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Everything You Wanted to Know About AI and Healthcare Marketing … But Were Afraid to Ask [eHealthcare Strategy & Trends Webinar]

A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists

Wednesday  |  November 15, 2023   |  2 P.M. Eastern 

The buzz around artificial intelligence in healthcare is everywhere, and it is challenging to accurately evaluate AI’s promises to healthcare marketers. Here’s your chance to “talk tech” with AI experts about AI in healthcare marketing and explore how your organization can use AI-based technologies to accelerate your strategic priorities — and avoid the very real risks.

Your Presenters:

  • Rachelle Montano, Vice President of Clinical Strategy, Loyal
  • Matt Cohen, Director of AI, Loyal

Artificial Intelligence is already embedded in many things we do in marketing, from chatbots to social listening to customer insights and more — and it’s only going to grow in importance.

What should a healthcare marketer like you focus on when evaluating AI solutions? What are the risks? Do they outweigh the potential benefits? And how do you factor in the risk of doing nothing and being left behind?

Join us for a free webinar on November 15 at 2 p.m. ET to hear from healthcare industry veteran Rachelle Montano and Loyal’s Director of AI Matt Cohen as they discuss the pros and cons and demystify the hype around artificial intelligence in healthcare.

You’ll learn:

  • About different types of AI technologies and their real use cases.
  • How to evaluate AI-based solutions for your organization and get past the hype.
  • Concrete ways that AI technologies are enhancing marketing today. 
  • Where the biggest risks lurk for healthcare marketers and when you need to proceed with caution. 
  • How to safely test the waters before diving in … so you can avoid the dangers posed by being left behind.
  • What the future holds.

And much more!

Whether your organization is a leader or a lagger in deploying these technologies in your marketing, we guarantee you’ll come away with a deeper understanding of the different types of AI and their potential at your organization — from Natural Language Processing (NLP) to Machine Learning (ML), Predictive Modeling, and Generative AI tools like ChatGPT and others.

Webinar at a Glance

Date:  Wednesday, November 15, 2023
Time:   2:00 P.M. Eastern, 1:00 P.M. Central, 12:00 P.M. Mountain, 11:00 A.M. Pacific
Duration:   60 Minutes
Cost:   This event is free to attend thanks to our event sponsor.

Margo Schneider and Sarah Sommer Join Editorial Advisory Board of eHST

Margo Schneider, senior executive director of digital strategy at UW Medicine

The eHST Editorial Advisory Board is made up of leaders in the healthcare marketing field committed to shaping the future of the industry. They offer ongoing feedback on our editorial coverage, write occasional articles, and point us to developments and people eHST members like you should know about.

I’m very pleased to announce that Margo Schneider and Sarah Sommer have joined this elite group.

Margo Schneider is the Senior Executive Director of Digital Strategy at UW Medicine, where she leads technology, digital experience, content marketing, and creative teams to advance digital innovations that improve the health of the public. Margo also serves on the board of directors for Amplio, a Seattle-based global health nonprofit that develops inclusive digital technology for governments and international development organizations. Read her full bio here.

Sarah Sommer, vice president, digital engagement at Geisinger

Sarah Sommer, MBA, is the Vice President for Digital Engagement within the marketing and communications department at Geisinger. She leads the digital engagement team and is responsible for Geisinger’s enterprise digital marketing and engagement technology portfolio. Read her full bio here.

The other members of the eHST Editorial Advisory Board are:

Ben Dillon, Co-Owner and Chief Executive Officer, Geonetric

Kathy Divis, President, Greystone.Net

Dan Dunlop, President & CEO, Jennings

Danny Fell, Healthcare Leader and Brand Strategist

John Halamka, MD, President, Mayo Clinic Platform

Dalal Haldeman, Ph.D., CEO, Haldeman Marketing, LLC


Suzanne Sawyer, Marketing Communications Health Executive Leader

We are grateful to these Editorial Advisory Board members for sharing their experience and insights, and for helping us deliver insightful content that makes a difference to members like you.

Best regards,
Matt Humphrey

eHealthcare Strategy & Trends Offers New Webinar on Recent HIPAA Guidance From HHS

A new IASC webinar for leaders at senior care and LTC facilities.

Wednesday  | October 4, 2023  |  2 P.M. Eastern 

Late last year, the Department of Health and Human Services released new guidance on HIPAA regulations to cover online tracking technologies that could compromise consumer privacy. Healthcare marketers must take a proactive role in responding. Are you ready?

Your Presenter:

Ben Dillon, Co-Owner and Chief Executive Officer, Geonetric

In December 2022, the Department of Health and Human Services (HHS) released new guidance on the use of marketing tracking technology under HIPAA. Recent communications from HHS and the Federal Trade Commission (FTC) indicate that covered entities should be moving now to make the required changes.

Unfortunately, the guidance has raised more questions than it has answered. A recent study suggests that if the guidance is taken at face value, 99 percent of health systems fail to meet the new standards.

To better understand how the industry is responding, Geonetric conducted its own analysis, and through conversations with dozens of healthcare organizations and their compliance and legal teams, identified a wide range of interpretations of the new rules. Based on these findings, this webinar will give marketers the tools you need to help your organization navigate these significant changes.

Join us for a free webinar on Wednesday, Oct. 4, and hear just how much the HHS guidance impacts healthcare — and how the impact goes far beyond ad tracking technologies.  

You’ll learn:

  • What the HHS guidance is, and how it relates to PHI and HIPAA
  • Why every healthcare organization should be thinking about how they use marketing trackers and other ad technologies.
  • Implications for healthcare that go beyond tracking pixels.
  • How to engage in a risk assessment process.
  • How to develop a process for achieving and maintaining compliance in the future.
  • And much more!

How to Design a Dining Plan That Works for Senior Living Communities [iAdvance Senior Care Webinar]

How to Design a Dining Plan That Works for Senior Living Communities

A new IASC webinar for leaders at senior care and LTC facilities.

Wednesday |    August 30, 2023    |    1 p.m. Eastern

Your Presenters:

  • Don Bundren, Food Solution Design and Culinary Director, Sodexo Seniors
  • Christy Turner, General Manager, Dining Services, Garden Spot Village (New Holland, PA)
  • Steve Muller, Chief Operating Officer, Garden Spot Village (New Holland, PA)

Successful senior care communities recognize the significance of personalized dining plans. Gone are the days of standardized meal offerings that fail to cater to individual preferences or dietary restrictions. Today, communities must understand that the dining experience plays a crucial role in promoting health, fostering social connections, and enhancing the overall satisfaction of residents.

 Join us on Wednesday, August 30, for a fast-paced, interactive session with three expert presenters, including the general manager of dining services and the chief operating officer for a continuing care retirement community in New Holland, Pennsylvania, and the food solution design and culinary director of Sodexo Seniors.

 You’ll gain a sharper understanding of the essential considerations when designing dining facilities for senior care communities. suggestions on how to create inviting and accessible spaces that promote comfort, social interaction, address dietary restrictions, and individual preferences effectively.

 You’ll learn: 

  • How customized dining plans can positively impact the well-being and quality of life for seniors in your care communities
  • Essential considerations when designing dining facilities to meet the unique needs of your senior residents 
  • How you can use technology to enhance the dining experience
  • How to effectively address many of the challenges that you are likely to face when creating a dining plan
  • And much, much more!

Don’t miss it!

Webinar at a Glance

Date:   Wednesday, August 30, 2023
Time:   1:00 P.M. Eastern, 12:00 P.M. Central, 11:00 P.M. Mountain, 10:00 A.M. Pacific
Duration:   60 Minutes
Cost:   Free, thanks to our event sponsor.

Ross Goldberg Joins Editorial Advisory Board of Strategic Health Care Marketing

Ross Goldberg, President and Founder at Kevin/Ross Public Relations

Ross Goldberg, president and founder at Kevin/Ross Public Relations, and new member of the Strategic Health Care Marketing Editorial Advisory Board

The Editorial Advisory Board of Strategic Health Care Marketing is made up of leaders in the health care marketing field who are committed to shaping the future of the industry. They offer ongoing feedback on our editorial coverage, write occasional articles, and point us to developments and people SHCM members and readers should know about.

We are very pleased to announce that Ross Goldberg has joined this elite group.

Ross is president and founder at Kevin/Ross Public Relations in Westlake Village, California. Prior to founding the agency in 1999, he spent more than 20 years in corporate communications, giving him a unique understanding of how businesses and PR firms can work together to achieve outstanding results.

Ross holds a master’s degree in communications and a bachelor’s in journalism. He is a founding executive board member of the Society for Healthcare Strategy and Market Development and is past chairman of the board of trustees of Los Robles Regional Medical Center in Thousand Oaks, California. For all of his achievements, Ross has been named by PR Week one of the “Top 50 Healthcare Agency Executives” in the country.

View Ross’s full bio and links to articles he has contributed to.

Strategic Health Care Marketing LogoThe other members of the SHCM Editorial Advisory Board are: Susan Dubuque, principal, Neathawk Dubuque & Packett; E. Preston Gee, VP, strategic marketing, Christus Health; Stephen D. Gelineau, SVP, The Camden Group; Howard J. Gershon, principal, New Heights Group; David Marlowe, principal, Strategic Marketing Concepts; and Beverly Schulman, president, Turning Point Healthcare Advisors.

We are grateful to these Editorial Advisory Board members for sharing their experience and insights, and for helping us deliver insightful content that makes a difference to our members and readers.

eHealthcare Leadership Awards Acquired by Plain-English Media

Plain-English Media, the parent company of eHealthcare Strategy & Trends, is pleased to announce that it has recently acquired the eHealthcare Leadership Awards from Health Care Communications of Rye, NY. The annual competition gives healthcare organizations of all sizes the opportunity to shine the spotlight on their successful digital marketing and communications initiatives.

The move reunites the Awards with the publisher of the eHealthcare Strategy & Trends website and newsletter. “It made sense to bring the two back together,” says Matt Humphrey, founder and president of Plain-English Media. “Both the Awards and the publication showcase leading healthcare organizations and how they are successfully leveraging digital channels to drive strategic goals. We’re excited to continue the work of recognizing and sharing success stories from leading healthcare organizations.”

The eHealthcare Leadership Awards program has grown tremendously and become the unquestioned leader in honoring healthcare digital communications.

The Awards, now in their 18th year, are judged by experienced digital marketers from hospitals, health systems, and a wide variety of other healthcare organizations, as well as marketing service providers. In 2016, over 900 entries competed for platinum, gold, silver, and distinction honors. The Awards focus on digital functionality, with an emphasis on ease of use. There are 15 award categories and 17 group classifications, so that organizations compete only against others of comparable type, size, and resources.

The 2017 award winners will be announced at the 21st Annual Healthcare Internet Conference in Austin, TX, October 23-25. Mark Gothberg, who founded the Awards and eHealthcare Strategy & Trends, will serve as chairman emeritus and senior advisor of the eHealthcare Leadership Awards this year.

“Since Health Care Communications first launched the awards 18 years ago, the program has grown tremendously and become the unquestioned leader in honoring healthcare digital communications. I fully expect that the program will continue this success and add even greater value to those who enter and those who support the awards,” notes Gothberg.

The entry deadline is June 30. Additional information and entry materials are available at:

Terms of the deal were not disclosed.

2015 eHealthcare Leadership Awards

ehealthcare-leadership-awards-logoWe at Plain-English Media extend our congratulations to the winners of the 2015 eHealthcare Leadership Awards.

Presented by Health Care Communications, Rye, NY, the eHealthcare Leadership Awards program recognizes the very best websites and digital communications efforts of a wide range of healthcare organizations.

The winners were announced today at a special presentation in Orlando, FL, during the 19th Annual Healthcare Internet Conference sponsored by Greystone.Net, Atlanta.

Winners are published in the December 2015 print edition of eHealthcare Strategy & Trends. This special edition of our print newsletter includes details of the 2015 eHealthcare Leadership Awards, all 272 award winners in all categories, full listing of judges, and more.

You can order copies of the special award edition of eHealthcare Strategy & Trends, using this form.


Ben Dillon of Geonetric Joins Editorial Advisory Board of eHealthcare Strategy & Trends

Ben Dillon, Chief Strategy Officer, Geonetric

Ben Dillon, Chief Strategy Officer, Geonetric

Plain-English Media is pleased to announce that Ben Dillon, MBA, Chief Strategy Officer of Geonetric, Inc. in Cedar Rapids, IA, has joined the Editorial Advisory Board of eHealthcare Strategy & Trends, a membership website and monthly print newsletter for marketing professionals and digital strategists at hospitals, health systems, and physician groups.

“Ben brings a wealth of knowledge on hospital websites, digital marketing for healthcare, and the strategic business development issues healthcare organizations face,” says Matthew T. Humphrey, president and founder of Plain-English Media. “Ben understands what our readers are trying to accomplish. He has been a frequent contributor to eHealthcare Strategy & Trends over the past several years, and I’ve been really impressed with his insights. His commentary is always up to the minute, and always based on real-world experience. We are thrilled to have him on our board of advisors.”

Some of Dillon’s recent articles for eHealthcare Strategy & Trends include:

“I’m honored to join the advisory board of eHealthcare Strategy & Trends,” Dillon says. “As a self-described ‘e-health evangelist,’ I always enjoy contributing to the publication and helping healthcare marketers reach their target audiences more effectively and efficiently. I think the publication serves the hospital marketing and digital strategy community well, and I’m excited about the new initiatives I’ve seen from eHealthcare Strategy & Trends recently.eHealthcare Strategy & Trends

The Editorial Advisory Board is made up of leaders in the digital healthcare marketing field who are committed to shaping the future of the industry. Board members offer ongoing editorial feedback, write occasional articles, and make introductions between the eHealthcare Strategy & Trends editorial team and contacts at hospitals and health care systems, facilitating our unique industry coverage.

The other members of the eHealthcare Strategy & Trends Editorial Advisory board are:

Kathy Divis, President, Greystone.Net, Atlanta, GA; Dan Dunlop, President & CEO, Jennings, Chapel Hill, NC; Danny Fell, President & CEO, Neathawk Dubuque & Packett, Chattanooga, TN; John Halamka, MD,  Chief Information Officer, CareGroup Healthcare System, Boston, MA; Shel Holtz, ABC, Principal, Holtz Communication + Technology, Concord, CA; Joe M. Inguanzo, PhD, President, Professional Research Consultants, Inc., Omaha, NE; and Robin Snow, Principal, Aefinity Interactive, Chicago, IL.

About Plain-English Media

Plain-English Media, LLC, is an independent publishing company based in Alameda, CA. The company provides authoritative, clear, and practical guidance that helps readers advance their professional careers and helps healthcare organizations succeed. The Plain-English Health Care division publishes eHealthcare Strategy & Trends and Strategic Health Care Marketing. The company also produces events and provides lead generation and advertising opportunities to select vendors.

About Geonetric

Geonetric helps healthcare organizations develop Web strategies that engage consumers. VitalSite®, Geonetric’s content management software, is the foundation of websites, portals and intranets for more than 500 hospitals, physician groups and clinics around the country. Geonetric also provides a comprehensive suite of online services — from Web strategy and design, to content development and responsive marketing campaigns, to online support and hosting — all designed to turn prospects into patients and deliver measurable results. Visit to learn more and follow us on Twitter @geonetric.

Population Health Management Webinar

Strategic Health Care Marketing Logo

Strategic Health Care Marketing presents a brand-new webinar for health care marketers, communicators, and strategists…

Population Health Management: How to Use Behavior-Change Marketing to Improve Your Patients’ and Community’s Health—and Your Organization’s Bottom Line

Wednesday, May 20, 2015, 2:00-3:30 P.M. Eastern Time. ​ dubuque-royce 150x340

Your Presenters:

  • Susan Dubuque, Principal, Neathawk Dubuque & Packett
  • Maria L. Royce, Senior Vice President, Strategy & Market Development, Chief Strategy Officer, WellSpan Health


As a health care marketer, your job has primarily been about generating volume: putting as many “heads in the beds” as possible. But with the recent changes in health care reimbursement, hospitals and health systems are transitioning from getting people into their facilities to keeping them healthy.

One tool to help encourage healthy behaviors is called “social marketing” (not to be confused with social media), and it’s about using your marketing skills to make positive behavioral changes in a population—from smoking cessation to exercising more to eating healthier.

You’ve probably already seen some of these changes in your facility. And as a health care marketer, you may be wondering about your role in this new world order. What are the marketing skills you will need to change people’s behaviors—and do you have them? Is your job still relevant? How will population health management benefit your health care facility? And how will you know if it’s working?

The good news is that by shifting your orientation—and taking a lesson from our colleagues in public health—you can apply the marketing skills you already have to a new purpose: Changing behavior and improved health for your patients and the communities you serve.

And here’s even better news: You can find out what it takes to create a social marketing program in your health facility when you register to attend “Population Health Management: How to Use Behavior-Change Marketing to Improve Your Patients’ and Community’s Health—and Your Organization’s Bottom Line” on Wednesday, May 20, 2015.

Listen as Susan Dubuque from Neathawk Dubuque & Packett and Maria Royce from WellSpan Health provide a review of the latest changes in health care marketing and what they mean for you. Find out exactly what social marketing is, how it will benefit both you and your facility, and get a step-by-step guide to creating behavior-change programs that work. By the end of this webinar, you’ll be equipped to help your organization rethink its marketing strategy—and take a leadership role as it moves into the new paradigm of population health.

In addition, you’ll hear about a successful community health-improvement initiative that WellSpan created, and get an overview of a targeted program for “frequent-flyer” patients—those with multiple readmissions and higher ED use. Find out how these programs can have a positive impact on your facility’s bottom line.

Register today to guarantee your place at this essential learning session. And remember that your entire team in one location can participate with you when you register.

Strategic Health Care Marketing Webinar at a Glance

DATE: Wednesday, May 20, 2015
TIME: 2:00 P.M. Eastern, 1:00 P.M. Central, 12:00 P.M. Mountain, 11:00 A.M. Pacific DURATION: 90 Minutes
PLACE: Your computer
COST: $195 per dial-in site (unlimited attendance at one location) through 5/12/15, $245 thereafter
TO REGISTER: Click here or email


For one low price—just $195 when you register by 5/12/15 ($245 thereafter)—you and your entire team at one location can take part in this fast-paced, insightful webinar. Best of all, you’ll be able to connect personally with our speakers when we open things up for questions from the audience.

Here is just some of what you’ll learn during this in-depth 90-minute conference:

  • Social marketing: What it is and how it can help you and your organization survive the changing health care landscape.
  • How to determine if social marketing programs will be a good fit for your organization.
  • How to adapt your health care marketing skills to creating population health-improvement programs.
  • Step-by-step instructions for developing a behavioral-change marketing program.
  • The benefits of integrating health-improvement programs into your overall marketing strategy.
  • How to effectively measure the outcomes of your efforts—and their effects on your facility’s bottom line.
  • And much more!​​

Can’t Attend on May 20?
No problem. Just order the webinar recording on CD.

Distinguished Presenters

Susan DubuqueSusan Dubuque is Principal and Co-Founder of Neathawk Dubuque & Packett, a health care marketing and advertising firm. She is also an adjunct instructor at Virginia Commonwealth University in the School of Healthcare Administration and a member of the Strategic Health Care Marketing Editorial Advisory Board. Prior to founding ND&P, she was the Director of PR and Marketing for Mary Immaculate Hospital.

Ms. Dubuque has published more than 100 articles on health care and service marketing, and has assisted more than 200 hospitals and health care organizations with marketing and branding initiatives. She received the Award for Individual Professional Excellence from the Society for Healthcare Strategy and Market Development (AHA).

Author of A Parent’s Survival Guide to Childhood Depression and Kid Power Tactics for Dealing with Depression, Ms. Dubuque launched a national campaign to increase public awareness of childhood depression, which has been adopted by Mental Health America.

maria-l-royceMaria L. Royce is the Chief Strategy Officer for WellSpan Health, an integrated system of physicians, hospitals and health services across south central Pennsylvania and northern Maryland. A veteran health care strategy professional, Ms. Royce provides leadership in the areas of strategic, operational, and business planning; community health and wellness; philanthropy; marketing; communications; and community partnerships.

Ms. Royce joined WellSpan in 1992 as the Director of Public and Corporate Relations and later served the organization as Director of Planning and Marketing and Vice President of Community Relations. She is an active leader in the health care industry, having been the President of the Society for Health Care Strategy & Market Development.

Ms. Royce holds a bachelor’s degree from LaRoche College, Pittsburgh, and a master’s degree in public administration/nonprofit management from the University of Pittsburgh.

 Your webinar registration includes:

  • A site license to attend this webinar (invite as many people in one location as you can fit around your computer at no extra charge).
  • Downloadable PowerPoint presentations from our speakers.
  • The opportunity to connect directly with our speakers during the audience Q&A session.

Register Now! Or for more information, email


Can’t Attend on May 20?

No problem. Just order the webinar recording on CD.

eHealthcare Strategy & Trends Launches New Website and Free Weekly Ezine

eHealthcare Strategy & TrendsMembers-only site provides online access to exclusive content for digital strategists, marketers, and technology teams at hospitals, healthcare systems, and other healthcare organizations.

Plain-English Health Care, a division of Plain-English Media, is excited to announce a brand-new website for eHealthcare Strategy & Trends, located at

“The new eHealthcare Strategy & Trends website provides members with a new way to access the exclusive content they rely on to stay up to date with the latest thinking in online and digital healthcare marketing, communications, and strategy,” says Matthew T. Humphrey, President of Plain-English Health Care.

“Members can now get unparalleled access to our extensive archive of past coverage of critical topics, including maximizing ROI of social media efforts, consolidating websites, getting physicians involved in blogging, showing up near the top of organic search results, and converting curious web searchers to actual new patients.

“For the first time, members can search through our case studies of successful online healthcare marketing campaigns, website management strategies, and internal and external engagement initiatives. Plus, the site’s design is responsive, so members can access eHST content at their desk or on the go via mobile device.”

In addition, healthcare marketing professionals can now sign up for the free eHealthcare Strategy & Trends weekly ezine that includes case studies, best practices, and online business development strategies pulled from our monthly coverage. The ezine (and website) will feature content before it is available in print.

Subscribers to the print edition of eHealthcare Strategy & Trends get complimentary access to the new site — and for a limited time, they can take advantage of a complimentary Group Membership Upgrade. With group membership, users can add up to 9 additional members from their organization for no additional fee. “Group membership is a really great way to extend your return on investment, and to keep an entire team up to date on the latest case studies and best practices in digital marketing for hospitals and health systems,” says Humphrey.

About Plain-English Health Care

Plain-English Health Care is a division of Plain-English Media, a privately held niche publisher based in Alameda, CA. Plain-English Health Care publishes Strategic Health Care Marketing and eHealthcare Strategy & Trends.

For more than 30 years, through the use of in-depth case studies and analysis of cutting edge marketing and ehealth initiatives, Strategic Health Care Marketing and eHealthcare Strategy & Trends have been delivering practical insights on what healthcare organizations can do to increase customer satisfaction, improve patient care, boost service revenues, strengthen their brands, and lower costs.