Brand Means Business:
Turning Brand Strategy into Business Impact
A new Strategic Health Care Marketing webinar for healthcare marketers and strategists
Presented on October 21, 2026
This webinar is free for members of Strategic Health Care Marketing
Not a member yet?
Start your trial membership.
Sign up for a free 7-day trial
to watch this webinar
and download the slides
now.
Plus, get access to all member resources.
Already a member?
Log in to watch.
Panelists:
- 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
Moderator:
- Susan Dubuque, contributing editor, Plain English Health Care
Sponsored by
This event is free to attend thanks to our event sponsor.
Today’s healthcare marketers are expected to drive real business outcomes, from patient acquisition and service line growth to market expansion, competitive position, and revenue.
But those results do not happen in a vacuum. Brand strategy and business strategy must work together. At the same time, healthcare marketers face another challenge: standing apart in a landscape filled with similar messages about quality, compassion, innovation, and access.
Strong brands require bold choices. But when budgets are tight and executives want measurable results, making those choices can be difficult.
Join Strategic Health Care Marketing and TILT for a practical conversation about aligning brand and business strategy and building brands that differentiate. An industry expert from TILT will set the stage with actionable tips, followed by two health system marketing leaders who will share real-world perspectives and examples from their organizations.
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.
Who should attend: Designed for healthcare chief marketing officers, chief strategy officers, senior executives, and leaders across marketing, brand, strategy, communications, consumer engagement, growth, and business development who want to better connect brand and business strategy, differentiate in an increasingly competitive market, and drive stronger organizational performance.
Your Presenters
Megan Kapalla
Senior Director of Strategy
TILT
Megan Kapalla is the Senior Director of Strategy at TILT. She plays a key leadership role in shaping brand strategy and ensuring alignment across stakeholders’ priorities.
With experience across UCSF Health, UCLA Health, University of Utah Health, Children's Hospital Association, Baptist Health, and Nemours, she brings a strong track record of translating complex healthcare and brand challenges into clear, actionable direction. Her experience spans brand strategy, positioning, and bringing diverse stakeholder perspectives together to help healthcare organizations build stronger, more meaningful brands.
Sarah Sanders
Executive Vice President and Chief Consumer Officer
Baptist Health
Sarah Sanders is executive vice president and chief consumer officer at Baptist Health in Jacksonville, Florida, where she leads brand vision, communications strategy, and consumer experience. She brings more than 20 years of healthcare marketing and communications experience, spanning brand strategy, business growth, consumer engagement, and organizational reputation.
Before joining Baptist Health, Sanders served as chief marketing and communications officer at UCSF Health and as senior vice president and chief marketing and communications officer at Nemours. She previously spent more than seven years at the University of Pennsylvania Health System, where she helped develop marketing strategies to build business and strengthen the Penn brand, and held a physician marketing leadership role at the University of Maryland Medical Center.
Sanders holds an MBA in marketing from Rochester Institute of Technology and a bachelor’s degree in business/corporate communications from Ithaca College.
Kathy Smith
Senior Vice President and Chief Marketing Officer
Roswell Park Comprehensive Cancer Center
Kathy Smith serves as Senior Vice President and Chief Marketing and Communications Officer at Roswell Park Comprehensive Cancer Center in Buffalo, New York. Kathy brings 35 years of experience helping health systems, academic medical centers, pharmaceutical companies, and health advocacy organizations build trusted brands, drive strategic growth, and strengthen community engagement. She leads enterprise marketing, communications, brand strategy, digital engagement, referral network growth and reputation management for Roswell Park.
Prior to joining Roswell Park, Kathy spent four years at Roper St. Francis Healthcare, where she led consumer and physician marketing, brand development, referral network growth, digital strategy, market research, and internal and external communications.
She previously spent 20 years at Johns Hopkins Medicine in Baltimore, holding multiple executive leadership roles and shaping enterprise-wide marketing and communications strategies.
Do you have valuable content that you'd like to get in front of decision makers at hospitals, health systems, and physician groups?