HOUSE CALL
NEW ORLEANS AGENDA

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WEDNESDAY, MARCH 25, 2026

WELCOME MEET & GREET MIXER
7:00PM - 10:00PM

Location: Vue Orleans Observation Deck
Directions: Exit through the front doors via the Four Seasons lobby. Once outside, turn right, then take another right onto the sidewalk. Continue along the path toward Vue Orleans. The check-in desk is located up the stairs, just inside on the left.

Join us at Vue Orleans for a lively meet-and-greet mixer with fellow healthcare marketers, set against stunning panoramic views of New Orleans. Connect in a vibrant yet relaxed atmosphere while enjoying curated bites and refreshing beverages in an elevated, unforgettable setting. Whether you're reconnecting with familiar faces or building new relationships in the healthcare marketing community, expect engaging conversations, great energy, and a memorable evening high above the city.

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THURSDAY, MARCH 26, 2026

BREAKFAST
7:15AM - 8:15AM

Location: Plimsoll B 

Kick off your day the House Call way with breakfast and good conversations. Breakfast will be served until 8:15 AM.

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WELCOME TO HOUSE CALL
8:15AM - 8:30AM

Location: Plimsoll A
Speaker: Ray Mina (Chief Executive Officer @ Freshpaint)

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HOUSE CALL NOLA KEYNOTE SESSION
WIL REYNOLDS
8:30AM - 9:30AM

Location: Plimsoll A 
Speaker: Wil Reynolds (Founder & CEO @ Seer Interactive)

Search has changed more in the last two years than in the previous decade — and most healthcare marketers are either panicking or guessing. In this keynote, Wil Reynolds (Founder, Seer Interactive) cuts through the noise with a framework built on three things that have always driven marketing outcomes: being Seen, Believed, and Chosen. He'll share how AI has changed the way he does his own work, why obsessing over AI visibility without tracking what comes after it is a trap, and how to resist the short-term tactics that win the quarter but erode brand trust over time. Equal parts provocation and playbook, this session sets the tone for the day.

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HOUSE CALL NOLA GENERAL SESSION 
FRESHPAINT
9:40AM - 10:40AM

Location: Plimsoll A
Speakers: Ray Mina (Chief Executive Officer @ Freshpaint), Jason Powers (VP, Product @ Freshpaint), Blair Primis (Chief Growth Officer @ OrthoCarolina)

Healthcare marketing has always required more than a platform. It requires a partner who's thinking about your problems before you've finished articulating them. In this session, Freshpaint CEO, Ray Mina opens with what that kind of partnership actually looks like in practice, and the product team picks up the thread to show how we're building partnership into our product. The centerpiece is Blair Primis (Chief Growth Officer, OrthoCarolina), who'll share how treating him as a partner, not a customer, gave him the confidence and the playbook to bring compliance, IT, and an epic team along for the ride, connect his EHR to his ad platform, and finally see the full picture from impression to appointment. The through-line for the whole session: the organizations winning right now aren't just using better tools. They have better partners.

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BREAK
10:40AM - 11:00AM

Location: Plimsoll Foyer

Pause and recharge with caffeine and snacks.

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HOW I BUILT THIS SESSION  1
DOUBLING NEW PATIENT GROWTH IN A RURAL MARKET WITHOUT INCREASING DIGITAL SPEND
11:00AM - 11:45AM

Location: Plimsoll A
Speakers: Allison Horn (VP, Marketing @ Imagen Dental Partners), Orinna Barton (Head of Product Marketing @ Freshpaint)

In a rural Minnesota market, Allison Horn and her team at Imagen Dental Partners more than doubled new patient growth, increased production 38% year over year, and maxed out practice capacity, without dramatically increasing digital spend. The campaign was eventually paused because the practice ran out of scheduling capacity. Even after nearly a year off, it kept growing. The session is structured around this single campaign, from market diagnosis to channel selection to ops alignment to measurement, as a complete, replicable playbook. The lesson isn’t ‘try direct mail.’ It’s that sustainable growth comes from a disciplined decision model, not a default channel.

HOW I BUILT THIS SESSION 2
APPLYING SAAS PLAYBOOKS TO HEALTHCARE: HOW INCEPTION FERTILITY REBUILT DIGITAL PATIENT ACQUISITION FROM SCRATCH  
11:00AM - 11:45AM

Location: Plimsoll B
Speakers: Leah Kovach Margolis (Director of Digital Experience @ Inception Fertility), Jason Powers (VP, Product @ Freshpaint)

Leah came to Inception Fertility from a career in SaaS — Series A and B startups, Oracle, BDR management, demand gen. She walked into a 90-clinic fertility network with a fractured digital stack: Google Ads accounts with no manager rollup, a CRM cut off from the EMR, patients whose first email from the company was their legal forms, and legacy websites that weren't built for patient expectations in 2026. What makes Leah's story particularly valuable for this audience are the outcomes of this work. Our story will lead to explaining the real business impact of this rebuild for Leah and Inception.

HOW I BUILT THIS SESSION 3 
BACK TO BASICS: HOW GUARDIAN DENTISTRY PARTNERS DROVE MILLIONS IN INCREMENTAL REVENUE
11:00AM - 11:45AM

Location: Silverbell
Speaker: Xavier Dao (VP, Marketing @ Guardian Dentistry Partners), Kate Levin (SVP Customer Success @ Freshpaint)

Xavier Dao has been in dental marketing long enough to have a clean-eyed view of the industry’s biggest problem: it isn’t that healthcare marketers lack access to good tools or smart strategies. It’s that they’re not executing the basics. At Guardian Dentistry Partners, Xavier ran a Q4 reactivation campaign targeting existing patients with outstanding but untreated diagnosed treatment. The campaign used email and text, leaned on benefit expiration urgency (use-it-or-lose-it dental benefits), and deliberately pulled back new patient ad spend to protect chair capacity for existing patients who were more likely to convert and generate higher revenue per visit.

HOW I BUILT THIS SESSION 4 
HOW TO GET TO "YES" WITH YOUR LEGAL TEAM

11:00AM - 11:45AM

Location: Wisteria
Speakers: Jen Pike (Counsel, Health Care Group @ Alston & Bird), Jennifer Everett (Partner, Cybersecurity & Technology @ Alston & Bird)

Most healthcare marketers have heard "no" from legal so many times they've stopped asking. This session gives practitioners a concrete framework for structuring requests that legal can actually evaluate, and real examples of what productive marketer-legal collaboration looks like in practice. You'll leave with a clearer picture of why the conversation breaks down and exactly how to change it.

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PARTNER DEEP DIVE 1: 
CARDINAL x NOVANT
11:55AM - 12:25PM

Location: Plimsoll A 
Speakers: Allison Koch (Digital Demand Manager @ Novant Health), Rich Briddock (Chief Strategy Officer @ Cardinal Digital Marketing)

In this session, Novant Health’s Allison Koch and Cardinal Digital Marketing’s Rich Briddock share how they are building a privacy‑safe, closed-loop measurement model to grow specialty care in an emerging market. They’ll walk through the challenges of fragmented data, an EHR migration to Epic, and the need for a single source of truth—then show how better conversion signals from Epic into ad platforms improve media efficiency, reveal true marketing ROI, and help teams align across marketing, finance, and operations on what success really looks like.

PARTNER DEEP DIVE 2: 
VIANT x CITY OF HOPE
11:55AM - 12:25PM

Location: Plimsoll B
Speaker: Phyllis Caro (System Marketing Director @ City of Hope), Andrew Rosen (Head of Industry @ Viant)

In this fireside chat, City of Hope’s Phyllis Caro and Viant's Andrew Rosen explore how City of Hope approaches advanced, outcomes-focused marketing and measurement. They’ll unpack a real-world campaign challenge, the strategy and tactics behind solving it, and how City of Hope partners with finance and its agency to understand contribution margin, optimize payer mix, and close attribution gaps—so attendees leave with concrete ideas they can bring back to their own teams.

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LUNCH
12:25PM - 1:25PM

Location: Garden (Outside Chandelier Bar, Lobby) 

Lunch will be served outdoors on the garden patio. Enjoy a relaxed setting with fresh air and a comfortable space to connect and unwind.

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PERFORMANCE LAB WORKSHOP 1: 
FROM GUESSWORK TO GROWTH: WHEN THE DATA TELLS A DIFFERENT STORY
1:30PM - 2:15PM

Location: Plimsoll A
Speaker: Mara Pritchard (Lead Product Manager @ Freshpaint), Pavan Gollapalli (Senior Software Engineer @ Freshpaint)

Healthcare marketers spend heavily to drive traffic, but most of that traffic leaves without converting. The instinct is then to buy more traffic, but the smarter move is to understand why existing visitors aren't converting and fix it. The problem is that most teams lack the tools and frameworks to do this systematically and strategically. They're "doing it the old-fashioned way" — spotting trends manually, relying on gut instinct, and making site changes based on assumptions rather than behavioral data. The result is a site full of friction points nobody's identified, copy that confuses more than it converts, and a budget that keeps growing to compensate for a leaky funnel.

PERFORMANCE LAB WORKSHOP 2:  
ANATOMY OF RISK: A MARKETING-LEGAL WORKSHOP ON CAMPAIGN RISK
1:30PM - 2:15PM

Location: Silverbell 
Speakers: Xan Spewak (Privacy Strategy Lead @ Freshpaint)

Healthcare marketing teams are stuck between two forces: the pressure to grow patient volume and revenue, and the fear of running afoul of HIPAA, state privacy laws, and evolving platform policies. The result is paralysis. Marketing activities get shut down by legal and compliance teams who don’t fully understand what marketing needs, and marketers can’t clearly articulate what’s at risk if those activities disappear. Both sides lack a shared language for evaluating risk, but share a common goal: helping the business succeed.

PERFORMANCE LAB WORKSHOP 3:  
HOW TO SAFELY OPTIMIZE ADS FROM APPOINTMENT DATA IN EPIC
1:30PM - 2:15PM

Location: Wisteria 
Speakers: James Silvester (Head of Sales Engineering @ Freshpaint), Andrew Lai (Software Engineering Team Lead @ Freshpaint), Blair Primis (Chief Marketing @ OrthoCarolina)

*For Epic & MyChart Users Only

Most healthcare teams using Epic and MyChart are still optimizing Google Ads on proxy metrics like form fills and booked appointments. But revenue is driven by attended appointments. In this Performance Lab workshop, we’ll walk through a practical blueprint for connecting ad clicks to attended appointments in Epic MyChart so Google can optimize on true bottom-of-funnel outcomes. You’ll hear how a real organization navigated Epic, IT, and internal alignment, and leave with a clear plan to assess whether this is achievable in your environment.

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INDUSTRY-SPECIFIC ROUNDTABLE SESSIONS: 
MULTI-LOCATION SPECIALTIES
2:25PM - 3:10PM

Location: Plimsoll A 
Moderator: Allison Horn (VP, Marketing @ Imagen Dental Partners), Blair Primis (Chief Growth Officer @ OrthoCarolina)

Running marketing across dozens of locations means balancing brand consistency with local performance — and the playbook looks different at 10 locations than it does at 100. This roundtable brings together marketers from dental groups, vision, ortho, dermatology, and med spa organizations to compare notes on what's actually driving results: how you allocate budget across a footprint, what local vs. centralized looks like in practice, and where everyone's still figuring it out.

INDUSTRY-SPECIFIC ROUNDTABLE SESSIONS: 
HEALTH SYSTEMS
2:25PM - 3:10PM

Location: Plimsoll B
Moderator: Marla Armstrong (Director, Marketing Operations @ CHRISTUS Health)

Health system marketers are operating under a different set of constraints than anyone else in the room — larger organizations, more stakeholders, longer procurement cycles, and service lines that don't always play nicely together. This roundtable is a peer conversation for marketers navigating that complexity: what's moving the needle on patient acquisition, how you make the case for new tools and strategies internally, and where the biggest gaps still are.

INDUSTRY-SPECIFIC ROUNDTABLE SESSIONS: 
BEHAVIORAL HEALTH
2:25PM - 3:10PM

Location: Silverbell 
Moderator: Cameron Sehl (Vice President, Business Development @ Ally Behavior Centers)

Behavioral health marketing sits at the intersection of surging demand, stigma-sensitive messaging, and a regulatory environment that's still catching up. This roundtable is a candid conversation for marketers in the space: what's working in patient acquisition, how you think about measurement when the funnel looks different than traditional healthcare, and what everyone's still trying to solve.

INDUSTRY-SPECIFIC ROUNDTABLE SESSIONS: 
FERTILITY & WOMEN'S HEALTH
2:25PM - 3:10PM

Location: Wisteria 
Moderator: Leah Kovach Margolis (Director of Digital Experience @ Inception Fertility)

Fertility and women's health marketing requires a level of emotional intelligence and precision targeting that most playbooks weren't built for. This roundtable brings together marketers from fertility clinics and women's health organizations to share what's actually working — from patient acquisition strategies to how you build trust with an audience that's doing a lot of research before they ever convert.

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PARTNER DEEP DIVE: 
INVOCA x HSS
3:20PM - 3:50PM

Location: Plimsoll A
Speakers: Clint Paul (Director, Marketing Analytics @ Hospital for Special Surgery), Gregg Johnson (Chief Executive Officer @ Invoca)

In this fireside chat, Hospital for Special Surgery’s Clint Paul and Invoca’s Gregg Johnson explore how HSS is turning privacy‑driven disruption into a growth opportunity by rebuilding its marketing measurement from the ground up. They’ll dig into the realities of getting beyond vanity metrics, navigating politics around centralized triage and provider control, and earning CFO trust with evidence instead of “trust us” decks—so attendees leave with a concrete playbook for moving their own organizations from faith‑based to evidence‑based marketing.

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HOUSE CALL NOLA GENERAL SESSION
LOIS-AN GREGORY
3:50PM - 4:45PM

Location: Plimsoll A 
Speakers: Lois-An Gregory (Strategy & Research - Health, Wellness & Life Sciences @ Google)

You've spent the day deep in the tactics. This session pulls back to ask a bigger question: what does all of this mean for your role? Google's research on CMO evolution points to a quiet but significant shift. The "M" in CMO is increasingly standing for something different. The most effective marketing leaders today aren't just acquiring patients or managing campaigns. They're orchestrating cross-functional teams, navigating new relationships with CFOs and CTOs, and driving organizational change at a moment when AI is forcing every function to evolve simultaneously. In this closing session, Lois Gregory from Google shares new research on what's actually working for CMOs who are stepping into this expanded mandate, and what Google is doing internally to put those principles into practice. Expect real data, honest takeaways, and a few questions worth bringing back to your leadership team on Monday.

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FRESHPAINT LIVE
DINNER & SURPRISE EXPERIENCE
6:00PM - 10:00PM

Location: Meet at Garden (Outside Chandelier Bar, Lobby)  

Join us for an evening in New Orleans, starting with a gathering in the Four Seasons Garden between 6:00–6:30 PM for drinks. At 6:30 sharp, we’ll depart together for dinner at the iconic Tujague’s Restaurant, where you’ll enjoy a seated meal, drinks, and classic Louisiana cuisine. This is a great opportunity to connect with fellow attendees while experiencing one of the city’s most historic dining destinations.

**We will be walking to the restaurant, please contact the Events Team if you need other arrangements.

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FRIDAY, MARCH 27, 2026

BREAKFAST & GIFTING EXPERIENCE
8:30AM- 9:30AM

Location: Plimsoll A & Foyer

Wrap up House Call NOLA with a final breakfast alongside fellow attendees. Enjoy a relaxed morning with great food and coffee, plus plenty of opportunities to connect, reflect on key takeaways, and continue conversations before heading out. Don’t miss a special gifting experience during breakfast to give you something memorable to take home. Breakfast will be served until 9:30 AM.

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CUSTOMERS ONLY
FRESHPAINT CUSTOMER SESSION
9:30AM - 10:30AM

Location: Plimsoll B 

We will be hosting an intimate conversation for Freshpaint customers only, where customers will engage in discussion on what they are seeing in the space and what is working and not working within their organizations.

ALL ATTENDEES
MEET THE SPEAKERS ROUNDTABLE SESSIONS
9:30AM - 11:00AM

Location: Plimsoll A

Close out your House Call experience with an interactive Meet the Speakers roundtable session. This final gathering offers a unique opportunity to engage directly with our speakers, ask questions, and dive deeper into the topics that mattered most, while connecting with fellow attendees in a more intimate, conversational setting.

ALL ATTENDEES
PERFORMANCE LAB 1:1 MEETINGS
9:30AM - 11:00AM

Location: Plimsoll Pre-Function Space

Still have unanswered questions? Stop by the Performance Lab and chat with an expert from Freshpaint, Invoca, Viant, or Cardinal Digital. Bring your toughest challenge and work through it directly with an expert. Explore what's new, ask questions, and uncover ways to improve marketing performance without compromising privacy.

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DEPARTURE
11:00AM

Thank you for joining us in the Big Easy! Safe travels home, and we hope to see you again soon.