About Us

A Crusade for Better Care.

We are on a mission to improve the lives of cancer patients and those that care for them. We are cancer survivors, we are family and friends of cancer patients and survivors. We care about our customers and we are passionate about our purpose.

We started with a simple idea.

Navigating Cancer was founded in 2008 as the result of two healthcare and technology veterans coming together to fill a critical gap in oncology care: a better patient experience.

Driven by a shared passion to leverage technology in the healthcare space, the co-founders set out to create the first patient-centered platform for oncology.

Today, our Navigating Care platform supports over one million patients and thousands of cancer care providers nationwide to lower costs, improve patient satisfaction and drive better outcomes.

2005 Research commences to develop Patient Relationship Management software for cancer care
2008 Navigating Cancer founded with a passion to connect cancer patients to their care
2009 Navigating Cancer launches new website to support personalized care between patients and providers
2010 Navigating Cancer tops one million patient users and more than 1000 clinicians
2014 Navigating Cancer expands PRM platform to support value-based care and care management
2015 Navigating Cancer partners with leading customers to advance triage pathways
2016 Navigating Cancer releases Care Management solution, support for OCM participants

Leadership Team

Gena Cook

Gena Cook Co-Founder and CEO

Gena has over 19 years of healthcare experience with 17 years directly in the cancer field. Prior to Navigating Cancer, she was VP, Sales and Marketing for McKesson Specialty Care Solutions. Previously, Gena was VP, Sales and Marketing for Oncology Therapeutics Network (OTN), At OTN and McKesson, Gena was responsible for the $3.5B physician services organization that provided technology, distribution, group purchasing and financial services into oncology and rheumatology physician offices. She has also held a variety of leadership positions with Bristol-Myers Squibb in her 12-year tenure. Gena received her B.A. in Business Administration from the University of Washington.

Gena serves on the National Comprehensive Cancer Centers (NCCN) Foundation Board and the ONS Edge Board. She is also a member of the Washington Cares about Cancer Survivorship Taskforce and the National Coalition of Oncology Nurse Navigators (NCONN) Survivorship Taskforce.

Gena Cook

Michael Graff Co-Founder and Chief Product Officer

Michael has managed many software-development projects and teams over his 20-year career in technology. Prior to Navigating Cancer, Michael was an executive with Ancestry.com, serving as Senior VP and General Manager responsible for consumer & family site strategy, design and development. Previously, Michael spent 14 years at Microsoft as a General Manger, Product Unit Manager and Group Product Manager for products such as Microsoft Access, PowerPoint, Office, MapPoint, Streets & Trips, and Windows Mobile. At Microsoft, Michael launched multiple version 1.0 products and led businesses targeting consumers, enterprises, and software developers. Michael earned his Bachelor of Science in Management Information Systems from the University of Idaho.

Gena Cook

Suzanne Greenwood VP of Bio-Pharmaceutical Services

Suzanne has over 25 years of experience and leadership expertise in a variety of roles within the pharmaceutical industry. Throughout her career, Suzanne has demonstrated excellence in commercial program management, strategic planning and executive selling to the C-Suite within the pharmaceutical and pharmaceutical services industries. In addition to her business acumen, Suzanne is also a Registered Nurse with therapeutic expertise in oncology, as well as several other therapeutic categories. Most recently, Suzanne was Global VP, Strategic Accounts for InVentiv Health. Previously, she was VP of Sales for McKesson Specialty Solutions and Oncology Therapeutics Network. She also spent 18 years with Bristol-Myers Squibb in a variety of sales and medical management roles across their oncology, immunology, rheumatology and neuroscience divisions.


Linda Smith VP of Provider Sales

Linda Smith has 20 years of leadership experience in capital equipment and informatics for healthcare companies. She led Neuroscience sales and marketing in the U.S. for Elekta, Inc., the manufacturer of the Leksell Gamma Knife and Linear Accelerators. Linda also has operations experience with Elekta where she managed the order fulfillment team and entire product portfolio backlog of $500M USD. Most recently, Linda served as Vice President of Commercial Transformation, where she led the global sales team on the adoption of Salesforce.com. Earlier in her career she gained extensive health care informatics experience with IMPAC Medical Systems, Inc. Linda holds a M. A. with Honors from Saint Joseph College, West Hartford, CT, and a Bachelor’s degree with Honors from the University of Rhode Island.


Clark Avery VP of Partner Solutions

Prior to joining Navigating Cancer, Clark Avery was the co-founder and CEO of Aesyntix Health, a leading dermatology revenue cycle management company. He led Aesyntix for six years from founding through growth culminating with its acquisition by Modernizing Medicine in late 2014. Previously, Clark spent seven years at Oncology Therapeutic Network (OTN), where he founded and served as General Manager of Onmark, OTN’s group purchasing organization (GPO) which became the second largest GPO in community oncology. Prior to OTN, Clark held various roles in business development for a healthcare supply chain technology firm and was a strategy consultant for The Wilkerson Group, a division of IBM Healthcare. He also has functional experience in specialty pharmaceutical sales and sales management. Clark holds a B.S. in Marketing from the California State University at Long Beach and an M.B.A. in Finance and Operations from the Yale School of Management.

Board of Directors

John AmoslinkedIn

ORIX Healthcare Capital  

Bruce CarterlinkedIn

Board Director
Navigating Cancer  

Gena CooklinkedIn

Co-Founder & CEO
Navigating Cancer  

Dr. Evan MelroselinkedIn

Founding Managing Director
Spindletop Capital  

David RubinlinkedIn

Managing Director
MERCK, Global Health Innovation  

David TraverslinkedIn

Rustic Canyon Partners  

Tom UntermanlinkedIn

Managing Director
Rustic Canyon Partners