NeoTherma Oncology is a medical startup that is changing the way health care providers approach cancer treatment. When we were approached by NeoTherma, we began our discussions with them by thoroughly researching their product and vision through extensive questionnaires given to executivesand medical researchers. In addition to a SWAT analysis, we utilized the McAdams Group Brand Matrix that focuses on four main aspects of branding to help us produce exceptional results that are proving to be essential parts of their funding and growth strategy.