SC

Strategy Canon

Flatiron Health: sourced choices

34 product and go-to-market choices, oldest first. Back to the case study

  1. 2012Go_To_Market · Listening tour Before settling on a product, the founders spent about two years interviewing clinicians and researchers, many met through Google Ventures introductions. FH1
  2. 2012Go_To_Market · First customers Flatiron sold first to academic centers: Penn after more than a year of process, and Yale through physician-in-chief Tom Lynch. FH1
  3. 2013Go_To_Market · Early pharma pitch Pitched to Genentech, Flatiron heard that its technology was "awesome" but covered too few patients. FH1
  4. 2013-01Product · First product Flatiron built OncologyCloud, analytics that sat on top of cancer centers' existing EHR, billing and practice-management systems, in private beta at five East Coast hospital systems. FH51
  5. 2013-01Product · Early features Early OncologyCloud features were guideline-adherence monitoring, benchmarking, tumor-registry automation and real-time trial matching. FH51
  6. 2014Go_To_Market · Community centers Flatiron moved toward community and non-university cancer centers, reaching about 20 by 2014. FH1
  7. 2014Go_To_Market · Chief medical officer Flatiron hired Amy Abernethy, who ran Duke's real-world evidence program, as chief medical officer. FH5
  8. 2014Go_To_Market · First large pharma customer Flatiron began a collaboration with Pfizer. FH20
  9. 2014-05Product · EHR acquisition Flatiron acquired Altos Solutions and its web-based OncoEMR, used by about 1,300 clinicians treating about 550,000 patients a year. FH2
  10. 2014-05Product · Product boundary Flatiron kept OncoEMR and OncologyCloud as separate products and connected them. FH3
  11. 2014-05Product · Benchmarking plan Flatiron planned benchmarking for providers from de-identified data of other centers on the platform. FH3
  12. 2014-05Product · Life-science tools Flatiron described a life-science tool for patient-to-trial matching and automated research data collection. FH3
  13. 2014-05Go_To_Market · Series B Flatiron raised a $130 million Series B led by GV and used about $100 million of it for the Altos purchase. FH2
  14. 2016-01Product · Practice software reinvestment Flatiron funded next-generation OncoEMR, OncoBilling, the SeeYourChart portal and value-based-care tools. FH6
  15. 2016-01Go_To_Market · Roche investment Roche led a $175 million Series C alongside a multi-year non-exclusive agreement to buy Flatiron's life-science products. FH6
  16. 2016-05Go_To_Market · FDA collaboration Flatiron signed a research collaboration with FDA's drug center on immunotherapy in advanced lung cancer. FH42
  17. 2017-06Product · OCM tooling Flatiron offered tools inside OncoEMR for the Medicare Oncology Care Model, including quality dashboards and automated registry reporting. FH37
  18. 2017-06Go_To_Market · OCM practices Flatiron became technology partner to about a third of Oncology Care Model practices, including Florida Cancer Specialists and Tennessee Oncology. FH37
  19. 2018-02-15Go_To_Market · Sale structure Flatiron was sold to Roche as a separate legal entity with segregated patient data, its own sales and marketing and a stated mandate to serve all partners. FH4
  20. 2018-05Go_To_Market · Post-sale pharma deal Flatiron signed a three-year collaboration with Bristol-Myers Squibb weeks after the Roche deal. FH31
  21. 2018-09Product · Machine-learning triage Machine learning flagged charts (for example metastatic patients) for abstraction, with an abstractor confirming each result. FH34
  22. 2018-11Product · Human abstraction Flatiron paid about 1,000 contractors to read clinicians' notes and turn them into research data. FH1
  23. 2018-11Product · Validation method Flatiron researchers replicated the control arms of existing clinical trials with its data more than a dozen times. FH1
  24. 2019-04Go_To_Market · Regulatory use Pfizer used Flatiron's breast-cancer database, among other data, in the application that extended Ibrance to men. FH12
  25. 2019-11Go_To_Market · Shared endpoints Flatiron joined a Friends of Cancer Research pilot with rival data companies on shared endpoint definitions. FH22
  26. 2022-07Product · Decision support Flatiron Assist clinical-decision support ran inside OncoEMR and also integrated with Epic. FH19
  27. 2022-07Product · International data Flatiron built EHR-derived datasets outside the US through subsidiaries in Japan, Germany and the UK. FH19
  28. 2022-07Go_To_Market · International expansion Flatiron opened subsidiaries in Japan, Germany and the UK. FH19
  29. 2023-05Product · Services Flatiron expanded from datasets into analytic, scientific and consulting services. FH52
  30. 2023-09Go_To_Market · FDA renewal Flatiron renewed its FDA collaboration for five years. FH13
  31. 2024Product · Audit trail Every abstracted data point is traceable through an audit trail to its source document in the EHR. FH14
  32. 2025-02Product · LLM extraction Flatiron moved to LLM and NLP extraction validated against a decade of human-abstracted data. FH32
  33. 2025-12Product · Divestiture Flatiron sold its clinical research business to Paradigm Health and kept OncoEMR. FH27
  34. 2025-12Go_To_Market · Paradigm partnership The research network went to Paradigm with a multi-year partnership. FH27