Beyond the Dashboard: Building an AI-Native Attribution Stack for Healthcare
This session is part of
AI in Healthcare Marketing Week
A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends
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Presented June 18, 2026 at 1 p.m. Eastern
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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
Moderator:
Therese Lockemy, Founder and CEO, Inner Path Digital, L.L.C
Session Sponsor:
Healthcare marketers have more data than ever, but proving impact is still hard. Dashboards can show activity. Attribution tools can assign credit. But marketing leaders need measurement approaches that account for long patient journeys, referral patterns, access constraints, and the many touchpoints that influence how people choose and receive care.
Service-line growth depends on access, referrals, payer mix, and capacity. That makes attribution difficult, and often misleading.
This webinar will look at how healthcare leaders are rethinking measurement in an AI-enabled environment. The conversation will focus on how to connect data, reporting, governance, and finance alignment in ways that help marketing teams show value and make better decisions.
Panelists will show how AI is supporting attribution and measurement in their organizations today, what's working, and where the real gaps still are.
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
Panelists
Matt Lee
Co-Founder and Managing Director
Strategy Collective
Matt Lee is Co-Founder and Managing Director of Strategy Collective, a healthcare marketing firm working with health systems and PE-backed, multi-location provider networks. Founded in 2019 and named #11 on Modern Healthcare's Best Places to Work in Healthcare 2025, the firm operates at the intersection of marketing strategy, PE valuation language, and patient behavior change.
Matt chairs Strategy Collective's internal AI Advisory Board, where he embeds marketing analytics, LLM tooling, and automation into the firm's operating model and client engagements. He recently completed an eight-month study of 150+ Google Business Profiles demonstrating that AI-automated local signals drive generative search visibility, a finding the industry had not yet documented. Across client work, he builds full-funnel patient acquisition engines that consistently outperform industry benchmarks on cost and conversion.
Matt also serves on two clinical advisory boards focused on earlier disease detection and the redesign of patient screening pathways.
Lina Soliman
Director of Omni-Channel Strategy
The Ohio State University Wexner Medical Center
Lina is responsible for designing and executing full-funnel digital marketing strategies that consistently exceed ROI goals. Her expertise lies in leveraging technology and innovative approaches to enhance brand visibility and reputation.
A certified AI Professional, Lina is at the forefront of the medical center's digital evolution. She is currently leading the marketing department's AI strategy, focusing on team upskilling, developing an AI readiness roadmap, and creating multiple AI agent solutions. These initiatives are designed to increase department efficiency, enhance the impact of marketing efforts, and improve patient satisfaction. Her work includes shaping the future of conversational platforms and integrating AI into holistic search marketing strategies to meet consumers at every stage of their journey.
Kelsey Linden
VP, Commercial Excellence
Shore Capital Partners
Kelsey Linden is a Vice President and co-lead of the Commercial Center of Excellence (COE) at Shore Capital Partners, a lower middle-market private equity firm focused on companies with $1-10M of EBITDA. Kelsey’s responsibilities include working with investment, board, and management teams to identify and execute commercial growth and value creation opportunities in the portfolio, including developing go-to-market strategies and executing initiatives related to marketing, CRM, digital, and full-funnel revenue performance.
Prior to joining Shore, Kelsey was VP of GTM & Marketing at Aspen Dental, where she led cross-functional teams across marketing, digital, CRM, analytics, and product to drive revenue growth. Before Aspen Dental, Kelsey was a leader at Bain & Company, where she advised clients on growth strategy, digital transformation, and operating model redesign.
Kelsey holds an M.B.A. from the Kellogg School of Management and a B.A. in Economics from Vanderbilt University.
Do you have valuable content that you'd like to get in front of decision makers at hospitals, health systems, and physician groups?