About Aaron Watkins


Aaron Watkins
Senior Director, Internet Strategy & Digital Content Marketing
Twitter: @aaronwatkins
LinkedIn: www.linkedin.com/in/watkinsaaron

Aaron Watkins has been leading Johns Hopkins Medicine’s first integrated strategic team of Internet and digital professionals since December 2007, when he joined Johns Hopkins Medicine as an information architect. With just two other colleagues on the team, you might think that those were lonely times. The reality is that he encountered an organization with such a pent-up demand for growth and resources that he struggled nightly to give his laptop a little time in sleep mode.

Fast forward a few years and he’s built healthcare’s strongest internal Internet Strategy team and leads collaborative efforts that today position hopkinsmedicine.org as the third most visited hospital or academic medical center web property in the world.

Some days he even feels like he knows his way around the place, although he is often reminded that there is always more to discover. Those reminders only underscore the importance of his team’s mission to connect the people of the world with the people of Johns Hopkins Medicine. The team takes a user-focused approach to their strategy to deliver the promise of Johns Hopkins Medicine’s research, education and patient care.

As the Senior Director of Internet Strategy, Aaron leads the Internet Strategy Team in the creation and execution of a comprehensive online strategy including content creation and development, user-centered design and development, Internet marketing and social engagement, and data-driven performance analysis.

Previously, Aaron has led enterprise-wide web and application development projects for several medical non-profits, CareFirst BlueCross BlueShield and the National Aquarium in Baltimore, where his team's work won a 2005 Webby Award. Additionally, Aaron is a Human Factors certified web usability analyst and co-creator of Baltimore Parlay, a local networking and knowledge-sharing group for user experience professionals.

He is a frequent speaker on topics related to the web and to healthcare.



Putting Content At the Core: Enhance Culture, Streamline Strategy, Drive Results

Healthcare Internet Conference Backstage Pass, October 2017

Digital Marketing Thought Leaders in Health
Content Marketing World, Cleveland Ohio, September 2017
* Moderated by Chris Boyer, Principal, @chrisboyer, LLC
* Aaron Watkins, Senior Director of Internet Strategy, Johns Hopkins Medicine
* Brian Gresh, Executive Director, Digital & Content Marketing at Cleveland Clinic
* Matthew Schwabel, Sr. Director, Integrated Marketing at Duke Health
* Rob Birgfeld, AVP, Chief Digital Marketing Officer at Inova
Touchpoint Podcast by Chris Boyer

From Tribal Fiefdom to Unified Web Strategy
2017 AAMC National Professional Development Conference for Institutional Advancement
Fajardo, Puerto Rico, March 2017

Keynote Session: Turning the Ship — How to Move Your Brand Forward in the Digital Age
Healthcare Internet Conference, Las Vegas, Nevada, November 2016
* Presented with Dalal Haldeman, Ph.D., Senior Vice President of Marketing and Communications for Johns Hopkins Medicine
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Healthcare innovation in the Age of the Empowered Patient: Executive Forum
Connective DX
March, 2016, Boston, Massachusetts

How to Knock Down Silos and Get Buy-In for Digital Marketing
Health IT Marketer Podcast
January, 2016

The Business of UX -- Panel Discussion
January, 2016, Baltimore, Maryland

Putting Audience Research into Practice
19th Annual Healthcare Internet Conference
November, 2015, Orlando, Florida

Manage your online physicians' profiles and reputations
Health Care Communicators Conference
September, 2015, Baltimore, Maryland

Many Speakers, One Voice: Using Strategic Governance to Unify Digital Content in a Multi-Contributor Enterprise
Content Strategy Innovation Summit
September, 2015, Los Angeles, California

Managing Physicians’ Online Reputations
20th Annual Healthcare Marketing & Physician Strategies Summit
April, 2015, Las Vegas, Nevada

Storytelling, Service and Social: A Multi-Faceted and Multimedia Approach to Building the Patient Relationship
The 18th Annual Healthcare Internet Conference
November 2014, Scottsdale, AZ

Connecting the People of the World with the People of Johns Hopkins Medicine
Mayo Clinic Center for Social Media in Rochester
October 2014, Rochester, Minnesota

Social Media: Navigating and Succeeding in the New Era of Consumerism and Social Networking
Johns Hopkins Medicine Community Division Medical Staff Leadership Retreat
March 2014, Chevy Chase, Maryland
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Most Powerful New Traditional, Social and Mobile Techniques in Hospital PR and Marketing
Bulldog Reporter's PR University, What’s New & What’s Working in Hospital PR & Marketing: Advanced Best Practices for Integrating Traditional, Social and Mobile
December 2013
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Johns Hopkins: Connecting People with the Promise of Medicine
Association of National Advertisers, Digital & Social @ Legg Mason
April 2013, Baltimore, Maryland

Turbo-Charge Your Digital Health Content with the Power of Integration
2013 Greystone.Net Krames-Staywell Client Conference
November 2013, New Orleans, Louisiana

Leading the Way in Responsive Web Design for Mobile Information & Mapping at The Johns Hopkins Hospital
16th Annual Greystone.Net Healthcare Internet Conference
November 2012, Las Vegas, Nevada

Information Overhaul: 11,000 Unconnected Pages Become One Site
PRSA 2012 Health Academy Conference
May 2012, Philadelphia, Pennsylvania

Health Content Integration to Drive Results
2011 Greystone.Net & Krames-Staywell Client Conference
November 2011, Orlando, Florida

Testing Healthcare Content: A Johns Hopkins Case Study
15th Annual Greystone.Net Healthcare Internet Conference
November 2011, Orlando, Florida
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Can Hospitals Use Social Media Marketing? How, When, Why
Hospital Management Asia 2011, September 2011, Singapore.

Information Overhaul: 11,000 unconnected intranet pages become one site
Society for Healthcare Strategy & Market Development (SHSMD) Annual Educational Conference
September 2011, Phoenix, Arizona

Johns Hopkins and the Healthcare Content Conundrum:
Aligning Business Strategy with User Goals

Confab 2011: The Content Strategy Conference
May 2011, Minneapolis, Minnesota
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Coverage by Bloggers: Above the Fold, Creekmore Consulting, Eastern Virginia Medical School

Healthcare Content Strategy Panel: Challenges and Advances
Content Strategy: DC
Washington, DC, November 2010

Ready, Set, Blog: What You Need to Know
14th Annual Healthcare Internet Conference
November 2010, Las Vegas, Nevada.