CEO Insights

Deciding to change your company name and branding is a big deal. After a decade in business and dozens of product innovations, we knew it was time. Our brand of registry had evolved to become far more powerful than the typical clinician-driven version. Patients are at the center of our model. Sharing de-identified data is a centerpiece of our philosophy. You can even see that now in our new brand -- the way the conch shell image reveals faces that are hidden just enough to be unrecognizable. Brilliant design by Marcus Associates.

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Every day people use systems to provide feedback in order to improve the system. After you exit an Uber, you rate your driver and experience. Would you get into a car with a driver with a 1-star? When you buy something on Amazon, you likely read the reviews. How often has the opinion and experience of others factored into your purchasing decisions? Uber and Amazon are two of the most successful companies in the world because they collect feedback from users. They leverage the voice of the consumer to improve everyone’s experience. We do the same thing in our Patient Insights Network (PIN). And the stakes are high because our users are up against tough diseases and medical conditions.

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In his final State of the Union address, President Obama tasked Joe Biden with heading up a new national effort to “end cancer as we know it.” I was at the Cancer Moonshot Summit that Vice President Biden convened this summer as he told an assembly of cancer researchers and advocates, “It requires a lot more openness — open data, open collaboration and, above all, open minds.” That’s when it hit me. He’s saying exactly what we have been preaching for nearly eight years!

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