When Complexity Meets Behavioral Design, Patients Get Better Support
National Cancer Support Organization | Oncology + Digital Health
The Challenge
A Content Library Without a Patient Journey
A national cancer support organization had a significant body of clinical content and a clear mission: help patients navigate their diagnosis with confidence. The challenge was structural. With 50+ cancer types, each carrying its own clinical pathway, emotional arc, and information needs, delivering a personalized, relevant experience to every patient required more than good content. It required a system. Without a behavioral framework to organize, sequence, and personalize that content, patients were left to navigate complexity on their own at the moment they could least afford to.
Our Approach
Map the full content landscape
Reviewed and curated over 600 articles across 99 cancer types, diagnoses, and care stages to understand what existed, what was missing, and what needed to be sequenced differently to serve patients effectively.
Science-Backed Structure for Every Step of the Patient Journey.
Build the personalization architecture
Designed the full content personalization mapping framework: a structured system of 15 decision rules that determined how content was organized, sequenced, and surfaced for each user based on their specific diagnosis, treatment path, and support needs.
Develop the decision logic
Built the complete decision rule architecture powering the personalization system, creating clear, testable pathways for how the platform responds to each patient's profile across every cancer type and care stage.
Apply behavioral science to the journey design
Structured 10 science-backed modules using behavioral sequencing principles, self-efficacy frameworks, and motivation design to ensure patients could move through the platform in a way that built confidence, not overwhelm.
Results
What We Delivered
Full content personalization mapping framework across 99 cancer types.
The Impact of Our Work
The platform launched with a personalization system capable of meeting patients where they are, regardless of diagnosis, stage, or information need. Since deployment, the platform has seen 85% positive results on patient confidence measures, a direct signal that the behavioral framework is doing what it was designed to do: helping patients feel more equipped to navigate one of the most complex experiences of their lives.
15 decision rules governing how content is surfaced and sequenced.
10 behavioral science-backed modules structuring the full patient journey.
A large content library is not the same as a patient journey. If your platform is rich in clinical information but struggling to deliver it in a way that is personalized, sequenced, and built around how patients actually process difficult news, let's build the framework that makes your content work harder for the people who need it most.