How Content Informs Digital Transformation
The work you do now is what powers the web of the future.
This session is part of
The Future of Hospital Websites Virtual Summit
A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends
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Presented March 11, 2026 at 1 p.m. Eastern
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Panelists:
Heather Linder, VP, Brand and Growth Marketing, OU Health
Kalee Hildreth, Executive Director of Digital Transformation and Marketing Operations, UChicago Medicine
Moderator:
Ahava Leibtag, Founder and CEO, Aha Media Group
Sponsored by
Digital transformation isn't just about new tools — it’s about rethinking how your content powers every digital experience. Healthcare marketers are being pulled into AI readiness, chatbot development, and generative search — all while managing redesigns, governance, and the politics of platform decisions.
In this session, two senior health system marketers share how they're building the content foundations today that will fuel the AI-driven experiences of tomorrow.
Hear how UChicago Medicine is preparing content for an AI chatbot — and what it taught their team about structure, governance, and internal alignment. Learn how OU Health is adjusting its content strategy to reflect the new rules of search, where large language models (LLMs) are the primary interpreters of web content.
This conversation cuts through hype and gets real about what “transformation” actually looks like — and how (and WHY) to keep content at the center of it.
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
Panelists
Heather Linder
Vice President, Brand and Growth Marketing
OU
Heather Linder is the Vice President of Brand and Growth Marketing at OU Health, the University of Oklahoma's flagship academic health system, where she leads marketing, branding, market intelligence and patient acquisition strategy. She is particularly focused on digital patient engagement, combining data and strategy with growth technologies to enhance patient experiences and deliver strong ROI. She also manages community relations and strategic programs, leveraging the $3.5-billion organization's resources to address health disparities through strategic activations and investments. Heather previously spent 10 years in marketing and communications at the University of Chicago Medicine. Prior to that, she worked as a journalist. She has a bachelor’s degree in journalism from Bowling Green State University and a master’s in public policy from the University of Chicago.
Kalee Hildreth
Executive Director of Digital Transformation and Marketing Operations
UChicago Medicine
Kalee Hildreth is a digital marketing executive advancing the future of healthcare through digital experience transformation. At UChicago Medicine, she drives website strategy, omnichannel marketing, and generative AI adoption to improve patient engagement and access. Her work unites technology, marketing, and clinical priorities to accelerate growth and transform the patient experience.
Ahava Leibtag
Founder and CEO
Aha Media Group
Ahava Leibtag, a 2020 inductee into the Healthcare Internet Hall of Fame as an Innovative Individual, has 20+ years of experience in content. She has consulted with some of the world’s largest firms to attract and grow their audiences. Ahava is the president and owner of Aha Media Group, LLC, a copywriting, content strategy and content marketing consultancy. She is also the author of The Digital Crown: Winning at Content on the Web and loves a great logic puzzle, a long game of Apples to Apples and anything that has chocolate.
Do you have valuable content that you'd like to get in front of decision makers at hospitals, health systems, and physician groups?