Narrative strategy, thought leadership, and brand voice
Clarity in critical moments
Labcorp · Oncology · 2026
Narrative strategy · Messaging architecture · Integrated campaign
The opportunity
Labcorp’s oncology portfolio spans the cancer care continuum, with capabilities serving oncologists, pathologists, health systems, and biopharma partners. But communicating that breadth across audiences and offerings risked creating a fragmented story.
We needed a shared platform that could connect those capabilities while remaining flexible enough to speak to different audiences and moments in cancer care.
I developed clarity in critical moments as the unifying narrative: a platform designed to show how Labcorp can deliver meaningful insights when consequential decisions are being made.
My role
By developing the narrative platform and messaging architecture, I connected Labcorp’s oncology capabilities across audiences and stages of the cancer care journey.
I then led and coached a writer through adapting the architecture into audience-specific messaging and content, providing strategic and editorial direction to maintain a cohesive narrative while allowing the work to flex for different needs and contexts.
Narrative strategy · Messaging architecture · Editorial leadership · Audience strategy · Content direction
The approach
The platform was built around the idea that different audiences encounter various critical moments, but each needs clarity to make consequential decisions.
Rather than create one message for every audience, we built a messaging architecture around the shared idea of clarity, then adapted it to the priorities, questions, and decisions that mattered at different points in the cancer care journey.
This gave teams a common narrative foundation while creating room for audience-specific messaging across screening and risk assessment, diagnosis and prognosis, therapy selection, and monitoring and surveillance.
From platform to execution
The platform became a framework for content across channels and audiences. Each execution could respond to a specific need or point in the cancer care journey while reinforcing the larger idea: Labcorp brings clarity to the moments when better information can shape what happens next.
Digital execution of the Clarity in Critical Moments platform