Co-Founders Dr. Justin Grischkan and Hil Moss, Photo credit: OncoveryCare
OncoveryCare, formerly known as VivorCare, recently embarked on a transformative journey in the competitive HealthTech sector. They rebranded, secured a strategic regional partnership, and closed their seed funding round, all while remaining focused on their mission: To address the gap in the cancer care continuum, providing a structured and comprehensive approach to survivorship care.
The statistics tell the full story: The population of cancer survivors in the US is projected to double from 11 million in 2008 to 22 million by 2030. This growth is driven by the rising incidence of cancer and improved survival rates due to advancements in treatment. Yet, despite this increase, cancer survivors face significant post-treatment needs, including management of cardiotoxicity, cancer-related fatigue, complex screening and monitoring protocols, as well as mental health challenges such as anxiety and depression related to their diagnosis and treatment. Despite these needs, survivorship care is often fragmented and unstructured.
Referred by the lead investment team at .406 Ventures, OncoveryCare sought the expertise of MAG PR to maximize the impact of their pivotal news and help them stand out in a crowded landscape. Our strategic approach to media relations not only achieved their immediate goals, but also set the stage for ongoing thought leadership and visibility.
The Objective: Elevating OncoveryCare’s Market Position
OncoveryCare faced the dual challenge of rebranding while simultaneously announcing a $4.5 million seed funding round and a strategic partnership with Tennessee Oncology. The primary objectives were to enhance brand visibility, communicate the company’s innovative cancer survivorship care model, and position OncoveryCare as a leader in the health tech space. The referral from .406 Ventures underscored the importance of a well-coordinated media strategy to amplify these significant milestones and ensure widespread recognition.
The Strategy: Embargo Media Relations and Thought Leadership
MAG PR developed a comprehensive media strategy centered around an embargoed announcement, ensuring that key information was released to top journalists under strict confidentiality. This approach built anticipation and allowed for synchronized release across high-impact platforms, maximizing media coverage.
Following the embargo lift, our team engaged in follow-up pitching to secure thought leadership opportunities, keeping OncoveryCare’s voice prominent in industry discussions. This multi-phase strategy ensured sustained media exposure and established OncoveryCare as a thought leader in post-treatment cancer care.
Key Outcomes: Targeted, Impactful Media Coverage
Humble Brag: Our team knocked it out of the park. OncoveryCare secured extensive coverage including a perfect mix of top-tier, regional and industry outlets, enhancing their visibility and driving significant traffic to their newly rebranded website. Some top coverage highlights include:
Fortune
Crunchbase News
WSJ
StrictlyVC
Vator
FinSMES
Axios
Pulse 2.0
StartupHealth
Sourcery
Nashville Business Journal
Boston Business Journal / BostInno
HIT Consultant
Oncology News Central
MM+M
Modern Healthcare
OncoDaily Medical Journal
OncoDaily
This widespread media coverage significantly heightened OncoveryCare’s visibility, reinforcing their position as an innovator in cancer survivorship care. The thought leadership pieces further cemented their role as an emerging “category creator” in this crucial area of healthcare, fostering new opportunities for partnerships and industry collaborations.
Conclusion: Strategic Media Relations Fuel Ongoing Success
The collaboration between OncoveryCare and MAG PR underscores the power of strategic media relations in elevating a brand’s profile during critical growth phases. Through a well-executed embargo strategy and persistent follow-up efforts, we successfully amplified OncoveryCare’s funding news, partnership announcement, and rebrand, positioning them for continued success in the healthtech industry.
"I so enjoyed working with the team at MAG PR. They were extremely helpful both on the strategy side—helping me understand approach, target list, etc.—as well as on the execution side, especially when we were in the midst of the announcement going live. Their partnership really helped us to get some momentum going!" -Hil Moss, CEO & Co-Founder, OncoveryCare