The Next Three Years of Marketing Measurement: What Hospital Teams Must Do Now

Ed Rafalski
Chief Strategy Officer
Denver Health

Edward Rafalski, Ph.D., MPH, FACHE, currently the Chief Strategy Officer at Denver Health, is an accomplished healthcare executive with demonstrated acumen and strength to lead large multi-disciplinary projects, in both staff and line capacity, in complex and competitive organizational environments, including urban, suburban, and academic health systems. Offering more than 30 years of combined strategic planning, marketing, digital/e-commerce, social media, community relations, business development, public relations, contact center, real estate, managed care, group purchasing and emergency department / pediatric product line management experience, Dr. Rafalski is respected as a creative, data-driven, transformational leader, entrepreneurial-minded, and innovative. He is known as a direct yet diplomatic thought leader who instills confidence, creativity, collaboration, and critical thinking amongst peers and direct reports driving the achievement of goals.

After graduating from the University of Chicago with a bachelor’s degree in public policy studies, Dr. Rafalski received a master’s degree in public health from Yale University School of Medicine. He received his Ph.D. in public health sciences from the Division of Health Policy and Administration at the University of Illinois, School of Public Health, where he taught as Clinical Assistant Professor. His health services research and teaching interests include: the effects of market economics on health care services, quantitative methods, managerial epidemiology, health disparities, marketing, and strategic management. Dr. Rafalski is a Fellow of the American College of Healthcare Executives, Six Sigma Black Belt, member of the 2014 TNCPE Board of Examiners trained in the Baldrige Criteria for Performance Excellence, a certified site visitor for Council on Education for Public Health (CEPH) and member of the University of South Florida College of Public Health's Master Health Administration Advisory Board where he is also on faculty and teaches strategic innovation. 

Brian Gresh
Vice President, Chief Marketing & Communications Officer
Community Health Network

Brian Gresh currently serves as Vice President, Chief Marketing & Communications Officer at Community Health Network. Brian has more than 20 years of experience in digital and consumer healthcare strategies, branding, and communications. Prior to joining Community Health Network, he served as the president of Loyal Inc., which provides health systems tools to amplify patient feedback and guide patients through their digital journey. He came to Loyal from the Cleveland Clinic, where he was executive director of digital and content marketing. There, he led digital strategy, content marketing, social media and web development, as well as industry-leading search engine optimization and search engine marketing programs. He also led the digital team at University of Utah Healthcare as senior director of interactive marketing and web. A thought leader and frequent presenter at industry events, Brian has a bachelor’s in political science and a master’s in public administration.

Andy Haynes
Vice President of Demand Marketing
Ascension

Andy Haynes is a seasoned marketing executive and currently serves as Vice President of Demand Marketing at Ascension, where he leads growth strategies across media, CRM, and marketing science. With over 20 years of experience spanning healthcare, financial services, and hospitality, Andrew specializes in demand generation, lifecycle marketing, personalization, and marketing technology.

Prior to Ascension, Andrew held senior marketing roles at Capital One and Marriott, where he helped shape data-driven customer engagement strategies and digital transformation initiatives. He has a proven track record of delivering measurable growth by connecting customer insights, campaign performance, and emerging digital trends to create innovative, high-performing marketing programs.