Beyond the Banner Ad: Digital Campaigns that Work

Presented October 8, 2025

Panelists:

• Matt King, solutions consultant, population intelligence, Definitive Healthcare
• Amy Arnold, senior paid social media manager, The Ohio State University Wexner Medical Center
• Alexis Castano, digital marketing consultant, The Ohio State University Wexner Medical Center
• Eric Fullmer, digital marketing manager, Ochsner Health
• Jenna Rabideau, marketing specialist, Senior, Vandalia Health Mon

Moderator:

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

In this session, you’ll learn:

• Tips to make your programmatic buy more effective and efficient.
• How to balance brand and performance marketing through digital channels.
• Strategies for successful product line marketing.
• How a leading healthcare organization orchestrated a campaign with tactical precision, leveraging advanced Demand Side Platform (DSP) technology.

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Where Is Healthcare Marketing Headed Next? Industry Leaders Map the Road Ahead

If you question where healthcare marketing is headed, these experts have answers. We turned to trusted voices from organizations supporting the eHealthcare Leadership Awards, all leaders in the healthcare marketing space. Their insights reveal not only where the field is headed but also how marketers can adapt and thrive.

Focus on CRM: How Leading Healthcare Organizations Win by Turning Data into Action

In this new report from eHealthcare Strategy & Trends, you’ll learn how leading hospitals and health systems use CRM tools to acquire new patients, improve patient engagement, optimize communications, and improve health outcomes.

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Stay Ahead: What Shapes the Future of Healthcare Marketing

// By Susan Dubuque // If you question where healthcare marketing is headed, these experts have answers. We turned to trusted voices from organizations supporting the eHealthcare Leadership Awards, all leaders in the healthcare marketing space. Their insights reveal not only where the field is headed but also how marketers can adapt and thrive.

Proven Strategies to Maximize ROI from Your CRM Investment

Healthcare marketing executives and CRM experts, including leaders from Emory Healthcare, Banner Health, and Lionshare, reveal operational challenges, data governance requirements, and cross-functional collaboration needed to turn CRM investments into measurable patient engagement and ROI. Read on to discover strategies that separate CRM success from failure.

Turn Data into Demand: Proven Strategies to Drive Net New Patient Growth

Presented July 23, 2025

Your Presenters:

• Matt King, Senior Consultant, Population Intelligence, Definitive Healthcare
• Reed Smith, Senior Vice President and Chief Consumer Officer, Ardent Health
• Matt Gove, Chief Growth Officer, QuickMD

Moderated by:

• Jane Weber Brubaker, Executive Editor, Plain-English Media

You’ll Learn:

• How to grow net new patients while strengthening retention
• Tactics for identifying high-value audiences and prioritizing outreach
• How segmentation enables more efficient use of marketing spend and higher conversion rates
• Strategies for aligning clinical data with marketing insights to personalize the patient journey
• How to use data and market intelligence to uncover growth opportunities

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How Denver Health Uses Epic Cheers to Streamline Campaigns and Improve Patient Engagement

Customer relationship management (CRM) tools have become essential for healthcare organizations to build stronger patient connections, increase engagement, and enable personalized, timely communication. Using Epic’s integrated CRM, Denver Health aligns real-time EHR data with targeted campaigns. Learn how a switch to the right solution can drive measurable improvements.

Turning CRM into a Strategic Engine: Healthcare Leaders Share Candid Lessons on Data, Alignment, and ROI

// By Therese Lockemy, MBA // Healthcare marketing executives and CRM experts, including leaders from Emory Healthcare, Banner Health, and Lionshare, reveal operational challenges, data governance requirements, and cross-functional collaboration needed to turn CRM investments into measurable patient engagement and ROI. Read on to discover strategies that separate CRM success from failure.

Turn Data into Demand: Proven Strategies to Drive Net New Patient Growth

Wednesday | July 23, 2025 | 2 p.m. Eastern

Your Presenters:

• Matt King, Senior Consultant, Population Intelligence, Definitive Healthcare
• Reed Smith, Senior Vice President and Chief Consumer Officer, Ardent Health
• Matt Gove, Chief Growth Officer, QuickMD

Moderated by:

• Jane Weber Brubaker, Executive Editor, Plain-English Media

You’ll Learn:

• How to grow net new patients while strengthening retention
• Tactics for identifying high-value audiences and prioritizing outreach
• How segmentation enables more efficient use of marketing spend and higher conversion rates
• Strategies for aligning clinical data with marketing insights to personalize the patient journey
• How to use data and market intelligence to uncover growth opportunities

Register Now  »

Denver Health Leverages Epic Cheers CRM to Drive Patient Engagement and Operational Efficiency

// By Althea Fung // Customer relationship management (CRM) tools have become essential for healthcare organizations to build stronger patient connections, increase engagement, and enable personalized, timely communication. Using Epic’s integrated CRM, Denver Health aligns real-time EHR data with targeted campaigns. Learn how a switch to the right solution can drive measurable improvements.

Beyond CRM 101: Aligning People, Data, and Strategy for Smarter Engagement

Presented June 4, 2025

Your Presenters:

• Laura Lee Jones, Founder & CEO of LionShare
• Judith Ward, Strategic Health Care Marketing Executive
• Denise Davis, Vice President, Marketing Technology & Operations, Emory Healthcare
• Chris Pace, Marketing Executive

Moderated by:

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

Join us as our panelists explore how you can:

• Identify the right CRM use cases, from patient acquisition and retention to reactivation, referral growth, and engagement journey orchestration.
• Break down silos across marketing, IT, and data teams to enable smarter engagement and measurement.
• Ensure CRM strategy reflects marketing goals by partnering effectively with IT, bridging gaps between technical infrastructure and engagement needs.
• Measure what matters by connecting CRM data across channels and understanding true marketing ROI.
• Build a source of truth for data-driven decisions, including more accurate targeting and audience suppression.
• Strengthen data governance to support segmentation, suppression, and system-wide confidence in CRM insights.

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Healthcare Marketing in Flux: Proving ROI and Powering Teams

A free white paper, published by Modea

This white paper explores how a modernized digital platform strategy, grounded in the use of digital experience platforms (DXPs), content management systems (CMSs), and emerging AI tools, can help health systems improve both patient-facing and internal experiences.

Key Learning Points or Major Questions Answered

• What are the risks of continuing to rely on legacy CMS platforms in today’s healthcare environment?
• How can modern DXPs support both external patient experiences and internal team operations?
• What is the difference between a CMS and a DXP, and how should healthcare organizations evaluate their options?
• In what ways can AI support marketing efficiency, especially in content creation and patient engagement?
• Why should platform modernization be viewed as a strategic enabler of long-term performance, not just a technical upgrade?

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In Search of Lost Time: Insights from 299 healthcare professionals

A free white paper, published by Leadsquared

Download this eBook to learn:

• Where is time slipping away in healthcare operations?
  Identify the most common time traps—from slow scheduling to administrative overload—and learn where small inefficiencies create big delays.
• How do operational delays affect patient satisfaction?
  See how response times, follow-ups, and workflow inefficiencies directly impact patient experience, engagement, and even retention.
• What practical steps can streamline workflows and improve care?
  Get proven strategies to reduce manual work, automate repetitive tasks, and create a more efficient system that allows teams to focus on patients—not paperwork.

Download Now  »

How Influencers Can Supercharge Your Marketing Campaign

Short-form video content shared by influencers on TikTok, Instagram, and YouTube reshapes how people consume health and wellness information, especially among younger generations. Influencer marketing taps into this growing trend. Read on for tips on how to get started with influencer marketing and how to plan and implement a successful campaign.

Leveraging the Power of Social Media Influencers

// By Wendy Margolin // Short-form video content shared by influencers on TikTok, Instagram, and YouTube reshapes how people consume health and wellness information, especially among younger generations. Influencer marketing taps into this growing trend. Read on for tips on how to get started with influencer marketing and how to plan and implement a successful campaign.

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.

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A CRM Story: Penn Highlands Healthcare

Download this new white paper and learn:

• How Can a Mid-Size Hospital System Achieve Measurable Growth and Deeper Patient Engagement? Explore the strategies and real-world outcomes that drove impactful results.
• What Are the Key Steps to Prove ROI and Secure Support for Marketing Investments? Learn how to build a compelling case for CRM-driven campaigns.
• Which Scalable, Data-Driven Tactics Can Position Your Marketing for Long-Term Success? Discover future-ready methods to stay competitive in the dynamic healthcare landscape.
• How Can You Test and Optimize CRM Campaigns to Adapt to Evolving Market Needs? Gain insights into creating flexible campaigns that deliver results in shifting environments.

Download Now  »

The Healthcare Experience Patients Actually Want: A Roadmap to Digital Transformation

Patients today want more. They want digital experiences that are fast, easy, and personalized. If your healthcare organization doesn’t keep up, it’s time for a serious digital makeover. Here’s how to create a roadmap that boosts patient loyalty, reduces friction, and makes your organization feel like the user-friendly apps patients like using.

Building Healthcare Experiences Patients Love

// By Elaine Christie // Patients today want more. They want digital experiences that are fast, easy, and personalized. If your healthcare organization doesn’t keep up, it’s time for a serious digital makeover. Here’s how to create a roadmap that boosts patient loyalty, reduces friction, and makes your organization feel like the user-friendly apps patients like using.

Building a Smarter Website: How Vanderbilt Health Scaled Its Online Presence with a Headless CMS

Websites play a crucial role in how consumers access information and make decisions. When designed properly, websites provide convenient, easy access to products, services, and information, and drive engagement and loyalty. Learn how Vanderbilt Health leveraged a comprehensive health library and headless CMS to boost engagement and conversions.

How the Vanderbilt Health Consumer-Focused Website Boosts Engagement and Conversions

// By Althea Fung // Websites play a crucial role in how consumers access information and make decisions. When designed properly, websites provide convenient, easy access to products, services, and information, and drive engagement and loyalty. Learn how Vanderbilt Health leveraged a comprehensive health library and headless CMS to boost engagement and conversions.

Ignite Excellence: Winning Strategies for Digital Patient Experience

Panelists:

• Ben Dillon, CEO, Geonetric
• Matt McKinney, Director, Digital Engagement, Cone Health
• Kishore Reddipeta, Director, Web Systems and Technologies, Stanford Medicine Children’s Health

Moderator:

• Susan Dubuque, Contributing Editor, eHealthcare Strategy & Trends and Co-Chair, 2024 eHealthcare Leadership Awards

In this session, you’ll learn:

• The breadth, scope, and depth of winning patient experience strategies and tools
• How website and digital health steering committees guide planning
• Best practices for implementing patient experience initiatives
• How to prioritize investments for maximum impact
• And much more!

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The Health System Digital Front Door: Enhancing Patient Access, Engagement, and Experience

A new eHealthcare Strategy & Trends member roundtable, featuring winners from the 2023 eHealthcare Leadership Awards

Your Panelists:

• Jennifer Segalini, VP of Strategy at Phase2
• Amanda Jones, Senior Director of Digital Engagement at Geisinger
• Jennifer Mackendree, System Director of Marketing at Health First
• Nardeep Singh, Marketing Technology Manager at Renown Health

In this session, you’ll learn:

• The breadth, scope, and depth of DFD strategies and tools
• Best practices for implementing a DFD
• Practical tips for enhancing patient engagement and satisfaction
• How a DFD can impact marketing outcomes
• How to prioritize DFD investments for maximum impact
• And much more!

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How Can Your Digital Marketing Team Stay Ahead of Industry Transformations?

Marketing technology is evolving at warp speed, creating new tools and solutions that require greater resources, expertise, and talent. But how do leaders ensure their digital marketing teams evolve, grow, and adapt to keep up with these new technologies and transformations? Discover expert insights on managing digital teams to ensure long-term success.

Focus on CRM: Success Stories from Leading Healthcare Organizations

In this new report from eHealthcare Strategy & Trends, you’ll get an inside look at the current CRM landscape in healthcare and discover how hospitals and health systems around the country use it to streamline data and drive growth.

Download now »