Case study

Scaling oncology navigation for 30MM annual visitors

Led digital product strategy for an oncology information and patient-engagement platform serving 30MM annual visitors. Translated clinical protocols into plain-language navigation flows patients and families could follow.

Timeframe

2019–2021

Contribution

Director of Digital Products & Strategy — first product and technical hire for a pre-CEO, pre-revenue PE-backed corporate venture, through its growth from 2 to 25 FTEs. Led a cross-functional R&D team of 14 onshore and offshore across three products.

Overview

CancerCompass archival homepage screenshot — The archived homepage, captured before the platform wound down pre-acquisition.

The decision

Context 1

An oncology platform serving 30MM annual visitors needed clinical protocols translated into steps patients could act on and families navigating cancer care.

The Decision

Led relaunch with plain-language navigation flows, feedback loops with nursing teams to tune triage rules, and reliability reviews so content updates stayed aligned with clinical oversight.

What we did

The three products were the health information site, a hospital digital-marketing platform, and a patient-engagement web app. Directed an end-to-end, patient-centered rebuild of a contact center on Salesforce Health Cloud. Built feedback loops with nursing teams to continuously tune triage rules and reduce avoidable escalations.

Outcome 2

Reduced bounce rate by 25% and increased chat conversions by 267% through interface and analytics updates.

Sources

1 CancerCompass ownership

CancerCompass was owned and operated by Cancer Treatment Centers of America Marketplace, LLC.

The USPTO status view, not an aggregator, names Cancer Treatment Centers of America Marketplace, LLC as owner of record. Filed 19 Nov 2020, later expressly abandoned as the platform wound down pre-acquisition.

USPTO TSDR — serial 90330500

2 CTCA acquisition

CTCA was acquired by City of Hope in 2021.

Public company context for the acquisition.

Axios

Implementation

Constraints

Clinical accuracy requirements for oncology information.
Patient-facing content requiring clinical oversight and reliability reviews.
Platform rebuild requiring new tech-stack architecture and team.

What was shipped

Plain-language navigation flows translating clinical protocols for patients and families.
Triage-rule tuning run jointly with nursing, not handed off after the fact.
A reliability gate clinical content had to clear before it shipped.

Outcomes

Bounce rate down 25%, chat conversions up 267%, from the interface and analytics updates.

Deliverables

Platform tech-stack architecture Defined July 2020 for the rebuild — two properties over one delivery pipeline and one contact center. Redrawn below; the original is an internal CTCA document.
Director of Development job description The role I wrote to build the team: a hands-on technology leader for a home-based development group with onshore contractors and a contracted team in Eastern Europe, shipping weekly with no separate IT or QA function.

Artifacts

The platform architecture I defined for the rebuild, redrawn from the July 2020 stack definition. Two separate properties — the patient-facing web application and the hospital marketing site — over one shared delivery pipeline and one contact center. The video-chat row was still open when the document was written.

Why it matters

A frightened person looking up a diagnosis at midnight is not short of information. Everything I built here assumed the scarce resource was attention and trust, not content. My AI work begins from that assumption now.

← Back to portfolio