Bringing It All Together: Integrated Marketing Campaigns That Deliver

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

Thursday | April 30, 2026 | 2 p.m. Eastern

Panelists:

• Mindy Adams, chief creative officer, BPD Healthcare
• Lindsay Mosley, marketing coordinator, South Georgia Health System
• Jaycelyn Puttick, executive director, strategic partnerships, AdventHealth
• Ana Vela, executive director of creative and digital strategies, Community First Health Plans

Moderator:

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

You’ll hear how leading organizations:

• Build campaigns that connect brand and business goals
• Align teams and channels around a clear strategy
• Translate insights into creative that resonates
• Extend campaigns across digital and traditional media and on-the-ground efforts
• Measure what matters and use results to refine future work

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How ThedaCare Activated Its Brand Platform to Drive Primary Care Growth

After launching a bold brand platform built around inspiration and community well-being, ThedaCare faced a new opportunity: reconnecting patients with primary care. Discover how ThedaCare translated its inspiration-driven brand platform into a campaign to reconnect patients with primary care and drive measurable growth.

Websites with a Purpose, Part 1: Designing Digital Experiences That Drive Action

// By Susan Dubuque // For years, hospital websites have tried to be everything at once. Along the way, they’ve grown more complex, crowded, and often difficult for patients to use. Learn how leading organizations build websites with intention and turn digital experiences into measurable drivers of engagement, access, and care.

The Real AI Opportunity in Healthcare Isn’t Speed — It’s Reinvention

AI already helps health systems work faster and more efficiently. But the bigger opportunity, according to leaders from Hackensack Meridian Health, Wellstar, BPD, and Marx Advisory, uses AI to fundamentally reshape how healthcare organizations operate and engage patients. The challenge now is balancing speed, innovation, and trust.

Digital Showcase: ThedaCare’s Primary Care Campaign is “Inspired” by Its New Brand

// By Susan Dubuque // After launching a bold brand platform built around inspiration and community well-being, ThedaCare faced a new opportunity: reconnecting patients with primary care. Discover how ThedaCare translated its inspiration-driven brand platform into a campaign to reconnect patients with primary care and drive measurable growth.

Focus On Privacy and Performance: Turning Privacy Management into a Strategic Advantage

This new report guides health systems on best practices for aligning privacy, performance, and ROI in a landscape that demands all three.

Download now »

AI Is Changing Search—But It’s Making Hospital Websites More Critical, Not Less

AI search and changing consumer behaviors may be reducing website traffic, but healthcare leaders say hospital websites are becoming more important, not less. Here, digital leaders from UCI Health, HonorHealth, and Symetris share how websites are evolving into high-intent, action-driving hubs powered by structured data, smarter workflows, and measurable ROI.

Shaping Patient Trust: 80% of Patients Say Digital Experience Shapes Trust: What Health Systems Need to Know

Wednesday | April 22, 2026| 2 p.m. Eastern

Your Presenters:

• Amanda Todorovich, Enterprise Executive Director of Digital Marketing | Cleveland Clinic
• Cristal Woodley, VP of Marketing | Renown Health
• Kristy Roldan, VP of Growth | MDRG
• Chris Pace, VP, Healthcare Industry | SearchStax Inc.

Moderated by:

• Char Wilson, Owner & Principal Consultant, Char Wilson Consulting

You will learn:

• What new research reveals about the connection between digital experience and patient trust
• How search, navigation and self-service tools influence decision-making
• Where hospital websites unintentionally create friction
• The role of personalization and first-party data in strengthening engagement
• How to reduce call center strain while improving brand perception

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AI in Healthcare: Moving from Productivity to Transformation

// By Jane Weber Brubaker // AI already helps health systems work faster and more efficiently. But the bigger opportunity, according to leaders from Hackensack Meridian Health, Wellstar, BPD, and Marx Advisory, uses AI to fundamentally reshape how healthcare organizations operate and engage patients. The challenge now is balancing speed, innovation, and trust.

Platinum Playbook: An Inside Look at Award-Winning Hospital Websites

Hospital Websites Day 5 Closing Keynote 

Presented March 13, 2026 at 2:30 p.m. Eastern

Panelists:

• Carolina Anthony, Executive Director, Digital Marketing, AdventHealth
• William “Skip” Hidlay, Vice President and Chief Communications and Marketing Officer, The Ohio State University Wexner Medical Center

Moderator:

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

The panelists will share:

• What set their award–winning websites apart from competitors
• The design, UX, and content decisions that made the biggest impact
• How AI is influencing search, content strategy, and user journeys today
• Lessons learned — including what they would do differently if starting now
• How their websites continue to evolve in a fast-changing digital environment

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From Silo to System: Building a Scalable Location Strategy That Improves Findability

Hospital Websites Day 4 Session 2 

Presented March 12, 2026 at 2:30 p.m. Eastern

Panelists:

• Ben Dillon, CEO, Geonetric
• Mandi Graham, Application Analyst IV, Billings Clinic
• Jeff Giffin, Digital Marketing Liaison, Billings Clinic

Moderated by:

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

This session will cover:

• Common challenges healthcare organizations face as location content grows and becomes harder to manage
• Key components of an effective location strategy, from auditing and hierarchy to structured content
• How user-focused location profiles can function like microsites within a broader site framework
• Improving search visibility and patient clarity through consistent, well-structured location data
• Building a location foundation that supports future digital initiatives and ongoing expansion

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Creating Flexible Hospital Websites That Grow with Your Organization

Hospital Websites Day 4 Session 1 

Presented March 12, 2026 at 1:00 p.m. Eastern

Panelists:

• Meghan Eddy Crombie, Senior Enterprise Account Executive, Optimizely
• David Sturtz, Senior Vice President of Product, Geonetric
• Julie Lindsay, Digital Strategy Consultant at Hospital Sisters Health System
• Aaron Watkins, AVP, Digital Strategy, NorthBay Health

Moderated by:

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

You’ll hear perspectives on:

• How health systems evaluate platform needs, prioritize capabilities, and build a business case for change
• How to create a scalable digital foundation that supports ongoing growth and improvement
• Where platforms and implementation partners each play a critical role in achieving long-term value
• How to plan for “what’s next” (including AI, search, and experience optimization) with clear use cases, not buzzwords

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Ask Us Anything: AI Search + the Future of Website Content

Hospital Websites Day 3 Session 2 

Presented March 11, 2026 at 2:30 p.m. Eastern

Panelists:

• Amanda Todorovich, Cleveland Clinic
• Ahava Leibtag, Aha Media Group

Moderator:

• Lacey Reichwald, Aha Media Group, as moderator

Ask us about:

• How AI search is changing traffic, SEO, and web strategy
• What “AI-ready” content actually looks like — and how to get started
• Whether your content still matters (spoiler: yes)
• What to do now to future-proof your site content for LLMs and chatbots
• The role of E-E-A-T, branding, and trust when users don’t even visit your site

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How Content Informs Digital Transformation

Hospital Websites Day 3 Session 1 

Presented March 11, 2026 at 1:00 p.m. Eastern

Panelists:

• Heather Linder, VP, Brand and Growth Marketing, OU Health
• Kalee Hildreth, Executive Director of Digital Transformation and Marketing Operations, UChicago Medicine

Moderated by:

• Ahava Leibtag, Founder and CEO, Aha Media Group

You’ll hear about:

• How content operations and governance set you up for AI tools like chatbots and generative search
• What it means to write for AI, not just for SEO — and how to do both
• Why healthcare organizations can’t afford to separate content from brand or digital product strategy
• How smart, structured content connects patient experience, access, and growth
• Why “digital transformation” must also be content transformation — and organizational transformation

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Better Design, Easier Access: How Digital Experience Shapes Care

Hospital Websites Day 2 Session 2 

Presented March 10, 2026 at 2:30 p.m. Eastern

Panelists:

• Diane Hammons, Director of Digital Engagement, WG Content
• Ben Cash, CEO, Reason One
• Andy Lyons, Interim Vice President & Chief Marketing and Digital Officer, Roper St. Francis Healthcare
• Kayla Saturday, Director, Digital Experience & Integration, Emory Healthcare

Moderator:

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

You’ll hear perspectives on:

• What teams really mean by “better design,” and what often gets overlooked
• Where patient effort, friction, and cognitive overload build across key journeys
• Where clarity and confidence break down, even when experiences look polished
• Where differentiation strengthens trust and improves the patient experience, not just the look and feel
• How AI and automation can reduce burden or introduce new uncertainty, and what it takes for improvements to hold up operationally

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Healthcare Websites with a Purpose

Hospital Websites Day 2 Session 1 

Presented March 10, 2026 at 1 p.m. Eastern

Panelists:

• Cynthia Li, Vice President, Client Partnership, Huge
• Joseph Unger, Senior Manager of Digital Products, Atlantic Health
• Amy Augenstein, Senior Specialist Consumer Experience Platform, Atlantic Health
• TJ Kottenstette, Digital Strategist, The Kids Mental Health Foundation, Nationwide Children’s Hospital

Moderator:

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

In this session, you’ll learn:

• How leading organizations define the primary job of a website — and design around that purpose rather than defaulting to a redesign
• When a specialized or campaign-based site makes strategic sense — and when it doesn’t
• The differences (and surprising similarities) between designing for access to care and designing for education, reassurance, and community support
• How to move beyond “reskinning” and instead make meaningful improvements to structure, content, and experience
• Where personalization and AI-driven tools create measurable value — and where they introduce unnecessary complexity
• Which metrics truly influence leadership confidence and digital investment
• How marketing, IT, and agency partners can work together to build purposeful experiences without slowing innovation

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The Next Generation of Hospital Websites

Hospital Websites Day 1 Session 1 Keynote

Presented March 9, 2026 at 2 p.m. Eastern

Panelists:

• Adrienne Woods, Vice President, Consumer Engagement, Hackensack Meridian Health
• Jeff Stewart, VP, Strategic Marketing, CHRISTUS Health
• Mona Baset, Vice President, Digital Engagement, Intermountain Health

Moderated by:

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

What you’ll learn:

• How generative AI and AI Overviews are rewriting the rules of search visibility
• The future of content design: modular, structured, and personalized
• What today’s visitors expect from your site, and how to deliver it
• The growing role of your website in enabling transactions: find care, pay bills, schedule, and more
• Why architecture, governance, and technology decisions matter more than ever
• How to future-proof your site

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Building the Right Foundation to Enable AI-Driven Healthcare Workflows

Healthcare marketing leaders explore practical AI use cases, data readiness, governance, and team structures required to move from experimentation to real operational value. Here’s what the panelists recommend for teams trying to move from experimentation to impact.

Sound Advice: How Award-Winning Healthcare Podcasts Build Trust and Brands

Presented March 17, 2026

Panelists:

• Bill Klaproth, director of marketing and production, DoctorPodcasting
• Melody Bradley, digital media supervisor, Southeast Georgia Health System
• Kenneth Hines, associate director, digital strategy, The Ohio State University Comprehensive Cancer Center (OSUCCC – James)
• Dr. Rita Roy, CEO, National Spine Health Foundation

Moderator:

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

You’ll hear how leading organizations:

• Define strategy and audience before hitting “record”
• Balance clinical credibility with compelling storytelling
• Spotlight patient voices in authentic and responsible ways
• Sustain momentum month after month
• Measure success beyond downloads

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The Future of Hospital Websites

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

Presented March 9-13, 2026

Hospital and health system websites are evolving faster than ever.

From AI Overviews reshaping search visibility to the rise of composable CMS platforms, digital teams are under pressure to keep pace with consumer expectations, compliance, and ROI demands.

The Future of Hospital Websites Virtual Summit brings together experts and peers for a week of practical, one-hour sessions that explore the strategies, technologies, and governance models you need to build a flexible, patient-centered digital front door.

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

Watch Now  »

Why Hospital Websites Are Becoming More Important in the Age of AI Search

// By Jared Johnson // AI search and changing consumer behaviors may be reducing website traffic, but healthcare leaders say hospital websites are becoming more important, not less. Here, digital leaders from UCI Health, HonorHealth, and Symetris share how websites are evolving into high-intent, action-driving hubs powered by structured data, smarter workflows, and measurable ROI.

No Longer “Soft”: How Leading Health Systems Turn Social Media Into a Strategic Business Tool

Social media is now carrying some of healthcare’s most complex stories. UCLA Health, MD Anderson Cancer Center, and UCB demonstrate how social media can be successfully deployed for high-impact topics. Discover how social media is doing serious work and why it now plays a central role in healthcare strategy.

AI Agents and Workflow Optimization: Moving Healthcare Marketing From Idea to Impact

// By Therese Lockemy, MBA // Healthcare marketing leaders explore practical AI use cases, data readiness, governance, and team structures required to move from experimentation to real operational value. Here’s what the panelists recommend for teams trying to move from experimentation to impact.

Beyond Google: The Multi-Channel Playbook for Healthcare Marketers

A free white paper, published by Freshpaint

This playbook shows healthcare marketers how leading systems are moving beyond search dependency—by building multi-channel infrastructure that creates demand upstream, captures it downstream, and proves impact in terms finance understands.

You’ll Learn How To:

• Define what “multi-channel” actually means in healthcare
• Build first-party data foundations that work in a post-cookie, HIPAA-constrained world
• Make the case for multi-channel marketing strategies to stakeholders

Read Now  »

How AdventHealth, UCI Health, and Mount Sinai Use AI to Drive Smarter Decisions

As pressure to personalize the patient journey grows, healthcare organizations that embrace AI are finding ways to move faster and smarter. Discover how three leaders from AdventHealth, UCI Health, and Mount Sinai Health System are using AI to turn data into actual improvements.