Industry leaders Amanda Todorovich and Ahava Leibtag offer strategies for navigating the new search landscape. As AI search changes the ways consumers find and trust health care content, two marketing leaders offer their insider perspective. Amanda Todorovich, enterprise executive director, digital marketing at Cleveland Clinic, shares insights from an academic medical center (AMC) with content that operates as a publishing business. Ahava Leibtag, founder and CEO of Aha Media Group, lends...

Phoenix, Arizona-based Banner Health’s digital team adopted an e-commerce mindset to modernize the health system’s location pages, making it easier for patients to access the services and care settings of their choice. Sometimes, creating the simplest online patient experiences requires the greatest effort. That was the story behind Banner Health’s location pages, which received a facelift this year. Updating the health system’s 575 location pages was the last big hurdle the digital...

As pressure to personalize the patient journey grows, healthcare organizations that embrace AI are finding ways to move faster and smarter. Here’s how three leaders use AI to turn data into actual improvements. In a field that’s constantly changing, one truth in healthcare marketing that’s here to stay is data-driven decision-making. An increasing number of consumers expect a personalized healthcare journey. Meanwhile, marketing departments are tasked with driving service-line volume and are...