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.

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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

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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.

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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
• Victor Reiss, Chief Consumer Officer, UNC Health

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

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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

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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.

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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

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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.

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Unveiling the Power of Influencer Marketing in Healthcare

Presented February 26, 2025

Your Presenters:

• Aundrea Leckie, Associate Director, Account Management (West), Open Influence
• Erin Killion, Director of Client Strategy, Healthcare, Goodway Group
• Katie Steeb, Senior Media Manager, Goodway Group

What You’ll Learn:

• Counter misinformation
  With approximately 80% of internet users searching for health information online, influencers can serve as trusted messengers to correct misinformation and provide credible guidance.
• Boost patient engagement
  Nearly 70% of consumers trust influencer recommendations over traditional ads, making it a highly effective strategy for reaching health-conscious audiences.
• Build trust
  90% of respondents 18-24 years of age trust medical information shared by health professionals on their social media networks.
• Navigate compliance
  We’ll discuss best practices for working with influencers while maintaining HIPAA compliance and ethical integrity.

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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.

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A Marketer’s Guide to Security

Download this whitepaper to get essential strategies you can adopt to safeguard patient data and maintain system integrity.

You’ll learn:

• How to overcome the security challenges of outdated systems.
• Why marketing systems are most vulnerable to security risks, and how they can be fortified.
• How to use security protocols and regulation as agents of positive change.
• Effective ways to advocate for security measures to internal and external stakeholders.
• A checklist to take account of your tech stack and identify where to focus your efforts to enhance security and efficiency.
• And much more!

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CRM: How to Optimize Your Tech Stack to Attract and Retain Patients

Your Presenters:

• Mike Sonnentag, Senior Service Line Marketing Strategist, Virtua Health
• Seth Kaplan, Director, Marketing and Customer Engagement, HonorHealth
• Ross Therrien, Enterprise Account Executive (Healthcare), LeadSquared

Moderated by:

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

You’ll learn:

• Why an EHR system alone may not be enough
• How Virtua Health uses the CRM to uncover opportunities for service line growth
• How HonorHealth’s CRM team reaches out to internal clients as strategic partners
• How integrated systems enable data sharing and improve care coordination
• How you can use CRM solutions to manage patient and prospect relationships across multiple touchpoints.

Watch Now »

CRM: How to Optimize Your Tech Stack to Attract and Retain Patients

Join us for a free webinar on Wednesday October 9 at 2 p.m. ET to learn how your organization can drive growth, deliver comprehensive, patient-centered care, and stay competitive in today’s rapidly changing healthcare environment.

You’ll learn:

• Why an EHR system alone may not be enough
• How Virtua Health uses the CRM to uncover opportunities for service line growth
• How HonorHealth’s CRM team reaches out to internal clients as strategic partners
• How integrated systems enable data sharing and improve care coordination
• How you can use CRM solutions to manage patient and prospect relationships across multiple touchpoints.

Register Now »

A Tale of Two CRMs: How Sharp HealthCare Achieved Success with a Dual Approach to Patient Engagement

CRM lacks a universal definition in healthcare, encompassing everything from patient acquisition to care gap resolution. The fragmented vendor landscape offers solutions ranging from niche tools to comprehensive platforms, challenging organizations to pinpoint their specific needs. Explore how Sharp HealthCare navigated this complexity, crafting a unique two-pronged strategy for optimal results.

Focus on CRM: Success Stories from Leading Healthcare Organizations

In this new report from eHealthcare Strategy & Trends, you’ll get an inside look at the current CRM landscape in healthcare and discover how hospitals and health systems around the country use it to streamline data and drive growth.

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Best Practices for Your ROI-Ready Service Line Campaigns

In the dynamic landscape of healthcare marketing, marketers must navigate the complexities of achieving maximum return on investment (ROI) through strategic service line campaigns.

The healthcare industry, historically, has faced challenges establishing a trustworthy connection between service line campaigns and downstream revenue.

This ebook on ROI optimization empowers marketers with a trustworthy way to match service line campaigns to downstream revenue, ensuring not only resonance with target audiences but also measurable contributions to the organization’s growth and success.

Download the ebook today to get actionable insights, strategies, and proven methods to unlock the full potential of your service line campaigns.

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How Many CRMs Do You Need?

// By Jane Weber Brubaker // CRM lacks a universal definition in healthcare, encompassing everything from patient acquisition to care gap resolution. The fragmented vendor landscape offers solutions ranging from niche tools to comprehensive platforms, challenging organizations to pinpoint their specific needs. Explore how Sharp HealthCare navigated this complexity, crafting a unique two-pronged strategy for optimal results.

How to Future-Proof Your Healthcare Website

Your Presenters:

• Kevin Smith, Assistant Vice President, Digital Engagement, Baptist Health (KY)
• Matt Schwabel, Executive Director, Marketing Technology & Operations, UNC Health
• Michael Kinkaid, Chief Technology Officer, Reason One
• Stephen Barry, Product Owner, Lee Health

You’ll learn:

• How to evaluate your current state and define the desired future state
• Considerations for selecting the right technology
• Best practices for gaining buy-in from stakeholders
• How to develop a plan and timeline
• Why a web steering committee is essential
• How to measure success
• And much much more!

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Healthcare Digital Marketing Trends Survey 2024

Download our eBook to see how your efforts compare with other healthcare providers, and what tactics you should consider prioritizing to help your organization reach its marketing goals. Who knows — with this valuable information, you may end up as one of our marketing Leaders in a future edition of the survey!

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Vital Signs: The State of Healthcare Digital Marketing, 2024

This free webinar will give marketers the insights you need to stay on top of how the healthcare marketing industry is changing.

Your Presenter

• Ben Dillon, Chief Executive Officer, Geonetric

You’ll Learn:

• Where budgets and staffing are being adjusted after healthcare’s post-pandemic financial crisis
• What digital investments health systems are prioritizing in the coming year
• How health systems are adapting to the recent HIPAA guidance on marketing tracking technology
• The variety of ways healthcare marketers are using generative AI tools and the barriers that exist
• And much more!

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The Remix — The Evolution of the Digital Front Door

This new free guide will help you answer:

• What is the history of the Digital Front Door and what factors have influenced its status today?
• With so much industry and technology disruption, where will the Digital Front Door go next?
• What are the main areas of investment to consider in evolving your Digital Front Door? And how do you measure up?
• What expertise do you need to cultivate a smart and effective Digital Front Door?
• And much more!

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Enhancing Patient Experience with Effective Provider Data Management Strategies

Your Presenters:

• Jeff Stewart, VP of Strategic Marketing, CHRISTUS Health
• Val Lopez, Assistant Vice President, Digital Marketing and Technology, Baptist Health
• Jessica West, Director, Content & Media, Piedmont
• Keir Bradshaw, EVP, Solution Consultant, MERGE

You’ll learn:

• Insights into how precise provider data impacts patient trust and the overall efficiency of healthcare delivery systems.
• How innovative technologies and systems can assist in the effective management and maintenance of provider data to ensure compliance and enhance patient care.
• Best practices for implementing a robust provider data management strategy that can directly improve the patient experience.

And much much more!

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Geisinger and Henry Ford Health Leverage Epic Cheers to Fuel Marketing Efforts

Epic is the dominant player in electronic health records, with U.S. hospital market share of 35.9 percent, according to May 2023 research from KLAS, reported by Becker’s. This figure represents 47.6 percent of beds — nearly double that of Epic’s closest competitor, Oracle Cerner (25.8 percent), which gained hospitals but lost beds year over year. Read More

Privacy-First: How to Ensure Your Healthcare Marketing Aligns with HIPAA

Your Presenters:

• Ray Mina, Head of Marketing, Freshpaint
• Doriann Cain, Partner, Faegre Drinker
• Bridget O’Connor, COO, Fortalice Solutions
• Edward Rafalski, Chief Strategy & Marketing Officer, BayCare Health System

You’ll learn:

• What it means to be privacy-first.
• Who needs to be involved in process change.
• How to have constructive conversations with legal and compliance.
• Why web trackers don’t comply with HIPAA.
• Which tools you need a BAA (Business Associate Agreement) for.
• What to do if you can’t get a BAA.

And much much more!

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