What Highlands Oncology does

Highlands Oncology Group is a private, physician-founded community oncology practice established in 1996 and headquartered in Springdale, Arkansas. The organization operates six clinical locations across Northwest Arkansas (Springdale; two in Rogers; two in Fayetteville; Mountain Home) and employs 501–1,000 staff including more than 30 physicians and advanced practice providers plus a 50-plus-person dedicated clinical trials research organization. It delivers comprehensive cancer care spanning medical, radiation, and surgical oncology, supported by integrated ancillary services including ACR-accredited diagnostic imaging (PET/CT/MRI), a CLIA-certified laboratory, an in-house specialty pharmacy at every clinic site, outpatient infusion centers, rehabilitation and massage therapy, registered dietitians, genetic counseling (the C.A.R.E. Clinic), supportive/palliative care, the Center for Chest Care, and a Wound, Ostomy & Continence Clinic.

The practice monetizes through three streams: standard medical services billing to Medicare (with accepted assignment) and a broad set of commercial PPO networks; pharmaceutical-sponsored clinical research with partners including Pfizer, BMS, and AstraZeneca, encompassing 140+ active oncology and hematology studies and operating as the only community-based Phase I oncology clinical trial center in Arkansas; and retail/specialty pharmacy dispensing. Go-to-market is physician-referral-led within the regional catchment, supplemented by direct patient intake (financial counseling and patient navigation), the Flatiron Health-powered CareSpace patient portal, and active participation in national forums such as the Community Oncology Alliance. Marketing channels include the company website, social media (Facebook, Instagram, LinkedIn, Google), earned-media press, and partnerships with community organizations such as Hope Cancer Resources and Collahealth.

Highlands has differentiated itself operationally by deploying third-party AI at scale across the patient journey: Canopy's AI phone operator "Kathy" handles approximately 20% of incoming calls; Reimagine Care's "Remi" AI care assistant supports remote patient monitoring; an ePRO and intelligent triage remote monitoring program was co-developed with Canopy; ambient scribes and automated fax processing reduce administrative load. In October 2025 the practice received the Association of Community Cancer Centers (ACCC) Innovator Award for that remote monitoring model. As of mid-2026, the organization is executing a CEO leadership transition, has opened a $4 million expanded clinical trials suite, and has broken ground on a seventh location (Rogers Cancer Center) while participating as a member of ONCare Alliance.

Name

Highlands Oncology

Legal name

Highlands Oncology Group

Website

https://highlandsoncology.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Highlands Oncology Group is a physician-founded, community-based oncology practice operating six cancer centers across Northwest Arkansas, delivering medical, radiation, and surgical oncology plus diagnostic imaging, specialty pharmacy, lab, and clinical trial services to regional cancer patients.

Ownership category

akta.pro rank

Product category

Oncology Care Services

NAICS

Offices of Physicians (62111), Other Outpatient Care Centers (62149)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Ambulatory Oncology Centers (Outpatient Chemo/Radiation) (HLAFABAI)

akta.pro secondary industries

Oncology & Cancer Specialty Hospitals (HLAFAHAC), Medical Oncology (HLAKAFAB), Surgical Oncology (HLAKAFAG)

Keywords

• Oncology care services
• Cancer treatment center
• Radiation therapy
• Chemotherapy infusion
• Clinical trials research

Headquarters

HQ city

Fayetteville

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Medical Services Billing: Healthcare services revenue generated through billing insurance companies, Medicare, and patients directly. Accepts Medicare Assignment, all major health insurance plans, and PPO networks. Co-payments are due at time of service for PPO plans.
2. Clinical Trials Research: Revenue from pharmaceutical company partnerships for conducting clinical trials. Highlands serves as the only community-based Phase I oncology clinical trial center in Arkansas, conducting numerous studies in oncology and hematology with over 140 active clinical trials.
3. On-site Pharmacy Services: In-house pharmacy providing both IV medications during clinic visits and retail/specialty prescriptions. Pharmacists work directly with healthcare providers to ensure safe, timely, and effective treatment. Can fill prescriptions for patients' whole families.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Highlands Oncology is a community-based cancer care center providing comprehensive oncology services including medical oncology, radiation oncology, surgical oncology, diagnostic imaging, in-house pharmacy, infusion therapy, and supportive care across six clinic locations in Northwest Arkansas. The practice also operates the only community-based Phase I oncology clinical trial center in Arkansas, conducting over 140 active clinical trials in oncology and hematology.

Product overview

Highlands Oncology is a community oncology healthcare provider offering comprehensive cancer care services across Northwest Arkansas. The organization operates as a multi-specialty practice with six clinic locations providing Medical Oncology, Radiation Oncology, and Surgical Oncology as core services. The portfolio includes advanced treatment modalities such as IV Therapy, Immunotherapy, Targeted Therapy, Bispecific Therapy, and Theranostics/Radio-pharmaceuticals. Diagnostic capabilities encompass advanced imaging (PET, CT, MRI, Ultrasound, X-ray), CLIA-certified laboratory services, and a Specialty PET imaging program. The research division operates the only community-based Phase I clinical trial center in Arkansas. Support services include an on-site pharmacy, outpatient infusion centers, rehabilitation therapy, registered dietitians, genetic counseling (C.A.R.E. Clinic), supportive/palliative care, free lung cancer screening, and wound/ostomy care. Digital health offerings include the CareSpace patient portal and a remote monitoring program developed with Canopy. Highlands also provides emotional support services including Buddy Program, caregiver support groups, spiritual care, and cancer support groups.

Differentiator

Problem solved

Functional benefit

Brands

• ONCare Alliance: Strategic alliance that Highlands Oncology is part of, which seeks to empower independent practices, enhance community care, and foster innovation through a proprietary data engine and network of oncological practices.

Products and services

• Medical Oncology Diagnosis and treatment of cancers using chemotherapy, immunotherapy, targeted therapy, and hormone therapy. Medical oncologists act as primary care doctors and strategists for cancer treatment.
• Radiation Oncology

Quantifiable outcome

• 70% reduction in emergency department visits with AI care assistant (Reimagine Care Remi)
• +4 more outcomes

Named customers1 record

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability5 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, major and minor.

• CanopycoreTechnology or Integration · 1 January 2025Canopy provides AI-powered healthcare automation including Kathy, an AI phone operator that handles nearly 20% of incoming calls at Highlands Oncology, automating appointment scheduling and patient inquiries. Highlands also collaborated with Canopy to develop a tracking and symptom acuity system for remote patient monitoring.
• Reimagine CarecoreTechnology or Integration · 1 January 2025Reimagine Care provides AI care assistant Remi, which reported 70% reduction in emergency department visits and 90% patient satisfaction across partner community practices including Highlands Oncology.
• Community Oncology Alliance (COA)majorGTM or Marketing Partner · 1 January 2025Highlands presented at the 2025 COA Community Oncology Conference on AI implementations, showcasing operational AI deployments for staffing and care delivery. COA provides platform for knowledge sharing and industry leadership.
• Other Community Oncology PracticesminorStrategic or Co-development Partner · 1 January 2025Practices including Tennessee Oncology, Pontchartrain Cancer Center, and Florida Cancer Specialists & Research Institute presented together at COA conference on AI implementations, sharing learnings and best practices for ambient scribes and automated fax processing.
• ONCare AlliancecoreStrategic or Co-development PartnerStrategic alliance to empower independent practices, enhance community care, and foster innovation through a proprietary data engine and network of exceptional oncological practices. Redefines excellence in cancer care with agility, independence, and comprehensive support for clinical trials, advocacy, education, and training.
• CollahealthminorStrategic or Co-development PartnerPartnership providing personalized mental health support for patients' health journey. Collahealth works with physicians and is covered by insurance and Medicare, offering initial consultation, 1:1 specialist support, and weekly therapeutic sessions via telehealth or telephone.
• Hope Cancer ResourcesminorStrategic or Co-development PartnerHope Cancer Resources provides emotional and financial support services. Licensed oncology social workers available Monday-Friday to ensure emotional and financial needs are being met for patients.

Scale indicators9 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• OneOncology: PE-backed national partnership of independent community oncology practices providing practice management, technology, and clinical research support at scale. Comparable business model and target market to Highlands, with significantly greater capital resources and geographic reach.
• US Oncology Network (McKesson): The largest network of community-based oncology practices in the US, owned by McKesson, offering centralized services, clinical trials, and technology to affiliated practices. Represents both a competitor and a potential affiliation path for independent community oncology practices like Highlands.
• Sarah Cannon Research Institute: HCA-affiliated clinical research network focused on oncology Phase I-III trials across community and academic sites. Direct overlap with Highlands' Phase I trial program and pharmaceutical partnerships, though at much larger network scale through HCA.
• City of Hope: National cancer research and treatment system operating specialty oncology hospitals, outpatient centers, and clinical trials programs after acquiring Cancer Treatment Centers of America. Comparable comprehensive oncology menu but operates at significantly larger scale and includes inpatient specialty hospital settings Highlands does not.

Regional players

• Washington Regional Medical System: Northwest Arkansas-based health system with oncology services and hospital-based infusion, directly competing with Highlands for patients in the Fayetteville and surrounding markets. Closest regional hospital competitor in Highlands' core footprint.
• Baptist Health (Arkansas): Large hospital system operating across Arkansas including Northwest Arkansas with employed oncology programs and infusion services. Represents a regional competitor for patient referrals and physician employment in Highlands' core geography.

Direct peers

• Pontchartrain Cancer Center: Community oncology practice in Louisiana offering chemotherapy, radiation, and clinical trial services in a regional setting. Co-presented with Highlands at the 2025 COA conference, indicating similar operational maturity and adoption of ambient scribes and automated fax AI workflows.
• Tennessee Oncology: Multi-site community oncology practice serving Tennessee with comprehensive medical, radiation, and hematology services and an active clinical trials program. Co-presented with Highlands at the 2025 Community Oncology Alliance conference on AI implementations, making it one of the most directly comparable community oncology peers.
• Florida Cancer Specialists & Research Institute: Large physician-owned community oncology practice with hundreds of providers across Florida offering medical oncology, hematology, radiation oncology, imaging, and clinical trials. Co-presented with Highlands at the 2025 COA conference on AI deployments, sharing similar GTM and operational scale.

Emerging players

• American Oncology Network: Fast-growing network of community oncology practices offering medical oncology, hematology, and pharmacy services with centralized back-office and clinical research support. Comparable target patient base and multi-site community oncology model, though typically smaller and earlier stage than Highlands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Highlandsoncology
• LinkedInlinkedin.com/company/highlands-oncology-ctr
• Instagraminstagram.com/nwahogonc
• Xx.com/HOGONC

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Highlands Oncology