How to Future-Proof Your Healthcare Website

In this webinar a panel of digital marketing and technology experts, including leaders from award-winning health systems, will share how they achieve success for their organizations, and how you can, too.

A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists

Presented June 5, 2024

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Your Presenters:
Kevin Smith, Assistant Vice President, Digital Engagement, Baptist Health (KY)
Matt Schwabel, Executive Director, Marketing Technology & Operations, UNC Health
Michael Kinkaid, Chief Technology Officer, Reason One
Stephen Barry, Product Owner, Lee Health

Moderated by:
Jane Weber Brubaker, Executive Editor, Plain-English Health care

Reason One speakers

Sponsored by

Geonetric-Logo-Burgundy (c)

This event is free to attend thanks to our sponsor.

Many healthcare organizations are grappling with how to future-proof their websites in the aftermath of the pandemic and in light of the recent HHS guidance regarding HIPAA compliance for websites. Key questions to consider include:

  • Does your website provide a consumer-focused experience?
  • Is the technology HIPAA-compliant and adaptable?
  • Does your website empower users to engage, with tools like self-scheduling, symptom-checking, and finding a doctor by location?

If not, you may need a major site redesign. But what’s the best approach? Should you start from scratch and re-platform? Or can you replace parts of your stack with solutions that better meet your organization’s needs? Is a composable tech stack with interchangeable solutions a better way to ensure your website meets the needs of your organization?

Watch this webinar and you’ll hear from technology and digital marketing leaders including Best Site Design Platinum Award winners from the 2023 eHealthcare Leadership Awards.

You’ll learn:

  • How to evaluate your current state and define the desired future state
  • Considerations for selecting the right technology
  • Best practices for gaining buy-in from stakeholders
  • How to develop a plan and timeline
  • Why a web steering committee is essential
  • How to measure success
  • And much much more!

About the Panelists:

Kevin Smith
Assistant Vice President, Digital Engagement
Baptist Health (KY)

Kevin Smith is assistant vice president for Digital Engagement for Baptist Health, reporting to the system’s chief Strategy and Marketing officer. In this role, he leads the development and implementation of the system’s digital marketing strategy, ensuring that the system maintains a consistent, high-quality presence online. This oversight includes internal and external websites system-wide, a customer relationship management (CRM) program and social media channels, as well as the development of an online reputation strategy.


Matt Schwabel
Executive Director, Marketing Technology & Operations
UNC Health

Matt Schwabel leads marketing technology and operations for North Carolina’s Healthcare System - UNC Health. He loves tackling hard problems, challenging the status quo, and helping teams reach their potential. He’s been described as having a unique capacity for integrating strategic thinking, creative approach, and technical savvy. For over a decade Matt has shaped marketing strategies and led multiple digital transformations across three prominent health systems, earning national recognition in the process.


Michael Kinkaid
Chief Technology Officer
Reason One

Michael Kinkaid is Chief Technology Officer at Reason One, responsible for leading the technical direction of the studio including languages, platforms, and DevOps; defining and implementing executive strategy; coaching and evolving Agile practices; and helping with solution architecture and writing code. Always in pursuit of knowledge and understanding of current trends, Michael has expanded Reason One's suite of tech partnerships, allowing the agency to best align platforms with client needs.


Stephen Barry
Product Owner
Lee Health

Stephen Barry is a Product Owner for Lee Health in Southwest Florida. As a member of the Marketing & Brand Management team, he leads the ongoing design and development efforts for the health system's publicly facing website, Stephen joined Lee Health in late 2019, bringing 20 years of web development, content management and digital marketing experience to assist in their digital efforts. He holds a MS and BS in Decision and Information Sciences from the Warrington College of Business at the University of Florida.


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