Who We Are
Turning Patient Experience into Performance
PXcellence is the first end-to-end Patient Experience practice dedicated to clinics, laboratories and pharmacies in Romania and across Central and Eastern Europe. We turn PX into performance by aligning the vision with business strategy, setting clear KPIs and building a realistic roadmap.
At PXcellence, better care truly starts with the best experience.
Our Mission
We transform patient care into a complete experience of trust, respect and empathy. Our mission is to help clinics, pharmacies and laboratories move beyond medical services and deliver human-centered experiences that patients remember and value. We support healthcare organizations in becoming the first choice for patients, building loyalty, motivating employees, and creating sustainable growth.
Our Vision
We envision healthcare where experience is managed with the same rigor as clinical quality. Experience means every interaction that shapes what patients perceive across their entire journey, anchored in an organization’s culture and behaviors. That is the north star for how we design, train, measure and improve.
Our Values
Professionalism
We operate with clear scope, documented methods, and on-time delivery with the same rigor you expect in care.
Trust
You get full visibility into decisions, data, and progress. We protect patient privacy and keep our word, even when it is inconvenient.
Personalization
Every clinic, pharmacy and lab is different. We co-design with your teams and fit solutions to your workflows, not the other way around.
Flexibility
We work in sprints, adapt to real-world constraints, and scale across sites without disrupting care or operations.
Passion
We care about people first. Patients who feel safe and informed, and teams who feel supported. That purpose drives our pace and quality.
Expertise
PX, service design, and operations under one roof. Senior leads with frontline experience turn insights into measurable results.
Meet The People Behind PXcellence
Gabriela Ciupitu
Founder
Ana Maria Andreescu
Senior Consultant
Angela Calianu
Senior Consultant
Our Commitment
To Your Organization
We act as your PX partner, co-designing with your teams, setting clear standards, and measuring what matters. From day one we build a shared baseline and a realistic roadmap that aligns experience with operations, closes the loop fast, and assigns clear ownership.
Every engagement includes a 360 assessment, role-based training, and a transparent dashboard for VOP, KPIs and actions.
Together, we cover the full PX stack: strategy and governance; people and behaviours; and day-to-day patient-journey operations across clinics, pharmacies and labs.
Three lenses, one playbook, so the plan holds in the boardroom and in daily operations across your network.
Gabriela Ciupitu
Gabriela Ciupitu is the #1 CX Influencer by Customer Experience Magazine, recognition earned through years of strategic work and meaningful results.
As a Certified Customer Experience Professional (CCXP) Gabriela brings not just knowledge, but real dedication to the field.
A passionate CX advocate and a hands-on expert, she’s helping companies across Romania and Southeast Europe create and implement CX strategies leading to stronger loyalty, better retention, and sustainable revenue growth.
Her approach is practical, collaborative, and grounded in the market reality. Whether she’s mapping complex customer journeys or guiding a leadership team through change, Gabriela is a true partner working side by side with companies to build experiences that truly make a difference.
What drives her? Impact. Purpose. And a deep belief that better experiences create stronger businesses and better lives for customers, employees, and partners alike.
Ana Maria Andreescu
Ana Maria Andreescu discovered her commitment to Patient Experience in childhood and has spent the last 14 years turning that early vision into practice.
She holds a degree in International Relations and European Studies and a Customer Centricity Expert certification from the Customer Institute. Her work spans the full patient journey—call centers, marketing and communication, patient concierge, complaints management, VoP systems, and 360-degree experience design.
Over the past decade, she has led teams, cultivated organizational culture, and developed training and employee experience programs, grounded in the belief that great patient experience starts with engaged employees.
Her focus is on creating practical, real-world solutions that transform healthcare interactions into human-centered, empathetic experiences, ensuring that every patient, whether young or old, feels valued, respected and cared for.
Angela Calianu
Angela Calianu is a psychologist and pharmaceutical marketing expert who blends more than two decades of multinational experience with a passion for patient-centered excellence.
She holds a Customer Experience Specialist certification from CX University and is an accredited C-me Activator through the C-me Colour Profiling Accreditation Programme. This enables her to facilitate behavioral profiling sessions that raise self-awareness, improve communication, and strengthen collaboration using cutting-edge psychometric tools. Her expertise spans designing innovative strategies that drive team performance, elevate patient satisfaction, and build organizational resilience.
What drives her? Dedication to building long-lasting relationships, cultivating a culture of excellence, and delivering transformative impact in every aspect of her work.
We support you
Patients need more than an accurate diagnosis and the right treatment. They need attention, comfort, empathy and to understand what is happening and what comes next.
PXcellence supports clinics, pharmacies and laboratories to equip their teams to deliver consistent care at every touchpoint: quality service, physical and emotional comfort, and clear, personalized communication.
We blend proactivity, empathy and practical innovation into a modern human-plus-digital sweet spot that improves outcomes for patients and performance for your organization.
