Rethinking the Healthcare Websites

Hospital Websites Day 2 Session 1 

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

Panelists:

• Cynthia Li, Vice President, Client Partnership, Huge
• Joseph Unger, Senior Manager of Digital Products, Atlantic Health

Moderator:

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

In this session, you’ll learn:

• How award-winning organizations define the primary job of their website and how they achieve their objectives
• The differences (and surprising similarities) between designing a website for access to care and one focused on education and support
• How to move beyond “reskinning” a site and instead make meaningful improvements to structure, content, and experience
• Where personalization adds real value, and where it can introduce unnecessary complexity
• Which metrics influence leadership decisions and investment in digital experience
• How marketing, IT, and external partners can work together without slowing progress

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Why Privacy-Focused Healthcare Marketing Drives Better Performance

Learn how you can turn your privacy challenges into performance opportunities

Presented January 29, 2026

Your Presenters:

• Nardeep Singh, MSITM, Marketing Technology Manager, Renown Health
• Dave Twichell, Head of Marketing, Freshpaint

Moderated by:

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

You’ll Learn:

• Why privacy compliance is more than a legal requirement; it’s a performance enabler
• How privacy-respecting tracking allows for full-funnel visibility, from ad click to appointment
• Tactics for modern, HIPAA-aligned audience segmentation and campaign targeting
• How performance marketing can prove value when budgets are tight
• Proven methods to rebuild marketing insight without increasing risk

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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.

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Hospital Websites Aren’t Dead, They’re Evolving: Practical Wins & ROI from the Past Year

Wednesday | February 11, 2026 | 2 p.m. Eastern

Your Presenters:

• Brad Muncs, CEO, Symetris
• Seth Kaplan, Director of Marketing, Digital and CX, HonorHealth
• Tara Nooteboom, Director of Consumer Digital Strategy, UCI Health

Moderated by:

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

After attending, you’ll be able to:

• Reframe your website strategy from redesign cycles to an ongoing “website-as-a-product” operating model.
• Identify and prioritize high-impact improvements you can ship incrementally (without waiting 12-18 months for a redesign).
• Build a clearer ROI narrative for leadership by connecting web work to outcomes (access, conversion, patient acquisition, efficiency).
• Navigate stakeholder overload with governance approaches that reduce bottlenecks and align teams around measurable goals.
• Leave with examples and language you can use to align marketing, digital, and operational partners when resources are tight.

Register Now  »

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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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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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  »

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

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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  »

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.

Focus On Digital Content: Telling Stories to Drive Patient Engagement — New Formats and Emerging Tools

In this new report from eHealthcare Strategy & Trends examines real-world examples of engaging, authentic digital content that can help hospitals and health systems connect more effectively with their communities.

Download now »

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.

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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.

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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

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

Presented July 23, 2025

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

Watch Now  »

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

Presented July 16, 2025

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.

Watch Now »

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

Register Now  »

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

Download Now  »

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.

Watch Now  »

Tuned In: Award-Winning Podcasts That Connect and Engage

Presented May 6, 2025

Panelists:

• Bill Klaproth, Director of Marketing and Production, DoctorPodcasting
• Karen Busse, Director of Continuing Medical Education, Norton Healthcare
• Jordana Taylor, Marketing Manager, BayCare Health System
• Kim Marcum, Assistant Vice President, Strategic Communications and Content, Orlando Health
• Bonnie Ward, Market Director of Marketing and Communications, CommonSpirit Health

Moderator:

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

Here’s a preview of what you’ll learn:

• The latest trends shaping healthcare podcasting.
• Orlando Health’s approach to tackling Taboo Topics — those embarrassing questions patients want to know about but are afraid to ask.
• The way Norton Healthcare uses MedChat to deliver CME credits to providers.
• How View from the Bed at CommonSpirit Health fosters honest, doctor-free conversations with patients.
• BayCare HealthChat’s strategy for keeping consumers engaged with timely health and wellness content.

Watch Now  »

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?

Watch Now  »