How to Reveal Where Demand Gets Lost: Build Campaigns Backward from Care

// By Christine Blanchette and Lisa Bevere // Healthcare marketers often capture demand at the moment something in a person’s life creates a need for care. Learn how reverse engineering the patient journey can shed light on where patients and prospective patients drop out, and what you can do to increase their chances of successfully finding care.

The Next Three Years of Marketing Measurement: What Hospital Teams Must Do Now

ROI & Performance Marketing Week Day 5 Closing Keynote

Presented Sept, 18, 2026

Panelist:

• Ed Rafalski, Chief Strategy Officer, Denver Health
• Brian Gresh, VP, Chief Marketing & Communications Officer, Community Health Network
• Andy Haynes, VP, Demand Marketing, Ascension

Moderated by:

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

You’ll learn:

• How senior executives view marketing’s role in driving growth in key performance indicators such as volume, access, margin, and brand trust.
• How to design a measurement approach that connects brand and performance, prioritizes outcomes, and resonates with finance and the CEO.
• How to navigate resourcing and capacity discussions with the C suite and protect your team from “do more with less” fatigue.
• How to report results in a way that builds confidence with system executives.
• What capabilities high performing health systems are investing in now to support accountable, outcome driven strategies over the next 1-3 years.

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Proving Marketing ROI Without Compromising Patient Privacy

ROI & Performance Marketing Week Day 5 Session 1

Presented Sept, 18, 2026

Panelists:

• Amanda Todorovich, FACHE, Executive Director of Digital Marketing, Cleveland Clinic
• Jessica Holton, Co-Founder, Ours Privacy

Moderated by:

• Kyle Hardner, Contributing Writer, Plain-English Health Care

You’ll learn:

• How to measure marketing’s impact on patient acquisition and revenue without exposing PHI.
• What a privacy-first data infrastructure looks like and how it can restore visibility into the patient journey.
• Practical steps for aligning marketing, legal, and compliance around measurement

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Why a High Google Ranking Doesn’t Guarantee Visibility in AI Search

Does a strong ranking on the Google search engine results page correlate with high visibility on AI platforms? A recent study conducted by Rotgar looked at 322 medical questions and compared Google’s Top 20 with citations on ChatGPT and Gemini. Results are surprising.

If You Rank High on Google, Will AI Assistants Cite You? Maybe Not.

// By Evgeniy Yudin // Does a strong ranking on the Google search engine results page correlate with high visibility on AI platforms? A recent study conducted by Rotgar looked at 322 medical questions and compared Google’s Top 20 with citations on ChatGPT and Gemini. Results are surprising.

Still Flying Blind? How Privacy can Power Performance for Healthcare Marketing

Presented July 15, 2026

A new eHealthcare Strategy & Trends webinar with insights from Ours Privacy

Your Presenters:

• Jessica Holton, CEO and Co-Founder, Ours Privacy
• Jonathan Papp, Senior Director of Marketing, WelbeHealth

Moderated by:

• Kyle Hardner, Contributing Writer, Plain English Health Care

You’ll learn:

• What marketers are saying about the gap between compliance confidence and actual capabilities.
• How to move toward tracking the full patient journey compliantly, and where most marketers get stuck.
• How one health company navigated the post-OCR environment and rebuilt its martech stack.
• Practical next steps for moving from a patchwork of tools to a more unified approach.
• The future of marketing compliance in the era of AI.

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Beyond the Dashboard: Building an AI-Native Attribution Stack for Healthcare

AI in Healthcare Marketing June 2026 Day 4 Session 1

Presented June 18, 2026 at 1 p.m. Eastern

Panelists:

• Matt Lee, Co-Founder and Managing Director, Strategy Collective
• Lina Soliman, Director of Omni-Channel Strategy, The Ohio State University Wexner Medical Center
• Kelsey Linden, VP, Commercial Excellence, Shore Capital Partners

Moderated by:

• Therese Lockemy, Founder and CEO, Inner Path Digital, L.L.C

What you’ll learn:

• How to move beyond surface-level dashboards toward more meaningful measurement
• Where traditional attribution breaks down in healthcare
• Real-world examples of AI-driven attribution and measurement running in healthcare organizations today
• How AI can help teams connect data, identify patterns, and improve reporting
• What marketing leaders need to explain performance to finance and executive teams How to think about owned measurement models, governance, and accountability
• How to build a more practical path to proving marketing’s impact on growth and patient engagement

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AI Hallucinations in Healthcare: The Hidden Risk to Your Brand, Compliance, and Patient Trust

AI in Healthcare Marketing June 2026 Day 3 Session 2

Presented June 17, 2026 at 2:30 p.m. Eastern

Panelists:

• Stewart Gandolf, CEO, Healthcare Success
• Brandon Schakola, Senior Director, Digital Services, Healthcare Success
• Pansy Lee, Head of Product, inlets.ai
• John Davey, Vice President Marketing Technology, Mount Sinai Health System

Moderated by:

• Jared Johnson, Host, Healthcare Rap Podcast, and eHealthcare Strategy & Trends Editorial Advisory Board Member

You’ll learn how to:

• Understand the causes and implications of AI hallucinations in healthcare, including risks to brand reputation, compliance, and patient trust
• Identify where and how AI may be misrepresenting your organization using emerging monitoring tools and competitive visibility analysis
• Apply practical strategies to reduce hallucinations, improve AI-driven search visibility, and strengthen brand safety in an evolving digital landscape

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Real Work, Real Results: An AI Delivery Lab

AI in Healthcare Marketing June 2026 Day 3 Session 1

Presented June 17, 2026 at 1 p.m. Eastern

Panelists:

• Kelly LaBarre, Senior Digital Marketing Manager, Connecticut Children’s
• Matthew Carlson, Senior Director User Experience Design, The Ohio State University Wexner Medical Center
• JC Chakravarty, VP of Strategy and Design, Modea

Moderated by:

• Char Wilson, Principal Consultant, Char Wilson Consulting

You’ll learn how to:

• How to use rapid prototyping and vibe coding to accelerate healthcare website development
• How to build and optimize digital content for AEO and GEO performance
• What Modea’s healthcare digital maturity survey reveals about AI investment levels, consumer perception, and ROI benchmarks
• What it takes to make a healthcare website truly discoverable across AI-powered search and answer engines
• and more.

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AI in the Exam Room: Managing Patient Expectations

AI in Healthcare Marketing June 2026 Day 2 Session 2

Presented June 16, 2026 at 2:30 p.m. Eastern

Panelists:

• Amanda Reimann, Senior Marketing Manager, Clinical Services University of Iowa Health Care
• Morgan Lees, Director of Client Experience, Unlock Health

Moderated by:

• Wendy Margolin, Contributing Writer, Plain-English Health Care

Learn how consumers across different segments want healthcare organizations to communicate about the role of AI in diagnosis, decision support, and the patient experience — and what builds confidence, transparency, and comfort as AI becomes a more visible part of care delivery.

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Stop chasing AI “shoulds”: a focus-first approach for health system marketers

AI in Healthcare Marketing June 2026 Day 2 Session 1

Presented June 16, 2026 at 1 p.m. Eastern

Panelists:

• Luke Farkas, VP of Innovation & AI, Unlock Health
• Daniel Fell, Health Systems Practice Lead, Unlock Health and eHealthcare Strategy & Trends Editorial Advisory Board Member
• Joe McMahon, Vice President, Northwell Health’s Enterprise Change Management team
• Anne Martino, Chief Marketing and Communications Officer, Children’s Wisconsin

Moderated by:

• Wendy Margolin, Contributing Writer, Plain-English Health Care

After this session, participants will be able to:

• Explain why AI progress is primarily a change-management challenge in hospital marketing and identify the common failure mode of “everything, all at once” prioritization.
• Diagnose their organization’s default AI orientation (what it tends to prioritize and protect) and understand why two health systems can make opposite AI decisions and both be right.
• Assess their team’s AI fluency and translate it into a focused 90-day plan, including what to do now, what to postpone, and what guardrails are required for adoption.

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When AI Becomes How Work Gets Done

AI in Healthcare Marketing June 2026 Day 1 Opening Keynote 

Presented June 15, 2026

Panelists:

• Cristal Woodley, VP, Marketing and Communications, Renown Health
• Taylor Pressler, MPH, MS, Sr. Director of Enterprise Analytics, Renown Health
• Gregg Johnson, CEO, Invoca
• Julia Sorensen, Vice President, Marketing – Market Research and Consumer Insights, Mass General Brigham

Moderated by:

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

What you’ll learn:

• How leaders are re‑architecting marketing and digital workflows with AI as the default path.
• Examples of a real AI-driven workflow overhaul, from intake to output to governance that you can adapt for your own teams.
• New operating roles and how they plug into existing teams and structures.
• Guardrails that let non‑technical staff build useful agents without creating compliance and security headaches.
• How to measure “AI as normal work” — from throughput gains on content and campaigns to better access, engagement, and conversion.

Watch Now  »

Maximizing MarTech in Healthcare: From Stack Sprawl to Strategic Growth

A new eHealthcare Strategy & Trends webinar with insights from Atlantic Health, UNC Health and Unlock Health

Presented May 13, 2026

Your Presenters:

• Orla Seidel, Director, CRM & Digital Marketing at Atlantic Health
• Susie Magrogan, Performance and Demand Gen Manager at UNC Health
• Lisa Bevere, Senior Director of Digital Strategy at Unlock Health

Moderated by:

• Jamie Mermelstein, VP of Digital Experience at Unlock Health

Together, we’ll explore:

• Where attribution breaks down in healthcare organizations — and why
• How to connect brand investment to measurable access and utilization
• What full-funnel governance requires across marketing, IT, analytics, and operations
• How to move from reporting metrics to guiding decisions
• What it takes to align strategy, martech, and Epic tools to achieve true full-funnel marketing and analytics

Watch Now  »

Healthcare Marketing Compliance Trends 2026

A free white paper, published by Ours Privacy

• How marketers are balancing HIPAA compliance with campaign performance
• Why rising costs and limited tracking are impacting ROI
• Where martech stacks are breaking down and what’s replacing them

Download Now  »

Bringing It All Together: Integrated Marketing Campaigns That Deliver

A new eHealthcare Strategy & Trends member roundtable featuring winners from the 2025 eHealthcare Leadership Awards

Presented April 30, 2026

Panelists:

• Mindy Adams, chief creative officer, BPD Healthcare
• Lindsay Mosley, marketing coordinator, South Georgia Health System
• Jaycelyn Puttick, executive director, strategic partnerships, AdventHealth
• Ana Vela, executive director of creative and digital strategies, Community First Health Plans

Moderator:

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

You’ll hear how leading organizations:

• Build campaigns that connect brand and business goals
• Align teams and channels around a clear strategy
• Translate insights into creative that resonates
• Extend campaigns across digital and traditional media and on-the-ground efforts
• Measure what matters and use results to refine future work

Watch Now  »

AI in Healthcare Marketing Week

A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends

June 15-18, 2026

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.

Watch Now  »

Shaping Patient Trust: 80% of Patients Say Digital Experience Shapes Trust: What Health Systems Need to Know

Presented April 22, 2026

Your Presenters:

• Amanda Todorovich, Enterprise Executive Director of Digital Marketing | Cleveland Clinic
• Cristal Woodley, VP of Marketing | Renown Health
• Kristy Roldan, VP of Growth | MDRG
• Chris Pace, VP, Healthcare Industry | SearchStax Inc.

Moderated by:

• Char Wilson, Owner & Principal Consultant, Char Wilson Consulting

You will learn:

• What new research reveals about the connection between digital experience and patient trust
• How search, navigation and self-service tools influence decision-making
• Where hospital websites unintentionally create friction
• The role of personalization and first-party data in strengthening engagement
• How to reduce call center strain while improving brand perception

Watch Now  »

Platinum Playbook: An Inside Look at Award-Winning Hospital Websites

Hospital Websites Day 5 Closing Keynote 

Presented March 13, 2026 at 2:30 p.m. Eastern

Panelists:

• Carolina Anthony, Executive Director, Digital Marketing, AdventHealth
• 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:

• 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

Watch Now  »

From Silo to System: Building a Scalable Location Strategy That Improves Findability

Hospital Websites Day 4 Session 2 

Presented March 12, 2026 at 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

Watch Now  »

Creating Flexible Hospital Websites That Grow with Your Organization

Hospital Websites Day 4 Session 1 

Presented March 12, 2026 at 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

Watch Now  »

Ask Us Anything: AI Search + the Future of Website Content

Hospital Websites Day 3 Session 2 

Presented March 11, 2026 at 2:30 p.m. Eastern

Panelists:

• Amanda Todorovich, Cleveland Clinic
• Ahava Leibtag, Aha Media Group

Moderator:

• Lacey Reichwald, Aha Media Group, as moderator

Ask us about:

• How AI search is changing traffic, SEO, and web strategy
• What “AI-ready” content actually looks like — and how to get started
• Whether your content still matters (spoiler: yes)
• What to do now to future-proof your site content for LLMs and chatbots
• The role of E-E-A-T, branding, and trust when users don’t even visit your site

Watch Now  »

How Content Informs Digital Transformation

Hospital Websites Day 3 Session 1 

Presented March 11, 2026 at 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

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

Watch Now  »

Better Design, Easier Access: How Digital Experience Shapes Care

Hospital Websites Day 2 Session 2 

Presented March 10, 2026 at 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

Watch Now  »

The Next Generation of Hospital Websites

Hospital Websites Day 1 Session 1 Keynote

Presented March 9, 2026 at 2 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

Watch Now  »

The Future of Hospital Websites

A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends

Presented March 9-13, 2026

Hospital and health system websites are evolving faster than ever.

From AI Overviews reshaping search visibility to the rise of composable CMS platforms, digital teams are under pressure to keep pace with consumer expectations, compliance, and ROI demands.

The Future of Hospital Websites Virtual Summit brings together experts and peers for a week of practical, one-hour sessions that explore the strategies, technologies, and governance models you need to build a flexible, patient-centered digital front door.

Join us for a full week of programming for marketing and digital leaders at hospitals, health systems, and other healthcare provider organizations.

Watch Now  »