Platinum Playbook: An Inside Look at Award-Winning Hospital Websites
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 13, 2026 at 2:30 p.m. Eastern
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Panelists:
Carolina Anthony, Executive Director, Digital Marketing, AdventHealth
William “Skip” Hidlay, Vice President and Chief Communications and Marketing Officer, The Ohio State University Wexner Medical Center
Moderator:
Jane Weber Brubaker, Executive Editor, Plain-English Health Care
Hospital websites today are dynamic platforms shaped in response to changing consumer expectations, evolving business priorities, and the impact and opportunities of AI.
How do the best hospital websites rise above the noise in a constantly shifting digital landscape? In this closing keynote panel, leaders from AdventHealth, Children’s Nebraska, and The Ohio State University Wexner Medical Center reveal the strategy, design, and decision-making that earned top honors for Best Overall Internet Site and Best Site Design in the 2025 eHealthcare Leadership Awards.
You’ll learn what it takes to build and evolve a website that delivers exceptional user experience, measurable results, and long-term flexibility in the age of AI.
The panelists will share:
- What set their award–winning websites apart from competitors
- The design, UX, and content decisions that made the biggest impact
- How AI is influencing search, content strategy, and user journeys today
- Lessons learned — including what they would do differently if starting now
- How their websites continue to evolve in a fast-changing digital environment
Whether you’re planning a redesign, optimizing an existing site, or building a long-term digital roadmap, this session delivers practical insights you can apply immediately.
Panelists
Carolina Anthony
Executive Director, Digital Marketing
AdventHealth
Carolina Anthony is a passionate digital marketing strategist and community advocate leading omnichannel growth for AdventHealth. With over 18 years of experience, she cultivates digital spaces that amplify messages, build trust, and transform how communities connect with health and wellness.
At AdventHealth, Carolina leads content strategy, social media, reputation management, web marketing and digital project management. She’s passionate about elevating patient experience and measurable outcomes across the digital continuum. Prior to this role, she brought her strategic vision to organizations including Dr. Phillips Center for the Performing Arts, Hilton Grand Vacations and Golf Channel/NBC Sports, always leading with an emphasis on storytelling and brand impact.
What truly distinguishes Carolina is her commitment to mentorship and inclusion: she builds cross functional, diverse teams and champions professional growth so women can lead with confidence and creativity. A certified yoga instructor and lifelong learner, she holds a BA in Communications & Business from Florida State University and an MA from Rollins College, and she weaves these strengths into empowering others. Carolina lives in Orlando with her husband and Mini Schnauzer, Rex. When she’s not transforming digital ecosystems, she’s traveling, exploring wellness, or getting lost in a great book.
William “Skip” Hidlay
Vice President and Chief Communications and Marketing Officer
The Ohio State University Wexner Medical Center
William “Skip” Hidlay is a brand marketing and communications strategist with more than 20 years of experience as an executive leader in health care and the media.- He became vice president and chief communications and marketing officer for The Ohio State University Wexner Medical Center and health system in November 2020, midway through the COVID-19 pandemic.
Before joining Ohio State, Skip served as senior vice president and chief communications and marketing officer for University of Chicago Medicine, a position he held since 2016. He began his health care career in 2011, leading marketing, communications and digital strategy for Ascension Via Christi, the largest health care system in Kansas.
Skip spent the first 30 years of his career in journalism, working as a reporter and editor for The Associated Press, Knight-Ridder and Gannett Co., including serving as an executive editor and publisher at four Gannett media outlets in New Jersey.
Do you have valuable content that you'd like to get in front of decision makers at hospitals, health systems, and physician groups?