Focus On Digital Front Door: How Health Systems Are Closing the Digital Experience Gap
This new report examines how leading hospitals and health systems around the country create digital experiences that work for patients.
Artificial Intelligence (AI)
Platinum Playbook: An Inside Look at Award-Winning Hospital Websites
Hospital Websites Day 5 Closing Keynote
Friday | March 13, 2026 | 2:30 p.m. Eastern
Panelists:
- Carolina Anthony, Executive Director, Digital Marketing, AdventHealth
- Laura Housholder, Digital Marketing Manager, Children’s Nebraska
- William “Skip” Hidlay, Vice President and Chief Communications and Marketing Officer, The Ohio State University Wexner Medical Center
Moderator:
- Jane Weber Brubaker, Executive Editor, Plain-English Health Care
The panelists will share:
The panelists will share:
- What set their award–winning websites apart from competitors
- The design, UX, and content decisions that made the biggest impact
- How AI is influencing search, content strategy, and user journeys today
- Lessons learned — including what they would do differently if starting now
- How their websites continue to evolve in a fast-changing digital environment
From Silo to System: Building a Scalable Location Strategy That Improves Findability
Hospital Websites Day 4 Session 2
Thursday | March 12, 2026 | 2:30 p.m. Eastern
Panelists:
- Ben Dillon, CEO, Geonetric
- Mandi Graham, Application Analyst IV, Billings Clinic
- Jeff Giffin, Digital Marketing Liaison, Billings Clinic
Moderated by:
- Therese Lockemy, Founder and CEO, Inner Path Digital, L.L.C
This session will cover:
- Common challenges healthcare organizations face as location content grows and becomes harder to manage
- Key components of an effective location strategy, from auditing and hierarchy to structured content
- How user-focused location profiles can function like microsites within a broader site framework
- Improving search visibility and patient clarity through consistent, well-structured location data
- Building a location foundation that supports future digital initiatives and ongoing expansion
Creating Flexible Hospital Websites That Grow with Your Organization
Hospital Websites Day 4 Session 1
Thursday | March 12, 2026 | 1:00 p.m. Eastern
Panelists:
- Meghan Eddy Crombie, Senior Enterprise Account Executive, Optimizely
- David Sturtz, Senior Vice President of Product, Geonetric
- Julie Lindsay, Digital Strategy Consultant at Hospital Sisters Health System
- Aaron Watkins, AVP, Digital Strategy, NorthBay Health
Moderated by:
- Therese Lockemy, Founder and CEO, Inner Path Digital, L.L.C
You’ll hear perspectives on:
- How health systems evaluate platform needs, prioritize capabilities, and build a business case for change
- How to create a scalable digital foundation that supports ongoing growth and improvement
- Where platforms and implementation partners each play a critical role in achieving long-term value
- How to plan for “what’s next” (including AI, search, and experience optimization) with clear use cases, not buzzwords
How Content Informs Digital Transformation
Hospital Websites Day 3 Session 1
Wednesday | March 11, 2026 | 1:00 p.m. Eastern
Panelists:
- Heather Linder, VP, Brand and Growth Marketing, OU Health
- Kalee Hildreth, Executive Director of Digital Transformation and Marketing Operations, UChicago Medicine
Moderated by:
- Ahava Leibtag, Founder and CEO, Aha Media Group Digital, L.L.C
You’ll hear about:
- How content operations and governance set you up for AI tools like chatbots and generative search
- What it means to write for AI, not just for SEO — and how to do both
- Why healthcare organizations can’t afford to separate content from brand or digital product strategy
- How smart, structured content connects patient experience, access, and growth
- Why “digital transformation” must also be content transformation — and organizational transformation
Better Design, Easier Access: How Digital Experience Shapes Care
Hospital Websites Day 2 Session 2
Tuesday | March 10, 2026 | 2:30 p.m. Eastern
Panelists:
- Diane Hammons, Director of Digital Engagement, WG Content
- Ben Cash, CEO, Reason One
- Andy Lyons, Interim Vice President & Chief Marketing and Digital Officer, Roper St. Francis Healthcare
- Kayla Saturday, Director, Digital Experience & Integration, Emory Healthcare
Moderator:
- Therese Lockemy, Founder and CEO, Inner Path Digital, L.L.C
You’ll hear perspectives on:
- What teams really mean by “better design,” and what often gets overlooked
- Where patient effort, friction, and cognitive overload build across key journeys
- Where clarity and confidence break down, even when experiences look polished
- Where differentiation strengthens trust and improves the patient experience, not just the look and feel
- How AI and automation can reduce burden or introduce new uncertainty, and what it takes for improvements to hold up operationally
The Next Generation of Hospital Websites
Hospital Websites Day 1 Session 1 Keynote
Monday | March 9, 2026 | 2:00 p.m. Eastern
Panelists:
- Adrienne Woods, Vice President, Consumer Engagement, Hackensack Meridian Health
- Jeff Stewart, VP, Strategic Marketing, CHRISTUS Health
- Mona Baset, Vice President, Digital Engagement, Intermountain Health
Moderated by:
- Jane Weber Brubaker, Executive Editor, Plain-English Health Care
What you’ll learn:
- How generative AI and AI Overviews are rewriting the rules of search visibility
- The future of content design: modular, structured, and personalized
- What today’s visitors expect from your site, and how to deliver it
- The growing role of your website in enabling transactions: find care, pay bills, schedule, and more
- Why architecture, governance, and technology decisions matter more than ever
- How to future-proof your site
How UChicago Medicine, Northwell Health, and Modular Feedback Use Agentic AI to Deliver Personalized Patient Experiences
Agentic AI has the potential to help health systems deliver personalized patient experiences that are commonplace in industries like retail and hospitality. Read on to see how leaders from UChicago Medicine, Northwell Health, and Modular Feedback use AI-enabled workflows to reduce friction, improve access, and scale communication.
How Leading Health Systems Are Experimenting With AI and What You Can Learn from Them
Where is your organization on the AI learning curve? The real challenge is less about catching up and more about getting started and being persistent about exploring the potential. Learn how leaders from Cleveland Clinic, Providence, Baptist Health South Florida, and BPD experiment with AI.
How 3 Healthcare Leaders Use Agentic AI to Personalize Healthcare
// By Wendy Margolin // Agentic AI has the potential to help health systems deliver personalized patient experiences that are commonplace in industries like retail and hospitality. Read on to see how leaders from UChicago Medicine, Northwell Health, and Modular Feedback use AI-enabled workflows to reduce friction, improve access, and scale communication.
AI Intensive in December Sets the Stage for 2026
// By Jane Weber Brubaker // Where is your organization on the AI learning curve? The real challenge is less about catching up and more about getting started and being persistent about exploring the potential. Learn how leaders from Cleveland Clinic, Providence, Baptist Health South Florida, and BPD experiment with AI.
AI in Healthcare Marketing Week
A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends
Presented December 8-12, 2025
Artificial intelligence is transforming every aspect of healthcare, but what does that really mean for marketing?
From predictive modeling to generative content, AI has the potential to reshape how health systems engage consumers, manage campaigns, and allocate resources. But for senior marketing leaders, the path forward isn’t about shiny new objects — it’s about strategy, structure, and scalability.
Join us for a full week of programming for marketing and digital leaders at hospitals, health systems, and other healthcare provider organizations.
Whether you’re building your first use case or shaping a system-wide roadmap, this virtual summit will help you move toward meaningful, mission-aligned implementation.
AI Innovation of the Future: The Einstein Divide
A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends
Presented December 12, 2025 at 2:30 p.m. Eastern
Panelists:
- Sameer Sethi, SVP, Chief AI Officer, Hackensack Meridian Health
- Jason Lesandrini, Assistant Vice President of Ethics, Wellstar Health System
- Stephanie Wierwille, EVP, Strategy & Innovation, BPD
- Edward Marx, Chief Executive Officer, Marx Advisory
Moderated by:
- Jane Weber Brubaker, Executive Editor, Plain-English Health Care
You’ll Learn:
- What early results and lessons leaders are seeing across functions
- How to build internal fluency and prepare teams for what’s next
- What structural, ethical, and cultural shifts are required for AI readiness
- How to responsibly operationalize AI while protecting trust and compliance
- How leading systems are using AI to elevate marketing, experience, and brand
- Outside the box ideas that reimagine AI-powered organizations
Enterprise Design for AI
A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends
Presented Friday, December 12, 2025 at 1 p.m. Eastern
Panelists:
- Victoria Davis, Group Account Director, BPD
- Christine Kotler, Chief Marketing and Communications Officer, Baptist Health South Florida
- Pam Landis, VP, Digital Engagement, Hackensack Meridian
Join us to learn how healthcare leaders are:
- Designing enterprise AI strategies that connect marketing, digital, IT, and operations rather than creating new silos
- Defining roles, responsibilities, and decision rights for AI, including who owns what, and how work flows across teams
- Building data and technology architectures that allow AI solutions to plug into existing systems without creating chaos
- Establishing governance models that address risk, ethics, security, and regulatory requirements while still enabling innovation
- Prioritizing use cases and investments so AI efforts align with organizational goals, not just individual passions, or shiny objects
- Developing talent, training, and operating norms so teams feel confident using AI in their day-to-day work
- Measuring impact in ways that resonate with executive leadership and support ongoing investment
Are Hyper-Personalized Patient Journeys Our New Future? How Industry Leaders Are Using AI Agents to Get There
A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends
Presented December 11, 2025 at 2:30 p.m. Eastern
Panelists:
- Andrew Chang, Chief Marketing Officer, UChicago Medicine
- Chris Hemphill, Founder and Head of Applied Data Science & AI Modular Feedback
- Paul Lambson, Assistant Vice President, Consumer Technology, Northwell Health
Moderated by:
- Drew Marlatt, VP, Data Products and Technology, BPD
You’ll Learn:
- How healthcare consumerism can improve with AI “agents”— autonomous software that can navigate systems, pull data, and complete transactions without human intervention.
- What it looks like to design systems and processes where consumer interactions feel effortless.
- What happens when websites are no longer the primary tool for transactions.
- How AI agents are enabling real-time personalization and eliminating the “one-size-fits-all” healthcare digital experience that has long frustrated patients.
AI Agents and Workflow Optimization: From Idea to Impact
A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends
Presented Thursday, December 11, 2025 at 1 p.m. Eastern
Panelists:
- Drew Marlatt, VP, Data Products & Technology, BPD
- Carrie Liken, Strategic Account Executive, Snowflake
Moderated by:
- Therese Lockemy, founder and CEO, Inner Path Digital
Join us to learn how healthcare marketers are:
- Identifying high-value workflows that are ready for AI agents today, and where manual oversight is still essential
- Reducing operational friction by using agents to automate tasks like appointment scheduling, care coordination, data pulls, list creation, campaign setup, segmentation, and reporting
- Connecting cloud data, MarTech, and enterprise systems so agents can act on unified, governed information
- Designing guardrails, governance models, and human-in-the-loop checkpoints that keep outputs safe, accurate, and on-brand
- Learning from agent use cases in other industries, and translating those practices responsibly into healthcare
- Preparing teams for a new operating model where AI agents augment capacity, accelerate execution, and free humans for higher-value work
- Balancing near-term efficiency gains with long-term opportunities to reimagine end-to-end marketing workflows
AI and Data-Driven Transformation in Practice: Stories and Advice from Three Major Health Systems
A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends
Presented December 10 at 2:30 p.m. Eastern
Panelists:
- John Davey, Vice President Marketing Technology, Mount Sinai Health System
- Tara Nooteboom, Director of Consumer Digital Strategy, UCI Health
- Josefer Montes, Executive Director, Marketing & Branding, AdventHealth
Moderated by:
- Micha Siegel, Director, Product Innovation and Strategy, BPD
You’ll Learn:
- Examples of responsibly advancing AI data strategies while preserving brand trust and privacy
- What’s next for personalization, media optimization, and predictive insights
- What data governance looks like in an AI-powered environment
- Why aligning data sources is key to AI success
- How leading teams are using AI to turn fragmented systems into unified performance engines
Delivering on the Promise of Data-Driven Transformation
A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends
Presented December 10 at 1 p.m. Eastern
Panelists:
- Anthony Cadieux, Vice President, Performance Marketing, AdventHealth
- Anne DiNapoli Block, Managing Director, Data Solutions & Analytics, BPD
- Brian Gresh, VP, Chief Marketing & Communications Officer, Community Health Network
- Amber Welch, Vice President of Marketing and Digital Platforms, Ochsner Health
Moderated by:
- Jane Weber Brubaker, Executive Editor, Plain-English Health Care
You’ll Learn:
- How to responsibly advance your AI data strategies while preserving brand trust and privacy compliance
- What’s next for personalization, media optimization, and predictive insights
- What data governance looks like in an AI-powered environment
- Why aligning data sources is key to AI success
- How chat-based tools are reshaping campaign planning and analytics
- How leading teams are using AI to turn fragmented systems into unified performance engines
Consumer Behavior in the Age of AI Search: How to Make Your Content Seen and Trusted
A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends
Presented December 9, 2025 at 2:30 p.m. Eastern
Panelists:
- Lacey Reichwald, Director of Marketing, Aha Media Group
- Robbie Schneider, Enterprise Social Media Manager/ Content Marketing Leader, Franciscan Health
Moderated by:
- Wendy Margolin, Contributing Writer, Plain-English Health Care
You’ll learn:
- How AI tools are reshaping when, where, and how consumers search for health information
- What drives trust — and what causes patients to question AI-generated answers
- Practical steps to make your organization’s content more visible, verifiable, and patient-friendly in AI search results
- How real hospitals are adapting their content to stay discoverable and relevant as AI becomes the first stop in the care journey
- Attend this session to understand what today’s consumers need — and to see what leading health systems are already doing to meet them there.
AI and Content: Turning Generative Tools into a Scalable Strategy
A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends
Presented December 9, 2025 at 1 p.m. Eastern
Panelists:
- Matt Cyr, Founder & President, Loop AI Agency
- Allie Karas, Senior Vice President of Content, MJH Life Sciences
- Carolina Anthony, Executive Director, Digital Marketing, AdventHealth
Moderated by:
- Emily Baker, AVP, Engagement Strategy, BPD
Join us to learn how healthcare leaders are:
- Translating enterprise goals into AI-informed content roadmaps that prioritize the right topics, audiences, and formats.
- Using generative AI to support audience research, content ideation, and first drafts, while preserving a strong editorial point of view.
- Establishing content standards, style guides, and prompts that help AI produce outputs aligned with brand, clinical, and accessibility requirements.
- Optimizing existing content for AI-driven search and summarization so that trusted information is more likely to surface in AI answers and recommendation engines.
- Integrating human review, legal/compliance sign-off, and fact-checking into AI-assisted workflows without overwhelming teams.
- Upskilling writers, strategists, and digital teams to use AI tools confidently — including how to spot hallucinations, bias, and gaps
- Defining KPIs and feedback loops that show where AI is helping content perform better, and where traditional approaches are still the better choice
Inside the Real-World AI Playbooks of Leading Health Systems
Learn What’s Working and What’s Next from Marketers Implementing AI at Scale
Presented December 8, 2025
Panelists:
- Val Lopez, Assistant Vice President, Marketing Operations, Baptist Health South Florida
- Lisa D. Mason, AVP, Product Design & Insights, Providence
- Amanda Todorovich, Enterprise Executive Director, Digital Marketing, Cleveland Clinic
- Stephanie Wierwille, EVP, Engagement, BPD
Moderated by:
- Jane Weber Brubaker, Executive Editor, Plain-English Health Care
Join us to learn how healthcare leaders are:
- Navigating the early stages of AI learning and adoption across large organizations
- Identifying smart, strategic opportunities for AI in marketing workflows
- Aligning AI efforts with patient trust, brand values, and data governance
- Building internal literacy and cross-functional support
- Avoiding pitfalls and pushing past pilot fatigue
- Keeping the human element at the center of AI-driven strategies
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.
2025 eHealthcare Leadership Award Winners Announced
// By Susan Dubuque // Winners of the 2025 eHealthcare Leadership Awards were announced on November 9th at an awards presentation held during the Healthcare Internet Conference. More than 270 organizations were recognized for their outstanding work. Winners of Platinum, Gold, Silver, and Distinction awards represent 18 industry classifications, from hospitals and health systems to pharmaceutical firms.
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
The Future of Hospital Websites: Navigating AI, Search, UX, and the Shift to Composable Architecture
Presented September 3, 2025
Your Presenters:
- Michael Kinkaid, Chief Product and Technology Officer, Reason One
- Laura Housholder, Digital Marketing Manager, Children’s Nebraska
- Martha van Berkel, co-founder and CEO, Schema App
- Tyler Pierce, Director of Digital Engagement, Rochester Regional Health
- Tara Nooteboom, Director of Consumer Digital Strategy, UCI Health
Moderated by:
- Therese Lockemy, Founder and Principal Consultant, Inner Path Digital, L.L.C
Join us as our panelists explore how you can:
- Develop a strategic approach to website transformation that aligns technology choices with organizational goals and patient needs
- Make smart platform decisions by understanding the real differences between major platforms and when composable solutions make sense
- Build flexible foundations using composable architecture to future-proof your investment and enable rapid adaptation
- Implement AI thoughtfully with clear use cases that enhance rather than complicate the patient experience, from intelligent search to automated scheduling to personalized content delivery
- Improve findability and discoverability through advanced SEO, schema markup, and optimizing for how patients now search using generative AI tools like ChatGPT and Google’s AI overviews
- Create governance models that balance innovation with security, compliance, and the need for strategic oversight