Demystifying the Power of Schema in Search:
What Healthcare Marketing and Digital Teams Need to Know

A new Strategic Health Care Marketing webinar with insights from Aha Media

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Wednesday    |   September 23, 2026    |   2 p.m. Eastern

Leona Wong 
Director of Brand Strategy
Stanford Medicine/Children’s Health

Leona Wong is the Director of Brand Strategy at Stanford Medicine Children's Health. Since joining the organization in 2015, Leona has managed marketing and branding strategies, including consumer advertising and reputation management, while maintaining oversight of the organization’s branding presence.
 
Before joining Stanford Medicine Children’s Health, Leona contributed her marketing expertise to higher online education at the University of Phoenix. Leona also brings nearly twenty years of advertising experience from the agency side, having worked at agencies such as BBDO and FCB. Throughout her agency career, she has collaborated on diverse brands including California Lottery, Mars Pet Foods, Visa, E&J Gallo Wineries, and Best Western Hotels. 

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.

Rob Klein
Founder & CEO
Klein & Partners

Rob Klein, Founder and CEO of Klein & Partners, is a recognized expert in health care marketing research and brand consulting.

For 40 years, Rob has provided research and brand consulting to the leading hospitals, health systems, and health plans in the country.

Rob’s specific areas of research and consulting expertise include brand management and measurement, market segmentation, communications evaluation and measurement, journey mapping, website experience measurement, and service line development.

Rob has a bachelor’s degree in marketing and a master’s degree in advertising, both from Michigan State University. He has taught graduate level marketing research at Michigan State.

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

About Your Presenters

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. 

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. 

Brand Means Business:
Turning Brand Strategy into Business Impact

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Wednesday    |   October 21, 2026    |   2 p.m. Eastern

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.