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

Watch now »

How Dolly Parton Children’s Hospital Aligns Marketing, Mission, and Philanthropy to Elevate Pediatric Care

When East Tennessee Children’s Hospital announced it would become Dolly Parton Children’s Hospital, the news traveled fast. The name alone carries instant recognition, not just across the state but well beyond. Discover how the organization translates this high-profile partnership into a strategy to reach families, engage donors, and expand access to care.

A New Name, A Deeper Promise: Dolly Parton Children’s Hospital Takes on a New Identity

// By Susan Dubuque // When East Tennessee Children’s Hospital announced it would become Dolly Parton Children’s Hospital, the news traveled fast. The name alone carries instant recognition, not just across the state but well beyond. Discover how the organization translates this high-profile partnership into a strategy to reach families, engage donors, and expand access to care.

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

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How Nationwide Children’s Builds Credibility Amid Shifting Public Trust in Health Care

Public trust in institutions is eroding, and health policy debates are increasingly polarized. Health care leaders face growing pressure to speak publicly on issues that blend medicine, politics, and public perception. For executive communications teams, the question is not whether to engage, but how and when to do so for maximum credibility.

Navigating Executive Communications in a Politically Charged Health Care Landscape

// By Althea Fung // Public trust in institutions is eroding, and health policy debates are increasingly polarized. Health care leaders face growing pressure to speak publicly on issues that blend medicine, politics, and public perception. For executive communications teams, the question is not whether to engage, but how and when to do so for maximum credibility.

Where Leadership Meets Purpose: Virtua Health CEO Dennis Pullin Reflects on What Drives Meaningful Influence

Character matters in Dennis Pullin’s 2025 book Suited for Leadership: How to Show Up with Purpose to Have a Lasting Impact. Here, we share a few nuggets from Pullin’s wisdom and how his leadership spreads out from Virtua Health to the community it serves and benefits the industry as a whole.

2 Inspiring Grassroots Fundraising Initiatives Driving Cancer Research and Care

In an era of shrinking reimbursements and rising costs, philanthropy has become an essential lifeline for hospitals and health systems, with donors contributing more than $20 billion to U.S. hospitals each year. Discover how philanthropy mobilizes communities and provides millions of dollars in essential funding for cancer research and patient care.

Cincinnati Children’s Elevates Physician Engagement with Specialty Impact Reports

By transforming annual specialty updates into dynamic digital impact reports, Cincinnati Children’s builds awareness, strengthens its national reputation, and fosters connections across the physician community. Read on to explore the making of Cincinnati Children’s Accomplishment Reports and the lessons they offer for organizations looking to boost physician engagement.

Leadership Lessons from Virtua Health CEO

// By Jane Weber Brubaker // Character matters in Dennis Pullin’s 2025 book Suited for Leadership: How to Show Up with Purpose to Have a Lasting Impact. Here, we share a few nuggets from Pullin’s wisdom and how his leadership spreads out from Virtua Health to the community it serves and benefits the industry as a whole.

Running Toward Hope: How Communities Power Cancer Research and Care

// By Susan Dubuque // In an era of shrinking reimbursements and rising costs, philanthropy has become an essential lifeline for hospitals and health systems, with donors contributing more than $20 billion to U.S. hospitals each year. Discover how philanthropy mobilizes communities and provides millions of dollars in essential funding for cancer research and patient care.

Advertising Showcase: Deploying Research and Innovation to Enhance National Reputation and Physician Engagement

// By Susan Dubuque // By transforming annual specialty updates into dynamic digital impact reports, Cincinnati Children’s builds awareness, strengthens its national reputation, and fosters connections across the physician community. Read on to explore the making of Cincinnati Children’s Accomplishment Reports and the lessons they offer for organizations looking to boost physician engagement.

MD Anderson Brings a Fresh Approach to Annual Reports with Dual-Format Strategy

For many health care marketers, annual reports often walk a fine line between fulfilling institutional obligations and sparking genuine audience engagement. MD Anderson Cancer Center’s FY23 Annual Report didn’t just meet expectations — it redefined them. Discover how the team executed a single vision for the organization’s annual report across print and digital.

Focus on Recruitment and Retention: Discover Strategies to Attract, Engage, and Retain Top Talent

In this new report from Strategic Health Care Marketing, you’ll discover how collaboration between marketing and human resources is helping health care organizations nationwide find creative ways to attract talent, retain valued employees, and show appreciation for their teams.

Download now »

A Leading Light in Health Care Storytelling: MD Anderson’s Award-Winning FY23 Annual Report

// By Susan Dubuque // For many health care marketers, annual reports often walk a fine line between fulfilling institutional obligations and sparking genuine audience engagement. MD Anderson Cancer Center’s FY23 Annual Report didn’t just meet expectations — it redefined them. Discover how the team executed a single vision for the organization’s annual report across print and digital.

Above and Beyond: Sharing Stories About Acts of Kindness from Staff

// By Melissa Sher // One of the most powerful ways to demonstrate compassionate care is by sharing stories that reveal the tangible heart behind your hospital’s work through acts of kindness and compassion. In honor of National Nurses Week, here are seven powerful stories about care teams that showed compassion for patients — and one another.

Community Health Systems Launches Selfie Campaign to Empower Women’s Health

Community Health Systems launched an award-winning campaign that leverages the selfie craze to engage women in focusing on their own health and lifestyle choices. Discover the planning, strategy, and creative executives behind this clever multimedia campaign.

Capturing the Heart of Your Hospital with Employee Stories

// By Melissa Sher // Everyone who works in your hospital contributes to its mission. Sharing stories offers a fuller picture of what your hospital is and what it stands for. Read on to discover a variety of employee stories told through photos and videos in social media posts by your colleagues around the country.

Advertising Showcase: Community Health Systems “Keep Your Selfie Healthy” Campaign

// By Susan Dubuque // Community Health Systems launched an award-winning campaign that leverages the selfie craze to engage women in focusing on their own health and lifestyle choices. Read the full article to explore the planning, strategy, and creative executives behind this clever multimedia campaign.

What’s Next for Banner Health? A Look at Its Evolving Brand Strategy

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.

10 Feel-Good Valentine’s Day Stories from Children’s Hospitals

Valentine’s Day stories offer a brief escape from doomscrolling and heavy headlines. For your health care organization, Valentine’s Day is an ideal opportunity to highlight the compassion of your staff and the important role your hospital plays in the community. Discover 10 ways that children’s hospitals around the country celebrate Valentine’s Day.

Feel the Love: Sharing a Sweet Side of Children’s Hospitals with the Media

// By Melissa Sher // Valentine’s Day stories offer a brief escape from doomscrolling and heavy headlines. For your health care organization, Valentine’s Day is an ideal opportunity to highlight the compassion of your staff and the important role your hospital plays in the community. Discover 10 ways that children’s hospitals around the country celebrate Valentine’s Day.

More Than a Tournament: How UNC Health Elevates Brand and Community Through Championship Golf

The UNC Health Championship golf tournament isn’t just about perfect swings and scenic fairways — it’s a game changer for health care across North Carolina. Discover how UNC Health’s omnichannel marketing campaign achieved and surpassed its goals through strategic thinking, innovative media tactics, and impactful creative executions.

Swifties, Gamers, and Sneakerheads: How Fan Communities Drive Big Donations for Children’s Hospitals

Marketing expert Seth Godin has long championed the idea that small, passionate communities — what he calls tribes — are a powerful force that can drive marketing and business success through their collective energy. Learn about fundraisers run by dedicated, passionate communities that came together to make a big difference at children’s hospitals.

A Fresh Start: Taking Banner Health’s Brand and Message to the Next Level

// 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.