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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How AI-Powered Call Intelligence Improves Patient Experience and Performance Marketing

Despite digital marketers’ best efforts to drive patients online to book appointments, most of us still choose to pick up the phone and speak to a human being. Can AI help to make the call a better experience for both sides? Discover how call intelligence enhances patient experience, which in turn drives better business results.

Emory Healthcare and University Hospitals Arm Call Center Agents with Call Intelligence to Better Serve Patients

// By Jane Weber Brubaker // Despite digital marketers’ best efforts to drive patients online to book appointments, most of us still choose to pick up the phone and speak to a human being. Can AI help to make the call a better experience for both sides?

Transforming Patient Acquisition with AI-Powered Conversation Intelligence

Presented November 18, 2025

Discover how Emory Healthcare and University Hospitals connect the dots between digital touchpoints and phone conversations, creating seamless experiences that drive patient acquisition and retention.

Your Presenters:

• Allyzon Zahorcak, Director, Performance Marketing, Emory Healthcare
• Noah Brooks, Manager of Analytics & Strategy, University Hospitals
• Lyndey Brock, Director of Account Management Health, Healthcare Vertical, Invoca

Moderated by:

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

You’ll Learn:

• How to track call conversions back to the exact ad or keyword that drove them.
• How you can automate bidding strategies and optimize for high-value patient calls.
• How to improve your website by understanding which interactions led to calls.
• How to use digital intent data to route callers to the most qualified agent or care location, improving first-call resolution.

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HCM Media Kit 2026

HCM Media Kit 2026