Case study
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.
Chat conversions up 267% and bounce rate down 25% across 30MM annual visitors following the platform rebuild.
−25%
Bounce rate
From the platform rebuild and clinical navigation overhaul.
+267%
Chat conversions
From the same platform rebuild and clinical navigation overhaul.
30MM
Annual visitors
The oncology information platform the relaunch had to keep running.
The platform was overwhelming users with dense clinical prose. When a family navigates a new cancer diagnosis, they do not need exhaustive encyclopedia entries — they need clear, actionable guidance on what steps to take next and who to call.
Oncology guidance requires absolute clinical precision: every plain-language simplification had to withstand oncologist and nursing review. The rebuild required standing up a new technology stack and engineering team while keeping live traffic running. 1 USPTO TSDR — serial 90330500
Relaunched the platform around plain-language care pathways and direct nursing triage. I put the product team and the nursing staff on a standing review of what patients were actually asking, so the triage rules could be retuned against real questions and still clear oncologist review.
| Product | Audience | My role |
|---|---|---|
| Health information site — CancerCompass | Patients and families; 30MM annual visitors | Relaunched it around plain-language care pathways and direct nursing triage |
| Hospital digital-marketing platform — CancerCenter, a separate property from CancerCompass | Hospital marketing: content, acquisition, and measurement | Product direction; defined its place in the rebuild’s stack |
| Patient-engagement web app — the CancerCompass web application, distinct from the information site above | Patients and families | Product direction; defined its stack and wrote the Director of Development role to build it |
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.
Reduced bounce rate by 25% and increased chat conversions by 267% across 30MM annual visitors through the platform rebuild and clinical navigation overhaul. 2 Axios
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.
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.
CTCA was acquired by City of Hope in 2021.
Public company context for the acquisition.
Documents described, not republished
The bounce-rate, chat-conversion, and 30MM-visitor figures come from my records. CancerCompass wound down before the CTCA acquisition and its analytics did not survive, so none of the three can be checked against a public source. The sources below cover platform ownership and the acquisition only, and back no figure on this page.
The last changes to this page’s source, as their commits describe them. A change to a file that several pages share appears on each.
