A Higher Purpose: Highlands Oncology

Feature image above: Highlands Oncology’s main facility in Springdale. (Photo courtesy of Highlands Oncology)

While much attention has been given in recent years to the merits of holistic health care, there are those who have led the medical field with a comprehensive approach for much longer. Founded by physicians in 1996, Highlands Oncology, based in northwest Arkansas, is one of the largest physician-owned cancer programs in the country.

The independent, multidisciplinary cancer center has continued to expand alongside the northwest Arkansas community it serves, offering patients in the region and beyond a full spectrum of care. The group’s services range from diagnostic imaging and rehabilitation to spiritual care, social work and genetic counseling, among others.

“Our mission is to provide the highest quality of innovative care delivered with precision and compassion,” said Mike Gebhart, chief financial officer. “Highlands Oncology has achieved success by always placing the patient at the center of everything we do.”

Mike Gebhart

With well-equipped locations across Rogers, Fayetteville, Springdale and Mountain Home, Highlands Oncology aims to give patients access to all of the doctors and services they need closer to home. That focus on accessibility not only allows for expedited cancer care, Gebhart said, but streamlined communication within the organization. The group’s primary cancer centers have laboratories certified under the Clinical Laboratory Improvement Amendments, in addition to infusion suites, pharmacies and a number of imaging services, such as PET, CT, MRI, X-ray and ultrasound.

“One important fact that many people may not be aware of is that we offer our full-service pharmacy, laboratory and imaging services to everyone, not just our cancer and hematology patients,” Gebhart said. “If you have a prescription or a doctor’s order for lab work or imaging, you can bring it to us, and we will assist you. Our turnaround time is faster than that of most other facilities.”

At the core of any successful enterprise is a committed group of individuals, and having the right people in place is all the more crucial in an area of medicine as demanding as oncology. Each member of the Highlands Oncology team, from medical providers to administration and support staff of every kind, is vital to upholding the high standards expected of the organization. Caring for patients is the heart of the group’s purpose, Gebhart said, and it is vital to convey that message clearly across every location as Highlands Oncology grows.

“Highlands is more than just a job,” Gebhart said. “It’s a calling. Working in the oncology field, you understand that you will encounter people during some of the most challenging times of their lives. Therefore, when you come to work, it’s essential to bring more than just technical skills or clinical expertise. You need to be emotionally engaged and ready to serve.”

The rapid pace of growth in northwest Arkansas has brought with it an urgent need for more health care spaces and professionals. Over the past seven years, Highlands has more than doubled in size, increasing its physician headcount from 16 to more than 30, staff from 360 to more than 800 and clinical trials from 70 to nearly 150. In terms of physical footprint, the company has added more than 150,000 square feet of space to its cancer centers. Highlands also recently secured 51 acres in Rogers for an additional 125,000-square-foot cancer center.

Making space for a workforce and hanging onto that talent are two different battles, however, and that is something Gebhart and the Highlands leadership keep front of mind. In 2024, Highlands Oncology became a certified Great Place to Work. The organization prioritizes the well-being of its personnel by providing opportunities to develop personally, professionally and financially in a meaningful workplace, Gebhart said.

“At Highlands Oncology, we believe it is our responsibility to keep up with the growth of the region and continue serving our community well,” he said. “The only way to do that is to become a talent magnet by attracting and retaining high-quality people, both clinical and nonclinical.”

Dovetailing with Highlands Oncology’s commitment to individuals is its work to advance the field of oncology through robust research and cutting-edge care. The group is nationally recognized for innovation in oncology, and Highlands’ community-based, multidisciplinary chest cancer clinic was the first of its kind in the country. The forward-looking C.A.R.E. Clinic — Cancer Assessment and Risk Education — provides patients with tailored insights into cancer risks, in addition to comprehensive management based on family history or a known genetic mutation.

From Food and Drug Administration-approved alternatives to traditional chemotherapy and radiation to the latest clinical treatment trials available, progress is the rule at Highlands, not the exception. The goal is to raise the bar for what cancer care should be, Gebhart said. The center invests in the future of oncology by training the next generation of health care professionals, expanding access to clinical trials and shaping policies designed with patients in mind. Both Highlands Oncology and its home region are uniquely positioned to accelerate those advancements, Gebhart said.

“Our mission deliberately includes innovation, and it is that combination of high-quality patient care and innovation that will continue to guide us forward,” he said.

While the future is bright, Highlands faces obstacles familiar to any corner of the medical industry. The single biggest challenge for the group, Gebhart said, is one that plagues the entire health care system. Ever-higher prices for new drugs and therapies, reimbursement pressure from government and commercial players, and increased financial burden on patients have made for an unsustainable rise in the cost of care. Highlands Oncology is as committed to addressing issues on the economic front as it is to finding breakthroughs on the medical front.

“We believe our independent, community-based approach to cancer care is the most cost effective for the entire system,” Gebhart said. “We are actively pursuing government and commercial partnerships to prove out new value-based payment arrangements aimed at lowering the total cost of care while improving patient outcomes and experience.”

In addition to mitigating the cost of care, Highlands constantly seeks ways to bolster the overall patient experience. The group is in the vanguard when it comes to utilizing artificial intelligence to improve efficiency, as well as collecting large amounts of patient feedback through calls, surveys, comment boxes and other means.

Highlands actively seeks to understand and anticipate patient concerns and expectations, which Gebhart said empowers the organization to make timely, meaningful improvements. On top of that, the center listens to families and caregivers as it aims to build a care environment that reflects the values and needs of its community.

“Ultimately, it’s this collaboration between patients, families and care teams that fuels a culture of continuous improvement,” Gebhart said. “It’s how we ensure that every patient receives not just treatment but truly personalized, high-quality oncology care.”

Being the best in the region is an ambitious goal, but it is one Highlands Oncology has proven capable of meeting for nearly three decades and counting. With a reputation for quality among both patients and industry peers, Highlands has struck a delicate balance between relentless scientific progress and deeply personalized health care. Impact is not only measured in clinical outcomes, Gebhart said, but in successfully supporting patients and families through some of life’s most difficult moments.

“If we’re remembered for anything, we hope it’s for making world-class cancer care accessible, compassionate and local and for building something that truly made a difference in people’s lives,” he said.