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.

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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.

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

Tuesday | 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

Register Now  »

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.

When Social Media Grew Up: How Social Channels Perform Serious Work

// By Susan Dubuque // 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 Helps Healthcare Leaders Turn Intuition into Data-Driven Action

// By Wendy Margolin // 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 use AI to turn data into actual improvements.

From “Flying Blind” to Full Visibility: How Renown Health Turned a Privacy Crisis Into a Performance Advantage

As budget pressures mount, marketing performance is under a microscope. Here, we take a close-up look at Renown Health’s journey back to visibility and share the broad industry context and how a strong privacy foundation can improve marketing performance and lower customer acquisition cost.

Focus On Digital Front Door: How Health Systems Are Closing the Digital Experience Gap

This new report examines how leading hospitals and health systems around the country create digital experiences that work for patients.

Download now »

How to Turn Your Privacy Challenges into Performance Opportunities

// By Jane Weber Brubaker // As budget pressures mount, marketing performance is under a microscope. Here, we take a close-up look at Renown Health’s journey back to visibility and share the broad industry context and how a strong privacy foundation can improve marketing performance and lower customer acquisition cost.

Can You Still Measure What Matters? Rethinking Performance Marketing When Data Is Restricted

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.

Hospital Websites Aren’t Dead, They’re Evolving: Practical Wins & ROI from the Past Year

Presented February 11, 2026 

Your Presenters:

• Brad Muncs, CEO, Symetris
• Seth Kaplan, Director of Marketing, Digital and CX, HonorHealth
• Tara Nooteboom, Director of Consumer Digital Strategy, UCI Health

Moderated by:

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

After attending, you’ll be able to:

• Reframe your website strategy from redesign cycles to an ongoing “website-as-a-product” operating model.
• Identify and prioritize high-impact improvements you can ship incrementally (without waiting 12-18 months for a redesign).
• Build a clearer ROI narrative for leadership by connecting web work to outcomes (access, conversion, patient acquisition, efficiency).
• Navigate stakeholder overload with governance approaches that reduce bottlenecks and align teams around measurable goals.
• Leave with examples and language you can use to align marketing, digital, and operational partners when resources are tight.

Watch Now  »

Turning Data Into Action: How Healthcare Marketing Leaders Are Using AI to Accelerate Analytics and Personalization

A panel of experts from AdventHealth, Community Health Network, Ochsner Health, and BPD weighs in on the potential of AI to accelerate analytics and uncover new insights. Here, we share the panelists’ reflections on where their organizations are on the AI continuum, and the essential role of data in leveraging AI.