The Future of Hospital Websites: Navigating AI, Search, UX, and the Shift to Composable Architecture
A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists
Presented September 3, 2025
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Panelists:
Michael Kinkaid, Chief Product and Technology Officer, Reason One
Laura Housholder, Digital Marketing Manager, Children’s Nebraska
Martha van Berkel, Co-founder and CEO, Schema App
Tyler Pierce, Director of Digital Engagement, Rochester Regional Health
Tara Nooteboom, Director of Consumer Digital Strategy, UCI Health
Moderator:
Therese Lockemy, Founder and Principal Consultant, Inner Path Digital, L.L.C
Sponsored by
This event is free to attend thanks to our sponsor.
Your hospital website has evolved far beyond its origins, it's now the digital front door to your entire health system. But between AI hype, vendor promises, and the shift to composable architecture, many healthcare organizations struggle to connect the dots between available technologies and actual patient needs. The result? Fragmented digital experiences that fail to deliver on their promise.
Join us for a candid conversation with healthcare digital leaders who are successfully bridging the gap between emerging technology and practical patient needs. We'll cut through the buzzwords to focus on what's actually working, what's worth investing in, and how to develop the strategic framework that's often missing when implementing new website technologies.
Join us as our panelists explore how you can:
- Develop a strategic approach to website transformation that aligns technology choices with organizational goals and patient needs
- Make smart platform decisions by understanding the real differences between major platforms and when composable solutions make sense
- Build flexible foundations using composable architecture to future-proof your investment and enable rapid adaptation
- Implement AI thoughtfully with clear use cases that enhance rather than complicate the patient experience, from intelligent search to automated scheduling to personalized content delivery
- Improve findability and discoverability through advanced SEO, schema markup, and optimizing for how patients now search using generative AI tools like ChatGPT and Google's AI overviews
- Create governance models that balance innovation with security, compliance, and the need for strategic oversight
Panelists
Michael Kinkaid
Chief Product and Technology Officer
Reason One
Michael Kinkaid is Chief Product and Technology Officer at Reason One, responsible for leading the technical direction of the studio (languages, platforms, DevOps etc.), 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.
Laura Housholder
Digital Marketing Manager
Children’s Nebraska
Laura Housholder leads digital marketing innovation at Children’s Nebraska, advancing web content, architecture and user experience to serve a wide range of audiences. With more than a decade of experience in web development, UI/UX design and graphic design—and over seven years in healthcare—she drives strategic digital initiatives that improve patient access, site scalability, and content strategy and governance. She played a key role in the hospital’s transition to a headless website architecture and is currently leading efforts to implement Epic’s open scheduling and other new technologies. In addition to website innovation, Laura oversees a team managing digital advertising campaigns that amplify the hospital’s reach and engagement. Known for bridging design and technology, she collaborates across teams to deliver user-centered, future-ready digital experiences that meet evolving organizational goals.
Martha van Berkel
Co-founder and CEO
Schema App
Martha van Berkel is the co-founder and CEO of Schema App, a semantic technology company that leverages advanced Schema Markup to build Content Knowledge Graphs for enterprise marketing teams. She focuses on helping marketing teams globally understand the strategic value of Schema Markup and thrive in an ever-evolving digital landscape.
Prior to Schema App, Martha was a Senior Manager at Cisco Systems for 14 years, responsible for the global online support strategy. She holds a degree in Applied Mathematics and Engineering, attended MIT for Innovation and Strategy, is a Mother of two, and is an avid rower.
Tyler Pierce
Director of Digital Engagement
Rochester Regional Health
Tyler Pierce is the Director of Digital Engagement at Rochester Regional Health, overseeing digital strategy, web experience, and brand presence online for one of New York’s largest health systems. He led the multi-year redesign of the system’s enterprise website, transforming how patients engage digitally—emphasizing personalization, consolidation, search, and improved access to care. With over 10 years of experience in marketing and technology, Tyler brings a practical, user-centered approach to healthcare’s evolving digital front door to meet the needs of today’s consumers. Off the clock, he’s a die-hard pizza enthusiast, always chasing the perfect slice and planning travel around what (and where) to eat next.
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 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 the launching the first ever consumer website 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.
Such advancements have helped thousands of patients receive timely access to expert care. In April 2025, her team launched the health system’s first major website update in 8+ years, including updated search technology, contemporary look and feel and a strategic approach to incorporating four new hospitals plus associated clinics.
Prior to joining UCI Health, Nooteboom led digital patient engagement at Rush University System for Health in Chicago, IL. There, she led the development and growth of an on-demand video visit program (22% new-to-system patient engagement), supported the integration of consumer digital scheduling options on rush.edu, and spearheaded development of a digital convenient care service matching platform.
Overall, Nooteboom’s consumer-centric views and her highly integrated approach to achieving digital experience improvement and development across health systems are what set her apart in a dynamic and challenging field, blending expertise in digital strategy with the dynamic and ever-evolving landscape of healthcare and enhancing the human experience through technology.
She lives in Los Angeles with her two cats, Ingrid Bergman and Humphrey Bogart.
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