1104Health · PitchKitchen Case Study

01The old story

The story only talked to doctors.

1104Health had a real mission ... connect community oncologists, research physicians, and patients so more cancer patients reach clinical trials. Their own stat names the stakes: only 6% of U.S. cancer patients participate in clinical trials, versus 50% in the U.K. And the website told that whole story to a single audience: doctors.

The old frame was "From Fragmented Care to Collaborative Solutions" ... a dense barrier list written for physicians. Pharma and payers, the two groups that actually fund the thing, sat outside the narrative entirely. On our call, the founder agreed:

“"The whole pharma angle is missing ... and then payers."”

02The move

We wrote the missing audiences into the story.

First we rebuilt the core messaging. Then we expanded the framework from a one-audience story into a three-audience story ... physicians, pharma, and payers, each a real character with a real problem. For pharma, the new lines got sharp:

The category we namedShared Care Network

The battle cryYou Don't Need Another Advisory Board

The spineStop Guessing What Oncologists Think

You Don't Need Another Advisory Board

85% of patients begin care in community settings, yet pharma relies on the voices of those treating 15%.

We updated their AI Brand Twin to match, then stayed on for three months as fractional CMO to run the play. Same mission. A story every funder can finally see themselves in.

The rewrite

The positioning, before and after.

old positioningBefore

The old game

A story for doctors only

Learn more

new positioningAfter

Shared Care Network

You Don't Need Another Advisory Board

Stop Guessing What Oncologists Think

See the work

A wireframe of the shift ... the old game on the left, the new game we built on the right. Real lines from the work.

The transformation

One audience, then three.

1104Health's site before: a dense, physician-only story

1104health.com today: the Shared Care network story for physicians, pharma, and payers

The “before” is from our intake deck ... the physician-only story. The “after” is 1104health.com today: the copy relaunched in March, and Rose credits it with the traction. The site keeps evolving in their hands. Hover to scroll it.

Live at 1104health.com

The content, up close.

The hero, live. The oncology collaboration network, empowering oncologists to do more with every minute.

Three doors, three audiences ... and the mission in one breath: no patient falls through the cracks.

The old way vs the Shared Care Collective, side by side. One glance and you know which game they're changing.

04What happened

Two words from the founder: "It's working."

“

It's working. As soon as we updated the website copy ... we started getting so much traction. Our revenue is going up ... largely because of your help.

Rose Wang · Founder & CEO, 1104Health · recorded call after the relaunch

Greg is super creative and a great help to our marketing efforts.

Rose Wang · written to a prospect, October 2025

We have now helped 60 patients ... 40 of the 60 patients are physician-led referrals ... once we get them to roundtable, our conversion rate is 75%.

Rose Wang · her numbers, on the same recorded call

Then she signed two more engagements ... a framework expansion and three months of fractional CMO ... and volunteered as a reference.

The client's verdict · repeat business + reference

The patient and conversion numbers are Rose's, on her business. She reported them on a recorded call and credited them to the new website copy herself. They're her traction, and we didn't measure the lift. No baseline on file, no revenue figure yet ... "revenue is going up" is her sentence, without a number. What we can stand on: she signed two follow-on engagements and volunteered as a reference. This page publishes only with Rose's sign-off, the patient numbers especially ... it'll earn its stat, not borrow one.