From MarTech Sprawl to Strategy: How Atlantic Health and UNC Health Build a Connected Ecosystem

Healthcare organizations have invested heavily in marketing technology, yet many marketing teams still struggle with disconnected systems, fragmented data, and growing pressure to demonstrate business value. Learn how healthcare organizations connect existing technology, data, and teams to provide the foundation for stronger governance, better patient experiences, and more meaningful measurement.

How Marketers Track the Patient Journey Without Compromising Compliance

// By Kyle Hardner // Compliance regulations make digital ad tracking more difficult, but not impossible. Leaders from Ours Privacy and WelbeHealth explore recent research and offer practical use cases for healthcare marketers. Learn how marketers reach the right audience without compromising on compliance.

CRM and the Competitive Advantage of Privacy-First Personalization

// By Wendy Margolin // Navigate to the AdventHealth website for the first time and you’ll find images and content that apply to any healthcare consumer. But the moment you click on a specific service line or blog, that experience starts to change. Learn how AdventHealth uses CRM to personalize the consumer journey without compromising HIPAA regulations.

Aligning CRM with Marketing Strategy: Building Stronger Partnerships and Better Results

A new eHealthcare Strategy & Trends webinar with insights from LionShare

Wednesday | August 26, 2026 | 2 p.m. Eastern

Panelists:

• Orla Seidel, Director, CRM & Digital Marketing, Atlantic Health
• Rachel M. Totaro, MBA, Director, Digital Strategy, FMOL Health
• Jerry Hobbs, President and co-founder, Prairie Dog
• Laura Lee Jones, Founder and CEO, LionShare

Moderated by:

• Therese Lockemy, Founder and CEO, Inner Path Digital, L.L.C

Join us as our panelists explore how you can:

• Connect CRM priorities to broader marketing, brand, growth, and patient engagement goals.
• Create shared goals across marketing, CRM, digital, data, IT, operations, and clinical teams.
• Clarify roles, responsibilities, decision-making, and workflows across teams.
• Identify high-value CRM use cases, including patient acquisition, retention, reactivation, audience profiling, and service line growth.
• Use CRM insights to better understand patient populations, market opportunities, and campaign audiences.

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How Novant Health Filled a Critical Gap in Menopause Care With a Virtual-First Strategy

Menopause is a universal experience for women. Novant Health’s virtual menopause clinic shows what happens when real patient needs and smart digital strategy align. Learn how Novant Health identified a gap in care, then aligned clinical leadership, operational readiness, and digital marketing to deliver strong results on a surprisingly small budget.

Where Digital Experience Meets Patient Expectations

A new eHealthcare Strategy & Trends member roundtable featuring winners from the 2025 eHealthcare Leadership Awards

Presented August 4, 2026

Panelists:

• Ben Dillon, CEO, Geonetric
• Seth Carnes, senior digital marketing specialist, Bryan Health
• Lissa Richards, senior director, digital experience, WellSpan Health

Moderator:

• Susan Dubuque, Contributing Editor, eHealthcare Strategy & Trends and Co-Chair, 2025 eHealthcare Leadership Awards

Here are some of the topics that will be covered:

• Key drivers of award-winning digital patient experiences
• Practical strategies that moved the needle
• Common challenges and how leaders overcame them
• What’s next for digital patient experience

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Building a Better Healthcare MarTech Ecosystem: How Healthcare Teams Move Beyond Stack Sprawl

// By Therese Lockemy, MBA // Healthcare organizations have invested heavily in marketing technology, yet many marketing teams still struggle with disconnected systems, fragmented data, and growing pressure to demonstrate business value. Learn how healthcare organizations connect existing technology, data, and teams to provide the foundation for stronger governance, better patient experiences, and more meaningful measurement.

What Does It Take to Achieve Healthcare CRM Maturity Across the Enterprise?

Leaders from Emory Healthcare and HonorHealth, along with CRM experts from LionShare and Kelly Faley Consulting, share practical lessons on how healthcare organizations can personalize communications more thoughtfully, govern messaging across teams, and measure CRM performance in ways leaders understand.

How Novant Health Turned an Unmet Need into a High-Performing Virtual Service

// By Susan Dubuque // Menopause is a universal experience for women. Novant Health’s virtual menopause clinic shows what happens when real patient needs and smart digital strategy align. Learn how Novant Health identified a gap in care, then aligned clinical leadership, operational readiness, and digital marketing to deliver strong results on a surprisingly small budget.

Why You Need to Treat Social Media as a Customer Service Channel

When Laura Kuechenmeister started leading the social team at Emory Healthcare, she came with a publishing mindset. It didn’t take long for her to realize she also needed to think about social media from a customer service perspective. Learn why healthcare marketers need to consider social media an important customer service channel.

Turning CRM into an Enterprise Growth Strategy, Part 2: Personalization, Governance, and ROI

// By Therese Lockemy, MBA // Leaders from Emory Healthcare and HonorHealth, along with CRM experts from LionShare and Kelly Faley Consulting, share practical lessons on how healthcare organizations can personalize communications more thoughtfully, govern messaging across teams, and measure CRM performance in ways leaders understand.

Proving the ROI of Healthcare Marketing & Advertising

A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends

September 14-18, 2026

Hospital and health system marketing leaders must prove measurable ROI.

In today’s financially challenging environment, leaders in healthcare organizations scrutinize budgets and demand evidence that marketing investments drive profitability and growth.

The ROI & Performance Marketing Week will deliver a week of focused, one-hour sessions presenting strategies for proving the measurable impact of marketing and advertising. From brand awareness campaigns and physician referral strategies to targeted digital outreach, healthcare marketing experts will show how they connect spend with return, and how they position themselves as strategic partners at the leadership table.

Join us for a full week of programming for marketing and digital leaders at hospitals, health systems, and other healthcare provider organizations.

Register Now  »

Still Flying Blind? How Privacy can Power Performance for Healthcare Marketing

Presented July 15, 2026

A new eHealthcare Strategy & Trends webinar with insights from Ours Privacy

Your Presenters:

• Jessica Holton, CEO and Co-Founder, Ours Privacy
• Jonathan Papp, Senior Director of Marketing, WelbeHealth

Moderated by:

• Kyle Hardner, Contributing Writer, Plain English Health Care

You’ll learn:

• What marketers are saying about the gap between compliance confidence and actual capabilities.
• How to move toward tracking the full patient journey compliantly, and where most marketers get stuck.
• How one health company navigated the post-OCR environment and rebuilt its martech stack.
• Practical next steps for moving from a patchwork of tools to a more unified approach.
• The future of marketing compliance in the era of AI.

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The Future of Hospital Websites: Essential Strategies for Building Next-Generation Digital Experiences

In March 2026, eHealthcare Strategy & Trends hosted The Future of Hospital Websites, a virtual summit that explored the strategies, technologies, and governance models shaping the next generation of hospital and health system websites. In this new report, you’ll find key insights and actionable takeaways from every session of the summit.

Download now »

How Billings Clinic Built a Smarter Location Strategy for Search, AI, and Patient Access

As health systems expand through partnerships, acquisitions, and regional growth, maintaining accurate and useful location information becomes increasingly difficult. Here, we look at how Billings Clinic moved from fragmented location content to a more scalable, patient-centered model, and why that work now matters for access, search visibility, and AI-enabled discovery.

Patients Use Social Media for Customer Service — Are You Listening?

// By Wendy Margolin // When Laura Kuechenmeister started leading the social team at Emory Healthcare, she came with a publishing mindset. It didn’t take long for her to realize she also needed to think about social media from a customer service perspective. Learn why healthcare marketers need to consider social media an important customer service channel.

How UC Davis Health Used Documentary Storytelling to Bring a Rare Disease Journey to Life

A long-form documentary follows a family’s journey across the world in search of lifesaving treatment, while shedding light on a terminal disease and an innovative therapy that could change its course. Discover how long-form video tells stories that keep viewers engaged from beginning to end.

Location Strategy Is Access Strategy: How Billings Clinic Improved Findability

// By Therese Lockemy, MBA // As health systems expand through partnerships, acquisitions, and regional growth, maintaining accurate and useful location information becomes increasingly difficult. Here, we look at how Billings Clinic moved from fragmented location content to a more scalable, patient-centered model, and why that work now matters for access, search visibility, and AI-enabled discovery.

How an Iterative Website Strategy Helped The University of Kansas Health System Keep Pace with Growth

During a period of rapid growth through acquisitions, a health system may not have the luxury of time needed for a full website redesign. Read on to learn how targeted improvements vs. a complete website overhaul delivered value more quickly for The University of Kansas Health System.

Digital Showcase: UC Davis Health’s “John John’s Journey”

// By Susan Dubuque // A long-form documentary follows a family’s journey across the world in search of lifesaving treatment, while shedding light on a terminal disease and an innovative therapy that could change its course. Discover how long-form video tells stories that keep viewers engaged from beginning to end.

Why the University of Kansas Health System Chose Iteration Over a Full Site Redesign

// By Althea Fung // During a period of rapid growth through acquisitions, a health system may not have the luxury of time needed for a full website redesign. Read on to learn how targeted improvements vs. a complete website overhaul delivered value more quickly for The University of Kansas Health System.

Why Hospital Websites Must Become the “Connective Tissue” of the Digital Experience

Hospital websites are no longer just a place to publish service line content, provider profiles, and location pages. They now sit at the center of a much bigger job. Read on for practical advice on building a hospital website that can keep up with what comes next.

Building A Durable AI Strategy for Health Systems

AI in Healthcare Marketing June 2026 Day 4 Closing Keynote

Presented June 18, 2026 at 2:30 p.m. Eastern

Panelists:

• Margo Schneider, Assistant Vice President, Digital Strategy & Operations, UW Medicine
• Ryan Younger, Vice President of Marketing, Virtua Health
• Peter Isaacson, Chief Marketing Officer, Invoca

Moderated by:

• Jane Weber Brubaker, Executive Editor, Plain-English Health Care

What you’ll learn:

• How to link AI initiatives to specific growth, access, and experience goals your C suite already cares about.
• What an AI-enabled consumer experience may look like across websites, search, content, access, and patient communications.
• How to balance AI-driven efficiency with preserving empathy, brand voice, and trusted clinician expertise in all channels.
• How to prepare teams, workflows, and success metrics for a future in which AI is simply part of how work gets done.
• Where healthcare marketing and digital leaders should focus next to create measurable value from AI.

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Beyond the Dashboard: Building an AI-Native Attribution Stack for Healthcare

AI in Healthcare Marketing June 2026 Day 4 Session 1

Presented June 18, 2026 at 1 p.m. Eastern

Panelists:

• Matt Lee, Co-Founder and Managing Director, Strategy Collective
• Lina Soliman, Director of Omni-Channel Strategy, The Ohio State University Wexner Medical Center
• Kelsey Linden, VP, Commercial Excellence, Shore Capital Partners

Moderated by:

• Therese Lockemy, Founder and CEO, Inner Path Digital, L.L.C

What you’ll learn:

• How to move beyond surface-level dashboards toward more meaningful measurement
• Where traditional attribution breaks down in healthcare
• Real-world examples of AI-driven attribution and measurement running in healthcare organizations today
• How AI can help teams connect data, identify patterns, and improve reporting
• What marketing leaders need to explain performance to finance and executive teams How to think about owned measurement models, governance, and accountability
• How to build a more practical path to proving marketing’s impact on growth and patient engagement

Watch Now  »

AI Hallucinations in Healthcare: The Hidden Risk to Your Brand, Compliance, and Patient Trust

AI in Healthcare Marketing June 2026 Day 3 Session 2

Presented June 17, 2026 at 2:30 p.m. Eastern

Panelists:

• Stewart Gandolf, CEO, Healthcare Success
• Brandon Schakola, Senior Director, Digital Services, Healthcare Success
• Pansy Lee, Head of Product, inlets.ai
• John Davey, Vice President Marketing Technology, Mount Sinai Health System

Moderated by:

• Jared Johnson, Host, Healthcare Rap Podcast, and eHealthcare Strategy & Trends Editorial Advisory Board Member

You’ll learn how to:

• Understand the causes and implications of AI hallucinations in healthcare, including risks to brand reputation, compliance, and patient trust
• Identify where and how AI may be misrepresenting your organization using emerging monitoring tools and competitive visibility analysis
• Apply practical strategies to reduce hallucinations, improve AI-driven search visibility, and strengthen brand safety in an evolving digital landscape

Watch Now  »