Maximizing MarTech in Healthcare:
From Stack Sprawl to Strategic Growth
A new eHealthcare Strategy & Trends webinar with insights from Atlantic Health, UNC Health and Unlock Health
Presented May 13, 2026
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Panelists:
Orla Seidel, Director, CRM & Digital Marketing at Atlantic Health
Susie Magrogan, Performance and Demand Gen Manager at UNC Health
Lisa Bevere, Senior Director of Digital Strategy at Unlock Health
Moderator:
Jamie Mermelstein, VP of Digital Experience at Unlock Health
Healthcare marketing teams are under more pressure than ever. Budgets continue to tighten. Access constraints are real. The C-Suite’s quest for true marketing ROI is at an all-time high. And data is everywhere, but rarely aligned.
Most organizations have invested heavily in marketing technology. Yet attribution remains fragmented, reporting often explains activity instead of impact, and connecting marketing to actual patient access and volume still feels out of reach.
So what does full-funnel marketing really look like in healthcare — across rural systems, academic medical centers, and community health organizations alike?
Join marketing leaders from UNC Health and Atlantic Health for a candid conversation about what’s working, what’s breaking, and what the ideal state could be. Unlock Health will open the session by outlining a practical vision for full-funnel orchestration — where EMR data, digital engagement, traditional media, and operational capacity align to drive measurable patient action — and then turn to the panel for real-world perspective.
Together, we’ll explore:
- Where attribution breaks down in healthcare organizations — and why
- How to connect brand investment to measurable access and utilization
- What full-funnel governance requires across marketing, IT, analytics, and operations
- How to move from reporting metrics to guiding decisions
- What it takes to align strategy, martech, and Epic tools to achieve true full-funnel marketing and analytics
If your stack feels complex but underperforming — and you’re being asked to prove ROI in an environment of shrinking margins and rising expectations — this conversation is for you.
Panelists
Orla Seidel
Director, CRM & Digital Marketing
Atlantic Health
Orla leads performance marketing, CRM, and marketing analytics for Atlantic Health. She brings more than 20 years of digital marketing experience, with a focus on using data, personalization, and emerging technologies to drive growth, increase patient acquisition, retention and engagement, and improve consumer experience.
Susie Magrogan
Performance and Demand Gen Manager
UNC Health
Susie Magrogan is a Performance Marketing & Demand Generation Manager at UNC Health where she leads a talented group of individuals focused on engaging with consumers through impactful, multi-channel marketing campaigns. She has over 10 years of experience in the digital marketing industry, with the last eight specializing in healthcare, and has developed a deep understanding of the unique challenges and rewarding opportunities within the industry. Since joining UNC Health in 2019, Susie has navigated the changing landscape of digital marketing with a focus on emerging trends and data insights.
Lisa Bevere
Senior Director of Digital Strategy
Unlock Health
Lisa Bevere is Senior Director of Digital Strategy at Unlock Health, where she leads the development of consumer-focused digital strategies for healthcare organizations. Drawing from experience beyond healthcare, she brings a broader perspective to digital transformation—helping Unlock Health rethink how strategy, marketing technology, and patient experience come together to drive meaningful impact.
She is known for connecting strategy, technology, and experience to create cohesive digital solutions that drive engagement, improve performance, and deliver measurable results.
Jamie Mermelstein (as moderator)
VP 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.
In her role, she is focused on deepening and expanding Unlock’s digital capabilities—designing experiences that blend thoughtful UX, modern technology, and healthcare-specific insight.
Do you have valuable content that you'd like to get in front of decision makers at hospitals, health systems, and physician groups?