Demystifying the Power of Schema in Search

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

Wednesday | September 23, 2026 | 2 p.m. Eastern

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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Measuring What Matters: Award-Winning Digital Marketing Campaigns

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

Tuesday | August 18, 2026 | 2 p.m. Eastern

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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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

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The Patient Journey in a ChatGPT Health World – Webinar Recording

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Presented on March 25, 2026

Your Presenters:

• Amanda Todorovich, Enterprise Executive Director of Digital Marketing at Cleveland Clinic
• Christine Albert, former Chief Experience Officer/CMO at LCMC Health, and Principal of Adams Street Consulting
• Steve Leibforth, Managing Director, Castle Connolly Top Doctors & Hospitals
• Leonard Achan, CEO of LiveonNY and former C-Suite exec at HSS/Mt. Sinai

Your Moderator:

• John A. Marzano, JAM3 Strategic Marketing & PR, LLC

In today’s digital-first healthcare environment, the path from a patient’s first concern to the exam room is no longer linear. It is shaped by AI-driven search, conversational tools like ChatGPT, and a growing demand for transparency, speed, and credibility.

The Patient Journey in a ChatGPT Health World brings together industry experts to explore how authoritative content, operational excellence, and trusted third-party validation like Castle Connolly Top Hospitals now determine which providers earn patient trust – and which get bypassed entirely.

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CRM in Action: Building Smarter, More Integrated Programs – Webinar Recording

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

From operational readiness to data governance and cross-functional alignment, we’ll explore what it really takes to build CRM programs that move the needle across patient engagement, referral growth, and system-wide visibility.

Presented February 25, 2026

Your Presenters:

• Laura Lee Jones, Founder & CEO of LionShare
• Kelly Faley, Principal, Kelly Faley Consulting LLC
• Denise Davis, Vice President, Marketing Technology & Operations, Emory Healthcare
• Craig Kartchner Chief Marketing & Customer Experience Officer, HonorHealth

In this webinar, you’ll learn how to:

• Identify and prioritize CRM use cases that align with organizational goals, including growth, retention, and value-based care initiatives
• Avoid common data and campaign missteps by improving integration and governance
• Design CRM strategies that engage both consumers and referring physicians
• Build the cross-functional alignment needed for long-term success
• Translate insights into action, whether you’re launching, scaling, or refining your CRM

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How Patients Really Search for Healthcare in the Age of AI – Webinar Recording

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Presented on November 5, 2025

Your Presenters:

• Lacey Reichwald, director of marketing, Aha Media Group
• Rob Klein, founder & CEO, Klein & Partners

Are your patients trusting AI-generated answers more than your website? Are they asking ChatGPT about symptoms before calling your clinic? You’re not imagining the shift — and we’re digging into the data to prove it.

Join Lacey Reichwald (Aha Media Group) and Rob Klein (Klein & Partners) for an exclusive preview of our national research on how people search for health information today — and what it means for your content, SEO strategy, and brand trust.

We asked 1,000 people nationally about their search for care, the tools they use (including AI), and who they trust. The answers might surprise you — and they’ll definitely change how you approach digital strategy in 2026.

What you’ll learn:

• How AI is reshaping search behavior for health content
• What sources patients trust (and don’t) — and why
• High-level strategies to adapt to these changes

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Centralized Strategy, Local Impact: Inside CHRISTUS Health’s Marketing Transformation – Webinar Recording

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Presented on July 9, 2025

Your Presenters:

• Jeff Stewart, Vice President, Strategic Marketing, CHRISTUS Health
• Julie Benton, President, &well

How do you unify your brand across a large and growing system without losing the local relevance patients trust?

CHRISTUS Health is in the middle of its marketing maturity journey, moving toward a centralized approach to advertising efforts without losing what matters locally. In this candid, strategy focused session, you’ll get an inside look at how CHRISTUS is gaining efficiencies while executing local priorities, and how &well’s Marketing Maturity Model is guiding every step.

Join us for this free webinar on Wednesday July 9, 2025 at 2 p.m. to benchmark your approach against a real-world case study. You’ll come away with actionable ideas, no matter where you are on the marketing maturity curve.

You’ll learn:

• How CHRISTUS Health structures its marketing model for systemized campaign planning that accounts for regional variation
• How maturity planning provides structure while allowing for flexibility
• What centralized creative and media buying looks like in practice
• How the system localizes and activates marketing campaigns
• Lessons learned, and what they’d do differently

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Pediatric Marketing in 2025: What Are Parents Really Thinking About Children’s Health Care? – Webinar Recording

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Presented on May 21, 2025

Your Presenters:

• Deb Pappas, Vice President, Chief Marketing & Communications Officer, Connecticut Children’s
• Bob Davidson, Vice President, Marketing & Communications, Children’s Nebraska
• Leona Wong, Director of Brand Strategy, Stanford Medicine/Children’s Health

Moderated by:

• Rob Klein, Founder & CEO, Klein & Partners

The 13th annual edition Klein & Partners National Consumer Insights Study (NCIS) — a survey of 1,000 health care decision-makers from across the country — focuses solely on how parents view health care and how they make decisions for their children.

If you have been looking for detailed national data to inform your marketing planning for pediatric services, this study will give you a deeper understanding of parent perspectives and preferences and enable you to effectively tailor your pediatric marketing initiatives.

Our panel of experts will weigh in on the survey results and share insights from their lived experience as marketing leaders in children’s hospitals.

Join us for this free webinar — you’ll come away with actionable insights from the latest pediatric-focused research and commentary from our panel.

You’ll learn:

• The four segments of children’s health and how they shape parent behavior
• Where parents turn for information and what they actually want to know
• How hospital brand, pediatrician choice, and awards factor into decisions
• What drives parent loyalty and what pushes them away
• Digital touchpoints that matter — urgent care, virtual visits, online research
• Why maternity experience impacts lifetime customer value

And much more!

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Strategic Health Care Marketing in Academic Medical Centers: Navigating 2025’s Challenges – Webinar Recording

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Presented on April 2, 2025

Your Presenters:

• Don Stanziano, SVP, Chief Marketing Officer, Banner Health
• Tara Coyle, Senior Director, Web Strategy at MUSC
• Suzanne Hendery, Chief Marketing & Customer Officer at Renown Health
• Charlie DeLong, SVP, Technology at Primacy

Moderated by:

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

The role of healthcare marketing in Academic Medical Centers (AMCs) is evolving rapidly. Financial constraints, ongoing digital transformations, and the increased focus on the overall patient experience are deeply intertwined in paving the way for success and growth. This discussion will explore how AMC’s can rethink traditional healthcare marketing, placing a stronger emphasis on funnel management and optimizing the path to conversion while navigating financial constraints and the need for greater efficiency. Optimized user journeys, scalable and efficient technical architecture and best in class services allow for the maximum impact and operational effectiveness.

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Discover Proven HRA Strategies from CommonSpirit Health to Boost Your Marketing ROI – Webinar Recording

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Presented on Jan. 29, 2025

Your Presenters:

• Cody Brutlag, Region Director, Digital Marketing (California) at CommonSpirit
• Dan Lavelle, Chief Product Officer at Unlock Health

Moderated by:

• John A. Marzano, President at JAM3 Strategic Marketing & PR and Contributing Writer at Plain-English Health Care

What you’ll take away:

• Achieve Clear ROI: Discover how CommonSpirit uses HRAs to validate integrated marketing investments and demonstrate a measurable impact.
• Optimize Lead Qualification: Learn about CommonSpirit’s approach to using customizable algorithms with HRAs to qualify leads and accelerate conversion.
• Enhance Patient Engagement: Explore how combining HRAs with email nurturing has helped CommonSpirit keep patients engaged and informed.
• Align with Digital Goals: Gain insights into how CommonSpirit integrates HRAs with ROI tracking to support their overall digital strategy and improve patient experiences.

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Is Rome Burning? Let’s Discuss the Changing CMO Role – Webinar Recording

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Presented on December 11, 2024

Your Presenters:

• Christine Kotler, Chief Marketing and Communications Officer, Baptist Health South Florida
• Sarah Sanders, Chief Marketing and Brand Experience Officer, UCSF Health
• Ryan Donohue, Strategic Advisor, NRC Health
• Chris Bevolo, Chief Transformation Officer, BPD

In this webinar, you’ll learn:

• The impact of AI on marketing
• How the CMO role is evolving outside of the healthcare space
• How shifting healthcare economics may impact marketing and the role of the CMO
• Innovative approaches to align marketing with long-term organizational goals

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The Power of Plain Language in Physician Marketing – Webinar Recording

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Eighty percent of health care decision makers prefer plain language content. Why? Because clear communication benefits busy physicians. In this webinar you’ll gain actionable tips to improve your physician engagement and achieve measurable results for your organization.

Presented on September 25, 2024

You’ll learn:

• How to overcome the misconceptions about plain language in health care marketing
• Why using plain language doesn’t that mean ‘dumbing down’ the content
• The measurable benefits of plain language in physician marketing
• How you can advocate for plain language within your organization
• Practical tips for transitioning from technical jargon to clear communication

And much more!

Your Presenters:

• Ahava Leibtag, Founder and CEO, Aha Media Group
• Shelley Heinrichs, Senior Account Manager, Aha Media Group

Watch Now »

Inside the Mind of Today’s Healthcare Consumer: Comprehensive Study Offers Insights for Marketers – Webinar Recording

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Presented on July 17, 2024

Understand the mindset of today’s healthcare consumer and how to more effectively communicate with them. Gain insights to inform your marketing plans. Join us for a free webinar to hear the latest on what consumers really think from the 12th annual Klein & Partners National Consumer Insights Study (NCIS).

You’ll learn:

• Why creating loyalty at the PCP level is key to brand stability and growth
• How to attract Gen Z as a ‘future’ customer? (Hint: Brands must invest in people before people invest in brands)
• The reality of consumer reactions to AI in healthcare
• Who is on the digital healthcare highway and what are they doing now
• What is COVID-brain in the non-clinical sense, and what it means for your marketing
• And much more!

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Podcasting Playbook: Winning Strategies for Successful Podcast Marketing

A new Strategic Health Care Marketing webinar for health care marketers and strategists

Presented on May 23, 2024

Podcasts are a popular, well-established audio medium used by healthcare institutions around the world to share longer-format content. They are an excellent marketing tool offering an array of benefits, including: increasing brand awareness, engaging patients, building community, and establishing thought leadership.

In this webinar, you’ll learn how to leverage the power of podcasts to enhance brand visibility and community/patient engagement. We’ll provide a playbook with practical tips related to defining your audience, content creation, hosting, and physician engagement.

You’ll hear from industry leaders — including 3 Platinum winners of the 2023 eHealthcare Leadership Awards “Best Healthcare Podcast” category — about how podcasts can be a valuable tool for elevating your marketing by connecting with audiences in a highly personalized way.

You’ll learn:

• How to integrate podcasts into your digital marketing.
• Practical tips for producing successful podcasts.
• Ways to engage your audience and enhance your podcast’s performance.
• What it takes to create and sustain an industry-leading podcast.

And much more…

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How to Crack the Code on Media Strategy and Channel Mix

WellSpan Health’s omnichannel media approach had a dramatic impact in a highly competitive marketplace. Learn how you can use intent-based planning to guide your media strategy and drive results.

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Presented on September 7, 2023

Your Presenters:

• Jason VanDiver, Vice President of Communications, WellSpan Health
• Andrea Becker, Senior Director of Marketing, WellSpan Health
• Daniel Wiggins, Director of Digital Media, SPM Marketing & Communications
• Maggie Checinski, Integrated Media Director, SPM Marketing & Communications

Watch Now »

Brand Differentiation for Health Systems: How to Stand Out in a Crowded Market and Drive Business Results

Gain control of the health care cost narrative, combat the tsunami of negativity, communicate the value your organization provides, and protect your brand.

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Presented on August 9, 2023

Your Presenters:

• Amy Comeau, Vice President, Marketing, Emory Healthcare
• Shannon Curran, President, SPM Marketing & Communications

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The Value Attack: Defend Your Health System’s Reputation

Gain control of the health care cost narrative, combat the tsunami of negativity, communicate the value your organization provides, and protect your brand.

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Presented on Dec. 14, 2022

Your Presenters:

• Cynthia Charles, Vice President, Public Relations and Communications, North Carolina Healthcare Association
• Ryan Colaianni, Executive Vice President, Communications and Crisis/Issues, Revive Health

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Behavioral Science and Digital Conversion Tools

How Virginia Hospital Center Used “Nudge Theory” to Drive Service Line Growth

A new Strategic Health Care Marketing webinar for health care marketers and strategists

Presented on May 25, 2022

Your Presenters:

• Cathy Turner, MS, Director Health Promotion & Senior Health at Virginia Hospital Center
• Alyssa Carter, Director of Marketing at Wellsource

Watch Now »

Digital HEDI Communications Success

How Johns Hopkins Medicine Created a Winning Digital Solution and Outreach Strategy for Advancing Health Equity, Diversity, and Inclusion During the COVID-19 Pandemic

A new Strategic Health Care Marketing webinar for health care marketers and strategists

Presented on May 4, 2022

Your Presenters:

• Suzanne Sawyer, Senior Vice President, Marketing and Communications, Johns Hopkins Medicine
• David Simpkins, Vice President of Marketing and Communications, Johns Hopkins Medicine

Moderated by:

• Brian Griffin, Health Care Journalist and Former Health System Marketing Director

Watch Now »

Marketing-Led “Executive Visioning” Meetings: Elevate Your Organization’s Strategic Focus and Raise Your Profile with the C-Suite

Discover the power of a unique 30-minute meeting to help organization leaders see beyond the pandemic to the future.

A new Strategic Health Care Marketing webinar for health care marketers and strategists

Presented on March 10, 2022

Your Presenters:

• Jennifer Horton, MBA, Vice President of Strategy, Ten Adams
• Jimmy Phillips, MBA, Vice President of Marketing and Communications, Kettering Health

Watch Now »

5 Keys to Building Stronger Relationships Between Marketing and Finance

Increased economic pressures caused by the pandemic and other factors are making it more important than ever for marketers to partner with their chief financial officers to develop a deeper understanding of finance and demonstrate return on investment for marketing spending.

A new Strategic Health Care Marketing webinar for health care marketers and strategists

Presented on January 12, 2022

Your Presenters:

• Amy Stevens, Vice President and Chief Marketing Officer, Tidelands Health
• Beth Ward, Executive Vice President and Chief Financial Officer, Tidelands Health
• Melissa Fors, Vice President of Marketing Strategy, Hazelden Betty Ford Foundation
• James A. Blaha, Vice President and Chief Financial Officer, Hazelden Betty Ford Foundation

Watch Now »

Communicating Employee Vaccine Mandates: A Formula for Success

Geisinger Health has implemented communications for the organization’s employee vaccine mandate that have helped to increase compliance by 27% in just two months. Learn about the effective strategies marketing leaders developed that you can use at your organization.

A new Strategic Health Care Marketing webinar for health care marketers and strategists

Presented on November 10, 2021

Your Presenters:

• Don Stanziano, Chief Marketing and Communications Officer, Geisinger Health
• Emile Lee, Vice President, Corporate Communications, Geisinger Health

Watch Now »

How Integrating Family Caregivers into the Care Team Adds Value to Value-Based Care

Strategic Health Care Marketing presents a brand-new member webinar for health care marketers, communicators, and strategists at hospitals, health systems and physician groups.

Presented on October 21, 2021

Your Presenters:

• Alexandra Drane, Co-Founder and CEO, ARCHANGELS
• Paul Hiltz, President and CEO of Naples Community Healthcare System
• Richard Martin, MD, Chief Medical Officer for the Keystone Accountable Care Organization and Medical Director for LIFE Geisinger
• Julia Evans Starr, President, Connecticut Community Care

Moderated by:

• Dan Ansel, CEO, Active Daily Living

Watch Now »

How to Overcome Vaccine Hesitancy to Help Stop the Spread of COVID-19 and the Delta Variant

Michigan Medicine has identified strategies that work in convincing target populations to “get the shot.” Learn the keys to success and how you can apply them at your organization.

A Strategic Health Care Marketing webinar for marketers, communicators, and strategists at hospitals, health systems, and physician groups

Presented on September 1, 2021 | 2:00 P.M. Eastern

Your Presenters:

• Rose Glenn, Chief Communications and Marketing Officer, Michigan Medicine
• Mary Masson, Director of Public Relations, Michigan Medicine
• Rebecca Priest, Director of Marketing, Michigan Medicine

Moderated by:

• Brian Griffin, Healthcare Journalist and Former Health System Marketing Director

Watch Now »

Lessons from Retail: How Health Care Can Win by Adapting to Changes in Consumer Behavior – Webinar Recording

Health care organizations that leverage the new dynamics of consumer behavior — by adopting a digital-first, retail mindset — are poised to win in the new feedback-driven environment. In this SHCM webinar, you’ll discover how ProMedica uses customer feedback and a digital-first approach to consumers to achieve stellar results across more than 400 facilities in 28 states.

Watch Now »