AI Is Changing Search—But It’s Making Hospital Websites More Critical, Not Less

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.

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

Watch Now  »

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

Watch Now  »

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

Watch Now  »

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

Watch Now  »

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

Watch Now  »

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

Watch Now  »

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

Watch Now  »

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

Watch Now  »

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.

Watch Now  »

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.

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 »

Platinum Playbook: An Inside Look at Award-Winning Hospital Websites

Hospital Websites Day 5 Closing Keynote 

Friday | March 13, 2026 | 2:30 p.m. Eastern

Panelists:

• Carolina Anthony, Executive Director, Digital Marketing, AdventHealth
• Laura Housholder, Digital Marketing Manager, Children’s Nebraska
• 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:
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

Register Now  »

From Silo to System: Building a Scalable Location Strategy That Improves Findability

Hospital Websites Day 4 Session 2 

Thursday | March 12, 2026 | 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

Register Now  »

Creating Flexible Hospital Websites That Grow with Your Organization

Hospital Websites Day 4 Session 1 

Thursday | March 12, 2026 | 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

Register Now  »

Ask Us Anything: AI Search + the Future of Website Content

Hospital Websites Day 3 Session 2 

Wednesday | March 11, 2026 | 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

Register Now  »

How Content Informs Digital Transformation

Hospital Websites Day 3 Session 1 

Wednesday | March 11, 2026 | 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 Digital, L.L.C

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

Register Now  »

Better Design, Easier Access: How Digital Experience Shapes Care

Hospital Websites Day 2 Session 2 

Tuesday | March 10, 2026 | 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

Register Now  »

Healthcare Websites with a Purpose

Hospital Websites Day 2 Session 1 

Tuesday | March 10, 2026 | 1:00 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

Register Now  »

The Next Generation of Hospital Websites

Hospital Websites Day 1 Session 1 Keynote

Monday | March 9, 2026 | 2:00 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

Register Now  »

Doing More with Less: How Healthcare Marketers Can Win with Privacy-First Strategies and Lean Budgets

Healthcare marketers today operate in a complex environment. While privacy regulations continue to evolve, tech platforms are rapidly changing, and lawsuits remain an ongoing threat. Can privacy management tools enable marketers to ramp up performance? Read on to learn about strategic capabilities that organizations need to stay competitive.

Navigating Privacy, Performance, and Budget Pressures in Today’s Healthcare Marketing Landscape

// By Jane Weber Brubaker // Healthcare marketers today operate in a complex environment. While privacy regulations continue to evolve, tech platforms are rapidly changing, and lawsuits remain an ongoing threat. Can privacy management tools enable marketers to ramp up performance? Read on to learn about strategic capabilities that organizations need to stay competitive.

The Future of Hospital Websites: Navigating AI, Search, UX, and the Shift to Composable Architecture

Presented September 3, 2025

Your Presenters:

• Michael Kinkaid, Chief Product and Technology Officer, Reason One
• Laura Housholder, Digital Marketing Manager, Children’s Nebraska
• Martha van Berkel, co-founder and CEO, Schema App
• Tyler Pierce, Director of Digital Engagement, Rochester Regional Health
• Tara Nooteboom, Director of Consumer Digital Strategy, UCI Health

Moderated by:

• Therese Lockemy, Founder and Principal Consultant, Inner Path Digital, L.L.C

Join us as our panelists explore how you can:

• Develop a strategic approach to website transformation that aligns technology choices with organizational goals and patient needs
• Make smart platform decisions by understanding the real differences between major platforms and when composable solutions make sense
• Build flexible foundations using composable architecture to future-proof your investment and enable rapid adaptation
• Implement AI thoughtfully with clear use cases that enhance rather than complicate the patient experience, from intelligent search to automated scheduling to personalized content delivery
• Improve findability and discoverability through advanced SEO, schema markup, and optimizing for how patients now search using generative AI tools like ChatGPT and Google’s AI overviews
• Create governance models that balance innovation with security, compliance, and the need for strategic oversight

Watch Now  »

Websites and Beyond: Transforming Patient Experience

Presented March 27, 2025

Panelists:

• Ben Dillon, CEO, Geonetric
• Roc Johnson, Director, Digital Strategy, UNC Health
• Adrienne Woods, Vice President, Digital Engagement, Hackensack Meridian Health

Moderator:

• Susan Dubuque, Contributing Editor, eHealthcare Strategy & Trends and Co-Chair, 2025 eHealthcare Leadership Awards

We’ll be discussing:

• How user-friendly websites are the cornerstone of patient access, engagement, and information. For patients across the full range of digital experiences.
• The growing role of mobile apps as part of a connected patient experience.
• How online appointment scheduling empowers patients with seamless, self-service options.
• Why personalized patient portals are essential for secure access to medical records, test results, and direct communication with providers.
• Ways telehealth and virtual care expand access through video consultations and remote monitoring.
• AI-driven chatbots and virtual assistants’ place in enhancing engagement and providing instant responses to common patient inquiries.

Watch Now  »