Author Archives: Julie Ann Caballero

eHealthcare Strategy & Trends Offers New Webinar on Maximizing MarTech in Healthcare

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

Wednesday | May 13, 2026 | 2 p.m. Eastern

Register Now »

Your Presenters:

  • Orla Seidel, Director, CRM & Digital Marketing at Atlantic Health
  • Susie Magrogan, Performance and Demand Gen Director at UNC Health
  • Lisa Bevere, Senior Director of Digital Strategy at Unlock Health

Moderated by: 

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.

Webinar at a Glance

Date:   Wednesday, May 13, 2026
Time:  2 p.m. Eastern, 1 p.m. Central, 12 p.m. Mountain, 11 a.m. Pacific
Duration:   60 Minutes
Cost:   This event is free for members of eHealthcare Strategy & Trends.

eHealthcare Strategy & Trends Offers New Webinar on Shaping Patient Trust

80% of Patients Say Digital Experience Shapes Trust: What Health Systems Need to Know

A new eHealthcare Strategy & Trends webinar with insights from Cleveland Clinic, Renown Health, SearchStax and MDRG

Wednesday | April 22, 2026| 2 p.m. Eastern

Register Now »

Your Presenters:

Moderated by: 

  • Char Wilson, Owner & Principal Consultant, Char Wilson Consulting

Trust in healthcare is under pressure — and 80% of patients would feel better about their providers if the digital experience improved. 

When patients engage online, they are looking for more than information: Every digital experience, search result, navigation path, and self-service interaction either reinforces confidence or introduces doubt. 

Join us April 22 to hear new consumer research and practical insights from digital leaders at The Cleveland Clinic, Renown Health, SearchStax and MDRG Research. We will examine how the website experience is shaping patient trust today and the most important enhancements you can make to remain competitive.

From the impact of site search performance to the role of personalization and first-party data, we’ll examine where digital friction erodes confidence — and where thoughtful design can rebuild it.

You will learn:

  • What new research reveals about the connection between digital experience and patient trust 
  • How search, navigation, and self-service tools influence decision-making 
  • Where hospital websites unintentionally create friction 
  • The role of personalization and first-party data in strengthening engagement 
  • How to reduce call center strain while improving brand perception

Webinar at a Glance

Date:   Wednesday, April 22, 2026
Time:  2 p.m. Eastern, 1 p.m. Central, 12 p.m. Mountain, 11 a.m. Pacific
Duration:   60 Minutes
Cost:   This event is free for members of eHealthcare Strategy & Trends.

Sound Advice: How Award-Winning Healthcare Podcasts Build Trust and Brands [eHealthcare Strategy & Trends Member Roundtable]

Sound Advice: How Award-Winning Healthcare Podcasts Build Trust and Brands

A new eHealthcare Strategy & Trends member roundtable featuring winners from the 2025 eHealthcare Leadership Awards

Tuesday | March 17, 2026 | 2 p.m. Eastern

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Panelists:

  • Bill Klaproth, director of marketing and production, DoctorPodcasting
  • Melody Bradley, digital media supervisor, South East Georgia Health System
  • Kenneth Hines, associate director, digital strategy, The Ohio State University Comprehensive Cancer Center (OSUCCC – James)
  • Dr. Rita Roy, CEO, National Spine Health Foundation

Moderator:

  • Susan Dubuque, Contributing Editor, eHealthcare Strategy & Trends and Co-Chair, 2025 eHealthcare Leadership Awards

Healthcare podcasts have moved well beyond trend status. Today, award-winning programs are shaping brand perception, deepening community trust, and extending clinical expertise far beyond the organization’s walls.

Join winners of the 2025 Leadership Awards in the Best Healthcare Podcasts category — along with industry expert and category sponsor Bill Klaproth of DoctorPodcasting — for a behind-the-scenes look at what separates good podcasts from great ones.

From oncology breakthroughs and spine health recovery stories to community-focused education, this roundtable will explore how podcasts can elevate brands, amplify expertise, and build meaningful connections.

Whether you’re launching a new show or refining an existing one, you’ll walk away with practical insights you can apply immediately.

Join us for a roundtable discussion on March 17 with industry leaders who will share best practices and practical advice.

Take advantage of this opportunity to ask questions, join the conversation, and gain practical advice and insights that you can adapt and use in your organization.

You’ll hear how leading organizations:

  • Define strategy and audience before hitting “record”
  • Balance clinical credibility with compelling storytelling
  • Spotlight patient voices in authentic and responsible ways
  • Sustain momentum month after month
  • Measure success beyond downloads

Webinar at a Glance

Date:   Tuesday, March 17, 2026
Time:  2 p.m. Eastern, 1 p.m. Central, 12 p.m. Mountain, 11 a.m. Pacific
Duration:   60 Minutes
Cost:   This event is free for members of eHealthcare Strategy & Trends.

The Future of Hospital Websites [eHealthcare Strategy & Trends Virtual Summit]

The Future of Hospital Websites

A virtual summit for healthcare marketers and digital strategists from eHealthcare Strategy & Trends

March 9-13, 2026

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Hospital and health system websites are evolving faster than ever. 

From AI Overviews reshaping search visibility to the rise of composable CMS platforms, digital teams are under pressure to keep pace with consumer expectations, compliance, and ROI demands. 

The Future of Hospital Websites Virtual Summit brings together experts and peers for a week of practical, one-hour sessions that explore the strategies, technologies, and governance models you need to build a flexible, patient-centered digital front door. 

Join us for a full week of programming for marketing and digital leaders at hospitals, health systems, and other healthcare provider organizations.

Agenda at a glance

Day 1: Monday, March 9
Keynote Panel with Health System Leaders

2:00 p.m. Eastern

The Next Generation of Hospital Websites

Panelists:

  • Adrienne Woods, Vice President, Consumer Engagement, Hackensack Meridian Health
  • Jeff Stewart, VP, Strategic Marketing, CHRISTUS Health
  • Mona Baset, Vice President, Digital Engagement, Intermountain Health

Moderated by:

  • Jane Weber Brubaker, Executive Editor, Plain-English Health Care

Day 2: Tuesday, March 10
Strategy & Vision

1:00 p.m. to 2:00 p.m. Eastern

Rethinking the Healthcare Websites

Panelists:

  • Cynthia Li, Vice President, Client Partnership, Huge
  • TJ Kottenstette, Digital Strategist, The Kids Mental Health Foundation, Nationwide Children’s Hospital

Moderated by:

  • Susan Dubuque, Contributing Editor, eHealthcare Strategy & Trends and Co-Chair, 2025 eHealthcare Leadership Awards

2:30 p.m. to 3:30 p.m. Eastern

Design, UX, and Access to Care: Why Compliance Is Only the Beginning

Panelists:

  • Diane Hammons, Director of Digital Engagement, WG Content 
  • Ben Cash, CEO, Reason One
  • Andy Lyons, Interim Vice President & Chief Marketing and Digital Officer, Roper St. Francis Healthcare
  • Kayla Saturday, Director, Digital Experience & Integration, Emory Healthcare

Moderated by:

  • Therese Lockemy, Founder and CEO, Inner Path Digital, L.L.C 

Day 3: Wednesday, March 11
Content & Search

1:00 p.m. to 2:00 p.m. Eastern

How Content Informs Digital Transformation

Panelists:

Moderated by:

2:30 p.m. to 3:30 p.m. Eastern

Ask Us Anything: AI Search + the Future of Website Content

Panelists:

Moderated by:

Day 4: Thursday, March 12
Technology & Infrastructure

1:00 p.m. to 2:00 p.m. Eastern

Creating Flexible Hospital Websites That Grow with Your Organization

Panelists:

Moderated by:

  • Therese Lockemy, Founder and CEO, Inner Path Digital, L.L.C 

2:30 p.m. to 3:30 p.m. Eastern

From Silo to System: Building a Scalable Location Strategy That Improves Findability

Panelists:

Moderated by:

  • Therese Lockemy, Founder and CEO, Inner Path Digital, L.L.C 

Day 5: Friday, March 13
Closing Keynote

2:30 p.m. to 3:30 p.m. Eastern

Platinum Playbook: An Inside Look at Award-Winning Hospital Websites

Panelists:

Moderated by:

  • Jane Weber Brubaker, Executive Editor, Plain-English Health Care

AI in Senior Living Sales and Marketing: Key Trends to Watch in 2026 [I Advance Senior Care Webinar]

AI in Senior Living Sales and Marketing: Key Trends to Watch in 2026 

A new webinar for executives, administrators, directors and other care leaders at senior care and LTC facilities. 

Wednesday    |    December 17, 2025   |    2 p.m. Eastern  

Register Now »

Panelists: 

AI is no longer a futuristic concept—it’s becoming a 2026 reality for senior living sales and marketing teams. Communities that begin adapting now will be better positioned to grow occupancy, meet rising family expectations, and stay ahead in a competitive market.

In this webinar, industry experts will discuss the top AI trends transforming senior living sales and marketing. You’ll hear how forward-thinking organizations are using AI to better understand family needs, boost occupancy, and increase sales and marketing effectiveness.

What you’ll learn:

  • How AI search is changing consumer behavior—and how communities can capture attention through AI search results
  • The most promising applications of AI in senior living that forward-looking communities are beginning to explore
  • How AI call insights can help sales and marketing teams understand families’ needs more deeply
  • Balancing efficiency with empathy when testing AI call agents
  • Common pitfalls to avoid when piloting or scaling AI in senior living

Webinar at a Glance

Date:   Wednesday, December 17, 2025
Time:  2 p.m. Eastern, 1 p.m. Central, 12 p.m. Mountain, 11 a.m. Pacific
Duration:   60 Minutes
Cost:   This event is free to attend thanks to our event sponsor.

AI in Healthcare Marketing Week [Virtual Summit from eHealthcare Strategy & Trends]

AI in Healthcare Marketing Week

A virtual summit for healthcare marketers and digital strategists
from eHealthcare Strategy & Trends

December 8-12, 2025

Register Now »

Artificial intelligence is transforming every aspect of healthcare, but what does that really mean for marketing?

From predictive modeling to generative content, AI has the potential to reshape how health systems engage consumers, manage campaigns, and allocate resources. But for senior marketing leaders, the path forward isn’t about shiny new objects — it’s about strategy, structure, and scalability.

Join us for a full week of programming for marketing and digital leaders at hospitals, health systems, and other healthcare provider organizations.

Whether you’re building your first use case or shaping a system-wide roadmap, this virtual summit will help you move toward meaningful, mission-aligned implementation. 

Agenda at a glance

Day 1: Monday, Dec. 8

2 – 3 p.m. Eastern: Panel Discussion

Keynote Panel: Inside the Real-World AI Playbooks of Leading Health Systems

Learn What’s Working and What’s Next from Marketers Implementing AI at Scale

Panelists: 

  • Val Lopez, Assistant Vice President, Marketing Operations, Baptist Health South Florida
  • Lisa D. Mason, AVP of Product Design and Insights, Providence
  • Amanda Todorovich, Enterprise Executive Director, Digital Marketing, Cleveland Clinic
  • Stephanie Wierwille, EVP, Engagement, BPD

View full description »

Day 2: Tuesday, Dec. 9

1 – 2 p.m. Eastern: Panel Discussion

AI and Content: Turning Generative Tools into a Scalable Strategy

Panelists:

  • Emily Baker, AVP, Engagement Strategy, BPD
  • Matt Cyr, Founder & President, Loop AI Agency
  • Allie Karas, Senior Vice President of Content, MJH Life Sciences
  • Carolina Anthony, Digital Marketing Strategist & Community Advocate, AdventHealth

2:30 – 3:30 p.m. Eastern: 

Consumer Behavior in the Age of AI Search: How to Make Your Content Seen and Trusted

Presenters: 

  • Lacey Reichwald, Director of Marketing, Aha Media Group
  • Robbie Schneider, SMS, Franciscan Health

Session Sponsor: Aha Media 

Day 3: Wednesday, Dec. 10

1 – 2 p.m. Eastern: Panel Discussion

Delivering on the Promise of Data-Driven Transformation

Panelists: 

  • Anthony Cadieux, VP of Performance Marketing, AdventHealth 
  • Anne DiNapoli Block, Managing Director, Data Solutions & Analytics, BPD 
  • Brian Gresh, Vice President, Chief Marketing & Communications Officer
  • Amber Welch, VP, Marketing and Digital Platforms, Ochsner Health


2:30 – 3:30 p.m. Eastern: Case Studies

Panelists: 

  • John Davey, VP, Marketing Technology, Mount Sinai Health System
  • Tara Nooteboom, Director of Consumer Digital Strategy, UCI Health 
  • Micha Siegel, Director, Product Innovation and Strategy, BPD

Day 4: Thursday, Dec. 11

1 – 2 p.m. Eastern: Panel Discussion

AI Agents and Workflow Optimization: From Idea to Impact

Panelists: 

  • Matt Cyr, Founder & President, Loop AI Agency
  • Carrie Liken, Strategic Account Executive, Snowflake
  • Victor Reiss, Chief Consumer Officer, UNC Health

2:30 – 3:30 p.m. Eastern: Case Studies

Panelists: 

  • Andrew Chang, Chief Marketing Officer, UChicago Medicine
  • Chris Hemphill, Founder and Head of Applied Data Science & AI Modular Feedback
  • Paul Lambson, Assistant Vice President, Consumer Technology, Northwell Health


Day 5: Friday, Dec. 12

1 – 2 p.m. Eastern: Panel Discussion

Enterprise Design for AI

Panelists:

  • Victoria Davis, Group Account Director, BPD
  • Christine Kotler, Chief Marketing and Communications Officer, Baptist Health South Florida
  • Pam Landis, VP, Digital Engagement, Hackensack Meridian

2:30 – 3:30 p.m. Eastern

Closing Keynote: The Einstein Divide
Transforming Marketing & Communications in an AI Era

Panelists:

  • Jason Lesandrini, Assistant VP of Ethics, Wellstar Health System
  • Sameer Sethi, Chief Analytics Officer, Hackensack Meridian
  • Stephanie Wierwille, EVP, Engagement, BPD

The Labor Cost Leak: Uncovering Hidden Costs in Your Senior Care Organization [I Advance Senior Care Webinar]

The Labor Cost Leak: Uncovering Hidden Costs in Your Senior Care Organization

A new webinar for executives, administrators, directors and other care leaders at senior care and LTC facilities. 

Wednesday    |    December 3, 2025   |    2 p.m. Eastern  

Register Now »

Moderator: 

Panelists: 

The high costs of running a senior care organization today aren’t all visible. This session dives deep into the often-overlooked, hidden labor costs that are silently eroding your bottom line and directly fueling workforce burnout and instability.

From constant, expensive overtime and inefficient scheduling to the true financial and human cost of high staff turnover and over-reliance on premium-rate external agencies, these labor leaks are damaging your team’s morale and your organization’s long-term health.

Join us to learn specific, actionable strategies for leveraging data analytics and modern workforce management technology to gain a crystal-clear view of these hidden expenses.

Discover how successful senior care operators are moving beyond spreadsheets to uncover, measure, and proactively eliminate these costs, leading to a more engaged workforce and a stronger financial foundation.

Key Takeaways:

  • Identify the most common “hidden” labor cost leaks in senior care.
  • Learn how data-driven workforce technology provides the necessary insights to expose costly patterns.
  • Implement strategies to optimize staff utilization and reduce dependency on expensive external agencies.
  • Understand the true cost of turnover and benchmark your retention strategy for measurable savings. 

Webinar at a Glance

Date:   Wednesday, December 3, 2025
Time:  2 p.m. Eastern, 1 p.m. Central, 12 p.m. Mountain, 11 a.m. Pacific
Duration:   60 Minutes
Cost:   This event is free to attend thanks to our event sponsor.

Transforming Patient Acquisition with AI-Powered Conversation Intelligence [eHealthcare Strategy & Trends Webinar]

Transforming Patient Acquisition with AI-Powered Conversation Intelligence

Discover how Emory Healthcare and University Hospitals connect the dots between digital touchpoints and phone conversations, creating seamless experiences that drive patient acquisition and retention.

A new eHealthcare Strategy & Trends webinar for healthcare marketers and growth leaders

Tuesday | November 18, 2025 | 2 p.m. Eastern

Register Now »

Your Presenters:

  • Allyzon Zahorcak, Director, Performance Marketing, Emory Healthcare
  • Noah Brooks, Manager of Analytics & Strategy, University Hospitals
  • Lyndey Brock, Director of Account Management Health, Healthcare Vertical, Invoca

Moderated by: 

  • Jane Weber Brubaker, Executive Editor, Plain-English Health Care 

The patient journey typically begins with a digital interaction — a paid ad, a web search, a social media post — and culminates in a phone call.

But without access to real-time data about the caller, marketers are flying blind. The result can be a disconnected experience for the patient and a missed opportunity for your brand.

In this webinar, we’ll show you how Invoca’s AI-led technology helps marketing teams at Emory Healthcare and University Hospitals gain visibility into the entire patient journey — enabling them to create seamless, empathetic experiences that drive conversions.

Join us for this free webinar on Tuesday November 18, 2025, at 2:00 p.m. and learn how AI-powered call analytics can help you optimize your marketing spend and drive operational efficiencies.

You’ll Learn:

  • How to track call conversions back to the exact ad or keyword that drove them.
  • How you can automate bidding strategies and optimize for high-value patient calls.
  • How to improve your website by understanding which interactions led to calls.
  • How to use digital intent data to route callers to the most qualified agent or care location, improving first-call resolution.

Webinar at a Glance

Date:   Tuesday, November 18, 2025
Time:  2 p.m. Eastern, 1 p.m. Central, 12 p.m. Mountain, 11 a.m. Pacific
Duration:   60 Minutes
Cost:   This event is free to attend thanks to our event sponsor.

SEO in the Age of AI and Google Overviews: Winning Digital Visibility in Healthcare – New Webinar from eHealthcare Strategy & Trends

SEO in the Age of AI and Google Overviews: Winning Digital Visibility in Healthcare

Don’t get left behind as organic traffic shifts to AI aggregators — get the strategies, context, and actionable guidance you need.

A new eHealthcare Strategy & Trends webinar for healthcare marketers and growth leaders

Wednesday | September 24, 2025 | 2 p.m. Eastern

Register Now »

Your Presenters:

  • Brandon Schakola, SEO Expert & Digital Marketing Lead, Healthcare Success
  • Maelina Frattaroli, Lead Copywriter and Content Strategist, Connecticut Children’s
  • Pamela Landis, Vice President, Digital Engagement, Hackensack Meridian Health

Moderated by:

From AI Overviews to zero-click search and plummeting site analytics, hospital marketers are struggling with a new digital reality.

Google’s latest AI-powered features and rival platforms like ChatGPT, Gemini, Perplexity, and Claude have upended SEO strategy, with some hospitals losing up to 50 percent of their web traffic overnight.

How do you ensure your organization shows up, stands out, and stays trusted in this rapidly evolving search landscape?

Join us for this free webinar on Wednesday September 24, 2025 at 2:00 p.m. Our panel featuring hospital leaders and digital strategy experts will analyze actual cases, reveal technical and brand gaps, and identify what it takes to “win” in the AI era. 

You’ll Learn:

  • Why old-school keywords are obsolete — and what’s replacing them
  • How to secure visibility in Google AI Overviews, ChatGPT, Gemini, and beyond
  • Why being a trusted authority, thought leader, and omnipresent brand is now non-negotiable
  • Realistic solutions for the “disappearing traffic” crisis and ongoing LLM visibility battles
  • Concrete steps to find and fill your content gaps, and measure today’s AI-driven success

Don’t miss it!

Webinar at a Glance

Date:   Wednesday, September 24, 2025
Time:  2 p.m. Eastern, 1 p.m. Central, 12 p.m. Mountain, 11 a.m. Pacific
Duration:   60 Minutes
Cost:   This event is free to attend thanks to our event sponsor.

The Future of Hospital Websites: Navigating AI, Search, UX, and the Shift to Composable Architecture [eHealthcare Strategy & Trends Webinar]

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

Wednesday | September 3, 2025 | 2 p.m. Eastern

Register Now »

Your Presenters:

  • 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

Moderated by:

  • Therese Lockemy, Founder and Principal Consultant, Inner Path Digital, L.L.C

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 on Wednesday, September 3, 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

Don’t miss it!

Webinar at a Glance

Date:   Wednesday, September 3, 2025
Time:  2 p.m. Eastern, 1 p.m. Central, 12 p.m. Mountain, 11 a.m. Pacific
Duration:   60 Minutes
Cost:   This event is free to attend thanks to our event sponsor.