Turn Data into Demand: Proven Strategies to Drive Net New Patient Growth

Wednesday | July 23, 2025 | 2 p.m. Eastern

Your Presenters:

• Matt King, Senior Consultant, Population Intelligence, Definitive Healthcare
• Reed Smith, Senior Vice President and Chief Consumer Officer, Ardent Health
• Matt Gove, Chief Growth Officer, QuickMD

Moderated by:

• Jane Weber Brubaker, Executive Editor, Plain-English Media

You’ll Learn:

• How to grow net new patients while strengthening retention
• Tactics for identifying high-value audiences and prioritizing outreach
• How segmentation enables more efficient use of marketing spend and higher conversion rates
• Strategies for aligning clinical data with marketing insights to personalize the patient journey
• How to use data and market intelligence to uncover growth opportunities

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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

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

Wednesday | July 16, 2025 | 2 p.m. Eastern

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.

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Beyond CRM 101: Aligning People, Data, and Strategy for Smarter Engagement

Presented June 4, 2025

Your Presenters:

• Laura Lee Jones, Founder & CEO of LionShare
• Judith Ward, Strategic Health Care Marketing Executive
• Denise Davis, Vice President, Marketing Technology & Operations, Emory Healthcare
• Chris Pace, Marketing Executive

Moderated by:

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

Join us as our panelists explore how you can:

• Identify the right CRM use cases, from patient acquisition and retention to reactivation, referral growth, and engagement journey orchestration.
• Break down silos across marketing, IT, and data teams to enable smarter engagement and measurement.
• Ensure CRM strategy reflects marketing goals by partnering effectively with IT, bridging gaps between technical infrastructure and engagement needs.
• Measure what matters by connecting CRM data across channels and understanding true marketing ROI.
• Build a source of truth for data-driven decisions, including more accurate targeting and audience suppression.
• Strengthen data governance to support segmentation, suppression, and system-wide confidence in CRM insights.

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Healthcare Marketing in Flux: Proving ROI and Powering Teams

A free white paper, published by Modea

This white paper explores how a modernized digital platform strategy, grounded in the use of digital experience platforms (DXPs), content management systems (CMSs), and emerging AI tools, can help health systems improve both patient-facing and internal experiences.

Key Learning Points or Major Questions Answered

• What are the risks of continuing to rely on legacy CMS platforms in today’s healthcare environment?
• How can modern DXPs support both external patient experiences and internal team operations?
• What is the difference between a CMS and a DXP, and how should healthcare organizations evaluate their options?
• In what ways can AI support marketing efficiency, especially in content creation and patient engagement?
• Why should platform modernization be viewed as a strategic enabler of long-term performance, not just a technical upgrade?

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How to Chat with Your Data to Get the Insights You Need Now

// By Jane Weber Brubaker // Marketing is becoming more of a numbers game, and clean, accurate data is key. But getting it all in one place and gleaning insights from it has been an ongoing challenge in healthcare. Here, we explore how an AI-based solution helps marketers skip the line and get answers they need faster.

How AI Unlocks Deeper Insights from Patient and Employee Feedback

Healthcare providers constantly seek ways to improve the patient experience, but in many cases the most valuable insights are hidden in plain sight. Press Ganey has made a major investment in AI and NLP to help its clients better understand patient needs. Here, we look at how deeper insights lead to change.

Beyond CRM 101: Aligning People, Data, and Strategy for Smarter Engagement

Wednesday | June 4, 2025 | 2 p.m. Eastern

Your Presenters:

• Laura Lee Jones, Founder & CEO of LionShare
• Judith Ward, Strategic Health Care Marketing Executive
• Denise Davis, Vice President, Marketing Technology & Operations, Emory Healthcare
• Chris Pace, Marketing Executive

Moderated by:

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

Join us as our panelists explore how you can:

• Identify the right CRM use cases, from patient acquisition and retention to reactivation, referral growth, and engagement journey orchestration.
• Break down silos across marketing, IT, and data teams to enable smarter engagement and measurement.
• Ensure CRM strategy reflects marketing goals by partnering effectively with IT, bridging gaps between technical infrastructure and engagement needs.
• Measure what matters by connecting CRM data across channels and understanding true marketing ROI.
• Build a source of truth for data-driven decisions, including more accurate targeting and audience suppression.
• Strengthen data governance to support segmentation, suppression, and system-wide confidence in CRM insights.

Register Now  »

How Press Ganey Uses AI to Make Healthcare More Human

// By Althea Fung // Healthcare providers constantly seek ways to improve the patient experience, but in many cases the most valuable insights are hidden in plain sight. Press Ganey has made a major investment in AI and NLP to help its clients better understand patient needs. Here, we look at how deeper insights lead to change.

Inside Marshfield Clinic’s Strategy for Navigating AI and Zero-Click Searches

Artificial intelligence reshapes how audiences find information online and changes the way marketers approach search engine strategies. When Marshfield Clinic’s organic search traffic hit a low point, the digital team optimized the health system’s content using schema markup. Read on to learn how to restructure your website content to align with AI models.

Websites and Beyond: Transforming Patient Experience

Presented March 27, 2025

Panelists:

• Ben Dillon, CEO, Geonetric
• Roc Johnson, Director, Digital Strategy, UNC Health
• Adrienne Woods, Vice President, Digital Engagement, Hackensack Meridian Health

Moderator:

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

We’ll be discussing:

• How user-friendly websites are the cornerstone of patient access, engagement, and information. For patients across the full range of digital experiences.
• The growing role of mobile apps as part of a connected patient experience.
• How online appointment scheduling empowers patients with seamless, self-service options.
• Why personalized patient portals are essential for secure access to medical records, test results, and direct communication with providers.
• Ways telehealth and virtual care expand access through video consultations and remote monitoring.
• AI-driven chatbots and virtual assistants’ place in enhancing engagement and providing instant responses to common patient inquiries.

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How to Adapt to the Rise of AI-Driven Search

// By Devin Healy // Artificial intelligence reshapes how audiences find information online and changes the way marketers approach search engine strategies. When Marshfield Clinic’s organic search traffic hit a low point, the digital team optimized the health system’s content using schema markup. Read on to learn how to restructure your website content to align with AI models.

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.

Transforming Healthcare Through Digital Innovation: Lessons from Award-Winning Leaders

Presented March 11, 2025

Panelists:

• Mona Baset, Vice President of Digital Services, Intermountain Health
• Andrew Snyder, Senior Vice President of Marketing and Communications, Orlando Health

Moderator:

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

What you will learn:

• How to build organizational readiness for digital transformation.
• Strategies to gain and sustain executive support.
• A framework for prioritizing digital initiatives.
• Tactics to enhance engagement through omnichannel communications.
• Tools that improve staff connection and alignment.
• Ways to leverage AI & automation.
• Real-world examples of efficiency and patient impact.
• Essential KPIs to track and optimize digital strategies.
• What’s next in healthcare marketing and digital engagement?

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When Healthcare Privacy and Marketing Performance Collide: Overcoming a 70% Cost Per Lead Spike

A free white paper, published by Freshpaint

Download this eBook to learn how to stay compliant while keeping marketing effective. Discover strategies to optimize your ad spend, reduce inefficiencies, and regain visibility without compromising privacy.

What You’ll Learn:

• Key healthcare privacy regulations and their impact on marketing
• The value of digital advertising to reach patients and control costs
• How platforms like Google and Facebook use data to improve performance
• Safe ways to restore data flow while maintaining compliance
• Real-world case studies of success

Download Now  »

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.

$48 Million in Value in Two Years: How the Providence App Reshapes Patient Access and Experience

As consumers, we know from personal experience how hard it can be to find and get care when we need it. One way Providence makes it easier is through the Providence app. Learn how the app drove $26 million in attributed revenue and an additional $22 million in operational efficiencies.

Providence Proves the Value of Improving Customer Experience

// By Jane Weber Brubaker // As consumers, we know from personal experience how hard it can be to find and get care when we need it. One way Providence makes it easier is through the Providence app. Learn how the app drove $26 million in attributed revenue and an additional $22 million in operational efficiencies.

Healthcare Privacy Platform

Freshpaint’s Healthcare Privacy Platform empowers healthcare companies to confidently measure, optimize, and scale their marketing campaigns using the best tools available—all while remaining compliant with a growing list of privacy regulations like HIPAA

Download this one pager to learn how some of the biggest names in healthcare are using Freshpaint to:

• Restore Critical Data Flow: Ensuring ad platforms receive the necessary data to optimize campaigns.
• Reduce Marketing Costs: Bringing CPL and CPC back to baseline levels.
• Ensure Privacy Compliance: Safeguarding sensitive data to prevent it from being shared with unauthorized tools.

Download Now  »

A CRM Story: Penn Highlands Healthcare

Download this new white paper and learn:

• How Can a Mid-Size Hospital System Achieve Measurable Growth and Deeper Patient Engagement? Explore the strategies and real-world outcomes that drove impactful results.
• What Are the Key Steps to Prove ROI and Secure Support for Marketing Investments? Learn how to build a compelling case for CRM-driven campaigns.
• Which Scalable, Data-Driven Tactics Can Position Your Marketing for Long-Term Success? Discover future-ready methods to stay competitive in the dynamic healthcare landscape.
• How Can You Test and Optimize CRM Campaigns to Adapt to Evolving Market Needs? Gain insights into creating flexible campaigns that deliver results in shifting environments.

Download Now  »

Vanderbilt Health’s Analytics Journey Prioritizes Consumer Privacy

// By Jane Weber Brubaker // The healthcare privacy landscape has been in flux since 2022, after several healthcare organizations were sued for HIPAA violations. On August 1, 2024, Vanderbilt Health went live with its new HIPAA-compliant analytics solution. Here, we trace the journey from evaluation and selection to implementation, and its exciting new capabilities.

The Healthcare Experience Patients Actually Want: A Roadmap to Digital Transformation

Patients today want more. They want digital experiences that are fast, easy, and personalized. If your healthcare organization doesn’t keep up, it’s time for a serious digital makeover. Here’s how to create a roadmap that boosts patient loyalty, reduces friction, and makes your organization feel like the user-friendly apps patients like using.

Building Healthcare Experiences Patients Love

// By Elaine Christie // Patients today want more. They want digital experiences that are fast, easy, and personalized. If your healthcare organization doesn’t keep up, it’s time for a serious digital makeover. Here’s how to create a roadmap that boosts patient loyalty, reduces friction, and makes your organization feel like the user-friendly apps patients like using.

Beyond Tactics: How to Build a Digital Front Door Strategy for Your Enterprise

Join us for a lively conversation with our panel of experts who will share their experiences working in or with major health systems and how they build effective enterprise-wide digital front door strategies informed by comprehensive consumer and market intelligence.

Your Presenters:

• Margo Schneider, Assistant Vice President, Digital Strategy & Operations, UW Medicine
• Zain Ismail, Senior Director, Digital Health & Transformation, Strategic Advisory Services, AVIA
• Otto Angulo, Senior Director, Digital Consumer Engagement, AtlantiCare
• Mike Julian, Principal Consultant, Population Intelligence & Activation Populi, a Definitive Healthcare Company

Watch Now »