Even before the COVID-19 pandemic, Ron Matteotti (PEMBA, ’20), a globally known surgical oncologist, recognized that structural issues in the U.S. healthcare system affected the quality of care patients receive.
Understanding that addressing systemic inefficiencies requires more than clinical expertise, Matteotti and his wife, Sandra Dayaratna (PEMBA, ’20), completed the Physician Executive MBA (PEMBA) program at the University of Tennessee, Knoxville, Haslam College of Business as part of their healthcare leadership professional development.
Creating a Trustworthy Healthcare Service for Cancer Patients
Matteotti notes that rather than focusing solely on theory, Haslam’s PEMBA program equips leaders in high-stakes healthcare environments with practical business skills such as finance, accounting, strategic operations and vision-setting, capabilities that are fundamental to healthcare leadership.
Inspired by a deeply personal healthcare experience within his own family that exposed gaps in access, coordination and trustworthy oncology guidance, Matteotti drew on his PEMBA training to create Trusted Telehealth, a physician-led online oncology platform providing independent second opinions and structured treatment guidance for patients facing a new or recurrent cancer diagnosis.
Matteotti says Haslam not only helped him think differently about healthcare but also changed how he approached complex medical problems. That training informed how he connected strategy, ethics and operational discipline into a single, executable vision when building Trusted Telehealth.
The company provides independent second opinions from highly qualified, board-certified U.S. oncologists and structured guidance to support patients during critical decision-making phases of their treatment journey.
Operating in one of the most regulated sectors of healthcare, Trusted Telehealth integrates board-certified oncology expertise, secure digital infrastructure and disciplined operational execution to ensure defensible, high-quality oncology guidance delivered directly to patients in their homes.
Matteotti emphasizes that the platform’s goal is not to replace local physicians but to help patients better understand their diagnosis, treatment options and clinical trial opportunities during one of the most complex periods of their lives. By connecting patients with experienced U.S. board-certified oncology specialists who independently review medical records and treatment plans, Trusted Telehealth is designed to bring clarity, expertise and trusted guidance to critical cancer care decisions.
Finding Help Through College Connections
When Matteotti sought to expand Trusted Telehealth’s marketing efforts, he knew he could count on his PEMBA network for assistance.
“Haslam’s PEMBA program offers excellent alumni support,” Matteotti says. “They told us, ‘Whenever you need us, we’re going to be here for you.’ And they really live up to that.”
Amy Cathey, associate dean for Graduate and Executive Education, was pleased to offer support options to Matteotti, recognizing the potential impact his work could have for oncology patients.
“Our alumni and their work are important to us, and Ron’s commitment to improving healthcare is notable,” Cathey says. “It was easy to see that Trusted Telehealth could be a valuable resource for people facing cancer diagnoses.”
“Amy immediately connected me with Christine White, and that decision changed everything,” Matteotti adds.
White, assistant professor of practice and director of partnerships and growth initiatives in Haslam’s Department of Marketing, quickly determined how to assist Matteotti with his venture’s marketing, recognizing it as an exceptional experiential learning opportunity for Haslam’s Master of Science in Marketing program.
In fall 2025, developing an actionable marketing strategy for Trusted Telehealth became a semester-long project for students in the master’s program’s digital marketing campaign course.
“Rather than working through a textbook case, the Trusted Telehealth project challenged students to apply their skills in a real business environment, where the outcomes carried genuine weight,” White explains. “Students moved beyond discussing strategy to actively generate a robust marketing plan and understand the tangible impact of their work. I was deeply impressed by the level of commitment they demonstrated throughout the semester and by how much they developed as strategic digital marketers because of this partnership.”
Real-World Experience in the Classroom
Matteotti appreciated the students’ focus, discipline and dedication to the project.
“The experience felt less like a class and more like a professional consulting engagement for us,” he says. “Under Christine’s leadership, the students approached Trusted Telehealth with real rigor. They started with discovery, market positioning, audience definition and competitive analysis within the constraints of healthcare regulations.”
According to marketing master’s student Leigh Anderson, the collaborative project required students to both fully understand company values and learn the details of healthcare marketing.
“Working with Trusted Telehealth allowed us to tackle the real-world complexities of healthcare marketing head-on,” she explains. “This experience not only taught us the importance of strategic pivoting, but also how to turn challenges into actionable deliverables that align with the brand’s core value: trust. It was a great experience to learn the intricacies of the healthcare industry within a startup environment.”
Because Trusted Telehealth is a startup operating in a highly regulated industry, the marketing students had to build a clear content structure and social media voice rooted in clinical credibility and patient trust while navigating the regulatory complexity that makes healthcare marketing particularly challenging. Matteotti was impressed that the students did not shy away from these challenges.
“That level of sophistication reflects both their talent and Haslam’s insistence on professional standards,” he says.
Delivering a Fully Actionable Strategy
The students’ work helped Trusted Telehealth clarify its positioning as a physician-led, regulation-aware oncology platform, a distinction that matters to patients, employers and payers alike. Matteotti notes the students even challenged his vision as a founder, asking the same questions healthcare system leaders and potential investors might pose.
“I have learned that good marketing sharpens focus, and this project really sharpened our focus,” Matteotti says. “The work has already held up under stress-testing by investors, health system partners and payer discussions.”
Ultimately, the class’s deliverables exceeded expectations, presenting Trusted Telehealth with actionable strategies that could be implemented immediately.
“The SEO framework, content pillars and channel prioritization we employ today are direct descendants of that work,” he says. “The collaboration was not simply a classroom exercise but a meaningful industry-business school partnership.”
White agrees.
“It’s a powerful exchange every time we partner with a business, but with Trusted Telehealth especially, the work holds a different gravity,” she says. “Supporting second-opinion cancer care means the impact extends far beyond the classroom, as it can shape treatment decisions, health outcomes and lives. It was both an honor and a privilege to collaborate with Ron Matteotti, and I’m grateful for our partnership with Trusted Telehealth.”
Main image: Photo of students from Haslam marketing class 541, with Ron Matteotti in the back center and Christine White to the right and front of him
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CONTACT:
Scott McNutt, senior business writer/publicist, rmcnutt4@utk.edu
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