Session Details

Opening Session:
Search is Changing, Don’t Get Left Behind
Lacey Reichwald , Director of Marketing
Aha Media Group

AI-powered search tools like Google AI Overviews and SearchGPT are transforming patient behavior. Gone are the days when click-through rate and website traffic ruled. This practical session equips healthcare marketers with actionable strategies to adapt, optimize for AI, and start driving results today.

Learning Objectives:

1. Understand how AI-driven search is changing patient behavior and impacting healthcare marketing strategies.
2. Learn practical optimization techniques to increase visibility in AI Overviews, SearchGPT, and other AI platforms.
3. Develop a plan to adapt existing content for AI-powered search and start generating results immediately

Breakout 1.1
Get Out of Your Website Rut: The Power of Iterative Design in Healthcare Marketing
David Sturtz, Vice President, Experience Strategy
Geonetric

Feeling stuck due to budget constraints or unmet marketing goals? Discover how iterative design — making small, incremental website updates — can refresh your healthcare organization's site, resolve issues, and get you out of your rut without a complete redesign. Join us to learn how an iterative approach has helped healthcare organizations unify the user experience, add depth and functionality to their website, and stay on track to launch a refreshed website on a tight schedule. 

Learning Objectives:

1. Understand the iterative website design strategy and how healthcare organizations can benefit from it.
2. Hear firsthand accounts of how iterative design can help move you toward your marketing goals no matter your organization's size, budget, or resources.
3. Discover small changes that can make a big difference on your organization's website.

Breakout 1.2
Building Authentic Brands Through Data-Driven Marketing
Kate Rodgers , Global Brand Director
GE HealthCare

Successful brands must balance data-driven decision-making with authentic storytelling in today's digital landscape. Drawing from her unique background in science and experience leading Fortune 500 brand transformations, Kate Smiley (Rodgers) shares how organizations can leverage data to create meaningful connections while building authentic, inclusive brands. Through practical case studies, including GE HealthCare's historic spin-off and rebrand, Kate demonstrates how companies can measure and maximize the impact of their brand initiatives. She explores the intersection of people-first initiatives and business outcomes, revealing how data-backed inclusive marketing drives tangible results in talent acquisition and market growth. Perfect for marketing leaders seeking to create meaningful impact through evidence-based brand strategies.

Learning Objectives:

1. Transform data insights into compelling brand narratives
2. Build measurable DEI initiatives that drive business value
3. Navigate brand transformation in complex political environments
4. Future-proof your brand strategy through authentic storytelling

Closing Session:
Elevating Visual Storytelling for Healthcare
Chuck Lacasse, Executive Creative Director
Vendi

Nothing quite tells a story like exceptional photography and videography. They are powerful tools to bring emotion and energy to your organization and build deeper connections with your audience. Whether you’re a one-person show or have a seasoned photographer on staff, we can help you enhance your marketing with compelling pictures and video. We’ll talk about building a visual asset library that works for you, how to use stock photos strategically and what you need to know about the use of AI images in your marketing. In this engaging session, you’ll learn practical skills to make visual storytelling a key part of your marketing strategy.

Learning Objectives:

1. Simple, but effective techniques for better photos and videos, making the most of what you have
2. Thinking beyond individual images or videos to develop a strategy, including how to manage your visual assets and navigate the world of stock photography and AI-generated images
3. How to use images and video that bring emotion to your brand and connect with your audience on a deeper level