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

Register Now  »

Inside UChicago Medicine’s Campaign to Build Pelvic Health Awareness and Grow Services in a New Market

UChicago Medicine’s “Live Again” campaign confronts stigma, builds awareness, and drives appointments for pelvic health services in Chicago’s northern suburbs. See how research-driven strategy, relatable creative, and disciplined media planning generated appointments while reshaping the conversation around pelvic health.

eHealthcare Leadership Awards: Anatomy of a Winning Entry

// By Susan Dubuque // What separates good work from award-winning work in the eHealthcare Leadership Awards? What gets recognized is not just the work itself, but also how clearly and convincingly it is presented. for practical ways to clarify your story, present your work with confidence, and yes, improve your chances of winning.

Advertising Showcase: UChicago Medicine Invites Women to “Live Again”

// By Susan Dubuque // UChicago Medicine’s “Live Again” campaign confronts stigma, builds awareness, and drives appointments for pelvic health services in Chicago’s northern suburbs. See how research-driven strategy, relatable creative, and disciplined media planning generated appointments while reshaping the conversation around pelvic health.

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

Watch Now  »

2025 eHealthcare Leadership Awards Winners Announced

// 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.

Real Talk, Real Results: How to Make Recruitment and Retention Campaigns Ring True

// By Susan Dubuque // Industry expert Shannon Curran offers insights on why authenticity is no longer optional. In today’s competitive hiring market, health care organizations must align their brands and culture to attract — and keep — the right talent. Discover five tips on how to create recruitment and retention campaigns that truly connect — and keep talent engaged.

Can Authentic Messaging Cut Through Today’s Health Care Distrust?

In the current environment of cultural tribalism, how can health care organizations break down barriers and rebuild trust in the communities they serve? Brandon Edwards and Shannon Hooper believe the antidote to toxicity is authenticity. Here, they share ideas for how marketers can break through the red state/blue state conundrum.

Authentic Health Care Marketing: Treating People with Empathy, Curiosity, and Respect

// By Jane Weber Brubaker // In the current environment of cultural tribalism, how can health care organizations break down barriers and rebuild trust in the communities they serve? Brandon Edwards and Shannon Hooper believe the antidote to toxicity is authenticity. Here, they share ideas for how marketers can break through the red state/blue state conundrum.

Stay Ahead: What Shapes the Future of Health Care Marketing

// 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.

CommonSpirit Invests in Personalized Patient Engagement with Health Risk Assessments

// By John Marzano // Historically, health care marketing has focused on brand awareness. Today, health systems are adding more measurable methods that foster long-term patient relationships. Learn how combining HRAs with email nurturing boosts patient engagement, enabling marketers to measure ROI and justify marketing investments that support the broader goals of the organization.

22 Percent Boost in External Hires: How Nebraska Medicine Redefined Its Recruitment Strategy

In January 2023, Nebraska Medicine faced a significant staffing shortfall. Leadership recognized the need for immediate and long-term strategies to address recruitment and retention challenges. Discover how Nebraska Medicine reframed its employer brand to ensure the stable workforce needed to deliver excellent care and help the organization grow and thrive.

How Nebraska Medicine Transformed Staffing Challenges and Supported Strategic Growth

// By Susan Dubuque // In January 2023, Nebraska Medicine faced a significant staffing shortfall. Leadership recognized the need for immediate and long-term strategies to address recruitment and retention challenges. Discover how Nebraska Medicine reframed its employer brand to ensure the stable workforce needed to deliver excellent care and help the organization grow and thrive.

Unlock Health Aims to Fulfill Industry Need for Unified Growth Platform

Whenever there’s an announcement about a major M&A move, it makes you wonder about the backstory. Why did Company A decide to acquire Company B? What did both sides hope to gain? What market needs did they solve for? And how will customers benefit? Unlock Health announced its acquisition of SPM Group on November 28, Read More

What Unlock Health’s Acquisition of SPM Group Means for the Industry

// By Jane Weber Brubaker // Whenever there’s an announcement about a major M&A move, it makes you wonder about the backstory. Why did Company A decide to acquire Company B? What did both sides hope to gain? What market needs did they solve for? And how will customers benefit?

Data-Driven Media Planning: How to Optimize Your Strategy

The continued growth in channels makes precision media buying more important than ever. Today, consumers have a seemingly endless array of media options to choose from, causing many health care marketers to ask: “How should I allocate my limited budget to maximize the effectiveness of media buying?” It’s a crucial question that will often determine Read More

How Health Care Organizations Can Use Media Data to Effectively Target Market

// By Brian Griffin // Today, consumers have a seemingly endless array of media options to choose from, causing many health care marketers to ask: “How should I allocate my limited budget to maximize the effectiveness of media buying?” It’s a crucial question that will often determine the success or failure of marketing campaigns.