Master Class Events

Beyond Basic Schema: How JSON-LD Knowledge Graphs Are Winning the AI Search Revolution in Healthcare

Most health systems are leaving organic search opportunities on the table. An October 2024 competitive analysis revealed widespread schema markup underutilization across regional, national, and international healthcare organizations. Learn how Temple Health used expanded JSON-LD and knowledge graph adoption to drive a 25% YoY increase in Google organic impressions and measurable ranking gains across their website. This session explores the competitive gap in healthcare structured data adoption and demonstrates how to extend schema into knowledge graphs positions health systems for AI-powered search optimization and enhanced visibility.

Joseph Butch
Senior Director, Integrated Digital Marketing
Temple Health Services

Nicholas Goldberg
SEO Manager
Temple Health

Daniel Lavelle
Digital Marketing Manager
Temple Health

Move Fast and Break Nothing: The Operational Playbook for AI-Empowered Marketing

In 2026, healthcare leaders must innovate at AI speed while ensuring absolute safety. Yet many organizations remain stuck in "pilot purgatory" due to compliance fears, but Baptist Health has cracked the code on a "cautiously innovative" approach. This Master Class moves beyond tool hype to share the governance architectures, team workflows, and measurement frameworks required to safely run an AI-empowered marketing team at enterprise scale.

Val Lopez
Assistant Vice President, Digital Marketing
Baptist Health

Keir Bradshaw
Executive Vice President, Marketing Technology
MERGE

Clarity Converts: Using Behavioral Targeting to Remove Barriers to Conversion

Most stalled healthcare growth isn’t a messaging problem; it’s a behavioral barrier problem. In this session, UPMC shares how a data-informed, behavior-first campaign corrected a critical market misconception and drove +18% growth in Primary Care visits. Explore how to identify hidden friction, use precision targeting to address it, and design personalized digital experiences that convert clarity into confident action.

Nicolette Bevec
Program Director, Strategic Marketing & Intelligence
UPMC

Tim Duer
Vice President of Data Analytics & Strategy
Causeway Solutions

Teri Sun
Chief Strategy Officer
White Rhino

Transforming Your Content as a Data Layer: Using GEO, Schema, and Editorial Content to Win the Search Game

Hospital marketers are feeling the shift. Traditional SEO is losing ground, AI-powered search is changing how patients find care, and great content alone isn’t enough. This hands-on workshop introduces the CRISP model, a practical framework for preparing healthcare content for the future. Using real-world industry examples, attendees will learn how to reduce ambiguity, strengthen trust signals, and align content, data, and teams to improve visibility across search and AI-driven experiences — without rewriting everything or buying new tools.

Ahava Leibtag
President & Chief Executive Officer
Aha Media Group

What It Really Takes: Building a Best-in-Class Health System Digital Experience

Most health systems know they need better digital experiences. Few understand what it actually takes to deliver them. Through Sutter Health's transformation from 32 fragmented websites to a unified platform serving 3 million patients, this session reveals the hard truths about digital excellence: You can't just upgrade technology — you must transform how teams work. You can't maintain the status quo; a quick "clean break" is often the only path forward. You can't do it alone —leadership support and organizational buy-in are non-negotiable. Learn about the dual transformation framework that delivered measurable results in 15 months: changing from waterfall to agile, hospital-driven to patient-first, and custom tools to scalable platforms. Discover why 93% user testing success and 6,000+ monthly appointments start with getting five foundational elements right: people, process, culture, technology alignment, and simplification.

Emalee Rabon
Manager of Web Products
Sutter Health

Taryn Tultavull
Key Account Director
Phase2

Nick Blackwell
Director, Enterprise Healthcare
Yext

John Driscoll
Solutions Engineering Manager
Yext

World Class Brands Inform The Piedmont Patient Experience

This session provides tips and tricks on how to use AI to bolster lean marketing teams. Learn how to build keyword prompts that actually work in AI platforms so AI can become an extension of your team to:

- Convert video content to blog articles
-  Write headlines
-  Enhance speeches and talking points

Danny Troillett
Marketing Manager
CommonSpirit St. Vincent

Bonnie Ward
Market Director, Marketing and Communication
CommonSpirit St. Vincent