Amino is a story-driven approach to oncology, led by a former creative director. Most of us have years of experience in bigger networks, but we've broken away to build something different. Why? Because the world of oncology isn't the same as it was.

Today, there are more oncology treatments than ever before. But the more treatments there are, the more difficult it is for any one of them to find the right patient.

In 1 year, the average US oncologist sees more than 100 cancer drugs advertised online. And that's not the only problem. It's also burnout. It's skepticism of "big pharma." It's patients being exposed to misinformation. It's low health literacy.

In this information-overloaded environment, doctors and patients will decide with their hearts, not their heads. Data is table stakes. Emotion is the difference-maker. And the best way to build emotion is by making a connection. Telling a story.

Starting a reaction.