Enterprise Digital Healthcare

Challenge Despite strong clinical validation and rapid adoption during the pandemic, Navigating Cancer faced low market awareness and mounting pressure to adapt quickly to evolving regulatory and economic conditions. Customer feedback revealed a key hurdle: potential partners were delaying deals due to the absence of a crucial product feature—a comprehensive reporting solution that met the needs of community oncology clinics. At the ASCO Annual 2021 conference, it became clear that a refined, data-driven narrative was essential to position Navigating Cancer as the leader in digital oncology and resolve this market bottleneck.

Strategy & Execution The marketing agency partnered with Navigating Cancer to craft a narrative that translated its sophisticated digital solutions into clear, relatable benefits for healthcare providers. The strategy focused on several core initiatives:

• Defining a New Market Category: Positioning Navigating Cancer as a digital oncology leader bridging clinical innovation with practical, everyday application in patient care.

• Showcasing a Vision for the Future: Communicating a forward-thinking vision where early adopters of digital health not only enhanced clinical workflows but also captured a significant competitive advantage in patient care.

• Addressing Product Gaps through Innovation: Through customer and market analysis, the team identified an untapped opportunity within the community oncology market. This insight led to the development of a groundbreaking value-based care (VBC) financial reporting solution, specifically designed to support B2B and B2B2C growth for Principal Care Management programs. This critical product feature not only resolved customer hesitations but also ensured quality care for newly enrolled patients, directly impacting the sales cycle and customer satisfaction.

• Leveraging Data-Driven, Personalized Campaigns: Integrating HIPAA-compliant software with multi-channel strategies (SMS, email, targeted advertising) enabled the creation of a narrative that resonated on a personal level with healthcare providers, addressing their real-world challenges and opportunities.

Strategic Acquisition:

 The campaign’s clarity and impact paved the way for Navigating Cancer’s acquisition by One Oncology—a leading organization tied to high-performing clinics in the pipeline. This move validated the strategic narrative and expanded the reach of Navigating Cancer’s innovations.

Results & Key Success Metrics Within 90 days, the revamped strategy delivered measurable growth and market impact:

• +100% YoY Referral Traffic:  A significant boost in brand equity that reinforced Navigating Cancer’s market presence, driven by innovative digital campaigns and strategic content placements.

• 3x Recurring Visits & 55% Increase in Patient Portal Engagement: Highly personalized campaigns tripled recurring visits and increased patient portal engagement by 55%, reflecting improved patient loyalty, deeper long-term connections, and enhanced overall satisfaction.

• $20M+ in Annual Billable Revenue:

  • Partner Growth: Achieved +$18M in new partnerships, showcasing growing market influence.

  • Provider Network Expansion: Realized +$2.5M in new provider engagements, reflecting an expanding market reach.

  • $1M from the New VBC Reporting Solution: The innovative financial reporting solution not only generated an average of $1 million in annual billable revenue per clinic but also improved the lifetime value from subscription revenue, thereby accelerating deal closures and ensuring quality care for newly enrolled patients.

Conclusion

By transforming a complex healthcare offering into a clear, compelling market strategy, Navigating Cancer not only secured its position as a digital oncology leader but also delivered powerful business outcomes. The development of the VBC financial reporting solution addressed critical customer pain points—unlocking stalled deals and driving revenue growth. Combined with significant increases in referral traffic, patient engagement, and a strategic acquisition by One Oncology, this integrated approach demonstrates how a well-crafted narrative can drive strategic market validation and overall growth.