Women’s History Month Feature
PaSH Magazine is celebrating Women’s History Month with a Q&A style mini-series highlighting women from many different industries making an impact in the world, their communities and for themselves. In this Q&A we will spend time with Lilit Muradyan.
Meet Lilit Muradyan
Lilit Muradyan, entrepreneur, humanitarian, public figure, and founder and CEO of Licasa Treatment Center, grew up in Armenia to two wonderful parents who cared deeply for her and filled their home with love and care. At a young age, she came to America with her loving family. From a very young age, Lilit was dedicated to caring for her loved ones – as seen by friends, family members, and loved ones.
Lilit’s potential has always been virtually endless – everybody around her came to recognize her deep work ethic and zest for life, from a young age in her life. Lilit went on to attend UCSB, and then returned to Armenia for 6 months to attend pharmaceutical school. Eventually, she returned to the U.S. to attend Michigan State, where she got her M.A. In 2004 and 2005, she was back to back nominated Woman of The Year and Top 100 Executives. In 2004, she was Health and Women’s Woman of The Year, and for Women In Business.
Lilit’s central mission has been to change perspectives in an industry that is overly focused on financial wins. Lilit is turning her passion into purpose, and today, her work centers on building compassionate, effective treatment across states. Her biggest emphasis lies on accountability, transparency, and outcomes. Now more than ever, Lilit is wholly dedicated to helping families reclaim hope, and to guiding individuals toward lasting, sustainable recoveries so that they are able to rebuild their lives, intact with their loved ones. “Miracles can happen. But, you need to be with the right people, at the right place, at the right time,” she finishes. Her future goals consist of expanding Licasa Treatment Center, funding community-centered ventures, projects, and nonprofits, and continuing to trailblaze a legacy of wellness, recovery, and rehabilitation for all.
What personal or professional moment made you realize the existing system wasn’t enough and that you needed to build something different?
I realized the system wasn’t serving people the way they deserve when I watched someone struggle through bureaucratic hurdles just to access basic care. The barriers didn’t reflect who they are or what they need to heal. That moment wasn’t just a critique it was a call to action. I stepped back from the noise to listen to real stories, and it became clear that change isn’t about perfect systems, but about creating spaces where empathy guides every decision. So I chose to build something different, a center where dignity, connection, and authentic care shape every step of the journey.
Why was it important to you to found a treatment center rooted in ethics and human connection, even when that approach is harder to sustain financially?
I founded our center because ethics and human connection aren’t luxuries they’re the heartbeat of real healing. When people feel seen, respected, and supported, they can face the toughest moments with courage. Yes, this approach can be more demanding financially, but sustained trust and genuine care yield deeper, longer lasting recovery. That’s the kind of impact I want to stand by: a place where dignity guides every decision, and every patient knows they’re worth the effort.
What gaps in care did you see early on that ultimately shaped Licasa’s mission and model?
I saw gaps in care where people felt unseen, bounced between fragmented services, and faced long waits for compassion as much as for treatment. Early on, the missing pieces were simple a steady, human presence, coordinated support that shortens the path from crisis to hope and care that meets people where they are without stigma or prescription for pain that doesn’t fit. These gaps shaped Licasa’s mission to weave dignity, connection, and coordinated, accessible care into every step of the journey, so healing feels possible and real.
What were the biggest obstacles you faced when you chose to prioritize transparency and client-centered care in an industry driven by profit?
I’ve come to understand that prioritizing transparency and client centered care sometimes means stepping into the role others don’t want to play being the person who speaks up when it’s easier to stay quiet. There were times when I had to face pushback, confront questionable practices, and risk short-term cost to protect the people we serve. I had to be the one who named the gaps, called out manipulation, and stood firm for humanity over profit. It’s not about being “the bad guy” in a moment of conflict it’s about holding the line so clients are treated with honesty, dignity, and real care. When you stay grounded in their well being, the courage to push through those challenges becomes a hopeful, lasting commitment to a better system.
How did you navigate resistance or pushback from others when you challenged predatory practices and “industry norms”?
I care deeply about doing the right thing, even when it’s hard. When I raised concerns about predatory practices and challenged industry norms, my compass was simple compassion and integrity should lead, not lag behind. I listened first, spoke with care, and grounded my case in shared values and real world impact on people’s safety and trust. I invited collaboration, owned my missteps, and set clear boundaries to protect core ethics. My aim was to move us toward outcomes that strengthen our collective integrity and well being.
What has been the most difficult decision you’ve had to make as a founder where compassion and business were in direct tension?
Balancing compassion with business pressures has been my toughest test as a founder. The hardest decision was pausing or pivoting when a path offered short term gains but threatened people’s mental health, trust, or our core values. I said no to shortcuts that could erode well being, acknowledged the anxiety and uncertainty that comes with change, and leaned into transparent communication. By prioritizing supportive practices, clear boundaries, and stakeholder care, I chose a route that protects mental health and sustains trust in the long run.
How do you protect your values while scaling across states and expanding access to care?
Scaling responsibly across states means protecting our core values at every step. As we expand access to care, we prioritize patient safety, ethical practices, and transparent communication with communities, clinicians, and partners. We implement consistent standards, ongoing training, and accountable governance to ensure quality and equity remain at the forefront, even as we grow. We listen to diverse voices, address local needs with humility, and measure impact not just by reach but by trust, outcomes, and well being. If you share the target audience or platform, I can tailor the tone and length.
What emotional toll comes with being deeply involved in every case and how do you sustain yourself as a leader?
Being deeply involved in every case is both a privilege and an emotional toll. I carry the weight of each story the hope, the fear, the urgency and I honor that humanity without letting it overwhelm me. To sustain myself as a leader, I practice grounding routines, set healthy boundaries, and lean on trusted colleagues for support. I prioritize self care, reflect openly on challenges, and stay connected to our mission so that compassion remains sustainable, not martyrdom.
As a woman founder in a highly regulated, male-dominated industry, what barriers did you face that people don’t often see or acknowledge?
No one thought I would last in the mental health and substance abuse field when I joined nearly a decade ago as a woman founder in a highly regulated, male dominated industry. Behind the headlines, I faced doors that closed, assumptions that underestimated me, and the perpetual challenge of earning trust in rooms where power dynamics often went unspoken. I learned to listen deeply, lead with integrity, and prove value through steady results and fierce advocacy for those we serve. Today, I’m committed to mentorship, expanding access to care, and building a culture where diverse voices shape safer, more effective solutions.
Looking back, what obstacle are you most proud of overcoming and how did it redefine your leadership?
Looking back, the obstacle I’m most proud to have overcome was the moment I chose to keep going when depression felt overwhelming. I was a woman who could have given up, trapped in a dark world, but I found a spark of hope and kept walking forward. Surviving that season redefined my leadership, I lead with deep humility, prioritize light for others as I found it for myself, and create space for vulnerability and growth. Today, I’m dedicated to lifting others out of their shadows through empathy, steady resilience, and a commitment to mental health and well being for all we serve.
Thank you for reading the ninth installment of the Women’s History Month Features. Come back each day to read a new inspiring story, centering women.
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