Becker’s: AI Search, Brand Differentiation: 17 Top Health Systems’ 2026 Marketing Priorities
January 2026 – UHS Vice President and Chief Marketing and Communications Officer Roselle Charlier recently spoke to Becker’s Hospital Review and offered perspective on top priorities for the next year:
“We’re putting emphasis on building continued trust and credibility through service-line-specific video content, including doctor/expert-led explainer videos and patient and community endorsements, and actively managing Google reviews — key strategies in a time of rising health misinformation.
“Short-form video content is a critical format overall, offering concise material such as myth debunking, behind-the-scenes tours and authentic patient stories to make information more approachable and engaging. Mental wellness is also front and center, with content that bridges physical and behavioral health to meet the increasing demand for whole-person care.
“Additionally, we’re piloting AI-driven initiatives to enhance marketing efficiency, from social media and blogs to personalized storytelling, while ensuring essential human oversight. And we are focused on SEO and AEO (answer engine optimization) — enabling prospective patients and their loved ones to easily access timely, relevant information.”
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