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

A new Strategic Health Care Marketing webinar sponsored by Schema App

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this event is FREE to attend.

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

Leona Wong 
Director of Brand Strategy
Stanford Medicine/Children’s Health

Leona Wong is the Director of Brand Strategy at Stanford Medicine Children's Health. Since joining the organization in 2015, Leona has managed marketing and branding strategies, including consumer advertising and reputation management, while maintaining oversight of the organization’s branding presence.
 
Before joining Stanford Medicine Children’s Health, Leona contributed her marketing expertise to higher online education at the University of Phoenix. Leona also brings nearly twenty years of advertising experience from the agency side, having worked at agencies such as BBDO and FCB. Throughout her agency career, she has collaborated on diverse brands including California Lottery, Mars Pet Foods, Visa, E&J Gallo Wineries, and Best Western Hotels. 

As AI transforms how patients discover and evaluate healthcare services, healthcare organizations and their Marketing Leaders face a new challenge: ensuring AI accurately understands and represents their organizations.

Schema Markup has long helped search engines understand website content. But as AI-driven discovery evolves patient search behavior, basic Schema Markup is no longer enough.

Forward-thinking healthcare marketing leaders are moving beyond asking "Do we have schema markup?" to a more important question: "Are we giving AI the context it needs to accurately understand and recommend our physicians, locations, and services?"

Join Martha van Berkel, CEO of Schema App, and Jasmine Drudge-Willson, Product Manager at Schema App, as they explore why healthcare organizations need to move beyond basic Schema Markup on individual pages to take greater control over how AI understands and represents their organization. Thus building a stronger foundation for accurate brand representation, patient discovery, and AI-driven recommendations.

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.
  

This webinar is designed for healthcare marketing and digital leaders who want to better understand how AI is changing patient discovery, what it means for their organization, and how to prepare.

No technical background required. We'll break down complex concepts like Schema Markup, entities, and Content Knowledge Graphs into practical, easy-to-understand insights that help you ask better questions and make more informed decisions.

Rob Klein
Founder & CEO
Klein & Partners

Rob Klein, Founder and CEO of Klein & Partners, is a recognized expert in health care marketing research and brand consulting.

For 40 years, Rob has provided research and brand consulting to the leading hospitals, health systems, and health plans in the country.

Rob’s specific areas of research and consulting expertise include brand management and measurement, market segmentation, communications evaluation and measurement, journey mapping, website experience measurement, and service line development.

Rob has a bachelor’s degree in marketing and a master’s degree in advertising, both from Michigan State University. He has taught graduate level marketing research at Michigan State.

Your Presenters:

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

Your Moderator:

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

About Your Presenters

Jasmine Drudge-Willson
Product Manager
Schema App

Jasmine Drudge-Willson is a Product Manager at Schema App, a semantic technology company that leverages advanced Schema Markup to build Content Knowledge Graphs for enterprise marketing teams. With a background in taxonomy and ontology design, Jasmine applies that experience to the world of Entity SEO, bridging the gap between humans and the complex systems that shape how search engines understand content. Her work focuses on helping marketers understand the value of knowledge graphs and use entity-driven insights to improve search visibility and future-proof for AI. 

Martha van Berkel
CEO
Schema App

Martha van Berkel is the co-founder and CEO of Schema App, a semantic technology company that helps enterprise brands control how they are represented in AI and search. By building a semantic data layer, Schema App enables organizations to improve visibility, protect their brand, and drive more efficient organic growth. She focuses on helping marketing teams navigate the shift from traditional SEO to AI-driven discovery by establishing a structured source of truth for their content. Prior to Schema App, Martha spent 14 years at Cisco Systems leading global online support strategy.