AI and Data-Driven Transformation in Practice: Stories and Advice from Three Major Health Systems

John Davey
Vice President Marketing Technology
Mount Sinai Health System

John Davey is Vice President, Marketing Technology for the Mount Sinai Health System. John has been at Mount Sinai for three years, before which he was in similar roles at NYU and Memorial Sloan Kettering Cancer Center. John is a seasoned marketing professional with more than 15 years of experience successfully implementing digital marketing strategies designed to meet strategic business goals for world-class health systems, academic medical centers, and research institutes.

Tara Nooteboom
Director of Consumer Digital Strategy
UCI Health

Tara J Nooteboom, MS, is Director of Consumer Digital Strategy at UCI Health, an academic health system in Orange County, CA. At UCI Health, Nooteboom oversees the digital consumer journey and experience roadmap. She and her team are responsible for driving access to care, transforming digital experiences, and orchestrating brand experience. Since joining UCI Health in 2022, Nooteboom has been an instrumental player in the organization’s growth and digital transformation. Her leadership enabled the launch of the UCI Health digital front door in February 2023, followed by same-day care digital service navigation and new patient digital appointment access. These included launching the first-ever consumer website with scheduling options for the organization, since expanding to include several specialties and services and over 2000 appointments, as well as expansion of authenticated scheduling options in MyChart. Prior to joining UCI Health, Nooteboom led digital patient engagement at Rush University System for Health in Chicago. She lives in Los Angeles with her two cats, Ingrid Bergman and Humphrey Bogart.

Josefer Montes
Executive Director, Marketing & Branding
AdventHealth

Josefer Montes, PhD, is Executive Director, Marketing & Communications at AdventHealth Georgia. He blends sales expertise, brand strategy, and data-driven storytelling to build trust, support clinicians, and expand access to care. A former professor and academic dean, he now focuses on practice—leading integrated campaigns that pair clinical accuracy with clear, human language. His work spans brand development, demand generation, stakeholder communications and more. Guided by a consumer-first mindset and AdventHealth’s promise to help people feel whole—body, mind, and spirit—he helps deliver measurable, mission-aligned results.

In this leadership role, Wendi designed and implemented a system-wide service line strategy and organizational framework to drive integrated advertising campaigns and fuel revenue growth. She leads a high-performing team of 16 and manages agency partnerships specializing in strategy, creative development, and media placement.

Micha Siegel
Director, Product Innovation and Strategy
BPD

Micha Siegel is the Director of Product Innovation and Strategy at BPD. He’s a seasoned healthcare marketing professional who began in-house at a leading healthcare system, where he advanced marketing capabilities and introduced technologies to enhance patient engagement and streamline marketing operations. For the past three years, Micha has focused on 1:1 marketing, using data, analytics, and claims insights to create personalized, HIPAA-compliant campaigns. His passion lies in connecting data with human insights to deliver tailored messaging that drives patient engagement and measurable results.

Originally from Chicago, and a self-professed lover of deep-dish pizza, he would rather be working out than sitting on his couch and has put this energy into becoming an avid triathlete. As such, he enjoys, in equal measure, running, biking and swimming, and he loves having his daughters join him in these activities.