Zwrotnik Raka

What Zwrotnik Raka does

Zwrotnik Raka is a Polish oncology information portal founded in 2012 by journalist Jarosław Gośliński, operating as a sole proprietorship registered in CEIDG (Polish Central Register of Business Activity) from Poznań, Poland. The platform operates zwrotnikraka.pl — the largest Polish-language online oncology knowledge base — providing expert-authored educational content covering cancer types, diagnostics, treatments, psycho-oncology support, prevention, and patient resources. The platform combines the main portal with an oncology dictionary (Onkopedia), a monthly newsletter with 11,000+ subscribers, and two specialized sub-brands for immuno-oncology (immuno-onkologia.pl) and CAR-T cell therapy education (car-t.pl). Underlying technology is a web-based content management system publishing structured oncology education content; no public API, mobile app, or AI components are disclosed.

The company serves cancer patients and their families as the primary audience, with secondary segments including healthcare professionals (oncologists, GPs, nurses) and the general public interested in prevention. Business model relies on voluntary reader donations (processed via bank transfer or BLIK at preset 20/40/100 PLN and custom amounts) and limited advertising from healthcare partners including Nestlé Health Science and PZU, plus disease-awareness partnerships with organizations such as the Polska Liga Walki z Rakiem and Polskie Towarzystwo Onkologiczne. All content is provided free of charge to users; headcount is 1-10, consistent with a founder-operated micro-publisher.

Distribution occurs exclusively through digital channels — the own web portal, Facebook, YouTube, and Instagram — with SEO-driven organic traffic as the primary discovery mechanism. The portal addresses the information gap faced by Polish cancer patients navigating short doctor visits and an under-funded oncology system, in a market context of approximately 193,000 new malignant cancer cases registered annually in Poland. Strategically, the editor's membership in the Polskie Towarzystwo Onkologiczne and, since 2025, the All.Can Polska Steering Group, positions the platform within formal oncology policy and professional society circles, beyond its role as a pure content publisher.

Name

Zwrotnik Raka

Legal name

zwrotnikraka.pl

Website

https://zwrotnikraka.pl

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Zwrotnik Raka operates Poland's largest online oncology knowledge base, founded in 2012 by journalist Jarosław Gośliński. The portal publishes free, expert-reviewed articles and resources on cancer types, diagnostics, treatments, and psycho-oncology for patients, families, and healthcare professionals.

Ownership category

akta.pro rank

Headquarters

HQ city

Poznan

HQ country

Poland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Donations and Support: The portal accepts voluntary donations from readers who find the content valuable. Donation options include preset amounts (20 PLN, 40 PLN, 100 PLN) and custom amounts, processed via bank transfer or BLIK payment.
2. Advertising: Limited advertising on the portal, including sponsored content from healthcare partners. The portal emphasizes they avoid intrusive advertisements and strive to maintain a reader-friendly experience.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Zwrotnik Raka operates Poland's largest online oncology knowledge base, providing free, expert-reviewed educational articles covering cancer types, symptoms, diagnostics, treatments, and psycho-oncology support for patients and families. The portal includes an oncology dictionary (Onkopedia), a monthly newsletter, and specialized sub-sites on immuno-oncology and CAR-T therapy, supported by donations and limited advertising.

Product overview

Zwrotnik Raka operates as a unified platform combining a main oncology portal (zwrotnikraka.pl) with specialized sub-branded educational services (immuno-onkologia.pl, car-t.pl). The ecosystem includes an oncology dictionary (Onkopedia), a weekly newsletter with over 11,000 subscribers, and thousands of educational articles covering cancer prevention, symptoms, diagnosis, and treatment. All content is free and publicly accessible, developed with medical experts and presented in accessible language for patients and families.

Differentiator

Problem solved

Functional benefit

Brands

• Onkopedia: Słownik onkologiczny portalu - zbiór terminów i informacji o chorobach nowotworowych.
• Newsletter onkologiczny
• Onkoserwis

Products and services

• zwrotnikraka.pl Main oncology portal serving as the largest Polish internet knowledge base about cancer, providing free educational articles, news, expert interviews, and patient stories covering cancer symptoms, diagnosis, and treatment for patients, families, and healthcare professionals.
• immuno-onkologia.pl Educational website dedicated to immuno-oncology topics, focusing on immunotherapy treatments for cancer, managed by the same editorial team as Zwrotnik Raka.
• car-t.pl Educational service dedicated to CAR-T cell therapy information, providing patient-focused content about this advanced cancer treatment approach.
• Newsletter onkologiczny Monthly oncology newsletter with 11,000+ subscribers providing curated cancer-related news, expert insights, and a free PDF guide covering life with and after cancer, in collaboration with Polska Liga Walki z Rakiem.
• Donation Support Program Voluntary reader donation program supporting the free portal with preset amounts (20 PLN, 40 PLN, 100 PLN) and custom donations processed via bank transfer or BLIK payment.

Quantifiable outcome

• 11,000+ newsletter subscribers receiving monthly oncology updates
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Polska Liga Walki z Rakiem (Polish Cancer Fight League)coreStrategic or Co-development PartnerCollaboration with invited experts and medical professionals from various specialties. Polska Liga Walki z Rakiem provides expert-reviewed content including the monthly Onkoserwis newsletter and educational publications like the 'O życiu z rakiem i po raku' practical guide for oncology patients.
• Nestlé Health ScienceminorGTM or Marketing PartnerSponsor/partner providing educational content on medical nutrition. Display advertising partnership on the portal featuring nutrition-related content and resources.
• PZUminorGTM or Marketing PartnerPartner in cancer awareness campaigns including 'Nie gadaj, tylko się zbadaj' (Don't talk, get tested) initiative. Display advertising and awareness campaign collaboration.
• Polskie Towarzystwo Onkologiczne (Polish Oncological Society)coreStrategic or Co-development PartnerProfessional society membership for the portal's editor-in-chief, Jarosław Gośliński. Alignment with professional oncology community standards and expert validation of content.
• All.Can PolskacoreStrategic or Co-development PartnerInternational initiative focusing on improving efficiency and stability of oncology care. The portal's editor is a member of the All.Can Polska Steering Group since 2025, contributing to policy discussions on cancer care improvement.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Alivia Foundation: Polish oncology patient foundation providing patient support, information, and fundraising for cancer care. Comparable as a domestic Polish organization providing cancer information and patient advocacy services to Polish patients.
• Cancer.net: ASCO's patient information website offering oncologist-approved cancer information across types, treatments, and side effects. Comparable as a professionally-endorsed oncology patient education resource with similar content categories.
• OncoLink: Penn Medicine's oncology education platform providing patient-facing cancer information, treatment explanations, and survivorship content. Directly comparable as a free, expert-reviewed oncology information portal for patients and families.
• ESMO (European Society for Medical Oncology): European professional oncology society providing patient information guides and oncology resources for both clinicians and patients. Comparable as a professional-society-backed oncology content resource across Europe.

Regional players

• Macmillan Cancer Support: UK-based cancer charity providing patient information, financial guidance, and support services. Comparable as a regionally focused cancer information and patient support organization with expert-validated content, though operating in a different geography.
• Cancer Research UK: UK cancer charity providing patient-facing cancer information, screening guidance, and treatment overviews. Comparable as a regionally focused cancer information portal with expert-reviewed content for patients and the public.
• Fundacja Onkologiczna Nadzieja: Polish cancer patient foundation offering patient support resources and information. Comparable as a regionally focused Polish oncology information and patient advocacy organization serving similar audiences.

Broad incumbents

• Healthline: Large digital health publisher offering expert-reviewed medical content including oncology. Comparable as an SEO-driven health content portal monetized through advertising and brand partnerships.
• American Cancer Society: Largest US cancer advocacy organization providing comprehensive patient information, support resources, and awareness campaigns. Comparable as a trusted, mission-driven cancer information and patient support provider, though with much broader scope and institutional scale.
• WebMD: Major US-based general health information portal covering oncology among many other conditions. Comparable as a content-driven health information site monetized via advertising and partnerships, though much broader in therapeutic scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/portalonkologicznyZWROTNIKRAKA
• Facebookfacebook.com/zwrotnikRAKApl
• Instagraminstagram.com/zwrotnikraka.pl
• Xx.com/ZwrotnikrakaPL
• LinkedInlinkedin.com/company/portal-onkologiczny-zwrotnikraka-pl

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Zwrotnik Raka