Hospital Websites Aren’t Dead, They’re Evolving: Practical Wins & ROI from the Past Year
A new eHealthcare Strategy & Trends webinar for healthcare marketers and growth leaders
Presented Februray 11, 2026
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Panelists:
Brad Muncs, CEO, Symetris
Seth Kaplan, Director of Marketing, Digital and CX, HonorHealth
Tara Nooteboom, Director of Consumer Digital Strategy, UCI Health
Moderator:
Jared Johnson, Host, Healthcare Rap Podcast, and eHealthcare Strategy & Trends Editorial Advisory Board Member
Sponsored by
This event is free to attend thanks to our sponsor.
For the last year, the hottest take in digital health marketing has been: “websites are dead.” But top hospitals and health systems continue to deliver tangible results through continuous website improvement to stay ahead of the curve. The website is still where patients make decisions, where access journeys begin, and where marketing performance becomes measurable. What is changing is how leading teams approach it: less “big bang” redesign, more incremental evolution with a strategic roadmap.
In this informative webinar, Jared Johnson will moderate a panel of hospital and health system leaders who are actively modernizing their web experience. You’ll hear what’s actually working right now, including practical changes teams shipped in the past year, how they prioritized work amid competing stakeholder demands, and how they tied improvements to ROI even under budget pressure.
Expect a mix of VP-level strategy and director-level execution so you get both the “why” and the “how.” If you’re responsible for digital, web, or marketing performance and you're being asked to do more with less, this session will give you grounded, usable ideas you can apply immediately.
You’ll learn 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.
Panelists
Brad Muncs
CEO
Symetris
Brad Muncs advises hospital and health system leaders who are being asked to improve web performance while budgets tighten and risk tolerance shrinks. He founded Symetris in 2004 and has over 22 years of experience helping healthcare marketers move away from large redesign cycles toward more sustainable, incremental improvement.
As a strategist and advisor, Brad focuses on how work actually gets done inside complex organizations. He helps teams prioritize high-impact changes, reduce governance friction, and connect website decisions to outcomes leadership cares about, including access, conversion, and efficiency. In panels and moderated discussions, Brad brings a grounded perspective shaped by real-world tradeoffs, helping teams find momentum without adding unnecessary risk.
Seth Kaplan
Director, Marketing and Customer Engagement
HonorHealth
Seth is a seasoned healthcare executive dedicated to enhancing patient experiences and engagement. With over two decades of industry experience, Seth has led innovative strategies focused on operational excellence, strategic planning, and patient-centered care. Seth's expertise includes strategic marketing, brand management, digital marketing and patient engagement, with a proven track record of initiatives that boost brand awareness, patient loyalty, and satisfaction. His collaborative approach has driven organizational growth and efficiency. Seth is committed to leveraging technology and data to create more personalized healthcare solutions. Holding an MPH from UCLA, Seth has earned numerous accolades for his contributions to the healthcare industry. He is passionate about continuous improvement in healthcare and looks forward to sharing his insights.
Tara Nooteboom
Director of Consumer Digital Strategy
UCI Health
Tara J Nooteboom, MS, is Director of Consumer Digital Strategy at UCI Health, an academic health system in Orange County, CA. At UCI Health, Nooteboom oversees the digital consumer journey and experience roadmap. She and her team are responsible for driving access to care, transforming digital experiences, and orchestrating brand experience.
Since joining UCI Health in 2022, Nooteboom has been an instrumental player in the organization’s growth and digital transformation. Her leadership enabled the launch of the UCI Health digital front door in February 2023, followed by same-day care digital service navigation and new patient digital appointment access. These included launching the first-ever consumer website with scheduling options for the organization, since expanding to include several specialties and services and over 2000 appointments, as well as expansion of authenticated scheduling options in MyChart.
Prior to joining UCI Health, Nooteboom led digital patient engagement at Rush University System for Health in Chicago. She lives in Los Angeles with her two cats, Ingrid Bergman and Humphrey Bogart.
Jared Johnson (moderator)
Host, Healthcare Rap Podcast
Editorial Advisory Board Member, eHealthcare Strategy & Trends
Jared has spent 20+ years supporting healthcare brands on audio and video thought leadership, social media, and content production. He is the former Chief Marketing Officer at Praia Health and has served as a senior digital strategist for some of the top healthcare, MedTech and medical device brands in the country, including St. Jude Medical, W. L. Gore, and Phoenix Children’s Hospital. Jared is a rapping keynote speaker, host of the award-winning Healthcare Rap Podcast, winner of the Medigy HITMC 2021 Marketer of the Year Award, and author of two books, Marketing Forward and Connect the Docs.
Do you have valuable content that you'd like to get in front of decision makers at hospitals, health systems, and physician groups?