How do you turn an announcement at a scientific meeting into national news?

The National Comprehensive Cancer Network (, the nonprofit alliance of 26 cancer centers whose clinical practice guidelines set the standard of care in the United States and abroad, engaged SteegeThomson to help it introduce a new idea into the national conversation around the value of cancer care. We enlisted San Francisco Chronicle Reporter Victoria Colliver to serve as moderator, and helped organize a press conference panel and webinar entitled, “The NCCN Guidelines with Evidence Blocks: A View of the Patient-Empowered Cancer Conversation.”

Held just before NCCN’s conference on hematologic malignancies in San Francisco, the panel featured oncologists and cancer survivors on the challenges patients face when making treatment decisions, and how oncologists can apply the five key measures displayed in the new NCCN Evidence Blocks.

More than 35 reporters attended in person or via webinar, and stories were published in more than 100 outlets including Bloomberg News, Reuters, The Cancer Letter, The Pink Sheet, The Philadelphia Inquirer, the Houston Chronicle, Southern California Public Radio (KPCC-FM), The St. Louis Post-Dispatch, BioCentury, OncLive, Pharmacy Choice, American Journal of Managed Care, Becker’s Hospital Review, and the New England Journal of Medicine online.