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  »

“People Want to Interact With People”: What to Consider When Planning Your Social Media Strategy

McKenzie Davis works closely with Baptist Health Central Alabama to share stories of people caring for people. Read on to hear her take on how social media has changed, why and where it makes sense to invest in paid advertising on social media, and which platforms to choose.

What Are the Most Important Factors to Consider When Planning Social Media Strategy Today?

// By Jane Weber Brubaker // McKenzie Davis works closely with Baptist Health Central Alabama to share stories of people caring for people. Read on to hear her take on how social media has changed, why and where it makes sense to invest in paid advertising on social media, and which platforms to choose.

How Can Ad Agencies Help Health Systems Get the Analytics They Need to Measure Marketing Performance?

// By Jane Weber Brubaker // Measurement is not as easy as it was when everyone used the same tools to measure marketing performance. With greater constraints and more solutions, how do you choose the right path forward? This Q&A discusses the varied needs of organizations, and how agencies can help them shape the right approach.

Doing More with Less: How Healthcare Marketers Can Win with Privacy-First Strategies and Lean Budgets

Healthcare marketers today operate in a complex environment. While privacy regulations continue to evolve, tech platforms are rapidly changing, and lawsuits remain an ongoing threat. Can privacy management tools enable marketers to ramp up performance? Read on to learn about strategic capabilities that organizations need to stay competitive.

Navigating Privacy, Performance, and Budget Pressures in Today’s Healthcare Marketing Landscape

// By Jane Weber Brubaker // Healthcare marketers today operate in a complex environment. While privacy regulations continue to evolve, tech platforms are rapidly changing, and lawsuits remain an ongoing threat. Can privacy management tools enable marketers to ramp up performance? Read on to learn about strategic capabilities that organizations need to stay competitive.

AI as Your Strategy Partner: How Smart Tools Power Human Intelligence in Healthcare Marketing

AI’s ability to analyze large datasets at scale gives marketers “a world of possibilities” for thinking and planning strategically. In this Ask the Expert Q&A, Amanda Herriman discusses how AI is reshaping digital behavior, and why healthcare organizations need to adapt their content strategies for tools like Google’s AI Overviews.

How AI Enhances Human Marketing Intelligence in Healthcare

// By Jane Weber Brubaker // AI’s ability to analyze large datasets at scale gives marketers “a world of possibilities” for thinking and planning strategically. In this Ask the Expert Q&A, Amanda Herriman discusses how AI is reshaping digital behavior, and why healthcare organizations need to adapt their content strategies for tools like Google’s AI Overviews.

7 Factors to Consider When Evaluating Provider Search Platforms

For marketing leaders in healthcare, the provider search experience isn’t just a digital tool — it’s a reflection of your brand, a driver of patient loyalty, and a key lever for growth. A well-integrated provider search platform can directly impact patient acquisition, retention, and satisfaction scores.

Reimagining AI in Healthcare Marketing: The Shift from Tool to Thought Partner

AI in healthcare marketing is still in its early innings, but Matt Cyr believes the real impact is just around the corner. In this insightful interview, Cyr shares how forward-thinking teams are already seeing faster content creation, tighter brand consistency, and quicker market research, even if ROI metrics are still catching up.

How Do You Choose the Right Provider Search Platform for a Seamless Patient Experience?

// By Michael Kinkaid // For marketing leaders in healthcare, the provider search experience isn’t just a digital tool — it’s a reflection of your brand, a driver of patient loyalty, and a key lever for growth. A well-integrated provider search platform can directly impact patient acquisition, retention, and satisfaction scores.

Closing the Urgency Gap: How Marketers Can Embrace AI as a Thought Partner, Not Just a Tool

// By Jared Johnson // AI in healthcare marketing is still in its early innings, but Matt Cyr believes the real impact is just around the corner. In this insightful interview, Cyr shares how forward-thinking teams are already seeing faster content creation, tighter brand consistency, and quicker market research, even if ROI metrics are still catching up.

Why Podcasting Is Now a “Must-Have” for Healthcare Marketers

If you’re still on the fence about launching a healthcare podcast, it’s time to jump in with both earbuds. In a recent webinar, Bill Klaproth laid out the state of podcasting in healthcare today, how video reshapes the podcasting game, and why YouTube is the new front door for healthcare content.

The State of Podcasting: Why Healthcare Marketers Can’t Afford to Sit This One Out

// By Susan Dubuque // If you’re still on the fence about launching a healthcare podcast, it’s time to jump in with both earbuds. In a recent webinar, Bill Klaproth laid out the state of podcasting in healthcare today, how video reshapes the podcasting game, and why YouTube is the new front door for healthcare content.

Smarter Prompts, Better Results: The Power of Custom GPTs for Healthcare Marketers

People create custom GPTs to do everything from plan weekly meals to teach them a new language. How can custom GPTs help healthcare marketers? In our Q&A with Diane Hammons, we explore why you might choose to build a custom GPT, how to create one, and some healthcare-specific use cases.

What Is a Custom GPT, and Why Would You Need One?

// By Jane Weber Brubaker // People create custom GPTs to do everything from plan weekly meals to teach them a new language. How can custom GPTs help healthcare marketers? In our Q&A with Diane Hammons, we explore why you might choose to build a custom GPT, how to create one, and some healthcare-specific use cases.

Engaging Today’s Healthcare Consumer: Winning Content Strategies from Trinity Health of New England and Walmart Health

Connecting with healthcare audiences has never been more challenging — or critical. In a recent Member Roundtable, panelists shared their approaches to content strategy — what works, what’s evolving, and how they navigate today’s healthcare challenges. Here, we explore key takeaways from the discussion, including strategies for improving engagement, measuring success, and staying ahead.

Award-Winning Content Strategies from Trinity Health of New England and Walmart Health

// By Susan Dubuque // Connecting with healthcare audiences has never been more challenging — or critical. In a recent Member Roundtable, panelists shared their approaches to content strategy — what works, what’s evolving, and how they navigate today’s healthcare challenges. Here, we explore key takeaways from the discussion, including strategies for improving engagement, measuring success, and staying ahead.

TikTok for Healthcare Marketers: How Cleveland Clinic Builds Trust Through Credible Content

Cleveland Clinic first joined TikTok in March 2020 to combat COVID-19 misinformation. In the nearly five years since its TikTok debut, the marketing team at Cleveland Clinic has learned a great deal about creating short-form health content that resonates on the platform. Learn more in our Q&A with Amanda Todorovich.

TikTok: Stay True to Your Goals, Don’t Do It to Be Cool, and Other Advice from Cleveland Clinic

// By Melissa Sher // Cleveland Clinic first joined TikTok in March 2020 to combat COVID-19 misinformation. In the nearly five years since its TikTok debut, the marketing team at Cleveland Clinic has learned a great deal about creating short-form health content that resonates on the platform. Learn more in our Q&A with Amanda Todorovich.

Google’s Cookie Conundrum: What it Means for Healthcare Advertisers

As the dominant player in online advertising, search, and browsing, Google routinely sets the online advertising world spinning. Its cookie policies are the latest upheaval as the company seeks to balance growing privacy concerns with its value proposition. ​​We sat down with two experts to learn more about the cookie conundrum.

Cookies Are Back. What Does It Mean for Healthcare Advertisers?

// By Jane Weber Brubaker // As the dominant player in online advertising, search, and browsing, Google routinely sets the online advertising world spinning. Its cookie policies are the latest upheaval as the company seeks to balance growing privacy concerns with its value proposition. ​​We sat down with two experts to learn more about the cookie conundrum.

Privacy-First Foundation for High-Performance Healthcare Marketing

// By Ray Mina // Privacy regulations make healthcare marketing harder. A healthcare privacy platform adds a layer of protection, giving digital marketers access to the analytics tools they need without putting protected health information at risk. Find out how marketers get in hot water with regulators and how to structure your tech stack for HIPAA compliance.

Where Does CRM Stand in Addressing Today’s Healthcare Challenges?

The high cost and amount of churn in the healthcare CRM market have had many marketing leaders wondering if the huge investment they made was worth it. And those who still shop for the right solution wonder where to turn. But the need for flexible solutions that meet organizational needs has never been greater, as Read More

What Is the State of CRM Today, and How Does It Measure Up to Healthcare Industry Needs?

// By Jane Weber Brubaker // The high cost and amount of churn in the healthcare CRM market have had many marketing leaders wondering if the huge investment they made was worth it. Here, Bob Cummings shares his perspectives on the major trends impacting healthcare, why CRM solutions are essential, and why some have failed to deliver.