Measuring What Matters

A free white paper, published by LionShare

A Practical Guide to Healthcare Marketing Accountability and Organizational Impact

You’ll learn:

• Why Marketing Accountability Matters More Than Ever
• Building the Foundation for Accountability
• From Engagement to Impact
• Matching Metrics to Purpose
• Defining What Counts as a Win
• The Hidden Cost of Measuring the Wrong Things

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

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:

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

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.

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Proving Marketing ROI Without Compromising Patient Privacy

ROI & Performance Marketing Week Day 5 Session 1

Presented Sept, 18, 2026

Panelists:

• Amanda Todorovich, FACHE, Executive Director of Digital Marketing, Cleveland Clinic
• Jessica Holton, Co-Founder, Ours Privacy

Moderated by:

• Kyle Hardner, Contributing Writer, Plain-English Health Care

You’ll learn:

• How to measure marketing’s impact on patient acquisition and revenue without exposing PHI.
• What a privacy-first data infrastructure looks like and how it can restore visibility into the patient journey.
• Practical steps for aligning marketing, legal, and compliance around measurement

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From Data Silos to Marketing ROI: What Healthcare Marketers Can Measure Today

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:

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

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.

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Prove It: Connecting Marketing Performance to Business Results

ROI & Performance Marketing Week Day 3

Presented Sept, 16, 2026

Panelists

• Jamie Mermelstein, Vice President, Digital Experience, Unlock Health
• Matt Eaves, Vice President, Digital Marketing, University Hospitals

Moderated by:

• Susan Dubuque, Contributing Editor, Strategic Health Care Marketing and Co-Chair, 2026 eHealthcare Leadership Awards

In this session, you’ll learn how to:

• Connect marketing activity to appointments, patients, and revenue.
• Build an attribution model that reflects how patients actually find and schedule care.
• Use existing data and technology to strengthen ROI measurement.
• Build the cross-functional partnerships needed to prove marketing’s impact.
• Translate marketing performance into results that matter to the C-suite.

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The AI Search Reality Check: What Healthcare Leaders Need to Know, Measure, and Do Next

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:

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

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.

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ROI & Performance Marketing Week

A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends

September 14-18, 2026

Hospital and health system marketing leaders must prove measurable ROI.

In today’s financially challenging environment, leaders in healthcare organizations scrutinize budgets and demand evidence that marketing investments drive profitability and growth.

The ROI & Performance Marketing Week will deliver a week of focused, one-hour sessions presenting strategies for proving the measurable impact of marketing and advertising. From brand awareness campaigns and physician referral strategies to targeted digital outreach, healthcare marketing experts will show how they connect spend with return, and how they position themselves as strategic partners at the leadership table.

Join us for a full week of programming for marketing and digital leaders at hospitals, health systems, and other healthcare provider organizations.

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