Master Class Events

Mastering the Full Funnel: Smarter Patient Acquisition for Any Health System

Successful patient acquisition isn’t about one single tool - it’s about aligning strategy across the full funnel. This master class brings together experts in paid media, website conversion, and patient engagement to connect all aspects of acquisition. Learn how personalization can boost conversion, improve ad targeting, and strategies to nurture existing contacts. Whether you're a large system or a regional provider, leave with a framework to refine your approach and drive measurable growth.

Serena Pettes
Vice President of Consumer Access and Experience
Ardent Health Services

Erin Killion
Director, Client Strategy – Healthcare
Goodway Group

Teri Sun
Chief Strategy Officer
White Rino

Threading the Needle: Leveraging AI for Search Optimization, UX, and Health Education Content

Google’s adoption of Generative AI creates critical challenges for organizations that rely on organic search results to drive site traffic. At UF Health, this meant that the digital health encyclopedia needed massive rewrites, but providing writing resources at such a scale was straining the staff. Learn how the UF Health communications team developed and piloted a new workflow leveraging AI, content writers, and UX specialists to create content that balance user and algorithm needs.

Talal Elmasry
Marketing Content Writer
UF Health

Sean Garrity
Marketing Manager, Cancer & Women’s Services
UF Health

Jeff Stevens
Assistant Director, Web Services
UF Health

Beyond the Directory: Mastering a Modern "Find a Doc" Experience

This master class focuses on establishing a long-term strategy for managing doctor data to create a robust and future-proof directory and online experience. Explore diverse approaches that healthcare systems employ to organize and present provider information effectively. Gain insights into how to develop sustainable systems that adapt to evolving technology and consumer expectations. The faculty in this master class are from a diverse array of health systems using a wide variety of different tools and platforms to manage their Find a Doc experience. Hear them cover advanced concepts, including personalization techniques to create tailored experiences for users, ensuring improved accessibility and satisfaction.

Jackie De La Flor
Director, Digital Web Experience
Baptist Health

Arezoo Nabipour
Manager, Consumer Experience & Digital Innovation
Piedmont

Matt Schwabel
Executive Director Marketing Technology & Operations
UNC Health

Jenny Walker
Director, Digital Engagement
CHRISTUS Health

Kaki Strange
Senior Director of Operations and Strategic Planning
Franciscan Missionaries of Our Lady Health System (FMOLHS)

Keir Bradshaw
Executive Vice President, Solutions
MERGE

Website Redesign Done Right

In this master class, Penn Medicine shares how to organize and manage a successful redesign of a website. This session focuses on how to keep user experience front and center, how to implement Agile processes to minimize churn and improve transparency, how to set up a content strategy for success, and how to manage the website post-launch. Hear insights on what it takes to build a digital design system to ensure a consistent look and feel across all digital products and touchpoints and what good website management includes.

Maria Arbusto
Corporate Director, Web and UX
Penn Medicine

Jules Monza
Director, UX Research and Testing
Penn Medicine

Leading with Empathy to Drive Engagement and Retention

What does it take to inspire your team, balance kindness with accountability, and build trust that drives loyalty? Transformational leadership starts with self-awareness and the ability to connect authentically. Explore the strategies and tools used by The Ohio State Wexner Medical Center to foster engagement, improve retention, and empower leaders to tell their unique stories. Learn how to cultivate psychological safety, lead with empathy, and create a cohesive, high-performing team. Walk away with actionable insights to elevate your leadership and inspire meaningful connections.

Lori Abshire
AVP of Brand Experience and Content Strategy
The Ohio State University Wexner Medical Center

Christy Pretzinger
CEO and Owner
WG Content

Best Brand Experiences Accelerate Best Patient Experiences

When former leaders from some of the best brands in the world join forces, it helps to step-change the patient journey. The best-in-class approaches from organizations like Delta, AT&T, Procter & Gamble, Home Depot and Georgia-Pacific have helped to accelerate the optimization of Piedmont’s digital patient and employee experience. In this master class, learn from Liz Dinnsen (formerly of AT&T and current Director DPX at Piedmont), Elizbeth Daugherty (formerly of Delta and Home Depot and current Interim Vice President, DPX at Piedmont), and Douwe Bergsma (formerly of Procter & Gamble and Georgia-Pacific and current Chief Marketing Officer at Piedmont) as they share their perspectives and how they are applying and implementing out of industry strategies to benefit Piedmont and its customers.

Douwe Bergsma
Chief Marketing Officer
Piedmont

Elizabeth Daugherty
Interim Vice President, Digital Patient Experience
Piedmont

Liz Dinnsen
Chief Strategy Officer
Piedmont

Web Design for Accessibility and Inclusion

Whether you already know the basics of accessible web design, like color contrast and focus state design, or whether key concepts are completely new to you, everyone will learn something new in this deep dive master class on designing for radical inclusion. Learn about the wide range of disabilities and circumstances that affect user interactions on the internet and how you can solve for all these issues on your health system website.

Garrett Benskin
Manager, Web and Digital Experience
MU Health Care

Mareika Phillips
UX/UI Director
Unlock Health

Complexity to Clarity: How Tufts Medicine Rebuilt Its Digital Front Door

In this master class, hear how Tufts Medicine replaced a fragmented web presence with a unified, patient-first digital experience. By consolidating eight domains across five platforms into a seamless, user-friendly site, patients can now easily find care, navigate services, and take action. Explore how Tufts simplified its digital ecosystem, integrated a next-gen physician search tool, enhanced CRM-driven engagement, and improved accessibility. Gain insights into modernizing digital experiences to drive patient acquisition and engagement.

Susie Germer
Senior Director of Marketing & Digital Strategy
Tufts Medicine

Drew Landmeier
Senior Vice President & Chief Marketing and Communications Officer
Tufts Medicine

Annie Stone
Director of Marketing Services
Phase2

Precision Marketing in Healthcare: Leveraging Data and Digital Strategies for Optimal Patient Engagement and ROI

The ability to reach the right patient with the right message at the right time is more critical and challenging than ever. Regulations, media channels, and patient expectations are in a state of constant flux. So how do you rise above the noise to create winning campaigns? This master class explores how health system marketers can harness the power of advanced, privacy-safe healthcare data and digital marketing strategies to drive measurable results. Learn how analytics can optimize your media mix, enhance predictive capabilities, and maximize ROI while staying fully compliant with regulations like HIPAA. Through real-world applications from UCLA Health, learn best practices for seamlessly integrating high-quality data into your marketing workflows that help make smarter decisions, improve patient engagement, and prove marketing’s impact within the organization.

Ryan Chen
Manager, Data and Analytics
UCLA Health

Anne Machalinski
Director, Marketing Operations
UCLA Health

Jeremy Mathis
Director, Client Success
Fathom, an IQVIA Business

Stacy Compty
Client Success Leader, Health System Solutions
IQVIA

From Chaos to Consistency: Building a Modular Content Strategy for Healthcare Marketing

Healthcare marketers are drowning in content requests — web pages, brochures, social posts, and more. But the real problem isn’t the volume, it’s the approach. Content gets created in silos, locked into specific formats, making it hard to reuse efficiently. This hands-on master class challenges the traditional “holder” mindset and introduces a modular “stack” approach to content. Using structured content principles, AI, and automation, learn how to build scalable, flexible messaging that works across channels. Expect interactive exercises, real-world examples, and a roadmap to get started — so you can stop reinventing the wheel and start making content work for you.

Ahava Leibtag
Chief Executive Officer
Aha Media Group