Jaypee Peros, Author at Strategic Health Care Marketing

0 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.

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0 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.

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0 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

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

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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

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0 Growing Their Own: How Video Became a Precision Marketing Tool for Pediatric Residency Recruitment

// By Susan Dubuque // At Memorial Health Dwaine & Cynthia Willett Children’s Hospital of Savannah, a pediatric residency recruitment video does more than tell a story; it accurately positions the program, attracts residents who thrive in its model, and helps build a sustainable pediatric workforce to support a vast regional footprint.

0 Stronger Together, Part 2: Arkansas Children’s Builds on Its Momentum Through the Golisano Children’s Alliance

// By Susan Dubuque // At Arkansas Children’s, plans were already in motion. A systemwide expansion, a new strategic plan, and a growing focus on research, access, and community partnerships had positioned the organization for its next phase. Read on to see how Tom Golisano helps reshape pediatric care, and how Arkansas Children’s advances that shared mission.

0 Win or Lose Patients at the Digital Front Door

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A free white paper, published by SearchStax

How website experience and site search drive trust, access and patient acquisition.

Download your copy to learn:

Why are healthcare websites now one of the most influential touchpoints in the patient decision-making journey?
How do poor onsite search experiences impact patient trust, engagement and provider selection?
What operational and financial consequences occur when patients cannot complete healthcare tasks online?
Why are younger generations placing greater pressure on healthcare organizations to modernize digital experiences?
What practical strategies can healthcare organizations use to improve patient-centered search, navigation and digital access to care?
How can better digital experiences reduce call center dependency while improving patient satisfaction and transactional outcomes?

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0 eHealthcare Leadership Awards: Anatomy of a Winning Entry

// By Susan Dubuque // What separates good work from award-winning work in the eHealthcare Leadership Awards? What gets recognized is not just the work itself, but also how clearly and convincingly it is presented. for practical ways to clarify your story, present your work with confidence, and yes, improve your chances of winning.

0 Inside Award-Winning Women’s Health Campaigns: Strategies That Deliver Results

A new Strategic Health Care Marketing member roundtable

Presented May 5, 2026

Panelists:

Matt King, solutions consultant, population intelligence, Definitive Healthcare
Katherine Baker, director of content strategy, Inspira Health
Kelly Morrissett, director of consumer engagement, Ardent Health
Cori Ahrens, vice president, client experience, Unlock Health

Moderator:

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

You’ll hear how leading organizations:

Identify and segment women’s health audiences
Translate insight into messaging that resonates
Use digital channels with precision and purpose
Build trust around sensitive or complex topics
Measure performance and refine campaigns over time

Webinar Speakers 5-5-26

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0 Game Plan for Winning Referrals in a Competitive Market

// By Jane Weber Brubaker // If everybody knows your name, your organization has achieved brand awareness nirvana. Roper St. Francis Healthcare has that level of name recognition if you grew up in Charleston, South Carolina. Discover how Roper St. Francis uses claims data and PRM insights to uncover opportunities, reduce leakage, and accelerate growth.

0 Strengthening the Front Line: How Virginia Expands Pediatric and Maternal Mental Health

// By Susan Dubuque // The Virginia Mental Health Access Program (VMAP) helps build primary care capacity from within. Working directly with hospitals and health systems, VMAP expands access to pediatric and maternal mental health care, supports providers with training and guidance, and tackles one of the state’s most pressing workforce challenges.

0 Advertising Showcase: Reframing Hospice Through Unexpected Truths at Gilchrist

// By Susan Dubuque // Hospice care remains one of the most misunderstood services in health care. Despite strong clinical outcomes, many patients delay hospice services until the final days of life. See how Gilchrist uses authentic storytelling and documentary-style videos to reposition hospice as a way to live every remaining day to its fullest.

0 Lights, Camera, Connection: How Orlando Health Turned Video into an Internal Communications Powerhouse

// By Susan Dubuque // For more than a decade, Orlando Health has been quietly perfecting a weekly video news show that keeps tens of thousands of employees informed, engaged, and genuinely connected, one 3-minute episode at a time. Discover how Orlando Health uses its news show to inform and bring together team members.

0 The Way to Better Solutions, Results and Respect: A Case for the Marketing Process

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A free white paper, published by Prairie Dog

With all the pressures faced by health care marketers, it can be too easy to jump straight to tactics like launching new campaigns without properly diagnosing the root problem and crafting an evidence-based strategy. This is a risky path that can result in marketers moving forward with incorrect, misinformed or incomplete actions. Ultimately, results suffer along with the reputation of the marketing function.

This white paper shares three such examples, showing how the discipline of the marketing process (diagnosis, strategy, tactics and measurement) helped avoid misdirected and ineffective actions.

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0 Breaking Down Barriers to Mental Health Treatment

// By Susan Dubuque // Philadelphia’s first behavioral health urgent care for adults provides immediate access to vital services, helping to reduce ED visits and inpatient stays and offering a positive experience even on the worst days. Read on to learn more about this care model, which aims to improve access, elevate patient experience, and prevent crises.

0 Content Marketing Tips for Keeping Pace with AI-Driven Search

// By Kirsten Lecky and Nikki Breen // AI Overviews, Google’s recent addition to the top of the search engine results page, have changed the game. How can you make sure your brand shows up in these AI-generated summaries? Learn the benefits of zero-click search, how zero-click search impacts digital marketing, and key strategies for zero-click search.

0 Wearing Is Caring: Inspiring a National Movement to #MaskUp

// By Jane Weber Brubaker // If marketing is about influencing people to change behaviors, then a new public service campaign launched just before the Thanksgiving holiday — #MaskUp — is marketing at its best. The coronavirus continues its rampage throughout the country as of this writing in early December, sickening people, taking lives, devastating Read More