Strategies from Top Healthcare Marketing Leaders:

How to Build the Case for Increasing 
Your Digital Marketing Budget in 2021

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

Presented on October 8, 2020



Andreadis, Brown, Sommer, Stanziano, Fell

For most of us, the end of 2020 can’t come soon enough. As we round the corner toward a new year, the challenge will be to make up for losses incurred this year. “Eighty-five to 90 percent of normal volume isn’t enough,” says Danny Fell, senior strategist at Optum.

Volumes are down. Revenues are down. Patients remain reluctant to come back for needed care, and it’s likely you’ll have to spend more to persuade them. When your organization is already financially strapped, how do you convince leadership that the way back is not to cut the marketing and advertising budget, but to increase it?

Join us on October 8, for a lively panel discussion with top marketers from leading organizations who will share their insights on how to overcome these obstacles and get the budget you and your organization need to succeed in 2021.

You’ll learn:

  • How to demonstrate that investment in digital advertising will be key to achieving measurable return on investment
  • How to align your argument with your organization’s financial and strategic goals
  • How to frame your argument in ways that will convince your CFO
  • How to highlight achievements of your marketing department during this most challenging year to make a strong case


Tanya Andreadis
Chief Marketing Officer 
UCLA Health

Tanya Andreadis, chief marketing officer at UCLA Health is an analytical marketing executive with over 20 years of experience in digital strategy, campaign execution, brand development, marketing research, and analytics. Skilled at working in complex environments, she transforms and builds large teams with digital fluency, and hard-wires data-driven decision making. Tanya leverages enterprise CRM, content strategy, marketing automation, SEM, and social initiatives to lead contemporary, customer-first communication strategies.

Prior to joining UCLA Health in 2019, she was associate chief marketing officer at Penn Medicine.

Tanya Andreadis, UCLA Health

Jason Brown
CEO and Chief Strategy Officer
Brown Parker & DeMarinis Advertising

Jason Brown is responsible for overseeing the agency’s long-term vision and growth. In this role he works collaboratively with clients and multi-functional agency teams to develop go-to-market strategies that transform brands, motivate patients and physicians, inspire hospital teams, and cause donors to open up their checkbooks.

Jason has successfully worked with nearly one hundred hospitals, from some of the largest, most successful health systems to smaller, challenger brands. Today, Jason spends most of time helping his clients develop and implement transformative, customer-centric strategies.

Jason Brown

Sarah Sommer
Vice President, Digital Engagement

Sarah Sommer leads the digital engagement team within Geisinger’s marketing & communications department and is responsible for Geisinger’s enterprise digital marketing and engagement portfolio. The digital engagement team partners with other teams across the organization to advance Geisinger’s digital strategy to support consumers in researching and accessing Geisinger care, programs, and services.

As a central Pennsylvania native whose hearing loss was diagnosed at Geisinger in her childhood, Sarah was delighted to return to Geisinger to help build digital solutions for the communities it serves. Before joining Geisinger in 2012, Sarah led digital marketing teams for Boston Scientific.

Sarah Sommer, Geisinger

Don Stanziano, MHA, APR
Chief Marketing & Communications Officer 

Don Stanziano, MHA, APR, is chief marketing & communications officer for Geisinger with responsibility for all enterprise marketing, brand management, public relations, internal communications, consumer research, and digital media, digital marketing, and digital customer engagement platforms.

Don joined Geisinger in January 2018 from Scripps Health in San Diego, California, where he had served for 16 years, including eight years as vice president for marketing and communications. He also held positions at Scripps as senior director for public relations and corporate communications, and director of public relations.

Don Stanziano, Geisinger

Danny Fell
Senior Strategist

Danny Fell has over 30 years of healthcare marketing and advertising experience working with some of the largest healthcare brands in the country. He currently leads marketing strategy within the innovation team at Optum, a division of UnitedHealth Group, and is focused on building and deploying data-driven solutions that improve outcomes, enhance patient experiences and lower the total cost of healthcare.

Danny has served on the board of the American Hospital Association’s Society for Healthcare Strategy & Market Development and was honored as the very first recipient of the John A. Eudes Vision & Excellence Award for his contributions to digital marketing and thought-leadership within the healthcare industry.

Danny Fell, Optum

Webinar at a Glance

Date: Thursday, October 8, 2020

Time: 2:00 P.M. Eastern, 1:00 P.M. Central, 12:00 P.M. Mountain, 11:00 A.M. Pacific

Duration: 60 Minutes

Cost: Free for members of eHealthcare Strategy & Trends

This webinar is free for members of
eHealthcare Strategy & Trends

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