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.

Register Now  »

Advertising Showcase: UCSF Health’s “Love Letter” Campaign

// By Susan Dubuque // In the aftermath of COVID-19, cities across the country, including San Francisco, faced significant challenges. During the same period, UCSF Health began a new strategic journey to expand its services to encompass the entire spectrum of care. Discover how UCSF Health shifts consumer perceptions by sending a love letter to San Francisco.

How Nemours Children’s Health Is Reconceptualizing the Whole Concept of Care

Dr. Larry Moss, president and CEO of Nemours Children’s Health, shares a story about one of his patients as a way to explain the strategy behind the organization’s new brand, “Well Beyond Medicine,” launched in mid-September. Early in his career as a surgeon, Moss was called to the ED to evaluate a 10-year-old boy, Wendell, Read More

In Sickness and in Health: Nemours Children’s Health Vision Goes Well Beyond Medicine

// By Jane Weber Brubaker // Dr. Larry Moss, president and CEO of Nemours Children’s Health, shares a story about one of his patients as a way to explain the strategy behind the organization’s new brand, “Well Beyond Medicine,” launched in mid-September. Early in his career as a surgeon, Moss was called to the ED Read More

Can You Leverage the Anxious Language of a Pandemic to Build a Stronger Hospital Brand? Here’s What Nemours Children’s Health System Did

// By Peter Hochstein // You might think that co-opting language associated with COVID-19 could scare people away. Instead, it called attention to advertising that helped to reassure worried parents. Let’s clearly state a few factual negatives first. Tilt, the advertising agency behind the campaign you’re about to read about, is not the same Tilt Read More