaders
When asked what advice she would give to emerging leaders in the healthcare industry, Assel Sarsikeyeva emphasizes the importance of building the right team. “A strong leader is often supported by a dedicated team that fully embraces their ideas and efforts; without such a team, achieving success can be very difficult.”
She also shares a personal insight that she wishes she had learned earlier: “Don’t look for the approval of others. Sometimes, the best ideas start with a single person’s conviction. It takes courage to pursue something independently, but I’ve found that once you demonstrate the value of your ideas through action, people often come around and follow your lead.”
Leaving a Lasting Legacy
Looking ahead, Assel Sarsikeyeva aspires to create a legacy that extends beyond clinical research and corporate milestones. “I would like to build a company that prioritizes thoughtfulness towards our environment, families, neighbours, and animals. I am committed to finding solutions that minimize pollution and foster a collaborative and innovative approach, rather than solely focusing on expansion.”
Through her leadership at Viacrystal Ltd, she is not just changing the healthcare industry but also setting new standards for compassion, sustainability, and innovation. Her journey is a reminder that leadership in healthcare is ultimately about improving lives—both inside and outside the walls of the organization.
