Beyond Google: The Multi-Channel Playbook for Healthcare Marketers

A free white paper, published by Freshpaint

This playbook shows healthcare marketers how leading systems are moving beyond search dependency—by building multi-channel infrastructure that creates demand upstream, captures it downstream, and proves impact in terms finance understands.

You’ll Learn How To:

• Define what “multi-channel” actually means in healthcare
• Build first-party data foundations that work in a post-cookie, HIPAA-constrained world
• Make the case for multi-channel marketing strategies to stakeholders

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How AdventHealth, UCI Health, and Mount Sinai Use AI to Drive Smarter Decisions

As pressure to personalize the patient journey grows, healthcare organizations that embrace AI are finding ways to move faster and smarter. Discover how three leaders from AdventHealth, UCI Health, and Mount Sinai Health System are using AI to turn data into actual improvements.

AI Helps Healthcare Leaders Turn Intuition into Data-Driven Action

// By Wendy Margolin // As pressure to personalize the patient journey grows, healthcare organizations that embrace AI are finding ways to move faster and smarter. Discover how three leaders from AdventHealth, UCI Health, and Mount Sinai Health System use AI to turn data into actual improvements.

Turning Data Into Action: How Healthcare Marketing Leaders Are Using AI to Accelerate Analytics and Personalization

A panel of experts from AdventHealth, Community Health Network, Ochsner Health, and BPD weighs in on the potential of AI to accelerate analytics and uncover new insights. Here, we share the panelists’ reflections on where their organizations are on the AI continuum, and the essential role of data in leveraging 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

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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

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

Hospital Websites Day 3 Session 2 

Wednesday | March 11, 2026 | 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

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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

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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

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Healthcare Websites with a Purpose

Hospital Websites Day 2 Session 1 

Tuesday | March 10, 2026 | 1:00 p.m. Eastern

Panelists:

• Cynthia Li, Vice President, Client Partnership, Huge
• TJ Kottenstette, Digital Strategist, The Kids Mental Health Foundation, Nationwide Children’s Hospital

Moderator:

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

In this session, you’ll learn:

• How leading organizations define the primary job of a website — and design around that purpose rather than defaulting to a redesign
• When a specialized or campaign-based site makes strategic sense — and when it doesn’t
• The differences (and surprising similarities) between designing for access to care and designing for education, reassurance, and community support
• How to move beyond “reskinning” and instead make meaningful improvements to structure, content, and experience
• Where personalization and AI-driven tools create measurable value — and where they introduce unnecessary complexity
• Which metrics truly influence leadership confidence and digital investment
• How marketing, IT, and agency partners can work together to build purposeful experiences without slowing innovation

Register Now  »

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

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Harnessing the Power of AI to Extract Value from Data

// By Jane Weber Brubaker // A panel of experts from AdventHealth, Community Health Network, Ochsner Health, and BPD weighs in on the potential of AI to accelerate analytics and uncover new insights. Here, we share the panelists’ reflections on where their organizations are on the AI continuum, and the essential role of data in leveraging AI.

The Future of Hospital Websites

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

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.

Register Now  »

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.

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.

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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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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

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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.

Watch Now  »

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

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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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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

Watch Now  »

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.

Watch Now  »

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  »