Where Smart Healthcare Marketers Are Shifting Budget in 2026 | House Call Miami 2026

Budgets are down 21% — and leadership still expects growth. In this panel from House Call Miami 2026, three marketing leaders from very different organizations share exactly where they're cutting spend, where they're doubling down, and how they're proving value when every dollar is under scrutiny. Julie Elias (Boston University School of Dental Medicine) is pulling back on paid search and leaning into influencer content, Reddit, and provider creators at near-zero cost. Jeremy Rogers (IU Health) has shifted from top-of-funnel acquisition to mid-funnel loyalty, expanded ORM to hundreds of thousands of reviews per year, and is seeing those reviews power AEO results. Shalini Chander (Invisalign/Align Technology) is replacing expensive paid market research with internal customer segmentation to target the right customers with the right products. They also get real about the pain: budget cuts six of the last seven years, competing priorities that shift quarterly, the human toll on small teams, and how to stop talking marketing metrics and start having business conversations. Featuring: Julie Elias (BU Dental), Jeremy Rogers (IU Health), and Shalini Chander (Invisalign/Align Technology). Moderated by James Corr. Presented by Freshpaint at House Call Miami 2026.