Health care marketing is entering 2026 at an inflection point. AI is no longer an emerging capability. It is a structural force reshaping how patients search, choose, access, and trust health care. In this article, 10 health care marketing leaders weigh in on key priorities for 2026.
The search landscape has changed dramatically now that AI-generated answers are featured at the top of search engine results pages. Do consumers trust what they find? How should health care organizations change their approach to content development? New research sheds light on some of the new dynamics.
// By Therese Lockemy, MBA // Generative AI is changing how health care organizations create, scale, and govern content. Marketing and digital leaders discussed how they are navigating this shift in a recent eHealthcare Strategy & Trends webinar. Learn how organizations are integrating AI into content strategy without losing clarity, consistency, or the human voice behind the work.
Is AI ready to accurately predict creative strategy choices? To explore this question, Connecticut Children’s undertook a side-by-side test during the development of the next phase of creative for a brand campaign surrounding the December 2025 opening of a new patient tower. Read on to see how AI-generated research measured up.
// By Danny Fell // Health care marketing is entering 2026 at an inflection point. AI is no longer an emerging capability. It is a structural force reshaping how patients search, choose, access, and trust health care. In this article, 10 health care marketing leaders weigh in on key priorities for 2026.
// By Wendy Margolin // The search landscape has changed dramatically now that AI-generated answers are featured at the top of search engine results pages. Do consumers trust what they find? How should health care organizations change their approach to content development? New research sheds light on some of the new dynamics.
// By Deb Pappas // Is AI ready to accurately predict creative strategy choices? To explore this question, Connecticut Children’s undertook a side-by-side test during the development of the next phase of creative for a brand campaign surrounding the December 2025 opening of a new patient tower. Read on to see how AI-generated research measured up.
// By Susan Dubuque // Winners of the 2025 eHealthcare Leadership Awards were announced on November 9 at an awards presentation held during the Healthcare Internet Conference. More than 270 organizations were recognized for their outstanding work. Winners of Platinum, Gold, Silver, and Distinction awards represent 18 industry classifications, from hospitals and health systems to pharmaceutical firms.
As consumer expectations rise and attention spans shrink, traditional messaging about excellence and empathy is no longer enough. Today’s audiences are tuning out institutional voices and tuning in to brands that feel authentic, emotionally relevant, and boldly human. Here, industry leader Stephanie Wierwille offers insights into creating a compelling brand story.
Large language models are breathtakingly fast at returning answers to our prompts and even adjusting the voice and tone according to our guidance. But people skills, unique to humans, can’t be outsourced to AI. Here are a few of the most important people skills marketers must possess, now and in the future.
// By Susan Dubuque // As consumer expectations rise and attention spans shrink, traditional messaging about excellence and empathy is no longer enough. Today’s audiences are tuning out institutional voices and tuning in to brands that feel authentic, emotionally relevant, and boldly human. Here, industry leader Stephanie Wierwille offers insights into creating a compelling brand story.
// By Susan Dubuque // To better understand trends reshaping strategy, execution, and engagement, we turned to trusted voices from organizations supporting the eHealthcare Leadership Awards. These experts offer a roadmap for staying relevant and impactful in today’s health care environment. Keep reading for frontline insights to help you stay informed, inspired, and ahead of the curve.
// By Jordan Buning // Large language models are breathtakingly fast at returning answers to our prompts and even adjusting the voice and tone according to our guidance. But people skills, unique to humans, can’t be outsourced to AI. Here are a few of the most important people skills marketers must possess, now and in the future.
The U.S. health care industry is approaching a critical inflection point. In a candid and thought-provoking keynote at the 2025 Healthcare Marketing & Physician Strategies Summit, Paul Keckley outlined the challenges and potential opportunities health care leaders must navigate in an era of unprecedented economic uncertainty, regulatory disruption, and consumer discontent.
Marketing leaders from Banner Health, Renown Health, the Medical University of South Carolina (MUSC), and Primacy share how academic medical centers adapt strategy, structure, and technology to align today’s health care landscape. Learn how academic medical center marketers adjust their strategies to optimize effectiveness today and focus on the future.
// By Jared Johnson // The U.S. health care industry is approaching a critical inflection point. In a candid and thought-provoking keynote at the 2025 Healthcare Marketing & Physician Strategies Summit, Paul Keckley outlined the challenges and potential opportunities health care leaders must navigate in an era of unprecedented economic uncertainty, regulatory disruption, and consumer discontent.
// By Therese Lockemy, MBA // Marketing leaders from Banner Health, Renown Health, the Medical University of South Carolina (MUSC), and Primacy share how academic medical centers adapt strategy, structure, and technology to align today’s health care landscape. Learn how academic medical center marketers adjust their strategies to optimize effectiveness today and focus on the future.
How do chief marketing officers (CMOs) defend the fundamental value of health care marketing amid budget constraints, workforce shortages, and increasing use of artificial intelligence? Head marketers from UCSF Health and Baptist Health South Florida share their thoughts on how their role is shifting to meet the needs of their organizations.
There comes a point in the life of organizations and individuals when it’s time for a change. For Don Stanziano and Geisinger, that time was 2024. Discover highlights from our conversation with Stanziano about his new role and his thoughts on the opportunities and challenges facing health care organizations in 2025.
// By Marcia Simon, APR // How do chief marketing officers (CMOs) defend the fundamental value of health care marketing amid budget constraints, workforce shortages, and increasing use of artificial intelligence? Head marketers from UCSF Health and Baptist Health South Florida share their thoughts on how their role is shifting to meet the needs of their organizations.
// By Jane Weber Brubaker // There comes a point in the life of organizations and individuals when it’s time for a change. For Don Stanziano and Geisinger, that time was 2024. Discover highlights from our conversation with Stanziano about his new role and his thoughts on the opportunities and challenges facing health care organizations in 2025.
Whether you’re new to health care marketing or a seasoned professional seeking fresh inspiration, now is the time to take charge of your career trajectory. Small, strategic changes can significantly impact your professional journey. Here, you’ll discover practices of top early-career performers and set your roadmap to jump-start or reboot your career.
// By Susan Dubuque // Whether you’re new to health care marketing or a seasoned professional seeking fresh inspiration, now is the time to take charge of your career trajectory. Small, strategic changes can significantly impact your professional journey. Here, you’ll discover practices of top early-career performers and set your roadmap to jump-start or reboot your career.
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.
// 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.