Category: Advanced Technologies
One of the most critical moments in the patient journey is the decision to seek care. With roughly 70,000 health-related Google searches occurring every minute, that decision is heavily shaped by what patients discover when they search online. Now, AI-generated results are reshaping how those patients discover, evaluate, and choose care, with nearly 90% of health-related Google searches returning AI summaries. As a result, the formula for earning visibility in search has significantly evolved.
In this Backstage Pass webinar, digital marketing experts from Houston Methodist and Fathom, an IQVIA business, unpack what’s changing in patient search behavior, why healthcare is feeling the greatest impact, and what health systems can do to stay visible, trusted, and chosen across paid and organic search.
In this session, you’ll learn:
How AI is reshaping healthcare visibility across paid and organic search
Category: Advanced Technologies
Like our conference, these digital marketing webinars and case studies were created to educate leaders in the healthcare industry on emerging Internet technologies and to provide an environment in which healthcare marketers, Web leaders, IT professionals and strategists can learn from the other attendees and presenters.
Category: Tools, Technology and Analytics
With nearly 60% of consumers turning to the internet on their journey to find care, healthcare organizations need to ensure that they’re staying competitive in the market in order to acquire and retain patients.
Category: Tools, Technology and Analytics
Investing in a provider data management strategy offers organizations the ability to power enterprise-wide initiatives for patients, providers, and staff leveraging consistent data across those experiences.
Category: Tools, Technology and Analytics
Discover how busy physicians leverage advanced tools for enhanced collaboration, telehealth, and more.
Category: Accessibility
While the ADA has been a law since 1990, the Department of Health & Human Services recently released a rule requiring that all healthcare providers meet and maintain WCAG 2.1 AA compliance in their digital presence by May 2026.
Category: Branding
As digital marketers, we all like to believe our websites increase and further the goodwill and positive feelings of our brand. But, is that really true?
Category: Consumer Engagement
Hear from Rob Klein, Co-Founder of gSight℠ as he summarizes the latest findings from the gSight national database, which includes over 135,000 survey responses from healthcare website visitors.
Category: Tools, Technology and Analytics
In this masterclass, you’ll hear from functional members of Modea’s delivery teams who are well-versed in architecting EHR-integrated digital assets for large healthcare organizations.
Category: Digital Strategy Planning
An interactive discussion on what leading healthcare marketing organizations are doing to stay relevant in the ever evolving landscape of digital transformation.
Category: Consumer Engagement
As SEO continues to evolve, is your healthcare organization well-positioned to leverage the world’s most valuable lead-generation channel?
Category: Digital Strategic Planning
Join University of Rochester Medical Center and Modea as they delve into their collaborative journey to redefine the digital presence of a complex health system.
Category: Content Strategy
Learn how different approaches to content management can affect both the patient user journey and your team’s efficiency.
Category: Advanced Technologies
One of the most critical moments in the patient journey is the decision to seek care. With roughly 70,000 health-related Google searches occurring every minute, that decision is heavily shaped by what patients discover when they search online. Now, AI-generated results are reshaping how those patients discover, evaluate, and choose care, with nearly 90% of health-related Google searches returning AI summaries. As a result, the formula for earning visibility in search has significantly evolved.
In this Backstage Pass webinar, digital marketing experts from Houston Methodist and Fathom, an IQVIA business, unpack what’s changing in patient search behavior, why healthcare is feeling the greatest impact, and what health systems can do to stay visible, trusted, and chosen across paid and organic search.
In this session, you’ll learn:
How AI is reshaping healthcare visibility across paid and organic search
Category: Digital Strategic Planning
Healthcare marketers are being pulled in every direction. Budgets are tight, patient expectations are rising, and the tools we’ve relied on for years don’t work the way they used to.
Join Alan Shoebridge, AVP of Communications & Chief Communications Officer at Providence, to learn what it takes to build effective healthcare marketing strategies in 2025. Drawing on his experience across both marketing and communications, Alan will share practical lessons and a few contrarian takes on how to move forward with clarity.
We’ll cover:
If you're leading brand or growth strategy at a health system or healthcare organization, this is a conversation you won’t want to miss.
Category: Branding & Social Media
Join Unlock Health’s Luke Bemis and Meghan Dawson as they explore the true power of an Employee Value Proposition (EVP) and why it’s more than just an HR initiative—it’s a brand multiplier. We’ll break down what an EVP really is, why it matters more than ever in today’s evolving workforce, and how it can align your internal culture with your external brand. Through real-world examples and practical tips, you’ll discover how to activate your EVP across your organization, measure its success, and turn employees into your most powerful storytellers. Ideal for senior marketers ready to build a brand from the inside out.
Category: Tools, Technology and Analytics
Today, health systems compete with digital providers like Hims & Hers and Amazon One Medical, as well as in-market competitors. Learn how RUSH and Modea created a digital-first appointment experience that surfaces interactive chat features, on-demand urgent and specialty care, and easy scheduling options so patients can choose a path and checkout in real time. You’ll hear a detailed case study, see the finished product, and uncover real results.
Category: Branding
Marketers at Arkansas Children’s saw the benefit of working with a coordinated team of subject matter experts, both within and outside their organization.
Category: Tools, Technology and Analytics
For today's digitally driven healthcare systems, efficiently delivering the right information to patients, visitors, and employees is the key to a successful and rewarding experience. Hospital website visitors want to be informed and want to be in control. Today’s presentation will show you the use and the rewards of AI-based Faceted Search from both a technical and marketing perspective.
Category: Advanced Technologies
Article: Social Media
Meta announced changes that will impact healthcare advertisers beginning in January 2025. These changes are a response to the push for more privacy from consumers and regulators.
Webinar: Digital Strategic Planning
Join MERGE and Greystone.Net for an exclusive webinar unveiling insights from our proprietary study on marketing excellence maturity across healthcare organizations. Discover how systems of all sizes are transforming their strategies to thrive in a complex and competitive landscape.
What to expect:
Category: Consumer Engagement
Caris Healthcare will join Chatmeter and share how to connect your in-person patient experience to your review strategy, as well as how to create an authentic, patient-centered approach to review generation. Join us on June 18 at 2 PM ET to learn how Caris Healthcare jumped from 3.1 to 4.7 stars in just six months!
Article: Analytics
Learn about gSight, a tool that changes how healthcare marketers evaluate and improve their websites.
HCIC Interview: Episode 4
In Episode 4 of the "Live from HCIC 2023" podcast, Daphne Tam from Southwestern Health Resources discusses the innovative approaches to healthcare marketing within a value-based care system. Daphne emphasizes the shift from traditional healthcare marketing to a more integrated, patient-centric model that leverages data and predictive analytics to improve patient outcomes and manage care more effectively. Through strategic patient education and the provision of resources to healthcare providers, she illustrates how marketing efforts contribute to reducing emergency department visits and overall healthcare costs, while also improving quality scores. This insightful episode offers a deep dive into how data-driven marketing can support operational goals and enhance patient care in today's healthcare landscape.
HCIC Interview: Episode 10
Rose Glenn, Chief Communications and Marketing Officer at Michigan Medicine, shares her extensive experience in integrating digital strategies into healthcare marketing. With over 30 years in executive roles, Rose discusses the evolution from isolated departmental websites to a unified digital presence, emphasizing the importance of collaboration across departments, especially between marketing and IT. She highlights the pivotal role of data and user experience research in driving strategic decisions and the necessity of change management in digital transformation. Rose's approach demonstrates how marketing in healthcare can significantly impact patient engagement and operational efficiency by focusing on a unified digital strategy and the importance of adapting to evolving technological trends.
HCIC Interview: Episode 5
Ed Marx, a seasoned health system executive, shares his unique perspective on healthcare technology and patient experience. Drawing from his personal journey, which includes a transition from a janitor to a health system board member, Ed emphasizes the importance of empathy, patient-centric culture, and service-oriented approaches in healthcare. He highlights how technology, while crucial, is not the sole determinant of a good patient experience but an enabler that must be aligned with empathetic care and seamless service delivery. Ed's insights underscore the necessity of integrating technology with a human touch to transform patient care, a vision that has guided his illustrious career in healthcare leadership. This episode offers invaluable lessons on the holistic approach required to elevate patient care in the digital age.
HCIC Interview: Episode 12
Dean Browell, Chief Behavioral Officer at Feedback, brings a fresh perspective to healthcare marketing with his unique blend of behavioral science and social media expertise. With 14 years at Feedback, Dean emphasizes the importance of understanding patient and workforce experiences through social listening, going beyond mere brand mentions to an anthropological study of conversations. He stresses the need for healthcare organizations to move away from navel-gazing and towards truly understanding the lived experiences of those they serve. Dean's approach challenges healthcare marketers to critically evaluate how their brand is perceived and discussed in public forums, ultimately aligning their value proposition with the real experiences of patients and staff. This podcast is a must-listen for those seeking to deepen their understanding of modern healthcare marketing strategies.
Stay connected by tuning into the latest broadcasts, where strategic leaders share their perspectives on emerging trends and pressing challenges in the healthcare industry. Together, we’ll delve into groundbreaking innovations and pivotal policy updates shaping the future of healthcare.
Catch the audio-only episodes on Touch Point Media, available on your favorite podcast streaming platforms.
HCIC Interview: Episode 1
Paul Matsen, Chief Marketing and Communications Officer of the Cleveland Clinic shares his journey from a non-healthcare background into his role as CMO, emphasizing the importance of digital evolution in healthcare marketing. Paul discusses the significant growth in digital engagement at Cleveland Clinic, from internet overhauls to content marketing strategies that have catapulted the organization to over a billion online sessions annually. With a focus on integrating paid, owned, and earned channels, Paul highlights the Clinic's commitment to becoming a digital-first enterprise. They also discuss leveraging AI for content creation, marketing efficiencies, and the adaptation to global audience needs, as showcased by the Clinic's expansion into the London healthcare market. This podcast offers a glimpse into how a leading healthcare institution embraces technology and content to maintain its authority in the healthcare industry and continuously evolves its marketing strategies to meet the challenges of the digital age.
HCIC Interview: Episode 2
In the second episode of "Live from HCIC 2023," Dan Dunlop, Co-Owner, Principal of Jennings a recent inductee into the Healthcare Internet Hall of Fame, engages in a candid conversation about the transformative power of nurturing cultures within healthcare organizations. As a seasoned healthcare marketer and strategist, Dan underlines the importance of shifting from a traditionally corporate, almost militaristic approach to one that emphasizes care and support, particularly in the context of employee retention and recruitment. He shares personal anecdotes, including his own health scare, to underscore the urgency of this cultural shift. Dan argues for a "language of love" in healthcare, advocating for patient-centered care and authentic communication, which he believes should be the new norm in the industry. This insightful podcast episode not only celebrates Dan's contributions to the field but also challenges health system leaders to reimagine their approach to healthcare delivery and marketing.
HCIC Interview: Episode 3
In "Live from HCIC 2023," Kathy Smith, Chief Marketing and Digital Officer at Roper St. Francis Healthcare, outlines her strategic approach to transforming marketing within the healthcare space. With over 20 years of experience, Kathy emphasizes the need for integrating a data-driven mindset, leveraging brand studies, and adopting digital maturity to shape organizational decisions and consumer interactions. Her initiative in conducting a comprehensive digital maturity assessment and implementing patient-centric technologies like online scheduling and patient engagement tools has positioned Roper St. Francis Healthcare as a leader in operational efficiency and market presence. Kathy's story offers invaluable insights into the role of marketing in enhancing brand reputation and operational excellence within health systems.
HCIC Interview: Episode 4
In Episode 4 of the "Live from HCIC 2023" podcast, Daphne Tam from Southwestern Health Resources discusses the innovative approaches to healthcare marketing within a value-based care system. Daphne emphasizes the shift from traditional healthcare marketing to a more integrated, patient-centric model that leverages data and predictive analytics to improve patient outcomes and manage care more effectively. Through strategic patient education and the provision of resources to healthcare providers, she illustrates how marketing efforts contribute to reducing emergency department visits and overall healthcare costs, while also improving quality scores. This insightful episode offers a deep dive into how data-driven marketing can support operational goals and enhance patient care in today's healthcare landscape.
HCIC Interview: Episode 5
Ed Marx, a seasoned health system executive, shares his unique perspective on healthcare technology and patient experience. Drawing from his personal journey, which includes a transition from a janitor to a health system board member, Ed emphasizes the importance of empathy, patient-centric culture, and service-oriented approaches in healthcare. He highlights how technology, while crucial, is not the sole determinant of a good patient experience but an enabler that must be aligned with empathetic care and seamless service delivery. Ed's insights underscore the necessity of integrating technology with a human touch to transform patient care, a vision that has guided his illustrious career in healthcare leadership. This episode offers invaluable lessons on the holistic approach required to elevate patient care in the digital age.
HCIC Interview: Episode 6
Kelly Faley, Vice President of Digital Experience at Sharp Health Care, delves into the evolution of digital marketing in healthcare. With 32 years at Sharp, Kelly recounts the journey from humble beginnings in digital as a small, unsanctioned project to its current role as a vital operational tool. She highlights the significant shift from a marketing-focused approach to an operational one, emphasizing the importance of website reliability and functionality for patient communication, especially during crises. Kelly also discusses the development of a collaborative model between marketing and IT, focusing on shared goals, clear role definitions, and mutual respect. This episode offers a comprehensive view of how digital strategies in healthcare have matured, becoming integral to both marketing and operational efficiency.
HCIC Interview: Episode 7
Sujal Raju from Enqbator discusses the complex landscape of Artificial Intelligence (AI) in healthcare. With over 25 years of experience, Sujal offers insights into the evolution and integration of AI in various sectors, emphasizing its significant presence in everyday technology like airline pricing and digital advertising. The podcast delves into the hype surrounding AI, addressing common misconceptions and fears, particularly in healthcare applications. Sujal highlights the need for regulatory frameworks and responsible AI utilization, underscoring its potential for efficiency and innovation in healthcare. This episode provides a balanced perspective on AI, discussing both the challenges and opportunities it presents in transforming healthcare services and patient experiences.
HCIC Interview: Episode 8
David Feinberg, Sr. Vice President, Chief Marketing and Communications Officer, Mount Sinai Health System, delves into the dynamic world of social media and AI in healthcare marketing. With over 40 years in the field, David recounts early resistance to social media within healthcare organizations and its evolution into a crucial communication tool. He discusses the transformative impact of AI on content creation, from generating initial drafts of physician profiles to creating engaging images, emphasizing AI's role in enhancing productivity and creativity. David's experience highlights the importance of adapting to new technologies while maintaining the essence of healthcare communication - trust, accuracy, and authoritative content. This episode offers a seasoned perspective on the intersection of traditional healthcare marketing principles with modern digital tools, illustrating the ongoing evolution of healthcare communication strategies.
HCIC Interview: Episode 9
Martha van Berkel, CEO and co-founder of Schema App, shares her insights on optimizing web content for search engines and the emerging relevance of AI in this domain. With a background in enterprise technology at companies like Cisco, Martha delves into the intricacies of schema markup – a method of making web content more understandable to search engines. She explains how this technique, developed by major search engines, acts like a translation layer between human language and machine understanding, enhancing the visibility and relevance of healthcare content online. The episode also touches on the significant role of large language models and knowledge graphs in reducing data hallucinations and making correct inferences, crucial for the future of digital marketing in healthcare. Martha's expertise offers a compelling look into the rapidly evolving landscape of SEO and AI, emphasizing their combined potential to revolutionize how healthcare information is accessed and understood.
HCIC Interview: Episode 10
Rose Glenn, Chief Communications and Marketing Officer at Michigan Medicine, shares her extensive experience in integrating digital strategies into healthcare marketing. With over 30 years in executive roles, Rose discusses the evolution from isolated departmental websites to a unified digital presence, emphasizing the importance of collaboration across departments, especially between marketing and IT. She highlights the pivotal role of data and user experience research in driving strategic decisions and the necessity of change management in digital transformation. Rose's approach demonstrates how marketing in healthcare can significantly impact patient engagement and operational efficiency by focusing on a unified digital strategy and the importance of adapting to evolving technological trends.
HCIC Interview: Episode 11
James Gardner, Director at OHO Interactive, explores the promising role of generative AI in healthcare marketing. James, with a background in both consumer and healthcare marketing, shares insights on how AI, particularly in content creation, can boost productivity and effectiveness in marketing communications. He discusses the balance between excitement and caution in adopting AI, emphasizing its potential to enhance marketing efforts while acknowledging the need for careful consideration of pitfalls. James provides practical examples, such as the use of Grammarly Go for writing assistance and Zoom AI for meeting efficiency, illustrating AI's transformative impact on healthcare marketing tasks. This episode is a valuable resource for healthcare marketers looking to harness AI's capabilities to optimize their strategies and workflows.
HCIC Interview: Episode 12
Dean Browell, Chief Behavioral Officer at Feedback, brings a fresh perspective to healthcare marketing with his unique blend of behavioral science and social media expertise. With 14 years at Feedback, Dean emphasizes the importance of understanding patient and workforce experiences through social listening, going beyond mere brand mentions to an anthropological study of conversations. He stresses the need for healthcare organizations to move away from navel-gazing and towards truly understanding the lived experiences of those they serve. Dean's approach challenges healthcare marketers to critically evaluate how their brand is perceived and discussed in public forums, ultimately aligning their value proposition with the real experiences of patients and staff. This podcast is a must-listen for those seeking to deepen their understanding of modern healthcare marketing strategies.
Dec 20, 2025
At the Healthcare Interactive Conference (HCIC) in November 2025, AI-powered search strategy was discussed.
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A look at hospital influencer marketing was presented at the Healthcare Interactive Conference (HCIC) in November 2025.
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A case study in reducing phone calls in a healthcare organization was presented at the Healthcare Interactive Conference (HCIC).
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Dealing with the RFP process, as discussed in a session presented at the Healthcare Interactive Conference (HCIC) in November, 2025.
Full storyDec 20, 2025
Consumer behavior is changing, and marketers should be aware of these changes in 2026.
Full storyDec 20, 2025
Here is a look at trends affecting social media marketing in 2026.
Full storyNov 21, 2025
Read about the key takeaway messages from the 29th Annual Healthcare Interactive Conference (HCIC), held in Las Vegas in November, 2025.
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Learn about the 2025 winner of the John A. Eudes Vision & Excellence Award, Sandra Mackey.
Full storyNov 21, 2025
New AI tools are available from Google Ads to help with your ad campaigns.
Full storyNov 21, 2025
Overall interaction increases when the poster replied to comments on their posts.
Full storyNov 21, 2025
With so many options available to consumers for watching video content, marketers need to reconsider what “TV” is and plan their strategies accordingly.
Full storyNov 21, 2025
Read about major factors that will affect CTV in 2026.
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Lannie Byrd of mhp.si talks about six lessons for getting the most out of being part of the healthcare internet industry.
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Laura Lee Jones of Lionshare talks about redefining what ROI should actually measure.
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Learn about gSightSM, a digital analytics platform, which provides instant feedback on how website visitors find, interact and feel about a website through a standardized survey.
Full storyOct 29, 2025
A panel of marketing CMOs at a recent Advertising Week conference discussed a flywheel marketing strategy that makes more sense than the traditional marketing funnel, because it emphasizes continuous customer interaction and satisfaction to fuel a self-sustaining cycle of growth.
Full storyOct 29, 2025
To reach Gen Z, marketers need to focus on content that is entertaining and emotionally resonant and consider advertising as an adjunct tool as opposed to the primary driver of campaigns.
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To further the growing physician interest in AI and digital health tools, the AMA has established the Center for Digital Health and AI.
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An overview of the 2025 Healthcare Interactive Conference (HCIC).
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In this article from Fathom, learn about three strategic shifts you can make to evolve your paid media approach and drive real growth.
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