From MarTech Sprawl to Strategy: How Atlantic Health and UNC Health Build a Connected Ecosystem

August 12, 2026

Healthcare organizations have invested heavily in marketing technology, yet many marketing teams still struggle with disconnected systems, fragmented data, and growing pressure to demonstrate business value.

The challenge isn’t acquiring more technology. It’s making existing tools work together.

That was the focus of a recent eHealthcare Strategy & Trends webinar, Maximizing MarTech in Healthcare: From Stack Sprawl to Strategic Growth. Panelists shared insights on coordinating patient communications, aligning marketing with IT and analytics, and connecting marketing investments to measurable business outcomes.

“We’re really thinking about the idea of tools to a system,” says Jamie Mermelstein, vice president of digital experience at Unlock Health. “The ways in which we can leverage the power of a connected ecosystem is where an ideal stack really comes in.”

Read the full article to learn how healthcare organizations connect existing technology, data, and teams to provide the foundation for stronger governance, better patient experiences, and more meaningful measurement: Building a Better Healthcare MarTech Ecosystem: How Healthcare Teams Move Beyond Stack Sprawl

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Matt Humphrey
President