Case Study | Navigating Cancer

Leading Growth at the Intersection of Clinical and Commercial

Company: Navigating Cancer, Digital Oncology Care Management Role: Senior Director of Marketing (VP-level scope) Timeline: January 2021 to March 2023

Navigating Cancer had built something meaningful. A digital oncology care management platform with real clinical credibility, a growing body of research, and a customer base that believed in the mission.

What the organization lacked when I joined was the commercial infrastructure to translate that credibility into scalable revenue growth. The brand hadn't kept pace with the science. The research wasn't reaching the audiences that needed to see it. And the internal functions weren't operating with the coordination required to move fast in a competitive market.

I joined with VP-level accountability and rebuilt the foundation across brand, clinical strategy, patient engagement, and revenue operations simultaneously.

The Situation

• The brand and messaging hadn't been updated to reflect the organization's clinical innovation work

• A growing body of research, including acceptance to ASCO 2021 with multiple publications, had no strategic framework for reaching buyers or building market authority

• Patient engagement was underperforming relative to what the platform could support

• Product, sales, clinical, and operations were working in parallel rather than together

What I Did

Brand Repositioning and Narrative Development

Led a full brand repositioning including a new vision, mission, and evidence-based messaging platform that reintroduced Navigating Cancer as a clinical innovation leader in digital oncology.

• Developed messaging that held up across biopharma executives, health system leadership, and oncology providers simultaneously

• Launched new website and content strategy that drove a 4X increase in traffic and earned a Forbes placement

• Drove 100% year-over-year referral traffic growth

Building the Clinical to Commercial Bridge

Recognized that Navigating Cancer's clinical research output was one of its most underleveraged commercial assets and built the strategy to change that.

• Established the organization's first Scientific Advisory Board in collaboration with the Chief Clinical and Strategy Officer and leading oncologists

• Built the framework for turning peer-reviewed research into market authority

• Produced 9 conference presentations and 3 peer-reviewed manuscripts at ASCO and ASCO Quality within two years

Patient Engagement and Digital Strategy

Developed and executed a comprehensive patient engagement strategy using HIPAA-compliant tools across SMS, email, targeted advertising, clinic-specific materials, and opt-in push notifications.

• 55% increase in patient portal engagement

• Tripled recurring patient visits

• Demonstrated that personalized, data-driven outreach at the clinical level is a growth lever, not just a patient experience initiative

Sales Enablement and Revenue Architecture

Partnered with sales leadership to build the materials, messaging, and frameworks needed to close and expand enterprise accounts.

• $12M in contracted engagements with top 10 biopharma brands

• $8M attributed directly to marketing programs

• $2.5M in provider expansion

Identifying and Building a New Revenue Stream

Through direct market and customer analysis, identified an untapped opportunity in value-based care payer engagement and patient enrollment.

• Led the development of a Principal Care Management reimbursement report

• Partnered with clinical leadership to design and launch the organization's first paid patient enrollment offering

• Generated an average of $1M in annual billable revenue per clinic

Cross-Functional Operations and Organizational Alignment

Built the operating infrastructure to make the strategy repeatable across a complex, matrixed organization.

• Established cross-functional communications cadence across product, operations, clinical, and sales

• Implemented new CRM strategy and product release protocols

• Shifted the organization toward a 0% release rollback culture

• Rebuilt the MarTech stack from the ground up to support scale

The Outcomes

Metric Result Biopharma contracted revenue $12M Revenue attributed to marketing $8M Provider expansion $2.5M New revenue per clinic (PCM) $1M annually Patient portal engagement +55% Recurring patient visits 3X YoY referral traffic growth 100%+ Website traffic 4X increase Conference presentations and manuscripts 12 in two years

What This Work Reflects

The work at Navigating Cancer required operating at the intersection of clinical strategy, commercial leadership, and organizational alignment inside a complex healthcare environment. The results came from understanding that in digital health, brand credibility, clinical evidence, patient outcomes, and revenue growth are not separate workstreams. They are the same story, told to different audiences, at different stages of the relationship.

That is the kind of leadership I bring.