Pediatric Marketing in 2025:
What Are Parents Really Thinking About Children’s Health Care?
A new Strategic Health Care Marketing webinar
for healthcare marketers and strategists
Presented May 21, 2025
This webinar is free for members of Strategic Health Care Marketing
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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
Sponsored by Klein & Partners
This event is free to attend thanks to our event sponsor.
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!
Your Presenters
Deb Pappas
Vice President, Chief Marketing & Communications Officer
Connecticut Children’s
Deb Pappas serves as the Vice President and Chief Marketing & Communications Officer at Connecticut Children's, where she leads the development of comprehensive marketing, communications, and brand strategies.
Deb is responsible for formulating and executing strategic marketing and communication plans that support Connecticut Children's geographic expansion and growth and align with the organization's vision of transforming children's health and well-being.
She previously held senior leadership positions in marketing, communications, and national physician relations at Boston Children's Hospital and UMass Memorial Health.
Deb holds an MBA in Marketing from the F.W. Olin Graduate School of Business at Babson College and a BA in Psychology from Colby College.
Bob Davidson
Vice President, Marketing & Communications
Children’s Nebraska
Bob Davidson is Vice President, Marketing & Communications at Children’s Nebraska. In his 32-year career in health care marketing and communications, he has built teams focused on strategy and organizational growth.
At Children’s Nebraska, Bob has led development of the organization’s emerging marketing function to transform how business is conducted.
His team works closely with human resources to support the organization’s “People First” philosophy and employs media relations and thought leadership to enhance Children’s visibility on the regional and national stage.
Bob finds great professional fulfillment in developing high-performing people and teams. He has twice been named to the list of “Hospital and Health System Chief Marketing Officers to Know” by Becker’s Healthcare Review.
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.
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.
Rob Klein
Do you have valuable content that you'd like to get in front of decision makers at hospitals, health systems, and physician groups?