SEO in the Age of AI and Google Overviews: Winning Digital Visibility in Healthcare

Presented on September 24, 2025

Your Presenters:

• Brandon Schakola, SEO Expert & Digital Marketing Lead, Healthcare Success
• Maelina Frattaroli, Lead Copywriter and Content Strategist, Connecticut Children’s
• Pamela Landis, Vice President, Digital Engagement, Hackensack Meridian Health

Moderated by:

• Stewart Gandolf, CEO, Healthcare Success

You’ll Learn:

• Why old-school keywords are obsolete — and what’s replacing them
• How to secure visibility in Google AI Overviews, ChatGPT, Gemini, and beyond
• Why being a trusted authority, thought leader, and omnipresent brand is now non-negotiable
• Realistic solutions for the “disappearing traffic” crisis and ongoing LLM visibility battles
• Concrete steps to find and fill your content gaps, and measure today’s AI-driven success

Watch Now  »

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.

Mount Sinai and University of Maryland Medical Center Lead with High-Impact Integrated Campaigns

With countless media channels to choose from, shrinking budgets, and growing demands for measurable results, today’s healthcare marketing professionals face increasing challenges in developing and implementing integrated marketing campaigns. Discover how marketing teams at Mount Sinai and the University of Maryland Medical Center built high-impact integrated campaigns — from concept to acclaim.

Samsung Healthcare Taps Virtual Production for Seamless Storytelling

Hospitals are complicated enough without introducing a film crew into the mix. What if you could recreate your hospital location virtually? Door G, a full-service creative production studio in East Providence, Rhode Island, solves some of these challenges. Read on to learn how the magic is done.

Conference Preview: HCIC 2025 Heats Up in Las Vegas

We asked people who have supported HCIC for many years what makes it such a valuable conference that they keep coming back year after year. Here, we share their comments and highlight sessions you won’t want to miss. Join healthcare marketing leaders and innovators, November 9-12 at Caesars Palace, Las Vegas.

Prisma Health’s Digital Integration Strategy Drives 400 Percent Increase in New Patient Bookings

When two of South Carolina’s leading healthcare organizations merged to form Prisma Health, it marked more than a consolidation of services. It was the creation of a new healthcare identity for more than 1.4 million South Carolinians. Learn how Prisma Health solidified its brand and created a unified digital front door.

Go All In on Digital Marketing Success at HCIC 2025

// By Jane Weber Brubaker // We asked people who have supported HCIC for many years what makes it such a valuable conference that they keep coming back year after year. Here, we share their comments and highlight sessions you won’t want to miss. Join healthcare marketing leaders and innovators, November 9-12 at Caesars Palace, Las Vegas.

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.

Behind the Best: How Top Health Systems Designed Award-Winning Integrated Campaigns

// By Susan Dubuque // With countless media channels to choose from, shrinking budgets, and growing demands for measurable results, today’s healthcare marketing professionals face increasing challenges in developing and implementing integrated marketing campaigns. Discover how marketing teams at Mount Sinai and the University of Maryland Medical Center built high-impact integrated campaigns — from concept to acclaim.

Is Virtual Production the Right Solution for You?

// By Jane Weber Brubaker // Hospitals are complicated enough without introducing a film crew into the mix. What if you could recreate your hospital location virtually? Door G, a full-service creative production studio in East Providence, Rhode Island, solves some of these challenges. Read on to learn how the magic is done.

Digital Showcase: Building Trust Through Digital Integration

// By Susan Dubuque // When two of South Carolina’s leading healthcare organizations merged to form Prisma Health, it marked more than a consolidation of services. It was the creation of a new healthcare identity for more than 1.4 million South Carolinians. Learn how Prisma Health solidified its brand and created a unified digital front door.

Reimagining AI in Healthcare Marketing: The Shift from Tool to Thought Partner

AI in healthcare marketing is still in its early innings, but Matt Cyr believes the real impact is just around the corner. In this insightful interview, Cyr shares how forward-thinking teams are already seeing faster content creation, tighter brand consistency, and quicker market research, even if ROI metrics are still catching up.

Behind the Best: How Top Health Systems Designed Award-Winning Integrated Campaigns

Presented July 16, 2025

Panelists:

• Stephanie Wierwille, Executive Vice President of Engagement, BPD
• Jessie L. Pulsipher, Marketing and Communications Manager, University of Maryland Medical Center
• Wendi Chason, Assistant Vice President of Marketing, Mount Sinai

Moderator:

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

Here is what you can expect:

• Discover the future of brand and healthcare storytelling — including shifts in audience behavior, AI, and tech.
• Learn ways to create bold, transformational programs that build health system brands.
• Gain actionable strategies and fresh ideas to elevate your advertising and connect more effectively with your audiences.
• Hear behind-the-scenes insights from two eHealthcare Leadership Award winners in the Best Integrated Marketing Campaign category.
• Learn how a product-specific campaign drove measurable results and stood out in a competitive landscape.
• See how a brand campaign built trust, recognition, and engagement across multiple platforms.
• Get inspired by real-world examples that blend creative storytelling with smart strategy.
• Walk away with practical tips you can apply to your own campaigns — whether you’re launching a new service or reinforcing your brand.

Watch Now »

How Northwell Health Became the Leader in Healthcare Entertainment Marketing

Through a series of mergers and acquisitions, Northwell Health had become New York’s largest health system and now the largest not-for-profit health system in the Northeast. But in a hyper-competitive market with several legacy institutions, it was still an underdog. Discover how Northwell Health grew awareness and patient volume through entertainment marketing.

10 signs your agency is mismanaging your paid search campaigns

A free white paper, published by Fathom

One of the most common ways we begin supporting hospitals and health systems is by conducting detailed audits of their campaign strategy, structure, and results to uncover opportunities to improve performance and maximize the impact of every dollar in market. And, without fail, we find budget mismanagement.

Our digital advertising specialists have compiled some of the biggest red flags to watch for, the significance of those issues, and the specific actions you can take to remedy them.

We’ve organized these ten warning signs into five categories:

• Campaign Strategy and Structure: Overly General Campaign Structure
• Targeting Fundamentals: Spending Budget Outside Target Geography
• Optimization and Execution: Stagnant Change History Signals Lack of Optimization
• Tracking and Compliance: Non-Compliant Conversion Tracking
• Spend-draining Campaign Defaults: Google Search Partners Enabled

Download Now  »

Closing the Urgency Gap: How Marketers Can Embrace AI as a Thought Partner, Not Just a Tool

// By Jared Johnson // AI in healthcare marketing is still in its early innings, but Matt Cyr believes the real impact is just around the corner. In this insightful interview, Cyr shares how forward-thinking teams are already seeing faster content creation, tighter brand consistency, and quicker market research, even if ROI metrics are still catching up.

Digital Showcase: Broward Health’s New Brand Campaign Looks Boldly to the Future

// By Susan Dubuque // Broward Health had much to be proud of as it marked its 85th anniversary in 2023 with a campaign that reflected a proud legacy of caring. But the health system recognized it was time to evolve. Discover how this integrated marketing campaign engaged both internal and external audiences and produced impressive results.

FirstHealth of the Carolinas Redesigns Website to Meet Evolving Consumer Expectations

// By Althea Fung // In today’s healthcare landscape, a hospital’s website is its digital front door and often its most powerful marketing tool. Recognizing this, FirstHealth of the Carolinas launched a comprehensive website redesign in 2023. Learn how FirstHealth improved access and experience, increased site traffic, and picked up several industry awards along the way.

Inside the Northwell Health Cinematic Universe

// By Amanda Green // Through a series of mergers and acquisitions, Northwell Health had become New York’s largest health system and now the largest not-for-profit health system in the Northeast. But in a hyper-competitive market with several legacy institutions, it was still an underdog. Discover how Northwell Health grew awareness and patient volume through entertainment marketing.

Tuned In: Award-Winning Podcasts That Connect and Engage

Presented May 6, 2025

Panelists:

• Bill Klaproth, Director of Marketing and Production, DoctorPodcasting
• Karen Busse, Director of Continuing Medical Education, Norton Healthcare
• Jordana Taylor, Marketing Manager, BayCare Health System
• Kim Marcum, Assistant Vice President, Strategic Communications and Content, Orlando Health
• Bonnie Ward, Market Director of Marketing and Communications, CommonSpirit Health

Moderator:

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

Here’s a preview of what you’ll learn:

• The latest trends shaping healthcare podcasting.
• Orlando Health’s approach to tackling Taboo Topics — those embarrassing questions patients want to know about but are afraid to ask.
• The way Norton Healthcare uses MedChat to deliver CME credits to providers.
• How View from the Bed at CommonSpirit Health fosters honest, doctor-free conversations with patients.
• BayCare HealthChat’s strategy for keeping consumers engaged with timely health and wellness content.

Watch Now  »

Smarter Prompts, Better Results: The Power of Custom GPTs for Healthcare Marketers

People create custom GPTs to do everything from plan weekly meals to teach them a new language. How can custom GPTs help healthcare marketers? In our Q&A with Diane Hammons, we explore why you might choose to build a custom GPT, how to create one, and some healthcare-specific use cases.

What Is a Custom GPT, and Why Would You Need One?

// By Jane Weber Brubaker // People create custom GPTs to do everything from plan weekly meals to teach them a new language. How can custom GPTs help healthcare marketers? In our Q&A with Diane Hammons, we explore why you might choose to build a custom GPT, how to create one, and some healthcare-specific use cases.

How Mount Sinai’s CEO Uses Social Media to Elevate Healthcare Leadership

Executives increasingly are expected to engage with their industry, employees, and the public through social media. Mount Sinai Health System uses LinkedIn to position its CEO as a personable leader in the healthcare space. Read on to learn strategies to grow the online influence of your leaders and elevate your organization’s reputation.

Unlocking ROI in Healthcare: Bridging the Gap Between Appointment Data & Ad Campaigns

A free white paper, published by Freshpaint

Download this eBook to learn:

• How healthcare marketers can achieve the same level of insight and campaign optimization as leading e-commerce brands—all while staying compliant with privacy regulations like HIPAA.
• Strategies for calculating and leveraging true CAC and ROI for smarter, service-line-specific decisions.
• Proven approaches to demonstrate ROI to leadership and make a strong case for greater marketing investment.

Read Now  »

Social CEO: How Mount Sinai Elevates Executive Thought Leadership on LinkedIn

// By Althea Fung // Executives increasingly are expected to engage with their industry, employees, and the public through social media. Mount Sinai Health System uses LinkedIn to position its CEO as a personable leader in the healthcare space. Read on to learn strategies to grow the online influence of your leaders and elevate your organization’s reputation.