Prove It: Connecting Marketing Performance to Business Results
This session is part of
ROI & Performance Marketing Week
A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends
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Presented September 16, 2026
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Panelists:
Jamie Mermelstein, Vice President, Digital Experience, Unlock Health
Matt Eaves, Vice President, Digital Marketing, University Hospitals
Moderator:
Susan Dubuque, Contributing Editor, Strategic Health Care Marketing and Co-Chair, 2026 eHealthcare Leadership Awards
Session Sponsor:
Healthcare marketers have more ways than ever to measure campaign performance. But the metrics that matter most to the C-suite are not impressions, clicks, or leads. Leaders want to know whether marketing brings patients through the door, generates revenue, and contributes to growth.
Proving that connection requires more than another dashboard. It means rethinking where marketing creates value across the patient journey and building the data, technology, and organizational relationships needed to connect marketing activity to appointments, patients, revenue, and growth.
In this practical conversation, Jamie Mermelstein, vice president of digital experience at Unlock Health, and Matt Eaves, vice president of digital marketing at University Hospitals, bring two perspectives to the challenge.
Mermelstein will explore why the traditional marketing playbook falls short in healthcare and how marketers can become more focused on measurable business outcomes. Eaves will take you inside University Hospitals' approach to attribution, including how his team connects marketing interactions with patient data to calculate cost per appointment and ROI.
In this session, you’ll learn how to:
- Connect marketing activity to appointments, patients, and revenue.
- Build an attribution model that reflects how patients actually find and schedule care.
- Use existing data and technology to strengthen ROI measurement.
- Build the cross-functional partnerships needed to prove marketing’s impact.
- Translate marketing performance into results that matter to the C-suite.
Panelists
Jamie Mermelstein
Vice President of Digital Experience
Unlock Health
Jamie Mermelstein is Vice President of Digital Experience at Unlock Health, where she leads efforts to advance modern, consumer-centric digital solutions for healthcare organizations. She brings more than a decade of experience in digital experience design and development, most recently leading the digital practice at Red Antler and partnering with global brands including Google, McKinsey, Sonos, and Kenvue.
Matt Eaves
Vice President of Digital Marketing
University Hospitals
As VP, Strategic Marketing, Matt Eaves is responsible for University Hospital’s (UH) digital marketing, analytics, and social media efforts across all service lines, hospitals, health, and medical centers. The UH health system serves over one million individual patients per year and provides high-quality, patient-centered medical care at more than 200 locations throughout Northeast Ohio.
Prior to joining CTCA, Matt worked for Cancer Treatment Centers of America as well as Motorola and Accenture. Matt has a B.A. in psychology from Eastern Illinois University and an MBA from Loyola University Chicago.
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