Canton & Company Names Nicole Althaus to Chief Marketing Officer Role

Nicole Althaus - Chief Marketing Officer

BALTIMORE, MD –March 3, 2022 – Canton & Company, a leading healthcare strategy, growth, and performance solutions firm, today announced that Nicole Althaus will lead end-to-end branding, product design, and marketing innovation for Canton and its clients as Chief Marketing Officer and GM, Integrated Marketing. Recognized for her success in competitive differentiation in the healthcare industry, Althaus will apply her decades of leadership and hands-on experience to drive measurable results for providers, payers, digital health and health IT firms, supportive services firms, and private investors who are driving the value-based care movement.

“Healthcare’s future will hinge on innovative new lines of business, marked by exceptionally tight competition from non-traditional market entrants,” said Don McDaniel, CEO of Canton & Company. “With her expertise in building products and her experience in go-to-market strategy and execution, Nicole will help our clients take advantage of the changing landscape and differentiate their businesses in ways that align with the new health economy. Canton is a catalyst for industry frontrunners who believe it’s time for everyone to expect the same value from healthcare that we enjoy in every other aspect of our lives. Nicole is uniquely qualified to be our growth leader, advancing that value objective.”

Althaus has served in leadership positions for UnitedHealth Group, Surescripts, and Nonin Medical, as well as for a number of leading healthcare SaaS providers. As a product-development and marketing professional, she has helped businesses commercialize B2B and B2B2C products and services that enhance patient experiences, care delivery, and health outcomes.

“I’ve always had a passion for problem solving and differentiating products and services,” said Althaus. “It’s exciting to help our clients grow their businesses with strategies and tactics unique to their specific goals. There’s so much potential to thrive in today’s healthcare ecosystem, and integrated product and strategic marketing innovation is what drives intelligent growth.”

Althaus’ career includes leadership responsibility for business planning, brand strategy, multichannel marketing, sales enablement, consumer engagement, market research, human-centered design, e-commerce, SaaS product management, and HIPAA compliance. Her experiences have afforded her a comprehensive view of healthcare from many stakeholder perspectives, which allows her to identify practical opportunities to drive value creation.

She earned her bachelor’s degree in Communications Studies with a focus on broadcast journalism and chemistry from the University of Iowa. She completed the Human-Centered Design Program from the Stanford University Extension.

Healthcare leaders can request a personalized consultation about their Marketing & Growth needs by contacting the Canton & Company team through our website:

About Canton & Company
Canton & Company is a growth and innovation services firm focused exclusively on the healthcare industry. Guided by a dual commitment to accelerating the industry transition to a market-based health economy and creating sustainable success for its clients, Canton & Company inspires change through innovation, with particular emphasis on consumer-centric, smart health markets. We do this by fast-tracking client growth through a diversified suite of offerings that includes Strategy & Intelligence, Integrated Marketing, and Performance Solutions, using our powerful network of industry change-makers to connect clients with the right tools, partners, talent, and capital for sustainable success.