Scaling Up: The Healthcare Performance Marketing Summit
Skyrocket Your Patient Acquisition Strategy
Oct 29-30, 2024
WHERE HEALTHCARE MARKETERS GO TO GROW
About Scaling Up
Scaling Up 2024 is your launchpad for exploring the latest strategies and solutions to propel your marketing efforts and explore new frontiers in patient acquisition.
WHAT YOU’LL LEARN:
- Data-driven performance marketing for new patient acquisition
- How to develop the right media mix
- Investment modeling strategies
- Reaching the right consumers with HIPAA-compliant targeting
- SEO & organic growth tactics
- Measuring impact & determining marketing ROI
Everybody Loves Scaling Up
Hear From Last Year's Attendees
Get Excited for Scaling Up 2024!
Share Your Healthcare Marketing Wisdom
Speak at Scaling Up 2024!
Join us in driving healthcare marketing innovation. Sign up now to make your mark at THE performance marketing event of the year!
As a speaker, you’ll gain recognition and play a pivotal role in shaping the future of healthcare marketing. This is more than a chance to connect; it’s a platform to drive change and lead the conversation.
Experts to Guide Your Growth
Our 2024 Speakers
Matthew Fitzgerald
Chief Marketing Officer, Tend
Matthew is Tend’s Chief Marketing Officer. An established marketing leader with expertise in the consumer services industry, Matt led Tend’s launch in 2019 and continues to drive the brand’s growth, expansion, and positive member experience.
Before joining Tend, Matt was the Senior Vice President of Marketing of the US division of HelloFresh, where he grew the company from $10M to over $1B in revenue in four years. Prior to this, Matt spearheaded business development at J. Walter Thompson as Marketing Director and contributed to notable campaigns for Google, Pfizer, PUMA, and Vonage.
Before joining Tend, Matt was the Senior Vice President of Marketing of the US division of HelloFresh, where he grew the company from $10M to over $1B in revenue in four years. Prior to this, Matt spearheaded business development at J. Walter Thompson as Marketing Director and contributed to notable campaigns for Google, Pfizer, PUMA, and Vonage.
Andrew Chang
Chief Marketing Officer, UChicago Medicine
With a robust marketing career spanning over two decades across various industries, Andrew leads the Marketing Department at UChicago Medicine, focusing on developing strategic brand and digital marketing strategies to elevate the health system's profile. He holds an MBA from Wake Forest University and a bachelor's degree in molecular and cell biology from the University of California, Berkeley.
Ryan Torresan
Chief Marketing Officer, Peak Dental Services
Ryan Torresan, Chief Marketing Officer at Peak Dental Services, is a strategic marketing executive with expertise in branding and operations. Known for his ability to develop and implement successful strategies to attract new customers and referrals, he excels in team building and enhancing brand positions. Ryan's accomplishments include creating an award-winning marketing department, launching a top-performing digital marketing campaign, and implementing cost-saving measures and retention initiatives.
Stacey Harrison
Vice President of Marketing, Inspire Aesthetics Group
Stacey helps growth-focused organizations expand their brand through direct marketing campaigns including branding, print, direct mail, digital, email, and education materials. She produces innovative brand assets and communications, facilitate marketing research activities and large-scale projects that impact customer experience and sales performance.
Luisa Banks
Vice President of Marketing, PT Solutions
With a 30-year track record across the healthcare and media industries, Luisa excels in building and scaling integrated marketing programs, leading innovation, driving positive organizational change, and implementing solutions that enhance bottom-line revenue. Her specialties include leveraging data and insights for deeper audience engagement, leading cross-functional marketing teams to deliver measurable results, and building strong relationships across diverse groups. Believing that leadership is a privilege, Luisa is dedicated to coaching and mentoring others with a servant attitude.
Paul Gruensfelder
Vice President of Marketing, Select Dental Management
Paul is an award-winning, experienced leader with over a decade in healthcare marketing and advertising. Through his roles, he has managed teams of varying levels, conceptualized and carried out multi-million dollar campaigns and, under his leadership, has increased company revenue and overall performance. With a strong focus on ROI and analytics, Paul is strategic in his marketing efforts and keeps his finger on the pulse of new marketing solutions, applications and platforms.
Lori Mixon
Vice President of Marketing, Peak Dental Services
Lori is a dynamic and accomplished professional with a demonstrated history of success in the healthcare industry. Currently serving as the Vice President of Marketing at Peak Dental Services, she brings a wealth of expertise and a strategic approach to her role. With a keen understanding of negotiation, sales, strategic planning, business development, and marketing strategy, Lori has consistently delivered exceptional results throughout her career. Her ability to identify market opportunities and develop innovative marketing strategies has been instrumental in driving growth and expanding the reach of Peak Dental.
Chris Bird
Vice President of Marketing, Mosaic Dental Collective
With more than two decades of Marketing experience, Chris has been fortunate to work with and learn from many talented people around the world. From startups to Fortune 500 organizations, the success of these teams has been what is most important for him. Chris is a results-driven, self starting, creative leader who thrives when working with others, building teams and solving problems. Working with great people is his passion and has contributed to his success throughout his career.
Colin Jeffries
Vice President of Marketing and Communications, BrightView
Colin serves as BrightView’s Vice President of Marketing and Communications. He leads BrightView’s initiatives in marketing, branding, communications, direct-to-patient advertising, earned media, and beyond–guiding and optimizing digital and traditional communication channels. Prior to joining BrightView, Colin led marketing for Beacon Orthopedics and Sports Medicine (now OrthoAlliance) and served in a variety of marketing roles for other organizations. He earned his MBA from Indiana University’s Kelley School of Business and his Bachelor’s in Business Administration from the University of Cincinnati.
Steve Estévez
VP of Marketing, DermCare Management
With over nine years of work experience in marketing and legal fields, Steve is a versatile and driven professional who is passionate about delivering impactful and patient-centric solutions. As the Vice President of Marketing at DermCare Management, he oversees, leads, and guides company-wide marketing initiatives that align with the company's goals and vision.
Jacob DeMorris
VP of Marketing, Synergy Healthcare, MSO
Jacob DeMorris, Vice President of Marketing at Synergy Healthcare, MSO, is a senior executive with over 15 years of marketing experience, renowned for delivering game-changing results that increase revenue, expand customer bases, and elevate emerging brands. He is highly skilled in developing and executing brand strategies, building robust online brand presence, effectively utilizing media, and leading goal-driven teams. Jacob excels at optimizing marketing campaigns, managing budgets, and measuring performance. Passionate about creating and communicating compelling value propositions, he continuously seeks innovative ways to enhance and grow the brands he oversees.
Theresa Porcaro
Senior Director of Marketing, Pelvic Rehabilitation Medicine
Theresa is an energetic global marketing leader with over a decade of experience in results-driven demand generation strategy. She has spent her career in marketing helping build and drive the marketing strategy for various tech start-ups all over the world. She has a proven track record of driving market demand and awareness. Theresa thrives in situations where she has to build something brand new and has extensive experience in leading nearly all areas of digital marketing — from content to campaigns, email marketing and events. Whether it's a company rebrand or moving from Series B to listing on the NYSE, she is adaptable and thrives in the unknown.
Andrew Henderson
Director of Marketing Strategy, HCA Healthcare
Andrew Henderson is an experienced marketing leader with a proven track record in building teams and driving digital transformation in the media and healthcare industries. He is skilled in leadership, performance marketing, marketing automation, social media, and digital product development and integration across both B2C and B2B spaces. Andrew holds a Bachelor of Business Administration (B.B.A.) with a focus in Marketing from the University of Cincinnati’s Carl H. Lindner College of Business. A strong business development professional, Andrew excels in leveraging his expertise to deliver impactful marketing strategies.
Erica McPeek
Director, Branding and Communications, Transformations Care Network
Erica is a dedicated marketing professional with a unique background in mental health, having started her career answering a crisis hotline and working late shifts on an inpatient psychiatric unit. Her deep connection to, passion for, and understanding of the mental health field lend her a unique perspective in mental health marketing. Erica is passionate about improving access to mental health care, communicating authentically, and breaking down stigma.
Lacie Randall
Director of Marketing, Pediatric Dentistry, Specialty Dental Brands
As the Director of Marketing, Pediatric Dentistry at Specialty Dental Brands, Lacie oversees the marketing strategy and execution for a network of dental practices that specialize in pediatric dentistry and orthodontics. She leverages her skills in marketing communications, social networking, digital marketing, graphic design, copywriting, and SEO content development to create engaging and effective products, messaging, and branding that represent Specialty Dental Brands and its mission. Lacie is passionate about supporting the advancement of healthcare and biotech, and has a proven track record of delivering impactful results.
Bonnie Ward
Market Director of Marketing and Communications, CHI St. Vincent
Bonnie Ward, Market Director of Marketing & Communications at CHI St. Vincent, is a seasoned marketing and communication professional with 15 years of experience spanning healthcare, national retail brands, governmental affairs, and product launches. Bonnie’s expertise has been honed through roles in both advertising agencies and brand marketing development, giving her a deep understanding of brand awareness, advertising recall, and actionable brand loyalty. She excels in crafting data-driven strategies that align with market trends, particularly in digital strategy, CRM management, business growth, partnership building, crisis communication, and website development.
Tracy Stemple
Vice President, Digital Marketing, Content and Growth, Schweiger Dermatology Group
Tracy Stemple is an insight-driven, strategic marketer with a proven track record of driving results across various channels, lifecycle stages, and audiences. She excels in building strong partnerships and developing high-performing teams. Her areas of expertise include strategy development, integrated marketing, performance marketing, digital marketing, analysis and reporting, social media strategy, customer acquisition and engagement, impactful communication, team leadership, and agency/vendor management.
Ibrahim Albaba
Director of Growth & Strategy, CLS Health
Ibrahim is the Director of Growth & Strategy at CLS Health, where he leads the digital marketing, business development, and data teams. He is dedicated to expanding the patient and physician base while enhancing the physician platform offerings. Ibrahim is continuously learning and gaining experience in data analytics, machine learning, and software development to drive growth and innovation at CLS Health.
Maria Harper
Marketing Director, Demand Generation, Southern Veterinary Partners
Maria Harper is the Marketing Director of Demand Generation at Southern Veterinary Partners. She is passionate about data-driven marketing, applying analytical insights to creative messaging to maximize marketing potential. Maria graduated from the University of Missouri with bachelor's degrees in German and Journalism. Specializing in performance marketing and new client acquisition (B2C), she embodies a perfect balance of creativity and innovation while maintaining a realistic mindset.
Amol Nirgudkar
CEO, Patient Prism
Amol Nirgudkar, the CEO of Patient Prism, helps dentists grow their practices and reach their goals. He is in an unusual position to offer practical insights. As a certified public accountant, business consultant, author, entrepreneur, and former owner of several dental practices, he has 20 years of experience working with dental practices and groups.
Alex Membrillo
CEO, Cardinal Digital Marketing
Some say Alex Membrillo was born to be CEO of Cardinal Digital Marketing. Others say the Flock chose him. Together with his team of high-flyers, Alex has led Cardinal to exponential growth thanks to an innovative approach to digital marketing.
A Digital Marketer of the Year by the Technology Association of Georgia (TAG), Alex also contributes to the Forbes Agency Council, with placements in national publications including Entrepreneur, Search Engine Journal, Physicians Practice, and The Wall Street Journal. He’s served as an expert speaker for the American Marketing Association, HCIC, SMASH Senior Care Marketing & Sales Summit, and SHSMD (among others).
A Digital Marketer of the Year by the Technology Association of Georgia (TAG), Alex also contributes to the Forbes Agency Council, with placements in national publications including Entrepreneur, Search Engine Journal, Physicians Practice, and The Wall Street Journal. He’s served as an expert speaker for the American Marketing Association, HCIC, SMASH Senior Care Marketing & Sales Summit, and SHSMD (among others).
Lauren Leone
Chief Growth Officer, Cardinal Digital Marketing
Lauren is Cardinal’s partnership expert! As Senior Vice President of Healthcare Marketing and Client Services, she collaborates with clients to set strategic direction, identify new growth opportunities, and lead campaign execution.
She has more than nine years of experience in developing multi-channel digital marketing strategies that have helped multi-location healthcare groups scale from 16 to 200+ locations via acquisitions and de novo strategies.
She has more than nine years of experience in developing multi-channel digital marketing strategies that have helped multi-location healthcare groups scale from 16 to 200+ locations via acquisitions and de novo strategies.
Rich Briddock
Chief Strategy Officer, Cardinal Digital Marketing
Harking from the land of Big Ben, Rich’s digital marketing experience includes working on multi-million dollar media accounts for several Fortune 500 companies, including Verizon, H&R Block, and Equifax!
Rich specializes in developing holistic patient acquisition journeys that nurture patients through the funnel. Rich is an expert in building closed-loop reporting capabilities and helping clients gain insight into their marketing investments. He has deep experience developing media strategies for multi-location healthcare groups with 500+ locations and is driven to maximize performance.
Rich specializes in developing holistic patient acquisition journeys that nurture patients through the funnel. Rich is an expert in building closed-loop reporting capabilities and helping clients gain insight into their marketing investments. He has deep experience developing media strategies for multi-location healthcare groups with 500+ locations and is driven to maximize performance.
Neil Schrum
Chief Client Officer, Cardinal Digital Marketing
With a wealth of experience, Neil’s career has been marked by expertise in marketing technology, data management, e-commerce, customer experience, and cross-channel CRM. Over two decades, he has collaborated with major global brands, bringing strategic thinking and innovation to every project. Neil’s drive to improve performance and achieve better results stems from an insatiable curiosity. He thrives on solving intricate business challenges and surrounds himself with exceptionally talented individuals to foster continuous learning, growth, and personal evolution.
Rob Sauter
VP of Earned and Owned Media, Cardinal Digital Marketing
Rob is an agency leader and statistical academic making a difference at Cardinal and in the broader marketing community. Through agency partnership, he has lead a myriad of Fortune 500 organizations and teams through a vast variety of marketing and growth challenges. Rob is a data driven growth professional focused on the science of marketing and dedicated to continued maturity of marketing impact.
Evan Ilgenfritz
VP of Paid Media, Cardinal Digital Marketing
Evan has a wealth of paid media experience across a variety of industries. As Director of Paid Media Strategy, he works with Cardinal’s account and implementation teams to ensure that campaigns are driving the right value for each client while identifying and activating opportunities for growth.
Evan is experienced in managing campaigns through paid search, paid social, display, and video, giving him a unique perspective on performance optimization and full-funnel marketing strategies. Ultimately, Evan is laser-focused on deploying digital marketing initiatives that deliver meaningful and measurable results for the business.
Evan is experienced in managing campaigns through paid search, paid social, display, and video, giving him a unique perspective on performance optimization and full-funnel marketing strategies. Ultimately, Evan is laser-focused on deploying digital marketing initiatives that deliver meaningful and measurable results for the business.
Alex Kemp
Director of Applied Analytics, Cardinal Digital Marketing
Alex started out at Cardinal five years ago as an SEO intern but soon realized that his heart truly lies with paid media. Fast forward to the present day, and he is currently our Director of Applied Analytics.
Alex spearheads all PPC strategies for multi-location healthcare brands like TheKey and LifeStance Health, helping them improve lead quality, increase patient volume, and get them more bang for their marketing buck. As an expert in machine learning and a friend to robots, Alex knows how to harness the power of AI-powered technology to improve media performance, reduce patient acquisition costs, and drive more conversions for our clients.
Alex spearheads all PPC strategies for multi-location healthcare brands like TheKey and LifeStance Health, helping them improve lead quality, increase patient volume, and get them more bang for their marketing buck. As an expert in machine learning and a friend to robots, Alex knows how to harness the power of AI-powered technology to improve media performance, reduce patient acquisition costs, and drive more conversions for our clients.
Amber Ritchie
Associate Director of SEO, Cardinal Digital Marketing
Amber is a Florida girl with a passion for SEO!
At Cardinal, she develops cutting-edge content strategies for a variety of healthcare clients (like Empower Behavioral Health, Peak Dental, and Williamsville Wellness).
She uses keyword research and URL restructuring to ensure their mission is appearing in search engine results. With a deep understanding of the patient journey, Amber develops SEO strategies for clients, so they’re found at every step. She is extremely passionate about getting our clients to page 1 and continues to develop campaigns that convert leads into loyal patients!
At Cardinal, she develops cutting-edge content strategies for a variety of healthcare clients (like Empower Behavioral Health, Peak Dental, and Williamsville Wellness).
She uses keyword research and URL restructuring to ensure their mission is appearing in search engine results. With a deep understanding of the patient journey, Amber develops SEO strategies for clients, so they’re found at every step. She is extremely passionate about getting our clients to page 1 and continues to develop campaigns that convert leads into loyal patients!
Caro Costa
Senior Media Manager, Cardinal Digital Marketing
Caro is well-versed in navigating multiple platforms, including TikTok, Pinterest, Facebook, Instagram, LinkedIn, and more. She has extensive experience in healthcare marketing, having worked both on the agency side and with reputable healthcare brands. This exposure has equipped her with valuable insights into crafting effective messaging and targeted designs tailored to the specific needs of the healthcare industry. Instead of seeking a one-size-fits-all solution, she focuses on providing personalized experiences based on individual preferences and interactions.
Ruchi Patel
Associate Media Director, Cardinal Digital Marketing
Ruchi joined the Flock with some solid paid search experience under her belt, particularly in the travel and ecommerce vertical. At Cardinal, her meticulous nature allows her to successfully manage paid media campaigns (which include paid search and display advertising) from planning to execution. It also helps that she LOVES well-formatted worksheets!
She works with multi-location healthcare groups like Peak Dental to develop a media mix that will build a reliable pipeline of high-quality leads. Ruchi is passionate about developing, executing, and optimizing cutting-edge digital campaigns and she’s got the skills to back it up!
She works with multi-location healthcare groups like Peak Dental to develop a media mix that will build a reliable pipeline of high-quality leads. Ruchi is passionate about developing, executing, and optimizing cutting-edge digital campaigns and she’s got the skills to back it up!
Jean Zhang
Sr. Creative Director, Cardinal Digital Marketing
Jean Zhang is the Senior Creative Director at Cardinal Digital Marketing, leading data-driven creative and technology strategies for clients. She excels at analyzing data from usability tests, focus groups, and campaign performance to derive insights that form the backbone of client strategies. Jean has launched numerous digital campaigns across web, media, email, video, content, and mobile platforms, consistently converting project-based clients into long-term partnerships by demonstrating the value and ROI of her data-driven creative approach.
Rebecca Lang
SEO Manager, Cardinal Digital Marketing
Rebecca Lang is the SEO Manager at Cardinal Digital Marketing, bringing over 8.5 years of experience in digital marketing, content creation, and data analysis to her role. She specializes in content strategy, copywriting, and data analysis, with a strong focus on SEO, email, and web analytics. Rebecca has extensive experience managing on/off-page SEO for local, national, and international sites across various industries, particularly healthcare. She has a proven track record of delivering innovative SEO solutions, including developing automated writing processes, implementing new schema tactics, and creating large-scale content strategies for international clients.
Reach Groundbreaking New Heights
Why Attend Scaling Up?
Power Your Patient Pipeline
Channel-specific tactics to skyrocket new patient numbers across your service lines and system.
Wield Cutting-Edge Technology
The latest industry trends and innovative solutions to help you outshine the competition.
Vanquish Growth Challenges
Hear from industry experts on how to defeat the evils plaguing your organization’s growth trajectory.
Scale Your Marketing Strategy
Learn to streamline processes, improve operational efficiency, & build a badass team of marketing superheroes.
Sessions & Workshops
2024 Scaling Up Schedule Coming Soon!
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From Data to Decisions: Measuring Marketing ROI
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Connecting with Today's Consumers: How to Harness Social Media for Patient Acquisition
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From Awareness to Action: Nurturing Patient Relationship
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Identifying and Engaging Your Ideal Patient
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Competing in Behavioral Health: How 3 Brands Are Driving Growth
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Dental Marketing Insights: Trends and Case Studies
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Unlocking Growth: How to Achieve Harmony Between Marketing and Operations
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Navigating HIPAA: 2024 Regulatory Changes and Impacts
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Shaping the Future: CMO Perspectives on Healthcare Marketing in 2025
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Translating Impact: How to Show Marketing ROI
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Marketing Investment Modeling
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Driving Same-Store Growth: A Case Study in Marketing Excellence
Sponsor Session
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Beyond Vanity Metrics in Aesthetics Marketing
Presentation
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Connecting Authentically: Community Strategies in Healthcare
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From Clicks to Patients: Designing a Digital Front Door That Converts
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New Frontiers in Claims Data for Patient Acquisition
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Who You'll Learn From
Calling All Marketing Leaders
Who is the Scaling Up For?
Performance-driven CEOs, CMOs, VPs, and Directors focused on boosting patient volume and being the hero that takes your provider group on a journey of rapid expansion.
We’ll share the performance marketing tactics, emerging trends, strategies to scale marketing, and new ideas to help you grow.
You’ll learn advanced performance marketing strategies to drive patient acquisition, build your brand, and meet growth objectives while maximizing your ROI.
SCALING UP 2023 BY THE NUMBERS
See Who Attended Last Year
In 2023, 78% of attendees worked at multi-site healthcare organizations and more than 50% of attendees were at the director level or higher. As an attendee, you’ll have the opportunity to engage with other influential leaders and decision-makers committed to revolutionizing healthcare marketing.
Build Your Brand & Demand
Benefits of Sponsoring
Gain exposure and connect with the top decision-makers shaping the future of healthcare. Spark new growth opportunities for your brand by building awareness, increasing visibility, and discovering new partners.
Contact Ashley Petrochenko at [email protected] if you’re interested in sponsoring.
Sponsorship deadline is September 30, 2024
Who You'll Learn From
Summit Host
Cardinal Digital Marketing
Cardinal delivers patient-centric performance marketing strategies that yield lasting and measurable results for high-growth healthcare groups.
We advise some of the most recognizable leaders in healthcare, like LifeStance Health, ATI Physical Therapy, Water’s Edge Dermatology, Greater Good Health, and many more, to deliver patient acquisition solutions that ignite growth. Every day.
As a Google Premier Partner, Best Places to Work, and an Inc. 5000 Agency, our team of marketing experts and creative pros leverage the latest insights, technology, and real-time analytics to stay ahead of the trends and deliver a serious return on your investment. At Cardinal, we develop highly targeted strategies that increase patient volume, improve brand equity, and drive revenue. Scaling healthcare groups is our superpower!
