Digital Marketing, Communications and Strategy for Healthcare Leaders

The Next Three Years of Marketing Measurement: What Hospital Teams Must Do Now

September 21, 2026

ROI & Performance Marketing Week Day 5 Closing Keynote

Presented Sept, 18, 2026

Panelist:

Ed Rafalski, Chief Strategy Officer, Denver Health
Brian Gresh, VP, Chief Marketing & Communications Officer, Community Health Network
Andy Haynes, VP, Demand Marketing, Ascension

Moderated by:

You’ll learn:

How senior executives view marketing’s role in driving growth in key performance indicators such as volume, access, margin, and brand trust.
How to design a measurement approach that connects brand and performance, prioritizes outcomes, and resonates with finance and the CEO.
How to navigate resourcing and capacity discussions with the C suite and protect your team from “do more with less” fatigue.
How to report results in a way that builds confidence with system executives.
What capabilities high performing health systems are investing in now to support accountable, outcome driven strategies over the next 1-3 years.

Rafalski-Gresh-Haynes

September 21, 2026

ROI & Performance Marketing Week Day 4

Presented Sept, 17, 2026

Panelists:

Bill Balderaz, CEO and founder, Futurety
Shondria N. Covington, MBA, MS, AVP, Marketing and Digital Experience, Morehouse School of Medicine
Dan Lavelle, VP of System Marketing, Geisinger
Valerie Monet, Strategic Marketing Executive, Sutter Health

Moderated by:

Join us as our panelists explore how you can:

Connect campaigns and digital interactions more clearly to leads, appointments, patient acquisition, and business performance.
Determine what you can confidently measure today and where important gaps remain.
Identify when existing data is enough to take action and where stronger integrations or additional data can add value.
Revisit assumptions about privacy, EHR access, and technology requirements that may be holding measurement efforts back.
Make practical progress without waiting for a complete CRM, data infrastructure, or technology stack.
Understand how emerging discovery channels are changing traditional attribution models.
Explore how AEO, GEO, and AI are creating both new measurement opportunities and new gaps.
Use AI-assisted reporting and analysis to surface insights faster and support better marketing decisions.

Balderaz-Covington-Lavelle-Monet

September 21, 2026

ROI & Performance Marketing Week Day 2

Presented Sept, 15, 2026

Panelists:

Tim Shonsey, Vice President of Enterprise Marketing, Intermountain Health
Josh Squires, Director of AI Search, Amsive Health
Craig Blake, Healthcare Growth Executive and Industry Speaker, Amsive Health

Moderated by:

You’ll learn:

Understand how AI search is changing the way patients discover and evaluate healthcare.
Determine where your organization appears, and does not appear, in AI-generated answers.
Establish an AI visibility baseline and identify meaningful measures of progress.
Understand where traditional search, website, and attribution metrics still provide value and where gaps are emerging.
Connect AI visibility and patient intent to acquisition, growth, and broader business performance.
Prioritize investment while measurement models and attribution continue to evolve.
Build alignment and accountability across marketing, content, technology, analytics, and other key stakeholders.
Reassess and update your marketing priorities as AI search continues to develop.

Shonsey-Blake-Squires