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

Watch Now  »

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

Watch Now  »

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?

Beyond Digital: How Three Health Systems Turned Transformation into a Way of Life

// By Susan Dubuque // This year’s Mark Gothberg eHealthcare Organizational Commitment Award winners — Hackensack Meridian Health, Intermountain Health, and UCLA Health —  redefine what it means to lead in a digital-first world. Get a closer look at how each of these award-winning organizations brings its mission to life through forward-thinking digital 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.

Watch Now  »

Agentic AI: What to Know About the Emerging Force Reshaping Healthcare Workflows and Outcomes

Agentic AI is forecast to make 15 percent of work decisions by 2028. Healthcare organizations can prepare by aligning human intelligence, technology, and governance to accelerate innovation. Here, we look at the potential for agentic AI to solve healthcare’s biggest problems, and share a successful case study featuring NYC Health + Hospitals.

2025 eHealthcare Leadership Awards Honor Outstanding Healthcare Digital Initiatives 

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.

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.

How Leading Health Systems Align Strategy, Architecture, and Partnerships to Elevate Digital Experiences

Healthcare digital leaders from Children’s Nebraska, Rochester Regional Health, UCI Health, and industry experts from Reason One and Schema App share practical strategies for navigating AI search, composable architecture, and the evolving patient journey. Discover how leading healthcare organizations are building flexible, future-ready digital experiences that meet patients wherever they are.

Closing the Maternal Mortality Gap: How Ochsner Health Uses Digital Monitoring to Save Lives

The United States has one of the highest maternal mortality rates among developed nations. Ochsner Health’s Connected MOM program rewrites the script on maternal mortality with remote monitoring and digital education. Read on to learn how this program helps flag problems before they become emergencies.

From Reactive to Proactive: The Rise of Agentic AI in Healthcare

// By Jane Weber Brubaker // Agentic AI is forecast to make 15 percent of work decisions by 2028. Healthcare organizations can prepare by aligning human intelligence, technology, and governance to accelerate innovation. Here, we look at the potential for agentic AI to solve healthcare’s biggest problems, and share a successful case study featuring NYC Health + Hospitals.

Beyond the Website: How Healthcare Organizations Navigate AI Discovery, Composable Tech, and Changing Patient Behavior

// By Therese Lockemy, MBA // Healthcare digital leaders from Children’s Nebraska, Rochester Regional Health, UCI Health, and industry experts from Reason One and Schema App share practical strategies for navigating AI search, composable architecture, and the evolving patient journey. Discover how leading healthcare organizations are building flexible, future-ready digital experiences that meet patients wherever they are.

2025 Healthcare Marketing Compliance Survey

The 2025 Healthcare Marketing Compliance Survey provides marketing leaders a snapshot of the state of tracking and privacy compliance for digital marketing in healthcare.

Complete the survey today, and you’ll receive:

• Early access to the survey results once they are fully compiled
• Valuable, exclusive data about the state of healthcare marketing compliance
• A chance to win a $200 Amazon gift card!

Take Survey

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.

Watch Now  »

‘Clarity and Control’: 3 Healthcare Marketing Leaders Reveal How to Grow Smarter, Not Louder

In a recent webinar, three marketing leaders took the conversation about customer growth up a notch — from patient acquisition tactics and media spend to what should be the heart of effective strategies. Learn how they view the challenges and opportunities of growth, where to focus efforts, and how to grow smarter.

How Ochsner’s Connected MOM Program Closes Gaps in Maternal Health

// By Althea Fung // The United States has one of the highest maternal mortality rates among developed nations. Ochsner Health’s Connected MOM program rewrites the script on maternal mortality with remote monitoring and digital education. Read on to learn how this program helps flag problems before they become emergencies.

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.

Winning the Talent Game: Digital Strategies for Recruitment & Retention

Presented on September 9, 2025

Panelists:

• Shannon Curran, chief marketing officer, Unlock Health
• Alex Fagundes, marketing business partner, Renown Health
• Jenny Collopy, vice president, chief marketing and communications officer, The Christ Hospital Health Network

Moderator:

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

Here is what you can expect:

• How leading health systems are using digital marketing to attract top talent across clinical and non-clinical roles.
• How to incorporate employee voices into your recruitment and retention marketing.
• Successful strategies to attract “hard to recruit” health care professionals.
• Tactics for retaining employees.
• Proven ways to reach younger healthcare workers.
• Much more.

Watch Now  »

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

Watch Now  »

Access, Experience, and Market Intelligence Drive Strategic Growth

// By Jane Weber Brubaker // In a recent webinar, three marketing leaders took the conversation about customer growth up a notch — from patient acquisition tactics and media spend to what should be the heart of effective strategies. Learn how they view the challenges and opportunities of growth, where to focus efforts, and how to grow smarter.

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.

The AI-Powered Tool Making Health Communication More Patient-Friendly

The Institute for Healthcare Advancement leans on decades of health literacy expertise and generative AI to offer a tool that helps transform patient education into a driver of both equity and efficiency. Discover how this new health literacy platform works, who has access to it, and why human oversight is still needed.

Focus On Hospital Websites: Get Proven Tactics to Boost Findability, Engagement, and Conversions

In this new report from eHealthcare Strategy & Trends, you’ll discover how leading hospitals and health systems around the country optimize their websites to attract patients, improve user experience, and strengthen their digital brand presence.

Download now »

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.

Download now »

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.