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.

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How Community First Health Plans Drove 225 Percent Marketplace Growth with an Integrated Campaign

A colorful cast of characters represents families, children, and seniors, and helps Community First Health Plans tell a simple story about coverage that supports people through every stage of life. Discover how Community First Health Plans combined fresh creative with an integrated marketing strategy to change perceptions and achieve key business goals.

Beyond the Click: Proving Marketing’s Impact on the Bottom Line

// By Susan Dubuque // Clicks and calls can tell marketers whether a campaign is active. But health care leaders want to know how those interactions ultimately drive results. An industry leader and executives from University Hospitals and Ochsner Health share how connecting marketing activity to appointments, patients, and revenue can change the conversation about marketing’s value.

Measuring What Matters: Award-Winning Digital Marketing Campaigns – Webinar Recording

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

Presented August 18, 2026

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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Focus on Recruitment and Retention: How Marketing Supports Hiring and Employee Retention

In this new report, you’ll discover how leading health systems use authentic storytelling, stronger internal communications, and closer collaboration across departments to support hiring and retention goals. From culture-driven recruitment strategies to creative digital campaigns, these examples offer practical ideas that can help you strengthen your organization’s workforce and employer brand.

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Advertising Showcase: Community First Health Plans Builds a Brand Around Local Care for Every Generation

// By Susan Dubuque // A colorful cast of characters represents families, children, and seniors, and helps Community First Health Plans tell a simple story about coverage that supports people through every stage of life. Discover how Community First Health Plans combined fresh creative with an integrated marketing strategy to change perceptions and achieve key business goals.

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.

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.

How Roper St. Francis Turns Physician Referral Data Into a Competitive Advantage

If everybody knows your name, your organization has achieved brand awareness nirvana. Roper St. Francis Healthcare has that level of name recognition if you grew up in Charleston, South Carolina. Discover how Roper St. Francis uses claims data and PRM insights to uncover opportunities, reduce leakage, and accelerate growth.

Game Plan for Winning Referrals in a Competitive Market

// By Jane Weber Brubaker // If everybody knows your name, your organization has achieved brand awareness nirvana. Roper St. Francis Healthcare has that level of name recognition if you grew up in Charleston, South Carolina. Discover how Roper St. Francis uses claims data and PRM insights to uncover opportunities, reduce leakage, and accelerate growth.

Focus On Fundraising and Public Relations: Aligning Storytelling, Reputation, and Philanthropy for Greater Impact

This new report from Strategic Health Care Marketing highlights real-world examples of how health care organizations approach PR and fundraising through purposeful storytelling, strategic collaboration, and thoughtful donor engagement.

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Can AI Replace Human Insight in Creative Strategy? Connecticut Children’s Puts It to the Test

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.

AI vs. Human Insight: Who Wins in Creative Strategy Decisions?

// 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.

Focus On Academic Medical Centers: How AMCs are Navigating Digital Transformation and Today’s Marketing Challenges

In this new report from Strategic Health Care Marketing, you’ll find real-world examples of how academic medical centers address these challenges through innovative marketing strategies and purpose-driven campaigns.

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Health Care’s Hidden Ally: How Hospitals Gain Strategic Advantage by Partnering with FQHCs

Community Health Centers are bracing for major Medicaid cuts. Community Health Centers, including Federally Qualified Health Centers (FQHCs), have been the backbone of health care access since 1965. Hospitals and health systems have a vested interest in supporting their sustainability. Read on to see how health systems benefit by partnering with FQHCs.

Focus On Strategic Growth: How Health Care Organizations Are Building Tomorrow

This new report from Strategic Health Care Marketing brings together expert perspectives and case studies that show how effective marketing and operational strategies can help health care organizations achieve sustainable growth.

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Focus on Children’s Hospitals: Latest Trends in Marketing Strategy at Pediatric-Focused Health Care Providers

In this new report from Strategic Health Care Marketing, you’ll gain practical insights on how children’s hospitals navigate today’s challenges while positioning themselves for long-term success.

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Hospitals and FQHCs: Why Partnerships Matter Now More Than Ever

// By Susan Dubuque // Community Health Centers are bracing for major Medicaid cuts. Community Health Centers, including Federally Qualified Health Centers (FQHCs), have been the backbone of health care access since 1965. Hospitals and health systems have a vested interest in supporting their sustainability. Read on to see how health systems benefit by partnering with FQHCs.

The New Rules of Referral Growth: Lessons from Mayo Clinic, Memorial Healthcare System, and Stanford Children’s Health

Referrals are an indispensable source of growth for health systems and medical practices. Despite that, many of the processes and tactics around referrals have been playing catch-up in terms of modernized strategies and effective use of data. Read on to learn key success factors you can apply to your own organization.

Physician Relations 2.0: Pillars of a Referral Strategy Rebuild

// By Devin Healy // Referrals are an indispensable source of growth for health systems and medical practices. Despite that, many of the processes and tactics around referrals have been playing catch-up in terms of modernized strategies and effective use of data. Read on to learn key success factors you can apply to your own organization.

Health Care Mergers and Acquisitions: A Strategic Guide for Marketers

Hospital and health system mergers are nothing new for anyone familiar with health care. After a slight decline during and after the pandemic, mergers and acquisitions have picked up again. Read on to understand the current state of health care mergers and acquisitions and get an actionable playbook for marketers and strategists.

Old-School M&A Is Out; New Collaborations Are In

// By Daniel Fell // Hospital and health system mergers are nothing new for anyone familiar with health care. After a slight decline during and after the pandemic, mergers and acquisitions have picked up again. Read on to understand the current state of health care mergers and acquisitions and get an actionable playbook for marketers and strategists.

The Way to Better Solutions, Results and Respect: A Case for the Marketing Process

A free white paper, published by Prairie Dog

With all the pressures faced by health care marketers, it can be too easy to jump straight to tactics like launching new campaigns without properly diagnosing the root problem and crafting an evidence-based strategy. This is a risky path that can result in marketers moving forward with incorrect, misinformed or incomplete actions. Ultimately, results suffer along with the reputation of the marketing function.

This white paper shares three such examples, showing how the discipline of the marketing process (diagnosis, strategy, tactics and measurement) helped avoid misdirected and ineffective actions.

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How 12 Children’s Hospitals Are Expanding Mental Health Care to Meet Growing Demand

The United States is facing a national crisis in child and teen mental health. Children’s hospitals across the country are responding by building upon the care they already provide. Read on to explore 12 notable initiatives at children’s hospitals across the country working to tackle the growing challenges in adolescent mental health.

Children’s Hospitals Expand Care to Confront Adolescent Mental Health Crisis

// By Melissa Sher // The United States is facing a national crisis in child and teen mental health. Children’s hospitals across the country are responding by building upon the care they already provide. Read on to explore 12 notable initiatives at children’s hospitals across the country working to tackle the growing challenges in adolescent mental health.