Most health system marketers know the feeling: a campaign goes out, the clicks roll in and then the trail goes cold. In environments with strict governance and rising privacy expectations, seeing what actually happens after a digital click can feel out of reach.
It doesn’t have to. Virtua Health, a regional health system, treated privacy not as a dead end but as a starting point — using early privacy wins to build a more credible marketing measurement strategy from the ground up.
In this session, Ryan Younger, vice president of marketing at Virtua Health, shares how his team aligned marketing, IT, security and digital around a practical first use case, then turned that momentum into deeper measurement capability. We’ll also explore how health systems can securely connect EHR outcomes to ad platforms to see which campaigns lead to real patient appointments.
You’ll learn how to:
- Use privacy and governance work as the foundation for stronger measurement, not just compliance
- Align marketing, IT, security and digital teams around an achievable first use case
- Translate early wins into sharper marketing insights and stronger organizational buy-in