Driving Performance in 2026: Data-Driven Health Care Marketing That Proves ROI and Protects Privacy

Health care marketing teams are facing tightening budgets, evolving privacy regulations and increased pressure to demonstrate return on investment. These forces are reshaping how organizations plan, measure and optimize performance.

Drawing on insights from the MoreVisibility 2026 Healthcare Marketing Insights Report and real-world system experience, this session explores how leading health systems are transforming how they plan, measure, and optimize marketing performance
Join Danielle Leitch (MoreVisibility), James Mergenthal (Virtua Health) and Xan Spewak (Freshpaint) for a practical discussion designed for SHSMD members.

Learning objectives:

• Explain why traditional measurement models break down in health care and how first-party, privacy-safe data strategies improve compliance and performance
• Describe how AI and predictive insights support health care marketers target high-value audiences more efficiently and stronger multichannel performance within fixed budgets
• Identify practical steps to move from fragmented reporting to a unified performance framework that connects ad spend to patient acquisition outcomes, including appointments, visits and service-line growth