Beyond Schema Markup: Is Your Healthcare Website Ready for AI?

A new Strategic Health Care Marketing webinar sponsored by Schema App

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

Panelists:

• Martha van Berkel, CEO, Schema App
• Jasmine Drudge-Willson, Product Manager, Schema App

Moderator:

• Kyle Hardner, Contributing Writer, Plain-English Health Care

In this webinar, you’ll learn:

• How patient discovery is changing: Why the shift toward AI-driven search is changing what healthcare websites need to communicate and what success looks like.
• Why not all Schema Markup is created equal: The difference between simply having Schema Markup and helping AI accurately understand your healthcare organization.
• Why entities and relationships matter: How connecting your physicians, services, locations, and expertise with Schema Markup helps AI make sense of your organization as a whole.
• What “good” looks like in the age of AI: How to recognize a strong Schema Markup strategy and understand where your organization has opportunities to improve.

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Northwell Health and Children’s Wisconsin Share Their Roadmap for Smarter AI Adoption in Health Care Marketing

During a recent webinar, leaders shared tips for navigating beyond fragmented AI testing toward AI systems that work for your specific marketing organization. Here, the panelists discuss how to manage change brought about by AI, share a framework for understanding an organization’s starting point, and explain how to avoid one-off AI successes.

Demystifying the Power of Schema in Search

// By Jared Johnson // Schema helps search engines and AI platforms understand the relationships between health care providers, services, locations, and conditions. In this webinar recap, Ahava Leibtag and Tim Voyles explain why accurate content, connected data, and clear ownership are essential to help patients find care and take the next step.

Beyond the Traditional FQHC: How Amplify Health Reimagines Community-Based Care

// By Dan Dunlop // For many organizations, a name change signals a new identity. For Amplify Health, the opposite may be more accurate. The new identity is catching up with an organization that has already changed dramatically. Learn how the FQHC model is applicable to any patient, and how the new brand reflects this expanded vision.

How University Hospitals and Ochsner Health Connect Marketing Spend to Appointments and Revenue

Clicks and calls can tell marketers whether a campaign is active. But health care leaders want to know how those interactions ultimately drive results. An industry leader and executives from University Hospitals and Ochsner Health share how connecting marketing activity to appointments, patients, and revenue can change the conversation about marketing’s value.

Advertising Showcase: Beacon’s “That’s Where We Shine” Campaign

// By Susan Dubuque // An established health system name enters a new market with a message that feels both hopeful and grounded in what people need most right now. See how the creative executives capture the spirit of the community and bring the campaign to life across multiple channels.

How Renown Health Is Building an AI-Ready Website With an AI-Native CMS

Renown Health’s migration to an AI-native CMS shows how structured content and the right training can help even small teams increase workflow efficiencies and online visibility. Read on to learn how an AI-native CMS enables a small team to efficiently manage a large website.

Beyond Awareness: Extending the Brand for Growth

// By Susan Dubuque // Children’s Hospital Colorado is using a new brand campaign to solve an unusual marketing challenge: How do you become top of mind with families who may live hundreds of miles away and may not need you until something changes in an instant? Read on for important lessons on expanding your brand’s reach.

How Baptist Health Elevates Marketing Through Executive Alignment and Consumer Focus

At Baptist Health, marketing has earned a seat at the leadership table, helping ensure the consumer’s perspective remains part of the decisions that guide the health system forward. Discover how Baptist Health’s leadership structure, collaborative culture, and faith-based mission help shape a high-functioning marketing organization focused on both growth and community impact.

Demystifying the Power of Schema in Search: What Healthcare Marketing and Digital Teams Need to Know – Webinar Recording

A new Strategic Health Care Marketing webinar with insights from Aha Media

Presented September 23, 2026

Panelists:

• Ahava Leibtag, Founder and CEO, Aha Media Group
• Tim Voyles, Partner and Technology Lead, HealthStack Partners

Moderator:

• Jared Johnson, Host, Healthcare Rap Podcast, and eHealthcare Strategy & Trends Editorial Advisory Board Member

By the end of this session, participants will be able to:

• Explain what schema is and why it matters in today’s search landscape.
• Understand how structured content and schema work together to improve content discoverability.
• Identify where marketing, content, and digital teams each contribute to an AI-ready website.

Watch now »

AI Is Everywhere. Focused Training Determines How Well It Works in Your Organization

// By Alan Shoebridge // AI adoption requires careful stewardship. Northwell Health and Roswell Park Comprehensive Cancer Center are leading their organizations closer to AI fluency. Read on to learn about processes for embedding AI literacy in your organization, and how marketing can play an important role as a catalyst.

How Penn State Health Shows Rural Communities That Advanced Cancer Care Is Close to Home

Penn State Health developed an integrated marketing campaign to build awareness for its comprehensive cancer care among consumers in rural Pennsylvania. In Part 1 of this two-part series, we explore the strategy, research, and organizational alignment behind the campaign. Part 2 will examine the creative execution, media strategy, and early performance results.

Brand Means Business: Turning Brand Strategy into Business Impact

A new Strategic Health Care Marketing webinar sponsored by TILT’

Wednesday | October 21, 2026 | 2 p.m. Eastern

Your Presenters:

• Megan Kapalla, Senior Director of Strategy, TILT
• Sarah Sanders, Executive Vice President and Chief Consumer Officer, Baptist Health
• Kathy Smith, Senior Vice President and Chief Marketing Officer, Roswell Park Comprehensive Cancer Center

Your Moderator:

• Susan Dubuque, contributing editor, Plain English Health Care

The discussion will explore:

• Making brand strategy an integral part of business strategy.
• Creating meaningful differentiation in a category defined by sameness.
• Connecting brand to business priorities, competitive strategy, and organizational goals.
• Creating alignment around the brand across leadership and the organization.
• Putting brand and business alignment into practice through real-world health system examples.

Register Now  »

A Health Care Marketer’s Roadmap: Replacing AI Fragmentation with Clear Direction

// By Wendy Margolin // During a recent webinar, leaders shared tips for navigating beyond fragmented AI testing toward AI systems that work for your specific marketing organization. Here, the panelists discuss how to manage change brought about by AI, share a framework for understanding an organization’s starting point, and explain how to avoid one-off AI successes.

How Community First Health Plans Drove 225 Percent Marketplace Growth with an Integrated Campaign

A colorful cast of characters represents families, children, and seniors, and helps Community First Health Plans tell a simple story about coverage that supports people through every stage of life. Discover how Community First Health Plans combined fresh creative with an integrated marketing strategy to change perceptions and achieve key business goals.

Beyond the Click: Proving Marketing’s Impact on the Bottom Line

// By Susan Dubuque // Clicks and calls can tell marketers whether a campaign is active. But health care leaders want to know how those interactions ultimately drive results. An industry leader and executives from University Hospitals and Ochsner Health share how connecting marketing activity to appointments, patients, and revenue can change the conversation about marketing’s value.

Why The OSU Wexner Medical Center Turned to Long-Form Video to Capture the Human Impact of Transplant

At The Ohio State University Wexner Medical Center, a complex living donor kidney transplant chain was coming together. Ten healthy people donated kidneys to 10 recipients they had never met, setting off a cascade of 20 surgeries. Discover how a five-minute video transformed a clinical milestone into a story with lasting impact.

Content That Connects: Inside Award-Winning Healthcare Storytelling – Webinar Recording

A new Strategic Health Care Marketing member roundtable featuring winners from the 2025 eHealthcare Leadership Awards

Presented September 1, 2026

Panelists:

• Lacey Reichwald, director of marketing, Aha Media Group
• Jennifer Shepherd, DNP, MHA, RN, NEA-BC, FAAN, director, nursing practice, work environment & healthy nurse, Healthy Nation® Nursing Programs, American Nurses Association
• Susannah Kistler, associate director of multimedia strategy and storytelling, The Ohio State University Wexner Medical Center

Moderator:

• Susan Dubuque, Contributing Editor, Plain English Healthcare and Co-Chair, eHealthcare Leadership Awards

Here are some of the topics that will be covered:

• Why narrowly focused content often outperforms broad, generalized messaging
• Creating distinctive health care content that stands out in a crowded digital landscape
• Developing content that remains valuable as search and AI continue to evolve
• Turning complex clinical information into clear, engaging stories patients can understand
• Building editorial workflows that support websites, social media, and other digital channels
• Practical lessons from award-winning healthcare content programs

Watch now »

Beyond the Funnel: Reaching Health Care Consumers in the Moments That Matter

// By Susan Dubuque // Health care marketers know the funnel by heart: Awareness. Consideration. Conversion. But it does not reflect how people actually move through their day or how they engage with health care. Learn how shifting from a funnel mindset to a moment-based strategy can help marketers connect earlier, stand out, and drive action.

AdventHealth Looks Beyond Google as Consumers Turn to Social Media for Search

That people use social media for search is nothing new. What’s changing is that social media content, like Instagram Reels, TikTok, and YouTube Shorts, is becoming the only place some consumers find brands. Discover How AdventHealth plans for a future when some consumers interact with the brand only on social.

Where Is Your Health System on the AI Adoption Curve?

// By Jane Weber Brubaker // No more AI for AI’s sake, and no more vanity projects. That’s the message from industry leaders from Mass General Brigham, Renown Health, and Invoca. Learn how enterprise AI is progressing, and what it will take to deliver real value.

Content as Data: How an AI-Powered Content Management System Helps Renown Health Optimize for AI Search

// By Erin Laviola // Renown Health’s migration to an AI-native CMS shows how structured content and the right training can help even small teams increase workflow efficiencies and online visibility. Read on to learn how an AI-native CMS enables a small team to efficiently manage a large website.

How Virtua Health Generated $27 Million in Campaign Revenue With a Smarter CRM Strategy

By combining predictive analytics, sophisticated segmentation, and personalized engagement, Virtua Health built a patient-centered strategy that connects patients with the right care while delivering measurable business results. Read on for practical takeaways that can help you get more from your CRM investment.

Measuring What Matters: Award-Winning Digital Marketing Campaigns – Webinar Recording

A new Strategic Health Care Marketing member roundtable featuring winners from the 2025 eHealthcare Leadership Awards

Presented August 18, 2026

Panelists:

• Jamie Mermelstein, vice president of digital experience, Unlock Health
• Matt Eaves, vice president, digital marketing, University Hospitals
• Sarah Montalbano, marketing automation manager, Ochsner Health

Moderator:

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

Here are some of the topics that will be covered:

• Showing up when patients are actively searching for answers and care options
• Reaching patients, caregivers, and referring physicians at the right moments in their decision-making journey
• Reducing friction between awareness and appointment while re-engaging patients who have fallen out of the funnel
• Connecting marketing activities to patient volume, service line growth, revenue, margin, and market share
• Building measurement frameworks that demonstrate marketing’s impact on organizational goals
• Lessons learned from award-winning campaigns and programs

Watch now »

Executive Alignment and Marketing Performance, Part 2: Faith-Based Health System Perspective

// By Susan Dubuque // At Baptist Health, marketing has earned a seat at the leadership table, helping ensure the consumer’s perspective remains part of the decisions that guide the health system forward. Discover how Baptist Health’s leadership structure, collaborative culture, and faith-based mission help shape a high-functioning marketing organization focused on both growth and community impact.