Gated interview: ask one question at a time, record the answer, then pick the next highest-value gap. Skip any question the sources already answer. Stop when the first downstream use is unblocked; log the rest to open-questions.
Method note
Nine client sources were ingested before any question was asked, including a full marketing plan, a 119-page BD deck, a formal claims register and a storytelling deck. Eight of the twelve questions were answered by the sources. Only four gaps genuinely changed what got written, and those were the four asked.
Answers
2026-08-13 · John Ryan (PreHealth)
Mid-run source drop
2026-08-13: operator supplied [Ext] Natera Content to Share with PreHealth-20260813T145319Z-1-001.zip, the folder referenced by name in SRC-005. Added five sources including the claims register (SRC-004), the storytelling deck (SRC-008), the overview deck (SRC-006) and native .pptx versions of the BD deck (SRC-007). This materially changed the claims and…
Not asked
Deferred to open-questions.md rather than chased: pricing posture, real buyer objections, brand-guideline document, logo package, banner size matrix, KOL video transcripts, and confirmation of the seven conflicting figures.
Natera's biopharma group is measured on TCV (total contract value) and recurring revenue, not one-off test sales. Marketing success is explicitly defined as "amplification of TCV." source-backed (SRC-001 p.4)
Product-specific recurrent revenue is a long-term success metric. source-backed (SRC-001 p.4)
Multi-year deals and "# of accounts adopting >1 product outside of MRD" are tracked. source-backed (SRC-001 p.4)
Enterprise partnerships are a named deal archetype, Incyte and J&J cited as the model. source-backed (SRC-001 pp.17, 23)
Data engagement models are tiered: Data Licensing (direct access) → Data Workspace (self-serve) → Data Reports (focused answers) → Expert Analytics (strategic partnership). source-backed (SRC-002 p.97)
Paid media by flight: $83,250 · $351,750 · $332,000 · $94,000; remaining flights TBD. source-backed (SRC-001 p.24)
Attribution
Building toward a Salesforce attribution model by Q4 2026, chaining New Leads → Existing Contacts → Meetings → Opportunities / TCV / Revenue, with Biz Ops and Corp Marketing. source-backed (SRC-001 p.8)
> Label every claim: source-backed (cite file) · operator-provided (person + date) · inferred (from what) · unknown. Metrics, outcomes, HIPAA/compliance, ROI = blocked until sourced.
What the engagement actually is
PreHealth is engaged by Natera's Oncology Biopharma group: not the clinical/patient-facing side of Natera. source-backed (SRC-001 title, "2026 Biopharma Marketing Strategic & Tactical Plan"; SRC-005 scope is BD enablement, biopharma banner ads, TOMR web)
One-paragraph description
Natera Oncology Biopharma sells precision-oncology diagnostics and data services to pharmaceutical and biotech companies developing cancer therapies. Its core asset is Signatera™, a tumor-informed circulating-tumor-DNA (ctDNA) test for molecular residual disease (MRD): the ability to detect that cancer is still present, or returning, before it is visible…
Category and positioning
Category: precision oncology diagnostics / biomarker partner to biopharma. source-backed (SRC-002 p.13, "the definitive partner for MRD-guided development")
Category the client is trying to create: Treatment on MRD (TOMR), treating at molecular relapse, ahead of radiographic relapse, as a new line of therapy. Explicitly framed as category creation, not product marketing.…
Stated strategic problem: awareness "stalls at MRD." The lower funnel converts well; the top of funnel does not carry Natera beyond being the MRD test company. source-backed (SRC-001 p.22)
Mission / belief statements (verbatim, approved)
> "At Natera, we believe innovative and accurate diagnostics lead to life-changing care. Guided by science and a shared commitment to patients, we serve as a trusted partner to biopharma across every stage of drug development to restore and preserve life for cancer patients worldwide."
Stage and scale
Publicly traded, commercial-stage, operating a CLIA lab plus RUO services for biopharma. inferred (from FDA PMA/CDx approval, PMDA approval, IVDR certification and commercial testing volumes across SRC-002 pp.13,…
250,000+ patients tested with Signatera in 2025. source-backed (SRC-002 p.39; SRC-008 slide 19)
>1,000 clinics ordering Signatera each quarter. source-backed (SRC-002 p.38)
~5 tests per patient on average. source-backed (SRC-002 p.17)
Global footprint: US lab, Japan (PMDA), Europe (IVDR Class C), China (BGI tech-transfer partnership). source-backed (SRC-002 pp.106-109)
Key topics: Natera Leadership · Value of the portfolio · PVs (Phased Variants) · TOMR
Named resource: [Ext] DRAFTStreamlineNatera BioPharma Overview.pptx → ingested as SRC-006
September 2026
BD Enablement
Slide deck, prep for ESMO
October 2026
Heading present in the source, no items listed. source-backed (SRC-005)
What this means for the brain
First downstream uses, in order:
Shared-drive location
Client's own drive: Shared drives/Natera/: folder skeleton exists (7 top-level folders) but only 3) Client Supplied Assets contains files. No logo exports, brand PDFs, fonts, or prior creative anywhere on that drive as of 2026-08-13. source-backed (drive sweep, 2026-08-13)
1. Never develop new positioning or use data not yet approved for disclosure. Confirm with Natera Marketing if unsure.: SRC-002 p.2
Regulatory and product labeling
7. Signatera™ CDx requires its full approved-labeling sentence whenever named: intended use, product limitations, PMA reference.: SRC-002 pp.13, 107
Confidentiality and disclosure
11. Slide-level disclosure labels are load-bearing. Slides carry "Present without NDA" / "Email without NDA" stamps plus a last-updated date. A slide without that stamp is not cleared for either.: SRC-002 p.9 pattern; SRC-008 slides 9, 19
Third-party approvals
16. Partner-tied assets need the partner's sign-off, not just Natera's. Zach Roberts' video clips were "approved by Allogene." Assume any KOL or trial asset tied to a sponsor carries a second approver.: SRC-003
Visual: governed by SRC-010, the approved brand guidelines (v 1.0, Feb 2026)
17. Logo clear space = the height of one "cell" in the Blastomere mark, on all four sides, free of type, graphics and competing elements. Minimum logo size is 20 px / 0.25 in high.: SRC-010 p.10 (supersedes the previous unknown; this is the rule SRC-009 recorded as breached)
Natera's governing brand guidelines are in PreHealth's possession.
1 · Brand positioning
Mission source-backed (SRC-010 p.4):
2.1 The mark
The Natera logo is three parts: the Blastomere symbol, plus the wordmark split as "Nat" + "era". source-backed (SRC-010 p.8)
Blastomere, "Abstract symbol originally derived from a four-cell embryo." Four overlapping circles; each circle is a "cell", and the shape at the centre of the four is the "leaf" / floret.
"Nat", Latin born: innate, natal, natural.
"Era", Latin -aria, feminine of -arius, forming nouns of location.
2.2 The four sanctioned variations
source-backed (SRC-010 p.9). There are exactly four. Full-colour logos are primary and interchangeable; white logos are limited-use.
2.3 Clear space and minimum size: RESOLVED
This was the single most damaging unknown in the reconstruction. Both values are now published source-backed (SRC-010 p.10):
Minimum clear space (x) = the height of one "cell" in the Blastomere mark. That clear space must be kept free of type, graphics and any competing element on all four sides.
Minimum size = 20 px (digital) / 0.25 in (print) in height.
Lead with the takeaway; the slide title is the argument.
Name the trial, not "a recent study."
Attach every number to a source in the same view.
Say what a test does, not what it promises a patient.
Avoid competitor-style doubt-casting, Natera's own analysis flags it as a tactic that is "hard to prove or disprove," and positions Natera against it. source-backed (SRC-008 slide 24)
Banned language
unknown: no banned-word list exists in any source.
Do not develop new positioning, or use data not yet approved for disclosure.
Do not change core intent or data on approved slides.
Do not delete MLR-required references.
Do not mix design templates from previous Natera style templates.
Unresolved: what does TOMR stand for?
Two expansions are in active circulation across Natera's own materials:
Brand / partnership
> "Partnering across every stage of drug development to restore and preserve life for cancer patients worldwide.": SRC-002 p.5
Natera does not sell to one persona. It sells into a seven-function decision ecosystem inside a pharma company, and the marketing plan gives each function a different value proposition. source-backed (SRC-001 p.13)
Target list shape
Named top companies on the BD oncology target list: Bristol-Myers Squibb, Merck, Novartis, Pfizer, Genentech, Amgen, AstraZeneca. source-backed (SRC-001 p.12)
By pharma size: 36% Top 30 pharma / 64% non-Top 30. source-backed (SRC-001 p.12)
By management level: 74% Director, 14% VP, 9% C-Suite, 3% Manager as printed. source-backed (SRC-001 p.12), label-to-value mapping is ambiguous in the PDF text layer; confirm before reuse.
Strategic focus is the top 20 pharma (Strategic Objective IV). source-backed (SRC-001 p.3)
Described elsewhere as "23,000+ pharma leaders targeted across clinical development, research, data, and commercial." source-backed (SRC-001 p.22)
Purchase triggers
Drawn from the "how we help" framing across SRC-002 pp.24, 43 and SRC-001 p.16: source-backed unless noted.
A trial is being designed in an early-stage / adjuvant / neoadjuvant setting where an all-comer design risks signal dilution.
A prior all-comer trial failed or underperformed, IMvigor010 → IMvigor011 is the archetype, and SRC-008 slide 16 names the broader pattern "The Challenge of the Adjuvant 'Graveyard'."
Tissue is unavailable or insufficient for a tumor-informed assay → Latitude reflex.
Sponsor needs an earlier efficacy readout than RECIST allows in early-phase metastatic work.
Sponsor needs regulatory-grade external control arms or addressable-population sizing → RWD.
Sponsor needs to find and enroll MRD+ patients, who are otherwise invisible → C2T / TOMR Network.
A CDx pathway is required and the sponsor wants a partner who has cleared one before.
Objections
Not documented in any source. unknown
"Natera goes narrow (fewer # of variants tracked) and deep", Personalis positioning Signatera as a first/previous-generation assay. source-backed (SRC-008 slide 23)
"You don't know what you don't know", SAGA/FMI emphasising false negatives to cast doubt; flagged internally as hard to prove or disprove. source-backed (SRC-008 slide 24)
Implication that other MRD assays are more sensitive and that Natera "misses" patients. source-backed (SRC-008 slide 23)
Patient-level audience (secondary, story use only)
Two named patient advocates appear in approved closing slides: see customer-language.md. These are used to close BD presentations; they are not the buyer.
Natera sells MRD-guided drug development to biopharma. The pitch is not "buy a test": it is "design and run a better trial." The three-beat structure recurs across every stage-specific slide: source-backed (SRC-002 pp.7, 24, 43)
Four intervention windows (the platform story)
Natera frames its whole portfolio against four points on the disease timeline: source-backed (SRC-002 p.12; SRC-008 slide 8)
Packaging
Assays are sold as batched trial services with defined batch sizes and TATs. Larger studies add ~4 weeks of TAT per incremental batch. source-backed (SRC-002 p.87)
Add-ons attach to any MRD test: Altera (tissue WES+WTS) or Liquid CGP (523-gene plasma panel). source-backed (SRC-002 pp.14-15)
Sample-sparing is a selling point: LCGP is sample-sparing with Signatera (additional 4 mL plasma recommended if available) but requires an additional 4 mL with Latitude. source-backed (SRC-002 pp.69, 72)
RWD sells in four escalating engagement models. source-backed (SRC-002 p.97)
Enterprise partnership is the top of the ladder, Incyte and J&J are the named case-study models. source-backed (SRC-001 p.23)
The BD toolkit (work in progress as of the marketing plan)
> Label every claim: source-backed (cite file) · operator-provided (person + date) · inferred (from what) · unknown. Metrics, outcomes, HIPAA/compliance, ROI = blocked until sourced.
Conflicts between sources: resolve before publishing
These are cases where two Natera-supplied sources disagree. All are blocked until Natera confirms which figure is current.
Known error in the source material
SRC-002 p.34 and SRC-004 row 37 both read: "In IMvigor011, ctDNA enrichment reveals efficacy signals obscured in the IMvigor011 all-comer study." The all-comer study was IMvigor010. The typo has propagated into the approved claims register. Flag to Natera; do not reproduce.
Regulatory firsts
Mandatory CDx labeling language (reproduce verbatim whenever Signatera CDx is named):
Clinical evidence: IMvigor011
The flagship case study. Phase 3, MIBC, with Genentech (a member of the Roche Group), published in NEJM. source-backed (SRC-002 pp.32-36)
Clinical evidence: Signatera lead time
"Evidence demonstrates Signatera MRD detects relapse up to 10.5 months before imaging." source-backed (SRC-002 pp.25, 92; SRC-004 row 11)
Natera's storytelling deck (SRC-008 slide 22, updated 8.5.26) annotates Caris as "(Being acquired by Tempus)."
Company Identity
NASDAQ: CAI, publicly traded, independent
Team: 735+ clinicians, scientists, researchers and technologists
Network: Caris Precision Oncology Alliance (POA), academic cancer centre consortium; recently added University of New Mexico Comprehensive Cancer Center
Brand Positioning
Positioning statement (verbatim): "Caris is revolutionizing precision oncology through integration of comprehensive molecular profiling with massive, multimodal datasets to unravel the complexities of cancer."
Value Proposition: INFORM / EMPOWER / OPTIMIZE
Note the commercial-stage offering: "rapid sales force deployment via biomarker-based alerts": which parallels Natera's commercial patient-ID proposition.
Standard-depth run, 2026-08-13. Six competitors supplied by the client's own materials. All findings labelled; nothing promoted into approved brand context.
Headline: the competitive set Natera is working from is out of date
Natera's own competitive slide (SRC-008, updated 8.5.26) annotates M&A status for three competitors. Two of the three annotations are wrong, and the biggest deal in the category is missing entirely.
What the market actually looks like now
The six-player set is collapsing into four blocs, and both of Natera's ultrasensitive-MRD challengers are being absorbed by larger platforms:
The three claims that hit Natera hardest
1. SAGA/Foundation: "first-generation MRD tests struggle to exceed 80%" in ER+ breast. verbatim
Where Natera is exposed
1. Named-customer proof. Tempus publishes 17+ named pharma logos with linked case studies (AstraZeneca, Pfizer, BMS, GSK, Takeda, BioNTech, Eisai…) and claims 95% of the top 20 pharma. Natera's proof is anonymous: "150+ studies across 50+ pharma partners." Natera's own Objective IV is to scale top-20 relationships; Tempus is publicly claiming it already…
RAG by dimension
G Natera advantage · A parity · R competitor advantage
Working notes from the 2026-08-13 competitive run. Full analysis in competitor-profiles/summary.md.
Sources captured
All under 01-sources/screenshots/2026-08-13/competitors/. Accessed 2026-08-13 via Playwright.
Verbatim competitor lines worth keeping
Personalis: "WE CAN SEE WHAT OTHERS MISS." (biopharma page) · "NOW COVERED BY MEDICARE." (homepage H1) · "can detect recurrence before scans, showing evidence of tumors as much as ~5 years earlier in some cases"
Brand/visual signals at a glance
Only FMI (serif) and Tempus (software-coded black + electric blue) look meaningfully different from the category norm. Caris's palette is the closest to Natera's: least visual separation between those two brands.
Corrections to Natera's own materials
1. Caris is NOT being acquired by Tempus. SRC-008 slide 22 says it is. Caris trades independently as NASDAQ CAI. The Tempus target is Personalis.
Not captured: follow-ups
Guardant Reveal (tissue-free MRD), the most direct competitor to Latitude PanTumor, not profiled. Priority.
M&A status: VERIFIED 2026-08-13, and Natera's deck is partly wrong
The competitive-analysis run checked every M&A annotation in SRC-008 slide 22. Results:
Roche, Foundation Medicine + SAGA (Pathlight) + FoundationOne MRD
Tempus, Tempus + Personalis (NeXT Personal)
Guardant, independent
Caris, independent
Competitor attacks on Natera
Natera's own read on how it is being positioned against: the closest thing we have to an objection set. source-backed (SRC-008 slides 23-24)
Personalis: positions Natera Signatera as a first/previous-generation assay; frames Natera as going "narrow (fewer # of variants tracked) and deep"; implies other MRD assays are not sensitive enough and that patients…
SAGA/FMI: emphasises false negatives to cast doubt, "you don't know what you don't know." Natera's internal note: hard to prove or disprove.
Natera's own competitive frame
The core technical argument, in Natera's words: "1+1+1 = 5": the sum is greater than the parts. Single-variant assays get broader coverage but more background noise; SV assays are highly specific but variable in prevalence across histologies; PV assays have low error rates and are sufficiently prevalent across most (but not all) tumors. Signatera Genome…
Market context
Natera cites analyst estimates (Cowen, June 2025; Evercore, July 2025) as the basis for its MRD market-share claim. Note the 97% vs ~90% conflict in proof-points.md.
Competitive congress battleground: ASCO, AACR, ESMO, ASH, SABCS, plus Hanson Wade LBx / CDx / ADC. source-backed (SRC-001 p.15)
Ownership: being acquired by Tempus AI, $16.25/share, ~$1.5B enterprise value net of Tempus's existing stake. Announced 2026-07-20; expected close late 2026 / early 2027, pending shareholder and regulatory approval.…
Prior relationship: Tempus and Personalis have co-developed and co-commercialized NeXT Personal since November 2023
Brand Positioning
Positioning statement: For clinicians, patients and biopharma, Personalis delivers ultrasensitive whole-genome-informed ctDNA testing that detects recurrence and monitors therapy response earlier than conventional assays: positioning itself as the second generation against incumbent MRD.
Value Proposition
The attack line, verbatim, still live on the biopharma page:
Proof Points source-backed
Note the sensitivity arithmetic. Personalis publicly claims "sub-10 PPM" performance. Natera claims detection below 1 PPM, down to 0.1 PPM. On published thresholds, Natera's number is an order of magnitude stronger: Personalis wins on narrative ("we see what others miss"), not on the stated figure. This is a real and underused Natera advantage.
ASCO 2026 banner claim: "100% early detection of colorectal cancer relapse and ultrasensitive sub-10 PPM MRD performance across six solid tumor types"
"Our flagship assay NeXT Personal®, can detect recurrence before scans, showing evidence of tumors as much as ~5 years earlier in some cases"
Peer-reviewed publication on ultrasensitive ctDNA detection in early-stage lung cancer
Partnership: Moderna (NeXT Platform agreement), individualized neoantigen therapy design
Where Natera can lead, based on what six competitors are and are not saying as of 2026-08-13.
1. Treatment on MRD (TOMR): completely uncontested
No competitor names the category. Across six competitor sites captured this run, not one:
names treating on molecular relapse as a development paradigm
claims the ability to operationalize such trials
offers patient identification for MRD-positive enrolment
2. "Detection is not the point: outcome is"
Every competitor competes on detection metrics: sensitivity, specificity, lead time, ppm thresholds.
3. Trajectory vs snapshot
Natera already owns the sharpest sentence in its own materials:
4. Latitude is methylation-based: say so
Guardant's reframe ("genomics alone is a narrow view of cancer") implicitly casts variant-based MRD as last-generation. Natera's Latitude PanTumor is itself a methylation-based assay: Natera is already on the epigenomic axis and barely communicates it.
5. Speed: currently ceded
FoundationOne MRD publishes 1-3 day turnaround on subsequent timepoints. Natera publishes 8-10 week batch TATs for RUO biopharma work. These are different service models, but Natera has no published speed story at all, and speed is now an explicit axis.
Founded: Sweden (Lund), spun out of academic research
Ownership: Being acquired by Foundation Medicine Inc., a Roche subsidiary, up to $595M including commercial and regulatory milestones. Announced 2026-04-16, expected close Q3 2026. needs-review (press-sourced)
Key markets: US commercial (breast), expanding via Roche's global infrastructure
Brand Positioning
Positioning statement: For clinicians and biopharma managing early-stage cancer, Pathlight is an ultra-sensitive tumour-informed MRD platform that tracks structural variants: chosen because they are founding tumorigenic events resistant to clonal evolution: delivering detection where SNV-based first-generation tests lose signal.
Value Proposition
The mechanism argument: this is what matters: verbatim
Proof Points source-backed
Validated in Clinical Cancer Research; NeoCircle publication on ctDNA dynamics in early breast cancer announced 2026-05-26.
> Label every claim: source-backed (cite file) · operator-provided (person + date) · inferred (from what) · unknown. Metrics, outcomes, HIPAA/compliance, ROI = blocked until sourced.
Photography
Business-unit specifics: Women's Health 25-45 and reproductive control; Oncology resilient, slightly older, never somber; Organ Health active and heartwarming, widest diversity; Rare Disease young families, warm but slightly neutral, avoid too-happy models: are in master-brand-guide.md §7.2. (pp.58-61)
Illustration exists specifically for animation and video source-backed (SRC-010 p.51), that is the sanctioned animated visual language. Illustration outside motion needs brand-team approval.
Natera's actual motion direction: the 2026 animated banner set
The only motion direction Natera has written down. source-backed (SRC-009)
Direction: revert. "Go back to the EXACT original design we approved… No other iterations are needed with the lines or any other suggestions, we just want this design to come back to pull through for animation."
Use the static banner CTA colouring, dark navy font colour.
Vendor to share an animation storyboard ASAP.
Frame sequence as approved: 180+ studies → 50+ partners → 1st FDA-approved MRD CDx → #1 most ordered MRD test → Build with the leading MRD partner. CTA: "Let's build together."
Move forward with the concept.
Centre-align all text in frames.
New CTA copy: "Partner with Natera".
Bump CTA font weight so the CTA pops.
Pattern-led composition: the brand's own system
source-backed (SRC-010 pp.37-47). This is the layer the reconstruction never had, and it changes how PreHealth should build Natera creative: texture comes from the pattern system, not from invented graphics.
One pattern per design. Repeat and vary it on large formats; never introduce a second.
Accent or background only, primary content (text and photos) stays the focus.
Never product-specific. Vary which pattern goes on which topic.
The X pattern is the base graphic of the whole system and must never be rotated, the X always reads slightly taller than wide.
Content may be placed at the centre of the Radial X circle to draw the eye.
DNA X is detailed and content-gated, science/DNA/chromosome messaging only, and watch for competing photos.
Leaf is multi-colour and may sit only on Blue Deep or white.
+/− is locked to the Women's Health RhD campaign. X Marks the Many is locked to Rare Disease, orange or white.
Patterns read off approved creative
inferred from SRC-009's approved comps. These are compositions Natera has actually signed off, expressed in SRC-010 vocabulary:
Spacing and grid
---
Logo clear space is the only published spacing value: one Blastomere cell-height. source-backed (SRC-010 p.10)
Grid, spacing scale and breakpoints: not published. SRC-010 has no grid page.
Minimum type sizes are published and are a floor, not a target: body ≥ 8 pt, disclaimer ≥ 6 pt. source-backed (SRC-010 p.35)
Layout radius/shape: approved CTAs are pills on the dark creative and square blocks on the light portrait set. Both are in evidence; match the asset family you are extending rather than imposing one radius. inferred…
Based on competitor site structure and messaging captured 2026-08-13. Keyword volumes were not measured in this run: no rank-tracking or search-volume tool was used, so everything below is a structural and content-gap analysis, labelled inferred unless stated.
The headline opportunity: "Treatment on MRD" is an unclaimed term
Across all six competitor sites, no page targets treating on molecular relapse as a concept. There is no competing definitional content for:
Pattern: every serious competitor splits its biopharma offering into stage-specific pages. This creates many long-tail entry points for queries like "site selection for oncology trials" or "external control arm real-world data."
Competitor claims that will surface in AI answers
These are indexed, quotable, and will be retrieved when a buyer asks an assistant to compare MRD vendors. Natera should have published counter-content:
Technical / AEO notes
Citation discipline is the norm in this category. Guardant footnotes 1-18 on a single page; FMI numbers every stat. Natera's claims register makes it well-placed to match this, and cited pages are more likely to be…
Competitors gate heavily. Personalis puts clinical data behind "Download." Ungated, well-structured technical content is a real differentiation opportunity for both SEO and AEO.
biopharma.natera.com on a subdomain, if that is where Natera's biopharma content lives, it accrues authority separately from natera.com. Worth a consolidation review. inferred
Measurement
Baselines that already exist in Natera's marketing plan (SRC-001 p.7): website sessions, ~10s average time on site (target 30s), 399 key actions/month, 3% paid-search CTR, 0.44% LinkedIn CTR.
> Label every claim: source-backed (cite file) · operator-provided (person + date) · inferred (from what) · unknown. Metrics, outcomes, HIPAA/compliance, ROI = blocked until sourced.
B · Colour: blocking
> B6 exception: the supplied logo files legitimately contain #009ADC / #9ACA3C / #005E7F. Never recolour a logo file to palette values: rule A5 outranks B6 inside the mark.
G · Claims, regulatory, confidentiality: blocking
Unchanged and still the highest-consequence gate. Full rules in brand-non-negotiables.md and claims-compliance.md.
H · Voice: advisory
inferred from approved copy (SRC-002, SRC-008, SRC-009). No Natera voice document exists; SRC-010 is a visual-identity document and does not cover voice.
01-sources/raw-uploads/NateraOncBiopharma BD Claims.xlsx (SRC-004) is the claims authority. ~90 core claims, each with: claim subtype · products · indication · up to three approved claim variations · author · title · DOI/URL.
MLR routing
Owner: needs-operator. John selected "You name the MLR contact" on 2026-08-13 but the name was not supplied. Until it is:
Default to the conservative posture below.
Route every new or modified claim through Natera Marketing, per the deck's own instruction: "Pull in Marketing when working on new content or you need new data; Marketing will ensure LCT & Product are pulled in as…
Default posture
blocked until sourced or Natera-approved:
Any metric, percentage, patient count, or market-share figure
Any clinical outcome, sensitivity/specificity, LOD, hazard ratio, or survival claim
Any comparative or superiority claim against a named competitor
Any regulatory status claim (FDA, PMDA, IVDR, NMPA, NCCN)
Any statement about what a test means for a patient's care
Verbatim reuse of a claim exactly as written in SRC-004 or on an approved deck slide, with its citation attached
Structural/navigational copy carrying no claim
Natera's mission and partnership statements as quoted in client-overview.md
Banned: never claim
1. Never state or imply Signatera is a cancer screening test. Every source scopes it to residual disease, recurrence and monitoring in diagnosed patients. inferred from consistent scoping across SRC-002.
Disclosure classification
Natera stamps slides with their own disclosure clearance. Respect it literally: source-backed (SRC-002 p.9; SRC-008 slides 9, 19)
