Healthcare Marketing in the Privacy Era: Embracing the Consumer Mindset

Join us for a free webinar on Wednesday January 15, 2025 at 2 p.m.

Your Presenters:

• Stephanie Downing, Manager of Digital Communications, St. Elizabeth Healthcare
• Ray Mina, Vice President, Marketing & Interim Vice President, Product Freshpaint

You’ll learn:

• Why delivering an exceptional online experience is a competitive imperative.
• Why privacy concerns have made consumerization so difficult in healthcare.
• How you can overcome these challenges.
• What it means to be privacy-first.
• How to build a durable, privacy-first foundation.
• How this foundation will help you improve ROI and enhance patient loyalty.

And much more!

Register Now  »

Beyond Tactics: How to Build a Digital Front Door Strategy for Your Enterprise

Join us for a lively conversation with our panel of experts who will share their experiences working in or with major health systems and how they build effective enterprise-wide digital front door strategies informed by comprehensive consumer and market intelligence.

Your Presenters:

• Margo Schneider, Assistant Vice President, Digital Strategy & Operations, UW Medicine
• Zain Ismail, Senior Director, Digital Health & Transformation, Strategic Advisory Services, AVIA
• Otto Angulo, Senior Director, Digital Consumer Engagement, AtlantiCare
• Mike Julian, Principal Consultant, Population Intelligence & Activation Populi, a Definitive Healthcare Company

Watch Now »

How to Build Your Healthcare Consumer Experience Roadmap — for 2025 and Beyond

Your Presenters:

• Jennifer Carron Passon, CPXP, MSOM, Patient Experience Officer, BJC HealthCare
• Brian Carlson, VP of Patient Experience, Vanderbilt University Medical Center
• Justin Dearborn, Founder and CEO, Praia Health

Moderated by:

• Jared Johnson, Chief Marketing Officer at Praia Health and eHealthcare Strategy & Trends Editorial Advisory Board Member

You’ll learn:

• How to create or update your organization’s consumer experience strategy based on insights from forward-thinking institutions.
• Effective change management strategies to accelerate and gain buy-in for consumer experience initiatives
• How marketing leaders effectively collaborate with others who have consumer experience responsibilities without derailing other priorities and investments.
• How to evaluate new digital platforms and the possibilities that they open for connecting consumer experiences beyond the clinical encounter.

Watch Now »

CRM: How to Optimize Your Tech Stack to Attract and Retain Patients

Your Presenters:

• Mike Sonnentag, Senior Service Line Marketing Strategist, Virtua Health
• Seth Kaplan, Director, Marketing and Customer Engagement, HonorHealth
• Ross Therrien, Enterprise Account Executive (Healthcare), LeadSquared

Moderated by:

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

You’ll learn:

• Why an EHR system alone may not be enough
• How Virtua Health uses the CRM to uncover opportunities for service line growth
• How HonorHealth’s CRM team reaches out to internal clients as strategic partners
• How integrated systems enable data sharing and improve care coordination
• How you can use CRM solutions to manage patient and prospect relationships across multiple touchpoints.

Watch Now »

Provider Data Management: The Foundation for a Supercharged Marketing Strategy

Watch this webinar to discover how Summit Health improved provider data management and how it enables more patients to find and access care — and how you can too.

Your Presenters:

• Stephanie Scotto, MHA, Senior Manager, Web Operations VillageMD, Summit Health, CityMD
• Rachelle Montano, MS, RD, MBA, Vice President, Clinical Strategy, Loyal

You’ll learn:

• Why having all provider data in a single, unified platform, is the key to a powerful marketing strategy
• How clinical taxonomy can enhance and connect patients to the most appropriate care provider
• Best practice takeaways from Summit Health for other health systems considering leveling-up their provider data management tools to achieve business objectives.

Watch Now »

Mastering Digital Content in the Age of Zero-Click Search and AI Overviews: Real Strategies for Healthcare Marketers

Your Panelists:

• Leslie Cozatt, Executive Marketing Consultant, Providence
• Laura Kuechenmeister, Corporate Director of Content Marketing & Design, Emory Healthcare
• Kirsten Lecky, EVP Insights and Growth, WG Content
• Bridget Reuter, Service Line Marketing Manager, Virtua Health

Watch this webinar to hear from these powerhouse healthcare brands that are successfully adapting their strategies:

• Emory Healthcare: Discover how Emory is leveraging immersive storytelling to captivate and engage their audience.
• Providence: Leslie Cozatt, Executive Marketing Consultant, will discuss the evolution of blogs from awareness-building tools to thought leadership platforms driven by subject matter experts (SMEs).
• Virtua Health: Bridget Reuter, Service Line Marketing Manager, will highlight the use of predictive AI and electronic medical records (EMR) in targeted email marketing.
• WG Content: Kirsten Lecky, EVP, Insights and Growth will provide an overview of the big picture in digital content shifts across hundreds of clients and thousands of projects. She’ll share what content trends are emerging and where organizations are investing.

 
Watch Now »

Ignite Excellence: Winning Strategies for Digital Patient Experience

Panelists:

• Ben Dillon, CEO, Geonetric
• Matt McKinney, Director, Digital Engagement, Cone Health
• Kishore Reddipeta, Director, Web Systems and Technologies, Stanford Medicine Children’s Health

Moderator:

• Susan Dubuque, Contributing Editor, eHealthcare Strategy & Trends and Co-Chair, 2024 eHealthcare Leadership Awards

In this session, you’ll learn:

• The breadth, scope, and depth of winning patient experience strategies and tools
• How website and digital health steering committees guide planning
• Best practices for implementing patient experience initiatives
• How to prioritize investments for maximum impact
• And much more!

Watch Now »

Mastering Digital Content in the Age of Zero-Click Search and AI Overviews: Real Strategies for Healthcare Marketers

Wednesday | August 28, 2024 | 2 p.m. Eastern

Your Panelists:

• Leslie Cozatt, Executive Marketing Consultant, Providence
• Laura Kuechenmeister, Corporate Director of Content Marketing & Design, Emory Healthcare
• Kirsten Lecky, EVP Insights and Growth, WG Content
• Bridget Reuter, Service Line Marketing Manager, Virtua Health

Join us to hear from these powerhouse healthcare brands that are successfully adapting their strategies:

• Emory Healthcare: Discover how Emory is leveraging immersive storytelling to captivate and engage their audience.
• Providence: Leslie Cozatt, Executive Marketing Consultant, will discuss the evolution of blogs from awareness-building tools to thought leadership platforms driven by subject matter experts (SMEs).
• Virtua Health: Bridget Reuter, Service Line Marketing Manager, will highlight the use of predictive AI and electronic medical records (EMR) in targeted email marketing.
• WG Content: Kirsten Lecky, EVP, Insights and Growth will provide an overview of the big picture in digital content shifts across hundreds of clients and thousands of projects. She’ll share what content trends are emerging and where organizations are investing.

 
Register Now »

The Health System Digital Front Door: Enhancing Patient Access, Engagement, and Experience

A new eHealthcare Strategy & Trends member roundtable, featuring winners from the 2023 eHealthcare Leadership Awards

Wednesday | August 7, 2024 | 2 p.m. Eastern

Your Panelists:

• Jennifer Segalini, VP of Strategy at Phase2
• Amanda Jones, Senior Director of Digital Engagement at Geisinger
• Jennifer Mackendree, System Director of Marketing at Health First
• Nardeep Singh, Marketing Technology Manager at Renown Health

In this session, you’ll learn:

• The breadth, scope, and depth of DFD strategies and tools
• Best practices for implementing a DFD
• Practical tips for enhancing patient engagement and satisfaction
• How a DFD can impact marketing outcomes
• How to prioritize DFD investments for maximum impact
• And much more!

Watch Now »

How to Future-Proof Your Healthcare Website

Your Presenters:

• Kevin Smith, Assistant Vice President, Digital Engagement, Baptist Health (KY)
• Matt Schwabel, Executive Director, Marketing Technology & Operations, UNC Health
• Michael Kinkaid, Chief Technology Officer, Reason One
• Stephen Barry, Product Owner, Lee Health

You’ll learn:

• How to evaluate your current state and define the desired future state
• Considerations for selecting the right technology
• Best practices for gaining buy-in from stakeholders
• How to develop a plan and timeline
• Why a web steering committee is essential
• How to measure success
• And much much more!

Watch Now »

Vital Signs: The State of Healthcare Digital Marketing, 2024

This free webinar will give marketers the insights you need to stay on top of how the healthcare marketing industry is changing.

Your Presenter

• Ben Dillon, Chief Executive Officer, Geonetric

You’ll Learn:

• Where budgets and staffing are being adjusted after healthcare’s post-pandemic financial crisis
• What digital investments health systems are prioritizing in the coming year
• How health systems are adapting to the recent HIPAA guidance on marketing tracking technology
• The variety of ways healthcare marketers are using generative AI tools and the barriers that exist
• And much more!

Watch Now »

Reimagining CRM for Health Systems with an Enterprise-Wide Approach

Watch our webinar and hear from a top industry expert who will share how CRM has evolved and discuss best practices that can help your organization take full advantage of state-of-the-art CRM capabilities.

You’ll learn:

• What the current state of CRM is in healthcare, and why it often falls short.
• How to structure CRM for enterprise-wide success.
• Best practices for implementation, governance, and strategy.
• How to set priorities that align with the strategic plan when launching campaigns.
• How a CRM can scale communications using real-time data and rules-based automated campaigns.
• What to consider when choosing a CRM solution.
  And much much more!

Watch Now »

Enhancing Patient Experience with Effective Provider Data Management Strategies

Your Presenters:

• Jeff Stewart, VP of Strategic Marketing, CHRISTUS Health
• Val Lopez, Assistant Vice President, Digital Marketing and Technology, Baptist Health
• Jessica West, Director, Content & Media, Piedmont
• Keir Bradshaw, EVP, Solution Consultant, MERGE

You’ll learn:

• Insights into how precise provider data impacts patient trust and the overall efficiency of healthcare delivery systems.
• How innovative technologies and systems can assist in the effective management and maintenance of provider data to ensure compliance and enhance patient care.
• Best practices for implementing a robust provider data management strategy that can directly improve the patient experience.

And much much more!

Watch Now »

Winning Strategies for Digital Physician Engagement [Member Roundtable]

Join us for a discussion with 3 leaders from organizations that won awards in the Best Digital Physician Engagement category in the 2023 eHealthcare Leadership Awards

Your Panelists:

• Emilie Ansel, CEO, Private Health News
• Shannon Cummins, VP of Business Development, Unlock Health
• Garland Stansell, Chief Communications Officer, Children’s of Alabama

Moderated by:

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

You’ll learn:

• How your organization can implement a physician engagement effort that is aligned with your strategic marketing goals
• The physician engagement tactics our panelists have found most effective — from the tried and true to the new and cutting edge
• How you can make physician involvement mutually beneficial
• Details of their winning physician engagement initiatives

And much more!

Watch Now »

Enhancing Patient Experience with Effective Provider Data Management Strategies

Join us for a free webinar on Wednesday March 13 at 2 p.m. ET where you’ll hear from our panel of hospital and health system leaders as they share best practices for implementing effective provider data management strategies and improving the patient experience.

You’ll learn:

• Insights into how precise provider data impacts patient trust and the overall efficiency of healthcare delivery systems.
• How innovative technologies and systems can assist in the effective management and maintenance of provider data to ensure compliance and enhance patient care.
• Best practices for implementing a robust provider data management strategy that can directly improve the patient experience.

And much much more!

Register Now »

Privacy-First: How to Ensure Your Healthcare Marketing Aligns with HIPAA

Your Presenters:

• Ray Mina, Head of Marketing, Freshpaint
• Doriann Cain, Partner, Faegre Drinker
• Bridget O’Connor, COO, Fortalice Solutions
• Edward Rafalski, Chief Strategy & Marketing Officer, BayCare Health System

You’ll learn:

• What it means to be privacy-first.
• Who needs to be involved in process change.
• How to have constructive conversations with legal and compliance.
• Why web trackers don’t comply with HIPAA.
• Which tools you need a BAA (Business Associate Agreement) for.
• What to do if you can’t get a BAA.

And much much more!

Watch Now »

Practical Applications of AI in Healthcare Marketing: Elevating Patient & Employee Engagement and ROI

A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists

Your Presenters:

• Jenny Collopy, VP, Chief Marketing and Communications Officer, The Christ Hospital Health Network
• John Elder, Co-Founder and CEO, Supernatural
• Mike Barrett, Co-Founder and CSO, Supernatural
• Bianca Chaer, Strategist, Supernatural

You’ll learn:

• An overview of the general AI landscape: different types of AI, how they are used, and presenters’ point of view on the use of these tools.
• How to do more than just “Use ChatGPT”
• The current landscape of AI in healthcare marketing, specifically how more relevant content can help improve marketing outcomes.
• Where AI is making an impact for people in their day-to-day workflow, right now.
• How AI can help understand and address the needs of different populations effectively.
• How AI can customize content to live across multiple platforms for a variety of different audiences.
• How AI can help optimize healthcare marketing campaigns — specifically:
  • How AI can help you understand the competitive environment
  • How you can use AI to make content
  • How you can use AI to evaluate that content
  • How you can use AI for channel strategy and media planning

And much much more!

Watch Now »

Everything You Wanted to Know About AI and Healthcare Marketing

A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists

Your Presenters:

• Rachelle Montano, Vice President of Clinical Strategy, Loyal
• Matt Cohen, Director of AI, Loyal

You’ll learn:

• About different types of AI technologies and their real use cases.
• How to evaluate AI-based solutions for your organization and get past the hype.
• Concrete ways that AI technologies are enhancing marketing today.
• Where the biggest risks lurk for healthcare marketers and when you need to proceed with caution.
• How to safely test the waters before diving in … so you can avoid the dangers posed by being left behind.
• What the future holds.

And much more!

Watch Now »

HIPAA-Pocalypse Now: Understanding the New HHS Guidance, the Implications for Healthcare Digital Marketers, and How to Respond

A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists

Panelist:

• Ben Dillon, Co-Owner and Chief Executive Officer, Geonetric

Watch this webinar and you’ll learn:

• What the HHS guidance is, and how it relates to PHI and HIPAA
• Why every healthcare organization should be thinking about how they use marketing trackers and other ad technologies.
• Implications for healthcare that go beyond tracking pixels.
• How to engage in a risk assessment process.
• How to develop a process for achieving and maintaining compliance in the future.

And much more!

Watch Now »

ChatGPT: Is It Safe to Use for Your Healthcare Communications?

Are you up to speed on ChatGPT? Is your organization counting on you to be the expert? Explore the opportunities and threats with our panel of industry leaders — and stay ahead of the curve.

Panelists:

• Ahava Leibtag, President and Owner Aha Media Group
• Chris Hemphill, Senior Director, Commercial Intelligence Woebot Health
• Chris Pace, Chief Digital Marketing Officer Banner Health
• Alan Shoebridge, Associate Vice President for National Communication Providence

Watch this webinar and you’ll learn:

• Who’s using ChatGPT, and what they’re using it for
• Why you might want to think twice about having ChatGPT write your healthcare content.
• What’s coming next with ChatGPT.
• How search engines view AI-generated content.
• Why learning to write prompts is a new key skill every communicator should master.
• Whether ChatGPT makes more work or less work for content writers.
• What to consider when using ChatGPT to write headlines, Tweets, Top 10 lists

And much more!

Watch Now »

Build the Data Management Foundation You Need for Successful Digital Healthcare Consumer Experiences

Learn from the nine-month journey of PeaceHealth to evaluate and improve its data management, and discover how you can break down your data silos — the single biggest obstacle that prevents your organization from delivering the digital experiences consumers expect and deserve.

Panelists:

• Lisa Williams, Interim VP Marketing, Digital Strategy and Brand
• Rachelle Montano, Vice President of Clinical Strategy, Loyal

Watch this webinar and you’ll learn:

• How PeaceHealth collaborated with internal stakeholders to align provider, location, and condition data
• The key components of a successful data management strategy
• Why governance is critical to effective data management
• Best practices for managing provider and location information
• Integration tactics for clinical and consumer taxonomies
• Why dedicated resources are essential
• How lack of data accuracy and alignment across provider, location, and condition data can become the perfect storm of problems — and why working toward a solution is worth fighting for

And much more!

Watch Now »

Where Healthcare CRM is Headed in 2023 and Beyond

A new eHealthcare Strategy & Trends webinar for healthcare marketers and digital strategists

Panelists:

• Seth Kaplan, Director, Marketing & Customer Engagement, HonorHealth
• Craig Kartchner, AVP of Marketing & Customer Experience, HonorHealth
• Daniel Quinn, VP of Business Strategy & Analytics, Lionshare

Moderated by:

• Jared Johnson, Founder and Podcast Producer, Shift Forward Health and member of the eHealthcare Strategy & Trends Editorial Advisory Board

Watch this webinar and you’ll learn:

• How buyer decisions for CRM have changed
• How to evaluate platforms now that there are more choices on the market than ever before
• How strategy and operations work together to get the most out of a CRM investment
• How vendors see their platforms evolving over the next 1-2 years
• How to manage expectations for CRM now that healthcare organizations are facing historically challenging financial pressures

And much more!

Watch Now »

Building Brand Reputation Through Digital Platforms: A Physician Marketing Approach

Learn how digital marketing to physicians established Baptist Health South Florida as a leading source of high-value content for physicians and referral sources.

Panelists:

• Mary Adam, Manager, Physician Marketing, Miami Cancer Institute, Baptist Health South Florida
• Tarra Lowe, Manager, Physician Marketing, Baptist Health South Florida
• Mike Ciaburri, Vice President, Business Development, BroadcastMed

Watch this webinar and you’ll learn:

• How a new cancer institute gained national recognition in a short time
• The type of content that is attractive to a physician audience
• How high-quality content builds brand reputation, engages physicians, and drives referrals
• How to design, deploy, and measure the effectiveness of digital campaigns targeted to physicians
• How rich content gives physician liaisons a way to demonstrate expertise in specialty service lines

Watch Now »

Your Digital Front Door – Meeting Consumers Where They Are

A new eHealthcare Strategy & Trends webinar for healthcare marketers and digital strategists.

Panelist:

• Ben Dillon, Chief Strategy Officer, Geonetric

After this webinar, attendees will be able to answer critical questions, including:

• What are consumers’ preferred ways to engage with health organizations throughout their journey?
• How are consumers researching health conditions (and what information your health system needs to be delivering)?
• How has patient loyalty changed and what are the most important factors as patients are making healthcare choices for every healthcare encounter?
• What are consumers’ perspectives on personalized digital experiences in an era of greater awareness of the threats to data privacy?

Watch Now »

Podcasting Made Easy: You Don’t Have to Start From Scratch

Learn how Henry Mayo Newhall Hospital launched a successful podcast, and how it keeps the content pipeline filled.

A new eHealthcare Strategy & Trends webinar for healthcare marketers and digital strategists.

Panelists:

• Patrick Moody, Director of Marketing, Public and Community Relations, Henry Mayo Newhall Hospital
• Bill Klaproth, Director of Marketing and Production, DoctorPodcasting by RadioMD

Watch this webinar and you’ll learn:

• Why podcasting is a valuable marketing platform
• How to get physician buy-in and participation
• How to determine the right audience — consumers, referring physicians, or internal staff
• Which topics to choose — and why
• How to promote your podcast
• Best practices for maximum growth, and how to measure success

Watch Now »