Building A Durable AI Strategy for Health Systems

AI in Healthcare Marketing June 2026 Day 4 Closing Keynote

Presented June 18, 2026 at 2:30 p.m. Eastern

Panelists:

• Margo Schneider, Assistant Vice President, Digital Strategy & Operations, UW Medicine
• Ryan Younger, Vice President of Marketing, Virtua Health
• Peter Isaacson, Chief Marketing Officer, Invoca

Moderated by:

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

What you’ll learn:

• How to link AI initiatives to specific growth, access, and experience goals your C suite already cares about.
• What an AI-enabled consumer experience may look like across websites, search, content, access, and patient communications.
• How to balance AI-driven efficiency with preserving empathy, brand voice, and trusted clinician expertise in all channels.
• How to prepare teams, workflows, and success metrics for a future in which AI is simply part of how work gets done.
• Where healthcare marketing and digital leaders should focus next to create measurable value from AI.

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CRM: How to Optimize Your Tech Stack to Attract and Retain Patients

Your Presenters:

• Mike Sonnentag, Senior Service Line Marketing Strategist, Virtua Health
• Seth Kaplan, Director, Marketing and Customer Engagement, HonorHealth
• Ross Therrien, Enterprise Account Executive (Healthcare), LeadSquared

Moderated by:

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

You’ll learn:

• Why an EHR system alone may not be enough
• How Virtua Health uses the CRM to uncover opportunities for service line growth
• How HonorHealth’s CRM team reaches out to internal clients as strategic partners
• How integrated systems enable data sharing and improve care coordination
• How you can use CRM solutions to manage patient and prospect relationships across multiple touchpoints.

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CRM: How to Optimize Your Tech Stack to Attract and Retain Patients

Join us for a free webinar on Wednesday October 9 at 2 p.m. ET to learn how your organization can drive growth, deliver comprehensive, patient-centered care, and stay competitive in today’s rapidly changing healthcare environment.

You’ll learn:

• Why an EHR system alone may not be enough
• How Virtua Health uses the CRM to uncover opportunities for service line growth
• How HonorHealth’s CRM team reaches out to internal clients as strategic partners
• How integrated systems enable data sharing and improve care coordination
• How you can use CRM solutions to manage patient and prospect relationships across multiple touchpoints.

Register Now »

Marketing Magic? Virtua Health Integrates CRM Data and Predictive AI to Deliver Targeted Messaging

Imagine tracking the direct patient journey from receiving a piece of marketing content to undergoing life-saving surgery. You could measure the direct correlation of your hospital marketing communication team’s effort to improve patient outcomes. It’s every healthcare marketer’s dream — to save lives while also proving your department’s worth. That’s precisely what Virtua Health’s marketing Read More

The Power of Personalized Patient Retention Marketing

// By Wendy Margolin // Imagine tracking the direct patient journey from receiving a piece of marketing content to undergoing life-saving surgery. Read on to learn how Virtua Health achieved the goal of reaching patients with the right message at the right time, growing service line revenue, and more importantly, adding years to patients’ lives.

Focus on Artificial Intelligence: The State of AI in Digital Healthcare Marketing

In this exclusive report from eHealthcare Strategy & Trends, we examine the current state of AI usage in healthcare by sharing case studies and successful implementation practices from industry leaders and innovators.

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AI Investment Paid Off for Virtua Health When Pandemic Hit

When New Jersey’s Virtua Health decided to add customer relationship management (CRM), artificial intelligence (AI), and predictive analytics to its technology toolkit in 2018, the marketing team knew the addition would significantly impact the organization’s ability to interact with the community and reach targeted audiences with specific messages. “We started our journey about four years Read More

Survey: Patients Need Continued Engagement with Providers Outside of the Doctor’s Office

// By Althea Fung // A recent survey found that half of the respondents get most of their COVID-19 information from media reports. About a third of respondents believe that no one has provided clear information consistently about COVID-19. Patient engagement is a critical piece of patient care. Studies have linked patient engagement with improved Read More

Even Artificial Intelligence Could Not Predict What Was to Come

// By Jim Samuel // Learn how a South Jersey health system’s 2018 decision to adopt artificial intelligence and predictive analytics paid off during the COVID-19 pandemic and its aftermath. When South Jersey’s Virtua Health decided to add customer relationship management (CRM), artificial intelligence (AI), and predictive analytics to its technology toolkit in 2018, the Read More

What Are the Top Industry Priorities for 2022?

Digital technologies are transforming how healthcare is delivered and ushering in new competitors to the market from nontraditional spaces like retail and payers. Large insurance companies are acquiring or developing physician practices in markets across the country. For example, OptumCare, a subsidiary of UnitedHealthcare, employs or is affiliated with 50,000 doctors — the largest provider Read More

Who Gets a Seat at the Healthcare Table in 2022?

// By Althea Fung // Digital technologies are transforming how healthcare is delivered and ushering in new competitors to the market from nontraditional spaces like retail and payers. Large insurance companies are acquiring or developing physician practices in markets across the country. For example, OptumCare, a subsidiary of UnitedHealthcare, employs or is affiliated with 50,000 Read More

Conversational Interfaces Are Transforming Healthcare’s Digital Front Door

Learn how an AI chatbot and live chat platform has been a “game changer” at Virtua Health — and how you can leverage conversational technology to meet consumer needs

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How Technology Can Help Manage the Crush of Vaccine Demand

On January 13, the headline on NJ.com read “Major expansion of New Jersey COVID vaccine eligibility starts tomorrow.” Overnight, 4.47 million New Jersey residents age 65 and older and those between 16 and 64 with certain medical conditions became eligible to receive a vaccination at one of the state’s 123 approved sites. “New Jersey opened Read More

When Your State Opens Vaccine Eligibility Floodgates, How Do You Keep Up with Demand?

// By Jane Weber Brubaker // On January 13, the headline on NJ.com read “Major expansion of New Jersey COVID vaccine eligibility starts tomorrow.” Overnight, 4.47 million New Jersey residents age 65 and older and those between 16 and 64 with certain medical conditions became eligible to receive a vaccination at one of the state’s Read More

Leverage Your EHR To Boost Your Marketing Efforts

When Virtua Health, a southern New Jersey-based health system, acquired Lourdes Health System in 2019, the leadership team decided it would be a good time to continue to build on how the now five-hospital system was investing in its marketing initiatives. “[The marketing department] had an opportunity to build technology platforms that could help them Read More

How Virtua Health Turned Its EHR into a Powerful Marketing Tool

// By Althea Fung // When Virtua Health, a southern New Jersey-based health system, acquired Lourdes Health System in 2019, the leadership team decided it would be a good time to continue to build on how the now five-hospital system was investing in its marketing initiatives. “[The marketing department] had an opportunity to build technology Read More