touch point podcast

TP484: The Channels the Model Can't See

Wed, 22 Apr 2026 11:00:00 -0000

91% of healthcare marketers say data drives their decisions. 1% can connect the majority of their spend to actual outcomes. That gap is the headline statistic of FreshPaint's 2026 State of Healthcare Marketing report. It's also the wrong place to start the conversation.

The harder question isn't whether healthcare marketers can close the attribution gap. It's whether the attribution model the industry has been chasing was ever the right tool for the business healthcare is actually in.

Chris Boyer and Reed Smith open the episode with the two structural issues hiding behind the 91/1 paradox, then sit down with Ray Mina, the new CEO of FreshPaint, to walk through the report and what FreshPaint sees across hundreds of health systems managing roughly $2 billion in ad spend.

Chris and Reed examine:

Why the referring physician is the biggest specialty care channel that no attribution model can see
The brand window mismatch, why work that compounds over 18 months keeps getting measured in a 30-day window
How the 95:5 reality (most patients aren't in-market this week) breaks the assumptions performance dashboards are built on
How attribution model choice (last-click, first-touch, linear, data-driven) quietly decides which work gets credit, and why most teams never make the choice on purpose
The CFO shadow attribution problem, why marketing's ROI numbers and finance's numbers align only 54% of the time, and what happens in the 46%

Ray's interview lands the practitioner perspective. The 2026 report puts data behind what most marketing leaders are feeling, the era of good enough is over, the Google trap is real and quantifiable, the four-tier maturity spectrum has only 1 to 3% of organizations operating at the top. Ray is honest that getting there is a significant investment, and that the tools have caught up in a way they hadn't three years ago. The conversation gets specific about what's now achievable, what isn't, and what the path looks like for organizations that don't have a Clint Paul or a Blair Premis to lead the work.

If your attribution dashboard tells you brand isn't working, check which model you're running before you cut the budget. The answer the dashboard gives depends on the question the model was built to answer.

Mentions from the Show:

FreshPaint 2026 State of Healthcare Marketing report: https://www.freshpaint.io/state-of-healthcare-marketing
Ray Mina on LinkedIn: https://www.linkedin.com/in/raymina/
FreshPaint: https://www.freshpaint.io/
Marketing Rounds podcast (FreshPaint, on YouTube): https://www.youtube.com/@freshpaintio/podcasts
Binet & Field, "The Long and the Short of It," IPA: https://ipa.co.uk/knowledge/effectiveness-research-analysis/les-binet-peter-field
John Dawes / Ehrenberg-Bass on the 95:5 rule: https://marketingscience.info/news-and-insights/prof-byron-sharp-skewers-binet-tells-marketers-to-sack-agencies-preaching-share-of-voice
Forrest et al., "Dropping the Baton: Specialty Referrals in the United States" (PMC): https://pmc.ncbi.nlm.nih.gov/articles/PMC3160594/
Improvado Healthcare Marketing Strategy Guide 2026: https://improvado.io/blog/healthcare-marketing-strategy-complete-2026-guide
ABA Advertising, "Why Attribution Models in Healthcare Fail," October 2025: https://abaadvertising.com/industry-insights/why-attribution-models-in-healthcare-fail-and-what-to-do-about-it/
Patient Daily on multi-touch attribution in healthcare, January 2026: https://patientdaily.com/stories/679604830-multi-touch-attribution-models-help-healthcare-marketers-improve-campaign-measurement
McKinsey, "The CMO's Comeback," 2025: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-cmos-comeback-aligning-the-c-suite-to-drive-customer-centric-growth
Duke CMO Survey, Fall 2025 (34th edition): https://cmosurvey.org/marketers-claim-a-broader-role-and-increased-influence-amid-pressures/
Uptempo CMO vs. CFO survey, 2025: https://www.uptempo.io/ebook/cmo-vs-cfo/
Michael Kaminsky (Recast), HBR, September 2025: https://hbr.org/2025/09/when-cmos-and-cfos-align-their-kpis-they-deliver-more-value
Marketing Dive on the Perion / Advertiser Perceptions report, November 2025: https://www.marketingdive.com/news/the-cmo-cfo-relationship-heres-what-the-numbers-say/806122/
Pedowitz Group Revenue Marketing Index 2025 (citing Gartner CMO Spend Report 2024): https://www.pedowitzgroup.com/revenue-marketing-index
Reed Smith on LinkedIn: https://www.linkedin.com/in/reedtsmith/
Chris Boyer on LinkedIn: https://www.linkedin.com/in/chrisboyer/
Chris Boyer website: http://www.christopherboyer.com/
Chris Boyer on BlueSky: https://bsky.app/profile/chrisboyer.bsky.social

Reed Smith on BlueSky: https://bsky.app/profile/reedsmith.bsky.social

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TP483: The Market That Competition Forgot

Wed, 15 Apr 2026 11:00:00 -0000

Of 266 metro areas studied by the Health Care Cost Institute, using 1.3 billion medical claims, only seven have hospital markets that qualify as genuinely competitive. New York. Los Angeles. Chicago. Riverside. Philadelphia. Miami. Washington, D.C. Everywhere else, patients in most service lines are not shopping. They are arriving. And healthcare built a decade of digital strategy on the premise that they were choosing.

That doesn't mean the premise was entirely wrong, and it doesn't mean the work was wasted. It means the consumerism frame that the industry borrowed from retail was always a partial fit, and the digital investments that had the most impact were often working for reasons the frame didn't quite describe. Insurance constrains patient options before anyone opens a browser. Crisis eliminates preference entirely. Specialist and complex care decisions follow referral patterns, not consumer shopping behavior. The "competitive market" that consumerism theory assumes exists reliably in about seven cities.

The friction-reduction work, though, was real and its effects are measurable. In June 2019, 10% of Americans had ever had a telehealth visit. Today 54% have, and 89% report satisfaction with their most recent virtual care experience. A 2025 access-to-care study found that 23.3% of patients who experienced appointment scheduling friction said it led to worsened health, and more than half switched providers. That work didn't succeed by winning a competitive fight. It succeeded by removing barriers that had always been there.

Chris Boyer and Reed Smith examine what the last decade of digital investment was actually accomplishing, where the consumerism frame helped and where it pointed the work in the wrong direction:

Why healthcare "choice" was always constrained by insurance networks, referral patterns and market structure, before anyone built a digital front door
What the friction-reduction work was actually doing, and why it had value the consumerism frame didn't fully explain
Price transparency as the case study for what happens when the wrong frame drives the deliverable
Why telehealth succeeded by removing access barriers rather than winning a consumer preference battle
What complexity management looks like as a forward frame, and why it applies to patients, staff and referring physicians equally

Price transparency is the sharpest example of the frame producing the wrong result. The CMS Hospital Price Transparency Rule was built on a consumerism premise: give patients price data, they will shop, prices will fall. As of November 2024, only 21% of hospitals were fully compliant with all requirements. The GAO found the published data so difficult to use that most stakeholders relied on third-party vendors just to make it parseable. The rule produced compliance behavior aimed at regulators. It did not produce a consumer tool. The frame predicted the wrong outcome.

If the work was never really about out-competing a rival health system, the question worth asking now is whether the experience built in most markets actually makes the complexity easier for the person who has no choice but to navigate it.

Mentions from the Show:

HCCI Health Cost Landscape, April 2026: https://healthcostinstitute.org/all-hcci-reports/what-is-the-health-cost-landscape/
AJMC / HCCI Healthy Marketplace Index: https://www.ajmc.com/view/nearly-75-of-us-hospital-markets-highly-concentrated-hcci-report-shows
Axios Future of Health Care Newsletter, April 2026: https://www.axios.com/newsletters/axios-future-of-health-care-ee174520-3387-11f1-8096-e7d285bf9bf6.html
Patient Rights Advocate, Seventh Semi-Annual Hospital Price Transparency Report, November 2024: https://www.paubox.com/blog/hospital-price-transparency-requirements-and-compliance-challenges
GAO-25-106995, Health Care Transparency, October 2024: https://www.gao.gov/products/gao-25-106995
Perficient Access to Care Research, 2025: https://blogs.perficient.com/2025/07/09/rethinking-access-to-care-maslow-and-transtheoretical-model-inform-smarter-digital-investments/
hims & hers National Survey / State of Telehealth 2025: https://www.dimins.com/blog/2025/04/03/the-state-of-telehealth-in-2025/
Press Ganey, Evolving Consumer Expectations in Healthcare, 2024: https://www.pressganey.com/hx-insights/the-evolving-expectations-of-todays-healthcare-consumer/
Commonwealth Fund, Consumer Choice in U.S. Health Care, 2021: https://www.commonwealthfund.org/publications/fund-reports/2021/nov/consumer-choice-us-health-care-using-insights-from-past
Reed Smith on LinkedIn: https://www.linkedin.com/in/reedtsmith/
Chris Boyer on LinkedIn: https://www.linkedin.com/in/chrisboyer/
Chris Boyer website: http://www.christopherboyer.com/
Chris Boyer on BlueSky: https://bsky.app/profile/chrisboyer.bsky.social

Reed Smith on BlueSky: https://bsky.app/profile/reedsmith.bsky.social

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TP482 Episode Outline: The Pilot That Never Graduates

Wed, 08 Apr 2026 11:00:00 -0000

Healthcare has been running AI pilots for three years. Most of them worked. Almost none of them scaled.

That's not a coincidence, and it's not a technology problem. A pilot is designed to succeed under favorable conditions: dedicated staff, narrow scope, a vendor highly motivated to deliver, and leadership that approved the project and needs it to justify the decision. None of those conditions survive contact with the enterprise. The pilot didn't reveal whether the technology could scale. It revealed whether the technology could perform in a demonstration.

The harder question — whether the organization itself is willing to change to support it — never gets formally asked. By the time the pilot ends, the window for asking it has usually closed. The results go into a deck. The deck gets presented once. The next pilot begins.

Chris Boyer and Reed Smith examine what perpetual piloting actually costs health systems, and why the gap between "we piloted this" and "we run this" is where most healthcare transformation quietly ends:

Why the conditions that make a pilot succeed are precisely what makes it an unreliable predictor of enterprise viability
How piloting became a way to signal innovation without requiring organizational change
Why the decision to pilot and the decision to scale are different decisions — and why most organizations only make the first one
What the one healthcare AI use case that has actually graduated pilots has in common with successful enterprise deployments in other industries
What it looks like to design a pilot you actually intend to graduate, starting before the pilot runs

A new Kyndryl study found 76% of healthcare organizations report having more AI pilot programs than they can scale. Not more than they've scaled. More than they can scale. That number is not a technology indictment. It's an organizational one.

The question for every health system running pilots right now isn't whether the technology worked. It did. The question is whether the organization is prepared to decide.

Mentions from the Show:

TP427: The Case for Failing Faster to Address Disruption: touchpoint.health
Kyndryl Research, March 2026: https://www.healthcareittoday.com/2026/03/08/bonus-features-march-8-2026-69-of-physicians-struggle-to-access-recent-records-from-outside-providers-76-of-healthcare-orgs-have-more-ai-pilot-programs-than-they-can-scale-plus/
Define Ventures C-Suite AI Survey via Healthcare Finance News, 2024: https://www.healthcarefinancenews.com/news/payers-providers-increasing-investments-ai
McKinsey, Reimagining Healthcare Service Operations in the Age of AI, 2024: https://www.mckinsey.com/industries/healthcare/our-insights/reimagining-healthcare-industry-service-operations-in-the-age-of-ai
Bain & Company / KLAS Research, Healthcare IT Investment: AI Moves from Pilot to Production, October 2025: https://www.bain.com/insights/healthcare-it-investment-ai-moves-from-pilot-to-production/
Reed Smith on LinkedIn: https://www.linkedin.com/in/reedtsmith/
Chris Boyer on LinkedIn: https://www.linkedin.com/in/chrisboyer/
Chris Boyer website: http://www.christopherboyer.com/
Chris Boyer on BlueSky: https://bsky.app/profile/chrisboyer.bsky.social
Reed Smith on BlueSky: https://bsky.app/profile/reedsmith.bsky.social

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TP481: Data Accuracy Is a Brand Decision

Wed, 01 Apr 2026 11:00:00 -0000

Health systems have spent decades building brand equity. Almost none of that investment touched the data layer that determines how AI represents them to patients who never reach the website.

When an AI agent tells a patient that an urgent care is closed and it isn't, the brand absorbs the damage. The data that caused the failure lived in a system marketing didn't own, maintained by a team that didn't know data accuracy was a brand function. That gap isn't a communication problem between marketing and IT. It's a structural one: nobody assigned it.

The shift that makes this urgent isn't AI in the abstract. It's the move from owned channels to intermediary channels. Healthcare built its brand infrastructure to control what patients see on the website, in the portal, in the ad. When AI becomes the intermediary, the brand is only as strong as the data AI is reading. Emotional resonance, institutional reputation, patient experience scores: none of that translates to machine-readable signals. The data either says what it needs to say, or it doesn't.

Chris Boyer and Reed Smith frame the investment paradox before bringing in their guest:

Why healthcare brand strategy has a structural blind spot and where the money actually goes
What the lifecycle of a data accuracy failure looks like inside a health system, from the physician directory to the patient complaint
Why data accuracy is a brand investment decision, not an IT readiness decision
The three accountability layers most health systems haven't assigned: operational, structural and strategic
Why the urgency is new even if the underlying problem isn't

Martha Van Berkel, CEO and co-founder of Schema App, joins to provide the mechanism. She draws the line between schema markup as a page-level tactic and schema markup as trust infrastructure: the data layer that lets organizations control how AI represents them rather than waiting to see what AI infers. She also distinguishes data readiness from human readiness, two separate organizational problems that healthcare is conflating, and offers a practical starting point for CMOs who are looking at this for the first time.

If your brand strategy doesn't include a data accuracy component, you've built something worth protecting on a foundation you haven't checked.

Mentions from the Show:

Martha Van Berkel on LinkedIn: https://www.linkedin.com/in/martha-van-berkel
Schema App: https://www.schemaapp.com
Reed Smith on LinkedIn: https://www.linkedin.com/in/reedtsmith/
Chris Boyer on LinkedIn: https://www.linkedin.com/in/chrisboyer/
Chris Boyer website: http://www.christopherboyer.com/
Chris Boyer on BlueSky: https://bsky.app/profile/chrisboyer.bsky.social
Reed Smith on BlueSky: https://bsky.app/profile/reedsmith.bsky.social

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TP480: The Brief Only Has One User

Wed, 25 Mar 2026 11:00:00 -0000

User-centered design has one quiet flaw: it assumes a single user.

Healthcare has spent 15 years learning to center the patient. Journey maps, empathy research, consumer insight — the infrastructure for understanding the person receiving care is real and growing. What healthcare hasn't built is any equivalent accountability for the people expected to deliver that experience. The scheduler fielding calls a campaign generated. The service line director whose workflow just changed. The clinical staff asked to execute a new pathway on top of everything else they're already carrying. They aren't in the brief. They aren't in the journey map. And when the initiative falls apart at rollout, nobody calls it a design failure.

They call it a change management problem. They say staff were resistant. They say operations didn't prioritize it. What they don't say: those people were never treated as users.

Chris Boyer and Reed Smith examine why the internal user experience of a healthcare initiative is structurally unmeasured, organizationally unowned, and almost always addressed too late:

Why patient experience has infrastructure behind it (scores, research budgets, dedicated roles) and the internal user has almost none
How speed-to-launch pressure and diffuse rework costs produce a decision that looks rational and produces predictable failure
The measurement gap: what gets measured gets designed for, and nobody is measuring whether the service line director's needs were addressed
Why the seam between marketing and operations is unmeasured and why unmeasured seams don't get fixed
How accumulated distrust compounds over initiatives and why "we've always done it this way" is often less about habit than about what the process has taught people to expect

Steve Koch, co-founder of Cast and Hue, brings the frameworks: Jobs to Be Done and the four forces applied not to patients, but to the people who execute the work. His argument is the practical extension of the structural case - empathy interviews before the brief is built, not alignment meetings after the design is done.

If your organization has patient experience leadership and no one whose job includes the internal user experience of your initiatives, you already know where things break. The question is whether you're willing to call it a design problem.

Mentions from the Show:

Prosci Best Practices in Change Management, 12th Edition https://www.prosci.com/blog/the-correlation-between-change-management-and-project-success
Prosci / Stakeholder Inclusion Survey. https://www.prosci.com/blog/how-to-use-a-stakeholder-engagement-plan-sep
StatPearls / NCBI Bookshelf — Change Management in Health Care https://www.ncbi.nlm.nih.gov/books/NBK459380/
Cast and Hue — https://www.castandhue.com
Steve Koch on LinkedIn https://www.linkedin.com/in/stevepkoch/
Reed Smith on LinkedIn https://www.linkedin.com/in/reedtsmith/
Chris Boyer on LinkedIn https://www.linkedin.com/in/chrisboyer/
Chris Boyer on BlueSky https://bsky.app/profile/chrisboyer.bsky.social

Reed Smith on BlueSky https://bsky.app/profile/reedsmith.bsky.social

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TP479: Agile in a Waterfall World (or Don’t Go Chasing Waterfalls)

Wed, 18 Mar 2026 11:00:00 -0000

Running sprints inside an organization that hasn't changed anything else isn't transformation. It's double the work. Chris Boyer and Reed Smith examine what isolated Agile adoption actually produces in health systems — and what it exposes about the organizational infrastructure no methodology can fix on its own.

Mentions from the Show:

Only 23% of Agile-experienced executives say their org can shift resources quickly; only 34% say culture naturally enables Agile: Bain & Company, "How Agile Is Powering Healthcare Innovation" — https://www.bain.com/insights/how-agile-is-powering-healthcare-innovation/
Siloed structures as primary barrier to Agile at scale in large enterprises: Agility at Scale research review, 2025 — https://agility-at-scale.com/implementing/transformation-leadership/
55% of organizations cite poor leadership as top barrier to cross-functional OKR alignment (prerequisite for Agile): Hyperdrive Agile OKR research, 2024 — https://hyperdriveagile.com/articles/breaking-silos-how-advanced-okr-cross-functional-performance-drives-unprecedented-growth-83
CEO "follow me, I'm just behind you" case study — management stuck in old-fashioned way while development teams ran Agile: Bain & Company, "Agile Innovation" — https://www.bain.com/insights/agile-innovation/
Healthcare structural and cultural barriers to Agile implementation: Rahman et al., SSRN, August 2024 — https://papers.ssrn.com/sol3/papers.cfm?abstract_id=5041524
Real Agile blockers: decisions, load, trust, habits — finance and HR structural changes required: Bee'z Consulting / Scrum Alliance, 2025 — https://www.beez-consulting.com/blog/adopting-an-agile-culture-and-practices-in-healthcare-challenges-and-solutions
Agile at scale requires finance, HR, and governance to shift — not just team-level training: Scrum Alliance, Coaching for Transformation microcredential framework — https://www.scrumalliance.org/microcredentials/coaching-for-transformation-sustaining-change
Reed Smith on LinkedIn: https://www.linkedin.com/in/reedtsmith/
Chris Boyer on LinkedIn: https://www.linkedin.com/in/chrisboyer/
Chris Boyer website: http://www.christopherboyer.com/
Chris Boyer on BlueSky: https://bsky.app/profile/chrisboyer.bsky.social

Reed Smith on BlueSky: https://bsky.app/profile/reedsmith.bsky.social

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TP478: The Journey Nobody Told Operations About

Wed, 11 Mar 2026 11:00:00 -0000

The language of lifecycle engagement, continuous care relationships, and whole-person experience has fully colonized healthcare strategy decks. Marketing invested in journey maps. Leadership signed off on CRM platforms and digital front door initiatives. The consumer lifecycle is drawn on whiteboards in conference rooms across the country.

And yet: the scheduling system still fills slots, not relationships. The EMR still closes the encounter at discharge. The call center still routes to availability, not context. The follow-up that fires after a visit is an automated survey, not a clinical touchpoint. The patient who received a personalized "we care about your whole health" email walks into an appointment where the provider has never seen it.

Healthcare has rebranded the patient journey. It hasn't redesigned the organization that delivers it.

Chris Boyer and Reed Smith examine the specific gap between what health systems promise through their consumer experience strategy and what patients actually encounter when the operational infrastructure hasn't changed:

Why "consumer journey" became a marketing framework rather than an operational commitment — and what got left out when it did
The post-discharge cliff: why most health systems treat discharge as an endpoint when a journey framework requires it to be a transition
How scheduling logic, EMR workflows, and call center scripts were built for encounter resolution — not relationship continuity
The channel handoff failure: why patients who begin digitally often restart from zero when they call or show up
Who actually owns the seam between departments — and why the honest answer is usually nobody

The episode ends with a direct challenge: before your organization launches its next lifecycle campaign or publishes its next patient journey map, someone should be able to answer a basic question. What is the operational commitment behind this? Not the technology investment. The operational commitment.

If your CEO asked you today to show them where in the organization the consumer journey is operationally owned, could you give a straight answer?

Mentions from the Show:

"Value-based care adoption grows, but challenges remain": https://www.hfma.org/reference/value-based-care-adoption-challenges/
"Innovation in Pursuit of Patient-Centered Care": https://catalyst.nejm.org/doi/full/10.1056/CAT.24.0245
"Reducing Hospital Readmissions": https://www.ncbi.nlm.nih.gov/books/NBK606114/
"Reducing readmission rates through a discharge follow-up service": https://pmc.ncbi.nlm.nih.gov/articles/PMC6616175/
"What is Healthcare CRM?": https://www.leadsquared.com/industries/healthcare/what-is-healthcare-crm/
"The continued growth of VBC, in 4 charts": https://www.advisory.com/daily-briefing/2025/06/04/vbc
"Engaging Complex Health System Boards in Quality and Safety Governance": https://catalyst.nejm.org/doi/full/10.1056/CAT.25.0276
Reed Smith on LinkedIn: https://www.linkedin.com/in/reedtsmith/
Chris Boyer on LinkedIn: https://www.linkedin.com/in/chrisboyer/
Chris Boyer website: http://www.christopherboyer.com/

Chris Boyer on BlueSky: https://bsky.app/profile/chrisboyer.bsky.social

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TP477: The Trust Debt: The Hidden Cost of Automating the Wrong Things

Wed, 04 Mar 2026 12:00:00 -0000

Automation was sold as a way to scale good experiences. It scales bad ones just as efficiently.

Healthcare has spent the last decade deploying chatbots, portals, AI-generated content, and personalization engines in the name of patient experience. The ROI case was built on efficiency: lower cost per interaction, faster throughput, reduced call center volume. What was never put on the balance sheet is what happens to patient trust when those systems fail — and they fail regularly, quietly, and without anyone in the organization knowing it happened.

That's trust debt. Every time an automated system fails a patient and the patient absorbs the cost silently — closes the portal, hangs up, stops engaging — a withdrawal is made from an account most health systems never knew they had. It doesn't show up in satisfaction scores. It shows up in churn, in rising call volumes that automation was supposed to reduce, in patients who schedule once and don't come back.

Chris Boyer and Reed Smith work through where the debt is accumulating right now — and where automation is actually doing the opposite:

Why AI-generated health content optimized for fluency, not accuracy, is seeding doubt in the patients most likely to engage with it
How portal adoption metrics are measuring the wrong signal — and why enrollment without satisfaction is just a larger audience for your frustration
Where DXP personalization crosses from service into surveillance — and how thin consent frameworks are accelerating that perception
What trust-building automation actually looks like, and what it has in common with the best human interactions in healthcare
The three questions every team should ask before the next automated touchpoint goes live

The research is catching up to what practitioners already sense. AI safety disclaimers in patient-facing responses dropped from 26% in 2022 to under 1% in 2025. Sixty-one percent of patients say they'd consider switching providers over a better digital experience. And the 2025 Edelman Trust and Health report found that no institution — not business, not government, not NGOs — is trusted to address patient needs. Healthcare is operating in a trust deficit it didn't create alone, but automation is making it worse in ways that are largely invisible to the organizations doing it.

The question isn't whether to automate. It's whether you've been honest about what you're actually scaling.

Mentions from the Show:

TP456: When AI Speaks for the Patient — touchpoint.health
TP460: When Digital Speaks for the Patient — touchpoint.health
TP470: When AI Becomes the First Stop for Care — touchpoint.health
AI errors in healthcare — Healthcare Brew, August 2025: https://www.healthcare-brew.com/stories/2025/08/20/healthcare-execs-ai-errors
Declining medical safety messaging in AI — npj Digital Medicine, October 2025: https://www.nature.com/articles/s41746-025-01943-1
ECRI Top 10 Patient Safety Concerns 2025: https://www.medtechdive.com/news/ecri-patient-safety-report-2025-ai/742114/
ONC Patient Portal Access Data Brief 2024: https://healthit.gov/data/data-briefs/individuals-access-and-use-patient-portals-and-smartphone-health-apps-2024/
Experian Health patient portal switching stat: https://www.experian.com/healthcare/solutions/patient-engagement-solutions
2025 Edelman Trust Barometer: Trust and Health: https://www.edelman.com/trust/2025/trust-barometer/special-report-health
2026 Edelman Trust Barometer: https://www.edelman.com/trust/2026/trust-barometer
Reed Smith on LinkedIn: https://www.linkedin.com/in/reedtsmith/
Chris Boyer on LinkedIn: https://www.linkedin.com/in/chrisboyer/
Chris Boyer website: http://www.christopherboyer.com/
Chris Boyer on BlueSky: https://bsky.app/profile/chrisboyer.bsky.social
Reed Smith on BlueSky: https://bsky.app/profile/reedsmith.bsky.social

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TP476: Good Enough for People Is Not Good Enough for Machines

Wed, 25 Feb 2026 12:00:00 -0000

Health systems have spent 20 years optimizing for the patient who searches, clicks, and reads. They are not optimizing for the agent that queries, evaluates, and routes. Those are two different audiences — and most organizations are only ready for one of them.

The digital front door was built on a human assumption: that discovery begins with a search, passes through a website, and ends in conversion. Agentic AI doesn't use doors. It uses structured pathways, machine-readable attributes, and decision logic that operates entirely outside your owned channel. The routing is already happening. The question is whether health systems are in the decision set - or invisible to it.

The infrastructure making this possible isn't speculative. Model Context Protocol (MCP), now an open standard backed by Anthropic, OpenAI, and Google DeepMind, defines how AI agents connect to external tools and data sources. NLWeb, launched by Microsoft in May 2025, turns websites into machine-queryable endpoints. Together, they create an execution layer on top of your digital ecosystem. And most hospital websites aren't built to be legible to it.

Chris Boyer and Reed Smith work through what this shift actually requires:

Why the patient journey now runs conversation → AI interpretation → machine routing → conversion — and health systems control only the last step
What breaks when machines encounter unstructured provider bios, inconsistent service line naming, and scheduling availability gaps
Why brand strength built on emotional resonance doesn't translate to machine-readable signals — and what does
The gap between "78% of health systems engaged in AI projects" and the 52% that feel operationally ready to implement them
What a practical machine readiness audit looks like, and who inside the organization should own it

The organizational problem is as hard as the technical one. Marketing owns content but rarely owns schema. IT owns infrastructure but rarely thinks in terms of machine-readable patient experience. Someone has to own machine readiness as a cross-functional problem. Right now, almost no one does.

If your digital strategy was designed for the patient who searches, clicks, and reads - it was not designed for the agent that queries, evaluates, and routes.

Mentions From the Show:

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TP475: Is AI Making Us Better… or Just Cheaper?

Wed, 18 Feb 2026 12:00:00 -0000

Artificial intelligence is being framed as innovation. But sometimes it sounds a lot like cost cutting.

In this episode of Touch Point, hosts Chris Boyer and Reed Smith tackle a provocative question sparked by recent headlines describing workforce reductions as “AI productivity savings.” If thousands of jobs are eliminated under the banner of efficiency, is that transformation — or just margin management with better branding?

Healthcare is under pressure to do more with less. AI is now embedded in marketing, access, scheduling, operations, and content workflows. But how are we actually measuring success?

Is it:

Revenue growth?
Cost efficiency?
Improved patient experience?
Or simply labor reduction?

Chris and Reed introduce a balanced AI value framework built around four dimensions: growth impact, cost efficiency, experience enhancement, and trust durability. Because in healthcare, productivity alone is not strategy — and cost savings without context can distort behavior.

Then, they welcome guest experts Danny Fell and Dean Browell for a deeper executive-level discussion on how to position AI initiatives to the C-suite. How do you communicate long-term brand and trust value in a boardroom that applauds immediate cost reductions? And how do you avoid what they call “productivity theater” in the AI era?

This episode challenges healthcare leaders to rethink ROI before AI reshapes the definition of value itself.

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TP474 - Inside Healthcare's Dark Funnel

Wed, 11 Feb 2026 12:00:00 -0000

Healthcare marketers are seeing something strange: campaigns look like they’re working, but analytics can’t explain why. In this episode, Chris Boyer and Reed Smith unpack what’s really happening inside healthcare’s “dark funnel” — the growing share of patient decision-making that happens outside trackable channels.

Patients are increasingly influenced by AI summaries, private communities, reputation signals, and access realities long before they ever visit a website. By the time someone schedules care, the decision has already been shaped — just not in places marketing dashboards can see.

This conversation explores:

What the dark funnel actually is and why it’s accelerating in healthcare
How AI tools are reshaping discovery before patients ever search
Why reputation now acts as a signal of future loyalty, not just a score
Where attribution breaks down — and why that doesn’t mean marketing is failing
How health systems can influence decisions they’ll never directly measure

If patient intent is forming off the radar, the real question isn’t how to track it — it’s how to stay relevant when your brand is being inferred instead of discovered.

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TP473: When Demand Outruns Supply (And Marketing Gets Stuck in the Middle)

Wed, 04 Feb 2026 12:00:00 -0000

Healthcare talks a lot about growth, access, and consumerism. But there’s a growing problem hiding in plain sight: demand is getting easier to create, while supply remains stubbornly hard to deliver.

In this episode, Chris Boyer and Reed Smith unpack a tension many health systems are feeling but rarely name out loud. As digital marketing, online scheduling, and consumer-first strategies mature, organizations are getting better at generating demand. Too often, that demand runs headfirst into real constraints on the supply side: provider schedules, clinic capacity, access center workflows, EMR logic, bylaws, and reimbursement realities.

The result? Campaigns that work. Experiences that break. And patients who did everything right, only to be told there are no appointments available.

The conversation starts with a quick reset on classic supply-and-demand economics and why those models fall apart in healthcare. From there, Chris and Reed explore:

Why marketing is being asked to drive demand without influence over supply
How digital tools are exposing access gaps that have always existed
The disconnect between growth strategy, clinical operations, and access management
Why “no appointments available” may be the most expensive UX pattern in healthcare
What a route-first approach to access could look like in practice

This is not about blaming clinicians or oversimplifying a complex system. It’s about naming the mismatch, understanding the incentives, and starting a more honest conversation about how demand and supply actually meet inside modern health systems.

If healthcare is serious about consumerism, it has to get serious about access.

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TP472: Reputation as a Signal, Not a Score

Wed, 28 Jan 2026 12:00:00 -0000

Trust in institutions is declining, and healthcare is not immune. At the same time, patients are relying more heavily than ever on what other people say online to decide where, when, and whether to seek care.

In this episode of Touch Point, hosts Chris Boyer and Reed Smith revisit reputation management with a fresh lens. Not as a checklist of review sites to monitor, but as a leading indicator of patient trust, experience, and long-term loyalty.

The conversation explores how reputation is shifting beyond Google and Facebook into places health systems rarely control or even monitor. From Reddit threads and local forums to unsolicited patient stories that carry more weight than polished testimonials, reputation today is fragmented, emotional, and deeply contextual.

Chris and Reed also unpack a growing tension in healthcare marketing and patient experience. As more organizations are encouraged to solicit reviews through formal programs, are we improving transparency or simply priming the pump. And how should teams interpret star ratings versus narrative feedback when trying to understand real service breakdowns and recovery opportunities.

Key topics include:

Why declining trust makes reputation a strategic asset, not a marketing afterthought
The difference between solicited and unsolicited reviews and why it matters
How online reputation signals future loyalty and patient experience scores
Where reputation actually forms today and why traditional monitoring tools fall short
How health systems can move from reactive review management to meaningful insight and action

This episode is a practical, opinionated update for anyone responsible for brand, experience, access, or digital strategy in healthcare. Reputation is no longer just about what people say. It is about what organizations choose to hear and how they respond.

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TP471 - Developing a “Route-First” Access Strategy

Wed, 21 Jan 2026 12:00:00 -0000

Access is still one of healthcare’s most talked-about problems. But a year after our last access-focused episode, the conversation has shifted in quieter and more consequential ways.

In this episode, Chris Boyer and Reed Smith revisit access not as a single front door problem, but as a routing challenge shaped by workforce constraints, digital behavior, reimbursement realities, and patient expectations that continue to evolve.

Rather than rehashing familiar headlines about staffing shortages or online scheduling, they introduce a route-first access strategy. One that prioritizes guiding patients to the right care, at the right time, through the right channel. Sometimes that means digital. Sometimes it does not.

The conversation covers what has actually changed over the past year, where health systems are making progress, and where access friction has simply moved instead of disappearing. Chris and Reed also explore how consumer expectations are colliding with clinical capacity, why access success increasingly depends on orchestration rather than availability, and what leaders should stop measuring if they want real improvement.

This is a practical, forward-looking discussion for healthcare leaders who want to move beyond access theater and design experiences that work in the real world.

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TP470 – When AI Becomes the First Stop for Care

Wed, 14 Jan 2026 12:00:00 -0000

For years, healthcare has talked about patients as informed consumers. Now, many of them are showing up informed before they ever touch a health system.

In this episode of Touch Point, hosts Chris Boyer and Reed Smith unpack what’s behind OpenAI’s launch of ChatGPT Health and why it signals a meaningful shift in how people seek, process, and act on health information.

The conversation starts with a look at new research from OpenAI that shows how millions of people are already using ChatGPT for healthcare related questions. Not hypotheticals. Real behavior. Real scale. From understanding lab results to navigating insurance, AI has quietly become a first stop in the health journey.

From there, Chris and Reed break down what ChatGPT Health actually does, what it does not do, and why that distinction matters for health systems, marketers, and experience leaders. They explore how AI is filling gaps created by short appointments, fragmented records, and limited access, and what that means for trust, preparation, and patient expectations moving forward.

They then feature an interview with Brandon Scott, Chief Innovation and Growth Officer of TenAdams, that grounds the discussion in reality, examining where AI genuinely helps patients, where it creates new tensions, and why slow moving, walled garden thinking is increasingly out of step with how people now manage their health.

This is not an episode about replacing clinicians. It is about understanding a new layer of the patient experience that already exists and deciding how healthcare organizations respond to it.

If your digital strategy still assumes the website is the first interaction, or that education starts after the visit, this episode will challenge that assumption.

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TP469 – 2026 Is the Tipping Point (Healthcare, Digital, and the New Consumer)

Wed, 07 Jan 2026 12:00:00 -0000

As healthcare heads into 2026, the signals are getting harder to ignore. Financial pressure is mounting. Consumer expectations are accelerating. And digital strategies that once felt optional are now core infrastructure.

In this episode, hosts Chris Boyer and Reed Smith kick off the new year with a trend-focused conversation unpacking what is actually changing across healthcare, digital strategy, and consumer behavior and what that means for health systems of all shapes and sizes.

The discussion spans three critical areas. First, how hospitals, health systems, and academic medical centers are navigating margin pressure, workforce challenges, and increasing scrutiny while being asked to do more with less. Second, how digital and marketing strategies are evolving from campaign-driven efforts into intelligence and experience infrastructure powered by data, AI, and governance. And third, how patient expectations are shifting as consumers bring behaviors learned from retail, banking, and technology into healthcare.

Rather than predictions for prediction’s sake, this episode focuses on real signals already shaping 2026 and the strategic implications leaders need to understand now. From hybrid care and digital access to AI-enabled personalization and experience design, this conversation is about where healthcare is heading and how prepared organizations truly are.

Whether you work in marketing, digital experience, strategy, or executive leadership, this episode offers a grounded look at what is changing, what is breaking, and where health systems need to adapt next.

Mentions From the Show:

Chartis: From reactive to proactive: Health systems look to AI and digital to flip the healthcare delivery paradigm within 5 years
Fierce Healthcare: 2026 Outlook: Hybrid care companies poised for growth driven by economic, policy tailwinds
Gartner: AI’s Influence Runs Deeper Than You Think — 2026 Gartner Strategic Predictions Explain Why
Paul Keckley website
HealthGrades: Special Report: Seven Hospital Marketing Trends You Should Know in 2026
KLAS: AI being used more often at point of care, KLAS research shows
Salesforce: The Ninth Edition State of Marketing Report
Telus Digital: Six healthcare trends reshaping digital care in 2025 with expert insights on AI, ops, mobile and more
The Economist: The truth about affordability
Reed Smith on LinkedIn
Chris Boyer on LinkedIn
Chris Boyer website
Chris Boyer on BlueSky
Reed Smith on BlueSky

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TP468 - The 2025 Listener Choice Awards

Wed, 31 Dec 2025 12:00:00 -0000

Every year, they pause to look back at what resonated most with the Touch Point community. In our 2025 Touch Point Podcast Listener Choice Awards show, hosts Chris Boyer and Reed Smith share a behind-the-scenes look at how the show performed this year and what listeners told us matters most.

They break down where the show;s audience is tuning in from, including top cities, states, and countries. They also share download trends across the year and highlights from Spotify Wrapped that show how Touch Point is performing inside the Spotify ecosystem. Lastly, they also dig into the results of our annual listener survey, covering what topics resonated, how people are using the podcast in their work, and what they want more of in the year ahead.

And of course, they close with the awards.

Best Episode of the Year goes to TP421 – The Evolution of Patient Experience, a conversation that traced how experience has shifted from satisfaction scores to a broader human and digital lens.
Best Guest Interview of the Year goes to John Berndt of Valtech, recognized for a conversation that challenged how healthcare organizations think about digital trust, experience, and transformation.

Think of this episode as a year-in-review, a thank you to our listeners, and a preview of where Touch Point is heading next.

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TP467: ICYMI: SEO is Like Golf Now

Wed, 24 Dec 2025 12:00:00 -0000

In case you missed it, this episode tackles one of the biggest shifts quietly reshaping healthcare marketing: search is no longer about winning keywords. It is about understanding intent, context, and how AI now mediates discovery.

Chris Boyer and Reed Smith revisit a timely conversation on how generative AI is changing the rules of SEO and why many traditional optimization tactics no longer hold up. As search results become AI-assembled experiences rather than ranked lists, health systems are being forced to rethink how they create, structure, and distribute content.

This ICYMI episode explores why SEO now looks less like a checklist and more like a precision sport, where strategy, patience, and adaptability matter more than brute force tactics.

Thought leader Carrie Liken joins the conversation to unpack what Google’s generative search future means for healthcare organizations, including the rise of zero-click discovery, the collapse of keyword-first strategies, and how hospitals can stay visible when AI becomes the first interaction layer.

If your SEO playbook still assumes users are clicking blue links, this is one worth revisiting.

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TP466 – Second Helpings: Our Best Episodes of 2025 (Part 2)

Wed, 17 Dec 2025 12:00:00 -0000

We are back with the second half of our annual Holiday Sampler, featuring the remaining three episodes that round out Touch Point’s most downloaded shows of 2025.

These are the conversations listeners kept coming back to. The ones that sparked follow-up questions, internal debates, and hallway conversations at conferences. Together, they reflect the themes that defined healthcare marketing and digital strategy this year, including privacy-first advertising, AI-driven content strategy, and a rethinking of reputation management beyond simple star ratings.

In this episode, Reed Smith and Chris Boyer revisit three standout conversations that explore where digital transformation is actually working inside health systems, how AI is reshaping consumer expectations, and why trust and access remain the real competitive differentiators.

As a reminder, the annual Touch Point listener survey is still open through December 19. This is your opportunity to vote for Best Guest and Best Interview of the Year. The race is close, and every vote matters.

Consider this the second half of the sampler platter. Different flavors, big ideas, and still plenty of great choices on the table.

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TP465 – Holiday Sampler: Our Best Episodes (Part 1)

Wed, 10 Dec 2025 12:00:00 -0000

Health care did not have a quiet year. AI, experience, platforms, and “vibe” all took turns in the spotlight. In this first half of our Holiday Sampler, hosts Chris Boyer and Reed Smith revisit four of the most downloaded Touch Point episodes of 2025. These clips capture the themes that kept listeners coming back. This episode features standout moments from:

Episode 421: The Evolution of Patient Experience We look at how patient experience grew up. From the days of satisfaction surveys and HCAHPS to a broader, human centered view that includes families, communities, and digital expectations. This clip returns to the point where COVID, consumer behavior, and online access collided and forced health systems to rethink what experience really means.

Episode 428: Breaking the Healthcare Content Mold AI quietly moved from pilot projects to everyday content work. In this segment, we revisit how health systems are using AI to draft education materials, website copy, social content, and SEO at scale, while staying compliant and avoiding PHI. The clip focuses on the human plus AI dynamic and why better prompts and guardrails lead to better outputs.

Episode 431: AI, Are You Killing Our Vibe Vibe marketing became one of the buzz phrases of the year. Here we unpack what people actually mean when they talk about “vibe,” how it influences discovery and trust, and where AI fits in as a tool to shape and scale emotional connection. This highlight walks through concrete examples of how teams brought vibe into campaigns without losing substance.

Episode 435: The Website Is Now a Platform In this conversation, we challenged the idea of the hospital website as a static brochure. The clip you will hear looks at what happens when you treat the site as a true platform for access, engagement, and growth. We talk about scheduling flows, self service tools, data capture, and the privacy and trust questions that come with a more intelligent experience. It is a snapshot of how digital front doors are becoming digital operating systems.

Taken together, these four episodes show how quickly the ground is shifting under healthcare marketers and digital leaders. Experience is broader. Content is more automated. Brand is more emotional. The website is more operational. The leaders who follow these threads are already working differently heading into 2026.

Our annual listener survey is open through December 19. It is your chance to vote for the best guest and best interview of the year and to tell us what you want more of in the year ahead. We will share the results and celebrate the winners in our final episode of 2025.

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Final note

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TP464 – The AI Loop Problem (Where Humans Still Matter Most)

Wed, 03 Dec 2025 12:00:00 -0000

In this episode, hosts Chris Boyer and Reed Smith explore how health systems can make smarter decisions about Human In The Loop and Human Out Of The Loop models, and why these choices will define trust, safety, and experience in the coming years.

What HITL and HOOTL actually mean
How healthcare is applying these frameworks
Why governance is the missing layer
Where humans must remain as the final authority

Chris then sits down with Carrie Liken, CEO and founder of Sotto Strategies and a leading voice in healthcare search and AI driven consumer behavior. She offers a grounded perspective on how agentic AI, new browsing models, and health system data strategy are reshaping digital engagement.

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TP463: The Three Course Leftovers Episode

Wed, 26 Nov 2025 12:00:00 -0000

It would not be Thanksgiving without a little tradition. Each year we pull together the three Touch Point interviews that listeners came back to again and again. Think of it as a sampler platter for the long weekend. No turkey, just the conversations that defined 2025 for healthcare marketers. This year’s top downloads brought a mix of AI momentum, creative reinvention, and a fresh look at online reputation.

In this episode, Chris and Reed revisit highlights from:

TP428 – Dianne Hammons, WG Content on how custom LLMs and structured content workflows pushed healthcare teams into a new era of speed, consistency, and brand clarity.
TP431 – Matt Cyr, Loop Agency discussing why AI became the creative sidekick of choice for lean teams. Matt explains how his work with Roper St. Francis Healthcare showed that creativity gets better when AI takes the busywork off the table.
TP424 – Dean Browell - how provides a reality check on Google Reviews. Dean explains why their influence is fading and what signals matter more as patients change how they evaluate care.

These three episodes tell the story of a year when everything felt in motion. Content evolved. Creative teams retooled. Reputation strategy shifted under our feet. And marketers adapted at a pace that would have seemed impossible a few years ago.

A perfect listen for your drive, your kitchen time, or your post dessert recovery. Thanks for spending another year with Touch Point.

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TP462 – Six Digital Habits Healthcare Must Break

Wed, 19 Nov 2025 12:00:00 -0000

Healthcare digital strategy is changing faster than most systems can keep up with. Privacy restrictions are tightening, AI is rewriting search, patients are shifting expectations, and many of the digital tactics health systems still rely on are quietly becoming obsolete.

In this episode, hosts Chris Boyer and Reed Smith count down six digital habits the industry needs to retire. They explore why consumer behavior, AI-driven browsing, telehealth recalibration, and the rise of machine-readable content have fundamentally changed what “good digital” looks like in 2025. From outdated SEO assumptions to bloated maps and embeds to the myth of the “digital front door,” this episode challenges legacy thinking and separates modern strategy from comfortable habits.

If your organization is still operating on models built for 2015, this countdown will help reset your digital roadmap for the next decade.

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TP461 - Recorded Live From the 2025 HCIC Conference in Las Vegas, NV

Wed, 12 Nov 2025 14:28:00 -0000

Recorded on-site at the 2025 HealthCare Internet Conference (HCIC) in Las Vegas, host Chris Boyer sat down with consulting experts Cynthia Newton, Therese Lockemy, and Christine Albert from Solutions Central to discuss the biggest trends shaping healthcare marketing and digital strategy today.

Together, they explore how health systems are navigating rapid change—balancing technology innovation with real-world challenges of collaboration, governance, and growth. The conversation dives into:

Why outside perspectives help organizations see beyond internal blind spots
How cross-department collaboration unlocks smarter, faster decision-making
The role of technology and partnerships in solving core business challenges
Emerging conference themes and what they signal for healthcare marketing in 2025

Plus, the episode wraps up with a special Touch Point Hot Takes segment, where each guest shares their boldest predictions for the future of healthcare digital strategy.

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TP460 - When Digital Speaks for the Patient

Wed, 05 Nov 2025 12:00:00 -0000

AI is no longer just a search companion; it’s becoming a digital negotiator. In this episode, hosts Chris Boyer and Reed Smith explore how agentic AI and new AI-driven browsers like Atlas and Comet are transforming the healthcare consumer experience.The discussion examines how these emerging tools are rewriting the rules of visibility, consent, and control - shifting healthcare from a web built for people to a web built for machines.

As AI learns to summarize, recommend, and even schedule care, health systems must rethink what it means to be findable, trustworthy, and human in a machine-readable world.Key themes include:

The rise of AI-native browsers and the collapse of traditional web traffic models
Why “find a doctor” tools may soon give way to AI-to-AI scheduling
The privacy and consent challenges of agentic AI scraping data and acting independently
How healthcare organizations can redesign for trust, transparency, and machine comprehension
What it means for brand voice and patient empathy when AI becomes the front door

Mentions from the Show:

Carrie Liken: The Google Checkmate: Has Atlas Sparked the End of the Internet as We Know It?
John Munsell: How AI Browsers Harvest Information Without Your Consent
Accenture: Technology Vision 2024: Human by design
Deloite:. AI in health care: Balancing innovation, trust, and new regs
Reed Smith on LinkedIn
Chris Boyer on LinkedIn
Chris Boyer website
Chris Boyer on BlueSky
Reed Smith on BlueSky

Sources discussed include recent work by Carrie Liken and John Munsell, alongside insights from Accenture, Deloitte, and federal agencies guiding AI ethics and data use.

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TP459 – Marketing Maturity and the Future of Healthcare Growth

Wed, 29 Oct 2025 11:00:00 -0000

In this episode, hosts Chris Boyer and Reed Smith explore what it takes to build a future-ready marketing organization that connects intelligence to impact. They break down why the next phase is about velocity—turning insight into action—rather than visibility alone, and how maturity depends on integration, governance, and access to data.

Then, Priyama Barua of Merge joins the conversation to discuss findings from her latest marketing maturity research. She shares how high-performing health systems operationalize insights, the gaps holding teams back, and what the next three to five years could look like as marketing evolves from a campaign function to a growth ecosystem.

Key themes:

Why speed of learning and action will define the next era of digital marketing
How unified data, AI, and governance reshape marketing’s role in growth
The CMO as ecosystem integrator across brand, access, and operations
Practical steps to move from campaign cycles to continuous learning

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TP458 - Loyalty, LTV and the future of Marketing

Wed, 22 Oct 2025 11:00:00 -0000

In this episode, hosts Chris Boyer and Reed Smith explore why traditional healthcare marketing is falling behind, and how focusing on relationships instead of reach may be the only sustainable path forward. They unpack the data showing the industry’s growing gap between visibility and value:

Only 28% of healthcare marketers have a documented content strategy.
65% of patients search online before contacting a provider, yet most health system sites still frustrate or confuse.
Retention costs up to 25x less than acquisition, but most budgets are still chasing awareness.

Chris and Reed discuss how loyalty and lifetime value (LTV) are reshaping the marketing playbook - arguing that connection, not conversion, is the next competitive advantage. They explore what happens when hospitals treat patients as long-term partners instead of one-time encounters, and how CRM, automation, and authentic storytelling can turn engagement into measurable growth.

Key themes of this episode include:

Why healthcare must shift from transactional outreach to relational engagement
How trust and personalization directly influence lifetime value
Practical steps to audit patient touchpoints and measure engagement beyond claims data
Why the future of marketing belongs to teams who build community, not campaigns

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TP457 — The Patient Maze: Smarter Tools, Same Old Problems

Wed, 15 Oct 2025 19:30:00 -0000

For all the talk about digital transformation, finding a doctor is still one of healthcare’s most frustrating experiences.In this episode, hosts Chris Boyer and Reed Smith explore why access and accuracy remain elusive even as health systems roll out new self-service tools, AI agents, and “digital front door” platforms. The paradox is clear: smarter technology has not simplified the search for care—it has layered complexity on top of broken data. They discuss:

The Paradox of Progress – How healthcare has over-invested in interfaces and under-invested in data accuracy, creating sleek tools built on unreliable information.
The Consumer Has Changed, But Data Hasn’t – Why patients expect instant, personalized access yet still face outdated directories, long wait times, and opaque scheduling systems.
Rebuilding the Foundation – How clean provider data, interoperability, and governance must come before AI orchestration or agentic automation can truly work.

In the guest interview, Morgan Beschle, VP of Product at Kyruus Health, shares findings from a new 2025 study that exposes persistent provider data issues and highlights how consumers are redefining what “finding care” really means in the age of AI.

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TP456 – When AI Speaks for the Patient

Wed, 08 Oct 2025 11:00:00 -0000

As AI becomes more fluent, empathetic, and embedded in communication workflows, healthcare’s relationship with voice, empathy, and trust is being redefined. In this episode, hosts Chris Boyer and Reed Smith explore the coming shift where technology mediates the patient experience itself, interpreting emotions, intent, and tone.They discuss:

The Signals – Why early pilots in AI-driven communication are signaling a shift from automation to authorship, and what it means when AI can shape the tone of care.
The Scenarios – Three futures for healthcare: The Empathic Mediator, where AI bridges patients and systems; The Voice Overload, where empathy fatigue sets in; and The Ethical Frontier, where transparency becomes healthcare’s new trust currency.
The Brand Voice Paradox – How AI as both author and amplifier challenges traditional notions of authenticity, and why marketers must move from managing tone consistency to ensuring voice integrity.

In the expert interview, Stephanie Wierwille, EVP of Engagement at BPD Healthcare, shares her perspective on how AI will reshape creativity, communication, and the psychology of trust, and why healthcare marketers must lead this next transformation.

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TP455 – The End of Easy Marketing (Racing Ahead While the Rules Change)

Wed, 01 Oct 2025 11:00:00 -0000

The era of easy targeting and attribution in healthcare marketing is over. With disappearing cookies, stricter platform restrictions, and growing consumer expectations, health systems are being forced to rethink how they segment audiences, measure ROI, and test emerging channels. In this episode, hosts Chris Boyer and Reed Smith explore:

Segmentation in a Privacy-First World – Why CDPs, not CRMs alone, are becoming the foundation for first-party and cohort-based targeting, and how to balance richer signals with regulatory risk.
Measurement in the Age of Proxies – How marketers can use matchbacks, lift studies, and proxy metrics (like click-to-directions or portal logins) to prove ROI when platforms restrict attribution.
Consumer Readiness for New Media – The growing role of CTV, podcasts, and AI-powered campaign tools — and why testing budgets and structured measurement are essential.

In our expert interview segment, Laurin Engle Bobo and Craig Blake from Amsive share insights from the field, including how they help health systems adapt segmentation strategies, measure ROI with imperfect data, and invest in emerging media without falling for hype.

Why this matters today: Healthcare marketers can no longer rely on “easy” targeting and reporting. Success will depend on how quickly they adapt to privacy-first segmentation, faster but defensible ROI proof, and disciplined experimentation in new media channels.

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TP454 - The Legal Lens: How Privacy Laws and AI Oversight Are Rewriting Healthcare Marketing

Wed, 24 Sep 2025 11:00:00 -0000

HIPAA is no longer the only rule that matters in healthcare privacy. State laws, FTC enforcement, and even wiretapping lawsuits are reshaping what health systems can and cannot do with data — and AI is adding another layer of complexity. In this episode, hosts Chris Boyer and Reed Smith explore:

Beyond HIPAA: How state privacy laws and enforcement actions are redefining what “compliance” means for digital marketing.
Wiretapping lawsuits: Why session replay, chat tools, and pixels are pulling hospitals into new liability risks.
AI oversight: Where AI introduces opportunity in marketing workflows, and where it creates risk in advertising and personalization.
Compliance as differentiator: How health systems can turn responsible AI and privacy practices into trust-building brand advantages.

In our expert interview segment, Jennifer Everett and Jen Pike from Alston & Bird share their legal perspective on HIPAA’s gaps, state law proliferation, FTC enforcement, and what marketers should expect next in AI regulation.

Why this matters today: Marketing leaders can no longer treat privacy as an afterthought. Success will depend on integrating legal frameworks and AI governance directly into digital strategy.

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TP453: When State Laws Supersede HIPAA: Privacy and the Marketing Funnel

Wed, 17 Sep 2025 11:00:00 -0000

For years, HIPAA has been the rulebook for healthcare privacy. But in 2025, the real drivers of risk (and opportunity) come from state laws, FTC enforcement, and lawsuits that extend well beyond traditional PHI. In this episode, Chris Boyer and Reed Smith explore:

Why state privacy laws are reshaping digital marketing more than HIPAA.
How the marketing funnel is being rewritten, with upper-funnel tactics carrying the highest risk.
Whether health systems should shift back to safer group-based targeting and focus more on owned channels.
How AI fits into this conversation — transformational for efficiency, but potentially dangerous in third-party advertising contexts.

Jeremy Mittler, CEO and Cofounder of Blueprint Audiences, unpacks how state laws are colliding with HIPAA, what enforcement trends are signaling to health systems, and why privacy must be built into every stage of the funnel.

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TP452 - “Do More With Less” is the Default

Wed, 10 Sep 2025 11:00:00 -0000

Health systems are facing a new reality: “do more with less” is no longer a slogan, it is the baseline. With shrinking margins, delayed capital investments, and workforce fatigue, marketing leaders are under pressure to deliver growth and digital progress with fewer resources. In this episode, hosts Chris Boyer and Reed Smith explore:

Constraints as the new baseline: why financial pressure, staffing shortages, and stalled capital projects are redefining digital priorities.
Resilience over perfection: how leaders can avoid paralysis by prioritizing impact over effort and sequencing initiatives more intentionally.
The role of AI and efficiency: why digital and AI are high priorities but must be approached with caution, sequencing, and patient-first framing.

Chris Pace, VP Healthcare Industry at SearchStax, shares lessons from his post “When Strategy Meets Reality”, his pivot from Banner Health to the tech sector, and why patient-centered leadership frameworks matter most when resources are tight.

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TP451: How Marketing and IT Are Redefining Patient Engagement

Wed, 03 Sep 2025 11:00:00 -0000

Health systems have long promised to “break down silos,” but are marketing, IT, and clinical teams finally being forced to collaborate in meaningful ways? In this episode, hosts Chris Boyer and Reed Smith explore how consumer expectations, ROI pressures, and enabling platforms are reshaping what patient engagement really means:

From Silos to Systems – Why joint governance across marketing, IT, and operations is no longer optional, and how access- and flow-aware campaigns help avoid wasted spend.
Measuring What Really Matters – Why CTRs and impressions aren’t enough, and how marketers can prove ROI with metrics that tie directly to booked appointments, care-gap closure, and clinical outcomes.
The Role of Emerging Tech – How AI, programmatic media, and CRM platforms are influencing engagement strategies—when they deliver value, and when hype gets in the way.

They’re joined by Sam Seering and Josh Taranto from Epic Systems, who share how Epic’s CRM and Campaigns tools are supporting closed-loop outreach, practical ROI measurement, and the real-world lessons health systems are learning as they navigate consumer expectations and new technologies.

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TP450 - Marketing Technology Trends (Hype, Hope, and Hard Truths)

Wed, 27 Aug 2025 11:00:00 -0000

Healthcare marketers are navigating a landscape where martech is both exploding in scale and under pressure to prove its value. In this episode, hosts Chris Boyer and Reed Smith explore the latest shifts shaping the future of healthcare marketing and technology:

The rise of autonomous systems – moving from pilots to practical tools that reshape operations and engagement.
Human–machine collaboration – how AI copilots, wearables, and adaptive systems are augmenting—not replacing—marketing teams.
Scaling challenges – balancing infrastructure, talent, and regulatory realities in the age of compute-heavy GenAI workloads.
Personalization as strategy – why advanced targeting and AI-driven tools remain a growth lever for healthcare organizations.

Guest experts Kathy Divis and Mike Schneider from Greystone.net, share insights from their work with health systems across the country, and preview what’s ahead at the upcoming Healthcare Internet Conference (HCIC). Give it a listen and learn how marketing leaders can stay ahead of martech trends while preparing for the next wave of innovation.

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TP449: From Personas to Precision (How Behavioral Modeling is Changing Healthcare Campaigns)

Wed, 20 Aug 2025 11:00:00 -0000

Behavioral modeling is reshaping how campaigns are built, measured, and optimized, moving us from broad strokes to precise strategies that drive measurable impact. Hosts Chris Boyer and Reed Smith explore how healthcare organizations can adapt to this shift:

Why behavioral modeling changes media planning, creative strategy, and workflow collaboration.
Moving past CTRs to metrics that align with business outcomes like patient lifetime value and conversion quality.
How to personalize without crossing the “creepy” line and losing consumer confidence.
The role of modular content, analytics partnerships, and executive education in making this shift stick.

Tim Duer, VP of Data Analytics & Strategy at Causeway Solutions, shares his team’s work helping health systems apply behavioral modeling to marketing and communications. He provides best practices, lessons learned, and practical guardrails for building campaigns that are both precise and trustworthy.

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TP448: Alphabet Soup: Navigating the Rise of GEO, SEO, and AEO

Wed, 13 Aug 2025 11:00:00 -0000

Chris Boyer and Reed Smith explore how marketing and communications teams can adapt their digital content strategies for a future where search behavior is fragmenting and more patients are turning to generative AI tools like ChatGPT, Perplexity, and Bing Copilot instead of traditional search engines. They also discuss how AI models often cite structured, well-answered content from trusted sources and how to adapt the format and structure of content matter as much as the message.

Guest expert Martha Van Berkel, CEO and co-founder of SchemaApp, shares how health systems can use schema markup and structured data to improve visibility across emerging search platforms and which schema types have the highest impact for healthcare. If your digital team is still optimizing only for Google’s blue links, this conversation will help you prepare for the new reality where getting found means thinking beyond SEO, and building for a world where AI answers first.

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TP447: Do Consumer Expectations Apply Equally Across All Health Systems

Wed, 06 Aug 2025 11:00:00 -0000

Consumerism is impacting all health systems but does this mean the same thing in the same way to academic medical centers, urban hospitals, and rural health systems? Reed Smith and Chris Boyer unpack the growing tension between what patients want and what different types of health systems are built to deliver. From broadband gaps in rural markets to brand-driven loyalty in AMCs, they explore whether “digital transformation” really means the same thing in each context—and what happens when strategy drifts from mission. Later, Chris sits down with Andy Chang, Chief Marketing Officer at UChicago Medicine, who shares how his team is driving consumer-centered digital strategy within the complexity of an academic medical center. It’s a candid look at how one system is adapting to a consumer world, without losing sight of what makes it unique.

Mentions from the Show:

Reed Smith on BlueSky

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Wed, 02 Jul 2025 11:00:00 -0000

With all of the emphasis lately on developing digital experiences, it’s often overlooked that the customer experience transcends online and offline touchpoints. In this episode, hosts Chris Boyer and Reed Smith discuss the concept of a hybrid CX approach, integrating offline and online experiences, and the role AI has in supporting the new customer journey. Ian Lindsey from Cerecore joins to discuss the important role the call center agent has in improving the overall PX.

Mentions from the Show:

Younger Generations are Feeling Fatigue Hybrid CX: Integrating Offline and Online Experiences Seamlessly Bowstring.tv
Customer Experience in the Age of AI
CereCore brings a healthcare operator heritage to IT services, serving healthcare organizations across the nation and abroad. Learn more at cerecore.net
ebook Diagnosing Your Health System’s IT Support Desk - explaining how to use service level metrics to uncover hidden costs, increase user satisfaction and efficiency
Cerecore support assessment (at no cost and no commitment) to discover where to begin gaining greater efficiency in IT support

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TP441: SEO is Like Golf Now

Wed, 25 Jun 2025 11:00:00 -0000

Chris Boyer and Reed Smith explore how AI is transforming the digital discovery journey — and why traditional SEO tactics may no longer cut it. They discuss:

The Collapse of the Keyword Empire - as AI-generated results increasingly dominate SERPs, healthcare brands must rethink how they show up in search.
Intent, Not Indexing - AI search surfaces content differently, prioritizing context over keywords. This shift forces a new content strategy grounded in helpfulness, not hierarchy.
Search as Experience - with Google rolling out Search Generative Experience (SGE), the very notion of “ranking” is dissolving into curated, AI-assembled summaries.
Adapt or Disappear – what marketers must do today to remain visible in a world where GenAI is the first interaction layer.

Thought leader Carrie Liken joins to unpack the implications of Google’s generative search future, the collapse of zero-click visibility, and what it means for hospitals trying to compete in a rapidly changing landscape.

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TP440: Is Technology the Strategy… or Just the Tool?

Wed, 18 Jun 2025 11:00:00 -0000

Chris Boyer and Reed Smith challenge a growing assumption in healthcare: that technology is the strategy. While health systems face urgent pressures—from constrained budgets to rising demand—they’re investing heavily in digital solutions. But are they using technology to truly enable transformation, or simply chasing shiny objects? In this episode, they explore:

Why digital transformation is often confused with digital adoption.
The risk of letting vendor roadmaps dictate your innovation priorities.
How to reposition technology as a flexible enabler—not the end goal.
What health systems can learn from other industries that center business outcomes, not features.

They are also joined by David Norris, CEO of Affineon, who shares why now is the right time for bold innovation. Drawing from his work with both enterprise healthcare systems and startups, he outlines how aligning technology with long-term strategy creates value—not just velocity.

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TP439: The Urgency Gap: Is Healthcare Ready for AI Experience Design?

Wed, 11 Jun 2025 11:00:00 -0000

Chris Boyer and Reed Smith break down one of the industry’s most misunderstood trends, separating the headline-worthy buzz from the meaningful, strategic work that marketing teams should actually be focused on. The cover:

AI-Experience Design - defining what it is and why other industries are framing it differently than healthcare.
The Urgency Gap – Most healthcare marketing teams haven’t laid the foundational work (data hygiene, journey design, content mapping) required to even get to AI-experience design.
Consumer Experience Convergence – How AI-experience design will eventually blur with consumer and service design strategies—and what that means for your MarTech roadmap.
AI in the Real World – Why AI tools are only as useful as the systems, standards, and use cases you build around them.

Matt Cyr founder and president of LoopAgency, joins to unpack the concept of AI-experience design and what foundational steps to take today that set the stage for success tomorrow.

Mentions from the Show:

Matt Cyr on LinkedIn
Loop Agency
Marc Needham on LinkedIn: How I Learned to Stop Worrying and Love the AI
Teri Sun on LinkedIn: Websites not dead in the age of AI
Carrie Liken on Substack: This Week Google Changed Search Forever
Harnessing AI to Transform Consumer Healthcare Experiences

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TP438: ICYMI TP127 - The Changing Business Models of Health Systems

Wed, 04 Jun 2025 11:00:00 -0000

In this encore episode, hosts Chris Boyer and Reed Smith explore how evolving financial pressures and care delivery shifts are forcing health systems to rethink their business models. From the rise of value-based care to growing partnerships with retail and digital-first players, this conversation breaks down the key factors shaping the industry’s strategic realignment.

Topics include:

The growing divide between traditional hospital revenue streams and emerging care models.
How consumerism and digital health are driving new competitive threats.
Why innovation isn’t just about tech — it’s about new models of care and payment.
What this means for marketing, strategy, and long-term viability.

Originally aired as TP127, this episode includes an expert interview with Jeffrey Carr, industry leader and operational administrator for the Mayo Clinic. This conversation remains highly relevant in today’s environment of disruption, realignment, and strategic reinvention.

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TP437: Performance Marketing Is Dead. Long Live Performance Marketing

Wed, 28 May 2025 11:00:00 -0000

Chris Boyer and Reed Smith explore how traditional performance marketing tactics have unraveled — and what must replace them. From cookie deprecation to HIPAA compliance and signal loss across Meta and Google, the rules have changed. But the need for results hasn’t. They discuss:

Why platform-optimized media is no longer reliable
How privacy and regulatory shifts are redefining performance marketing
The rise of media mix modeling and infrastructure-led strategy
What modern measurement looks like when attribution pixels disappear

Aaron Burnett, CEO of Wheelhouse DMG, joins to share how his team rebuilt performance marketing around privacy-first data, internal measurement models, and transparent media planning. He breaks down the critical difference between CDPs and data warehouses, the real-world challenge of earning trust to access EMR data, and how AI is reshaping execution without replacing strategy.

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TP436: The Patient Doesn’t Know They’re in a Funnel

Wed, 21 May 2025 11:00:00 -0000

In this episode, hosts Chris Boyer and Reed Smith examine why the classic funnel framework may not reflect the complex, emotional, and often anonymous nature of how people engage with care decisions today.

Rethinking intent and awareness in healthcare journeys
Why decision-making is fragmented and reactive
How privacy regulations are eliminating visibility across the funnel
Why traditional conversion metrics miss the moments that matter
How progressive profiling and experience design create better results

Healthcare strategist Aaron Mauck joins the show to discuss how marketing leaders can navigate the demands of privacy, performance, and profitability. The conversation explores how to personalize ethically, demonstrate ROI without overtracking, and prepare for the next wave of AI and regulation.

Why it matters: Healthcare consumers are not leads to be pushed through a funnel. They are people seeking clarity, trust, and access. Today’s marketing must meet them on their terms.

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TP435: The Website Is Now a Platform

Wed, 14 May 2025 11:00:00 -0000

In this episode, hosts Chris Boyer and Reed Smith challenge the outdated mindset of the hospital website and explore how health systems can architect unified platforms that drive growth, deliver care, and personalize experiences.

The platform shift – Drawing from other industries, we explore how websites are becoming engines for acquisition, service delivery, and retention.
From brochure to business tool – What defines a true healthcare platform, and what signals that a system is still stuck in the past?
Progressive profiling in action – How health systems can collect data over time to build trust and power personalized journeys.
Operational impact – Why this matters now for CRM, downstream campaigns, and measurable ROI.

Shawn Gross, VP of Growth at Phase2 Technology, joins to share how progressive profiling helps health systems transform anonymous website visitors into engaged patients—without sacrificing trust or overwhelming users.

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TP434: The Evolving CMO: From Brand Steward to Strategic Leader

Wed, 07 May 2025 11:00:00 -0000

In this episode, hosts Chris Boyer and Reed Smith unpack how the role of the Chief Marketing Officer has evolved—both across industries and within health systems.

The expanding CMO playbook – CMOs are now expected to drive growth, lead digital transformation, and influence business-wide decision-making.
The impact of AI and analytics – Today’s marketing leaders must be data-fluent and tech-savvy to keep pace.
Healthcare’s unique pressures – From navigating tight budgets to partnering with clinical and operational leaders, health system CMOs face distinct challenges.
Brand trust in the spotlight – The demand for transparency and ethical communication has never been higher.

Also, in a special panel recorded live at #HMPS25, we hear from three leaders at the forefront of this transformation:

Tanya Andreadis, VP, Chief Marketing and Experience Officer
Andy Chang, Chief Marketing Officer, UChicago Medicine

Chris Bevolo, Chief Transformation Officer, BPD

Mentions from the Show:

Tanya Andreadis, VP Chief Marketing and Experience Officer
Andy Chang, Chief Marketing Officer, UChicago Medicine
Chris Bevolo, Chief Transformation Officer, BPD
Reed Smith on LinkedIn
Chris Boyer on LinkedIn
Chris Boyer website
Chris Boyer on BlueSky
Reed Smith on BlueSky

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TP433: Reputation Drift: How Algorithms and AI Are Rewriting Healthcare Brands

Wed, 30 Apr 2025 11:00:00 -0000

Our digital world is ruled by AI algorithms who are now able to summarize your brand and influence search results. Chris Boyer and Reed Smith explore how these digital forces are reshaping public perception of healthcare organizations—and what can be done to defend and strengthen online reputation before it drifts away into the ocean of algorithms. They discuss

How third-party platforms like Google, Yelp, and Facebook Groups are now setting the first impression for hospitals and health systems
Why AI-generated summaries and reviews are redefining what consumers see—and why not managing online profiles leaves your brand vulnerable
The rise of fake, AI-generated reviews and why healthcare organizations are especially exposed
How "reputation forecasting" is becoming a necessary strategy to predict and prevent reputational risks before they escalate.
The growing gap between consumer expectations and healthcare reality when it comes to digital trust, and why maintaining accurate, up-to-date information is the new frontline in brand management.

Aaron Clifford from Press Ganey joins to share new research on how online reputation shapes consumer choice today, and what healthcare organizations must do to keep trust strong in the age of AI-driven consumer behavior.

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TP432 - Closing the Healthcare Engagement Gap

Wed, 23 Apr 2025 11:00:00 -0000

Today’s healthcare consumer is more empowered, more digital-savvy, and more skeptical than ever. Yet many health systems still engage them with outdated approaches and institutional thinking. In this episode, Chris Boyer and Reed Smith explore the growing disconnect between what consumers expect and what health systems deliver—and what it will take to close that gap. They explore:

The rise of the modern healthcare shopper who expects transparency, convenience, and digital ease in every interaction
Common breakdowns in engagement, from fragmented experiences to generic messaging and outdated tools
The importance of personalized communication that reflects where someone is in their health journey, not just their name in an email
How inconsistent messaging across digital, phone, and in-person touchpoints erodes trust and damages the brand

They also discuss why closing the gap requires more than marketing. It demands operational improvements that match the message, and small wins that collectively rebuild consumer confidence.

Later in the episode, Ryan Donohue of NRC Health joins to share insights from national research on patient behavior. He outlines the "Sinister Six" factors driving disengagement and explains how loyalty is shaped by experience, not advertising.

Healthcare organizations that succeed in 2025 will be those that align expectations with delivery and prove they understand what today’s consumers value most.

Mentions from the Show:

Engaging the evolving US healthcare consumer and improving business performance – McKinsey & Company
Consumer Healthcare Experience Trends to Watch in 2025 – Engagys
What’s Next in Healthcare Consumer Experience – Press Ganey
Meeting demand for personalized health care requires a system that can change – Stamford Advocate (Op-ed by Stamford Health CEO)
Ryan Donohue on LinkedIn
NRC Health
Reed Smith on LinkedIn
Chris Boyer on LinkedIn
Chris Boyer website
Chris Boyer on BlueSky
Reed Smith on BlueSky

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TP431 - AI, Are You Killing our Vibe?

Wed, 16 Apr 2025 11:00:00 -0000

Forget product pitches and click-through rates - today’s best marketing doesn’t just inform, it evokes. In this episode, Chris Boyer and Reed Smith explore the rising influence of vibe marketing in healthcare and how AI is both accelerating and reshaping this emotionally-driven strategy. They dive into:

What Is Vibe Marketing: How brands are shifting from storytelling to emotion-driven engagement, powered by AI-generated content and mood-matching media.
Why It’s Working Now: The collapse of institutional trust, the rise of TikTok-era behavior, and the tech that allows campaigns to adapt in real time to audience feelings.
AI’s Role in Vibe: From automated content distribution to hyper-personalized interactions, AI is becoming the engine behind emotionally intelligent marketing.
What This Means for Healthcare: In a field built on trust and empathy, vibe marketing may be healthcare’s strongest brand strategy…if done right.

Later in the episode, they’re joined by Matt Cyr of Loop Agency, who shares how health system marketers can use AI as a creative partner, not a job-stealer. He discusses how his work with Roper St. Francis Healthcare is helping lean teams use AI to free up time for storytelling and strategy, while still getting it all done. In 2025, marketing isn’t about messaging; it’s about vibe. And AI might be the key to capturing it.

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TP430 - The Power of Peers: Patient Mentoring in a Digital Age

Wed, 09 Apr 2025 11:00:00 -0000

Long before hashtags and apps, patient mentoring thrived quietly in community rooms and support circles—offering emotional validation and practical guidance where clinical care left off. In this episode, Chris Boyer and Reed Smith trace the evolution of peer-to-peer support in healthcare, and how digital platforms have transformed it from local to limitless. They dive into:

The History of Peer Mentoring – From 1970s cancer groups to HIV/AIDS buddy programs, peer support has long filled the gaps in clinical care through empathy, shared experience, and trust.
The Digital Shift – How platforms like PatientsLikeMe, Reddit, Inspire, and even TikTok created scalable, searchable communities for patients—especially those navigating chronic or stigmatized conditions.
Why Health Systems Lag Behind – Compliance fears, cultural resistance, and underinvestment have limited provider involvement, even as patients build robust peer networks on their own.
Opportunities for Integration – Peer support could enhance onboarding, post-discharge care, chronic condition engagement, and even brand trust—if health systems partner, not compete.

Later in the episode, they’re joined by Paul Hoffman, founder of InTandem Health, who shares insights on launching digital peer mentoring platforms—from clinical impact and marketing value to the surprising role peer programs can play in fundraising and health system transformation. In 2025, the most powerful engagement may not be provider-to-patient—but patient-to-patient.

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TP429 - Are We Wasting our Digital Media Spend?

Wed, 02 Apr 2025 11:00:00 -0000

In 2024, U.S. healthcare and pharma ad spending will top $30 billion—but how much of it actually drives results? In this episode, Chris Boyer and Reed Smith dig into the hidden inefficiencies in health system media budgets and ask a bold question: Are we investing strategically, or just fueling the machine? They dive into:

Why Media Waste Persists – From inherited budget models to disconnected teams and shallow KPIs, the current approach to digital spend is full of cracks.
The Illusion of Strategy – Why having a media plan isn't the same as having a strategy—and how vague goals and channel-first thinking lead to missed ROI.
The Hidden Costs of Poor Alignment – From creative mismatches to lack of CRM integration, unmeasured waste is hiding beyond the dashboard.
Agency Transparency & Trust – What health systems need to know about principal media buying, opaque reporting, and misaligned incentives.

They’re joined by Jane Crosby of True North, who shares her performance marketing playbook: how strategic bid management, integrated media planning, AI tools, and smarter collaboration are turning wasteful spend into efficient, results-driven campaigns.

In 2025, it’s time to stop asking if media is being wasted—and start asking how to turn it into a high-yield investment.

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TP428 - Breaking the Healthcare Content Mold (Rethinking Risk, Embracing Prompt Power)

Wed, 26 Mar 2025 11:00:00 -0000

Is AI-generated content in healthcare reckless—or revolutionary? In this episode, hosts Chris Boyer and Reed Smith challenge the fear around using AI in a regulated industry and explore how health systems can use generative AI safely, effectively, and strategically to create better content, faster. They dive into:

AI + Content in a Regulated World – Why risk-averse culture and compliance concerns have slowed adoption—and why those fears might be outdated.
The Reality of Today’s AI Use – How non-PHI content (like patient education, provider bios, and public health materials) is already being generated by AI.
AI as a Content Accelerator – From readability and ADA compliance to localization and SEO, AI is changing the content game in health systems.
Prompt Engineering as a Strategic Skill – Why healthcare marketers need to think like prompt architects, not just copywriters, and how prompt styles like chain-of-thought, self-refine, and role-based prompting are becoming foundational.

Later in the episode, they’re joined by Diane Hammons of WG Content, who shares how custom LLMs and advanced prompting are driving content efficiency and brand consistency across the healthcare landscape.

In 2025, the question isn’t whether AI belongs in healthcare content—it’s how well we’re guiding it.

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TP427 - The Case for Failing Faster to Address Disruption

Wed, 19 Mar 2025 11:00:00 -0000

Healthcare operates under the mindset that failure is not an option—but what if that’s actually slowing down innovation? While tech companies embrace rapid iteration, health systems often get stuck in pilot purgatory, unable to scale promising initiatives. In this episode, Chris Boyer and Reed Smith explore why failing faster—when done smartly—is key to keeping pace with disruption.

They dive into:

Why Healthcare Resists "Fail Fast" Thinking – How risk aversion, compliance hurdles, and leadership discomfort prevent innovation.
Lessons from Other Industries – How Google, Amazon, and pharma companies use structured experimentation to accelerate growth.
How Tech Enables Smart Experimentation – Using AI, predictive modeling, and digital sandboxes to minimize risk while maximizing learning.
Making the Case for Leadership Buy-In – How framing failing fast as an ROI strategy can help organizations embrace iterative improvements.

Later in the episode, they are joined by Alan Shoebridge, who shares his insights on industry disruption, external threats, and why health systems must rethink their approach to change.

In 2025, standing still isn’t safe—healthcare must learn to fail fast, fail smart, and fail forward.

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TP426 - Addressing the P Word (Personalization) in Health Care

Wed, 12 Mar 2025 11:00:00 -0000

Consumers expect personalized experiences in nearly every aspect of their lives—but in healthcare, is personalization truly delivering value, or is it just another marketing buzzword? Chris Boyer and Reed Smith break down the balance between helpful personalization and overreach, exploring how health systems can use data-driven insights to enhance patient engagement without crossing privacy lines.

They dive into:

The Need for Personalization – How shifting patient expectations, rising out-of-pocket costs, and digital health trends are fueling demand for tailored healthcare experiences.
Personalization That Solves Problems – Why consumers prioritize guidance over recognition, and how health systems can simplify care navigation and reduce decision anxiety.
The Role of AI & Data in Personalization – How predictive analytics, CRM systems, and psychographic segmentation can drive smarter, more effective patient engagement.
Hyper-Personalization in Healthcare – How organizations are integrating real-time behavioral insights to create meaningful, omnichannel experiences.

Later in the episode, they are joined by Teri Sun of White Rhino, who shares insights on how AI can add a human touch to personalization—ensuring patients feel understood, not just targeted. In 2025, healthcare personalization isn’t about knowing more—it’s about helping better.

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TP425 - Leadership Through Adaptive Change

Wed, 05 Mar 2025 12:00:00 -0000

Hospitals and health systems are facing yet another wave of uncertainty and disruption—financial constraints, shifting regulations, and changing patient expectations are putting immense pressure on leadership. The fact is, traditional leadership models don’t work in this new environment—adaptive change is now a critical skill. In this episode, hosts Chris Boyer and Reed Smith explore how marketing, communications, experience, and digital leaders can navigate this rapidly evolving landscape by embracing adaptive leadership strategies, diving into:

Navigating Uncertainty – How financial pressures, policy shifts (like Medicare Advantage rate changes), and cybersecurity threats are reshaping healthcare leadership.
Understanding Adaptive Leadership – Why healthcare organizations need cultural shifts, experimentation, and continuous learning rather than quick-fix solutions.
Marketing & Digital’s Role in Change Management – How marketing, communications, and digital teams can drive transformation by fostering customer-centricity, collaboration, and data-driven decision-making.
Doing More with Less – Strategies for optimizing marketing and digital budgets, shifting from large-scale campaigns to high-ROI micro-targeted initiatives.

Later in the episode, they are joined by Amy Comeau, author of Every Storm Runs Out of Rain, who shares insights from her front-line leadership experience in healthcare marketing during the COVID-19 pandemic. Her reflections offer a compelling perspective on resilience, change, and moving forward.

In 2025, adaptive leadership isn’t just about responding to change—it’s about shaping the future of healthcare.

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TP424 - Rethinking Reputation Management (Moving Beyond Google Reviews)

Wed, 26 Feb 2025 12:00:00 -0000

When we think about reputation management, our minds often jump to Google reviews and star ratings—but what if we’re thinking too small? In this episode, Chris Boyer and Reed Smith challenge the traditional approach to ORM and explore how health systems can leverage reputation as a strategic asset beyond the review section.They dive into:

Reputation as a Business Asset – Why ORM isn’t just a marketing metric but a driver of partnerships, hiring, and regulatory trust.
The Expanding Digital Footprint – How social media, AI-driven search, and misinformation shape brand perception.
Operationalizing ORM – Moving reputation management beyond marketing to HR, legal, and corporate strategy.
AI’s Role in Reputation – How algorithms curate (and sometimes distort) what people see about your brand.

Plus, they sit down with Dean Browell to discuss the declining influence of Google Reviews in assessing a health system’s online reputation and what hospitals should focus on instead.

Don’t miss this deep dive into the future of reputation management in healthcare—because in 2025, your brand’s trustworthiness isn’t just about reviews, it’s about strategy.

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TP423 - Healthcare Content in 2025: AI, Composability, and the Content Stack

Wed, 19 Feb 2025 12:00:00 -0000

In this episode, hosts Reed Smith and Chris Boyer explore the evolving role of content in healthcare marketing, diving into content composability, AI’s impact on content creation, and how health systems can maximize their content strategies. They break down how healthcare organizations can move beyond simple content production to a structured, data-driven approach that enhances patient engagement. Later in the show, they are joined by Ahava Leibtag, who introduces the concept of a Content Stack, offering a framework for building, managing, and distributing healthcare content efficiently. Tune in for insights on how to future-proof your content strategy in an AI-driven world.

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TP422 - Rethinking Competition in Healthcare

Wed, 12 Feb 2025 12:00:00 -0000

In this episode of Touch Point, hosts Chris Boyer and Reed Smith explore how retail healthcare’s retreat, increasing regulations, cybersecurity risks, and private equity consolidation are reshaping industry competition. With Walmart and Walgreens pulling back from healthcare, new state-level regulations tightening mergers, and cybersecurity emerging as a financial risk, traditional health systems remain dominant—but must adapt fast. Chris and Reed break down key strategies to stay agile, consumer-focused, and competitive. Jonathan Pathuis, Managing Partner at Cast & Hue, joins to discuss how User-Centered Design and Jobs to Be Done help health systems identify both direct and indirect competition. He explains why patient decision-making is shifting, how strategic planning and marketing must collaborate, and how human-centered insights uncover hidden threats and opportunities. Whether you're rethinking market strategy or trying to understand evolving patient behavior, this episode provides practical takeaways for navigating healthcare’s changing competitive landscape.

Mentions from the show:

Becker’s Hospital Review, What Big Retailers Did in Healthcare in 2024
Politico, Retail Giants Can’t Figure Out Health Care
National Conference of State Legislatures (NCSL), 2024 Legislative Recap: Health Care Consolidation and Competition
National Center for Biotechnology Information (NCBI), The Impact of Marketing Strategies in Healthcare Systems
Invoca, How to Create a Healthcare Marketing Strategy: A Step-by-Step Guide
ClearPoint Strategy, The 7 Most Effective Strategic Planning Models Used in Healthcare
Kendall Hunt Publishing, Strategic Planning and Marketing in Healthcare Organizations
National Center for Biotechnology Information (NCBI), Integrated Marketing Communications: A Strategic Priority in Health
Strata Decision Technology, Why Strategic Planning is Important in Healthcare
Prezentium, Marketing Strategies, Tips to Create a Healthcare Marketing Plan
Cascade, How To Implement Effective Strategic Planning In Healthcare
Jonathan Pathuis on LinkedIn
CastandHue.com
How to Identify Competitors Through Jobs-to-be-Done

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TP421 - The Evolution of Patient Experience

Wed, 05 Feb 2025 12:00:00 -0000

In this episode, hosts Chris Boyer and Reed Smith explore the evolution of patient experience, from its holistic roots to today’s data-driven strategies. They discuss how healthcare’s focus on patient satisfaction metrics, Chief Experience Officers, and financial incentives has reshaped care—raising the question: are we truly improving experiences or just measuring them better?

They also examine how digital engagement has transformed patient interactions, from search-driven healthcare decisions and AI-powered personalization to telehealth and omnichannel experiences.

Joining them is John Berndt of Valtech, who shares insights from the 2025 Emerging Experiences in Consumer Healthcare Report, including the shift toward vertical integration, the role of call centers in digital efforts, and how LLMs are shaping content supply chains for health systems.

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TP420 - The 2025 State of Digital Advertising for Healthcare

Wed, 29 Jan 2025 12:00:00 -0000

In this episode, hosts Chris Boyer and Reed Smith explore the shifting landscape of digital advertising in 2025, from privacy-first strategies and AI-driven targeting to the rise of connected TV (CTV) and retail media networks. They discuss how these trends are reshaping direct-to-consumer healthcare advertising and the critical role of Customer Data Platforms (CDPs) in adapting to Meta’s evolving ad ecosystem. Joining them is Adam Putterman of OursPrivacy, who shares expert insights on leveraging CDPs, navigating Meta’s changes, and future-proofing digital marketing strategies for health systems.

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TP419 - The 2025 State of Social Media for Healthcare

Wed, 22 Jan 2025 12:00:00 -0000

In this episode, hosts Reed Smith and Chris Boyer check in on the state of social media for healthcare, and discuss the various changes to these social platforms - from content moderation, to managing algorithmic changes, a brief touch on paid social strategies and share information for health systems on how to plan for and adapt to future changes in social strategies. They are joined by Jenny Bristow of Hedy & Hopp who shares her insights on how healthcare clients can navigate the various changes in social today.

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TP418 - Inclusivity Marketing, Design and the Impacts of Stigma

Wed, 15 Jan 2025 12:00:00 -0000

In this episode, hosts Reed Smith and Chris Boyer discuss the elements of developing an inclusive digital patient experience strategy, why it matters and the impact it has on a healthcare organization. Melissa Fors Shackelford joins to share her insights in the impacts of stigma for certain populations and how inclusivity efforts in marketing and communications are most effective.

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TP417 - The 2024 Listener Choice Awards

Wed, 08 Jan 2025 12:00:00 -0000

In our annual “Best-of” 2024 show, hosts Reed Smith and Chris Boyer reflect back on the past year and the various episodes and topics we discussed, and share results from our annual listener choice awards, including favorite episode and favorite guest. Congratulations to all of our winners and thanks for making this show amazing!

Mentions from the Show:

Best Episode:
#3: TP375 - What Does 'Digital First' Really Mean?
#2: TP368 - How Consumerism Is Challenging Healthcare Leadership
#1: TP367 - It's the End of Search as We Know It (and I Feel Fine)
Best Guest:
#3: Chris Bevolo
#2: Ben Dillon
#1: Carrie Liken
Reed Smith on LinkedIn
Chris Boyer on LinkedIn
Chris Boyer website
Chris Boyer on BlueSky
Reed Smith on BlueSky

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TP416: ICYMI - Is Patient Access Improving?

Wed, 01 Jan 2025 12:00:00 -0000

In this week’s episode, hosts Reed Smith and Chris Boyer share their perceptions and insights on patient access - what it is, what internal and external factors are impacting access and then they dive into a recent study by Experian that implies that both patients and providers are feeling optimistic about access improvements in health systems. Lastly, they share some ways to implement a consumer-centric access strategy.

Mentions from the Show:

Experian Health Report: The State of Patient Access – 2024
Consumer-Centric Patient Access: Insights from Top Providers
Reed Smith on LinkedIn
Chris Boyer on LinkedIn
Chris Boyer website

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TP415: ICYMI - Do you Feel Disrupted?

Thu, 26 Dec 2024 15:40:39 -0000

The US healthcare system is undergoing significant disruption due to innovations that fundamentally alter how services are delivered, how the market operates, or how patients are receiving care. In this episode, hosts Reed Smith and Chris Boyer outline five major disruptive trends and discuss how health systems need to prepare to be resilient through this disruption.

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TP414 - Surprise - This is a Touch Point Podcast About Toasters (Kinda)

Wed, 18 Dec 2024 12:00:00 -0000

An annual feature of the Touch Point podcast is a retrospective look at other podcasts on our network. In this episode, hosts Reed Smith and Chris Boyer share two episodes of the newest podcast on the Touch Point Media Network - “Surprise, It’s Not a Toaster.” This show is hosted by Ed Bennett and Chris Boyer and is a lighthearted look at online experiences and their subsequent annoyances, unveiling innovative technology tools, and challenge Gen AI's limits. Give this a listen, and if you enjoy - be sure to like and subscribe.

Mentions From the Show:

Surprise - It’s Not a Toaster: Episode 22: CarPlay, Computer Monitors and Caterpillars
Surprise - It’s Not a Toaster: Episode 29 – It’s All About the Algorithm
TouchPoint 2024 Listener Survey
Reed Smith on LinkedIn
Chris Boyer on LinkedIn
Ed Bennett on LinkedIn
Chris Boyer website
Ed Bennett of BlueSky
Chris Boyer on BlueSky
Reed Smith on BlueSky

TP399 - The Flat Pancake of Healthcare

Wed, 04 Sep 2024 11:00:00 -0000

In this episode, hosts Reed Smith and Chris Boyer explore the "flat pancake" metaphor as it applies to the evolving role of the Chief Digital Officer (CDO) in healthcare and discuss how with conflicting priorities and lacking a clear mandate, CDOs face unique challenges in driving digital transformation within complex healthcare systems. They are joined by Jerry Grady of the Ward Group, who shares his perspective on how health systems are evolving their approach in recruiting digital talent.

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TP398 - Patient Portals - PX Boom or Bust?

Wed, 28 Aug 2024 11:00:00 -0000

In this episode, hosts Chris Boyer and Reed Smith share an update on the evolution of patient portals and how healthcare leaders are leveraging them to drive patient experience - sometimes to unintended consequences. They also discuss two recent patient studies illustrating potential biases in the adoption rate of patient portals.

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TP397 - ICYMI: Are We Ready for Radical Digital Transformation?

Wed, 21 Aug 2024 11:00:00 -0000

In general, digital transformations can be difficult – particularly in health systems. In this episode, hosts Reed Smith and Chris Boyer discuss the overall need for provider organizations to embrace radical digital transformation, ponder if we are able to do so, and then discuss how prioritizing patient advocacy can yield to more impactful digital transformation. They are joined by Scott Becker, publisher of Becker’s Healthcare, who share insights and trends of the industry and how they might impact our need for transformation.

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TP396 - Is AI Slipping into the Trough?

Wed, 14 Aug 2024 11:00:00 -0000

The latest Gartner Hype Cycle indicates that the use of marketing Generative AI is about to slip into the Trough of Disillusionment. In this week’s episode, hosts Chris Boyer and Reed Smith discuss some of Gartner’s findings and the impact it has on digital marketing, review a story that opines on whether AI is in a bubble and share the current adoption rate in the healthcare industry.

Mentions from the Show:

3 Impending Technology Shifts Rule the Gartner Hype Cycle™ for Digital Marketing
Three reasons we’re in an AI bubble (and four reasons we’re not)
Generative AI in healthcare: Adoption trends and what’s next
Reed Smith on LinkedIn
Chris Boyer on LinkedIn
Chris Boyer website

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TP395 - Unpacking the MarTech Stack

Wed, 07 Aug 2024 11:00:00 -0000

Wed, 26 Jun 2024 11:00:00 -0000

As health systems increasingly adopt digital technologies, the gap between leading innovators and lagging adopters is becoming more pronounced. In this episode, hosts Reed Smith and Chris Boyer share characteristics that distinguish the two. They are then joined by Ben Dillon, who shares findings and insights from Geonetric’s most recent 2024 Healthcare Digital Marketing Trends Survey.

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TP388: Personalization and Provider Data Management

Wed, 19 Jun 2024 11:00:00 -0000

The modern healthcare consumer expects a personalized experience, but many health systems struggle to meet these expectations. In this week's episode, Chris Boyer and Reed Smith discuss the current state of personalization in healthcare and explore why these strategies often fall short. They are joined by Keir Bradshaw of Merge, who shares his insights on how health systems can enhance personalization through a Provider Data Management solution

Mentions from the show:

What is personalization? - Sitecore
Guide to marketing personalization — benefits, examples, and more - Adobe Experience Cloud
Personalizing Healthcare Marketing
Personalization in healthcare is broken: Introducing the ‘user-forward’ paradigm
Keir Bradshaw on LinkedIn
Merge Marketing Agency

Wed, 21 Feb 2024 12:00:00 -0000

The current period of disruptive change in the U.S. health system industry is unlike any other time before due to the simultaneous convergence and magnification of several transformative factors. In this episode, hosts Reed Smith and Chris Boyer outline the unprecedented impacts in our space and share traits of agile organizations to help navigate this transformation. David Perry, of Bowstring Studios, joins to share his perspective on ways healthcare leaders could advance and thrive in our current-state.

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TP370 - Has the Social Internet Democratized Patient Empowerment?

Wed, 14 Feb 2024 12:00:00 -0000

In this episode, hosts Chris Boyer and Reed Smith discuss the evolution of the social internet, illustrating how as the technology has evolved, the uses of social media by patient seeking care has also changed - yet fundamentally remained the same. Then they are joined by Susannah Fox, author of the new book “Rebel Health - A Field Guide to the Patient-Led Revolution in Medical Care” who shares how the next wave of health innovation will come from the front lines of the patient-led revolution.

Mentions from the Show:

Pew Research: Americans’ Social Media Use
Rebel Health book
SuannahFox.com
Susannah Fox on LinkedIn

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TP363 - The 2023 Listener Choice Awards

Wed, 27 Dec 2023 18:17:07 -0000

In our annual “Best-of” 2023 show, hosts Reed Smith and Chris Boyer reflect back on the past year filled with Generative AI and other trendy technologies, sharing results from the listener choice awards, including favorite episode and favorite guest.

Mentions from the Show:

Best Episode: TP317 – Has AI “Jumped the Shark”?
Best Guest: Alan Shoebridge, TP347 – Why is AI Suddenly All Over the Place?
Alan Shoebridge on LinkedIn
You Can’t Listen To Podcasts On Facebook, But Don’t Tell That To Lots Of Listeners.

Hybrid CX: Integrating Offline and Online Experiences Seamlessly
Customer Experience in the Age of AI
CereCore brings a healthcare operator heritage to IT services, serving healthcare organizations across the nation and abroad. Learn more at cerecore.net
ebook Diagnosing Your Health System’s IT Support Desk - explaining how to use service level metrics to uncover hidden costs, increase user satisfaction and efficiency
CereCore support assessment (at no cost and no commitment) to discover where to begin gaining greater efficiency in IT support
Ian Lindsey on LinkedIn

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TP356: Live from #HCIC23

Wed, 08 Nov 2023 12:00:00 -0000

Recorded live at the 2023 Healthcare Internet Conference in Los Angeles, CA, join host Chris Boyer as well as the panel of healthcare experts David Perry, John McKeever and Andrew Rainey as they discuss the importance of content strategy, best practices in measuring patient experience and the transformation of marketing.

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TP355 - Are We Too Hardwired To Predict the Future?

Wed, 01 Nov 2023 11:00:00 -0000

Over the years, there have been many experts and analysts that have tried to predict the future of our industry. But are we set up to do this? In this episode, hosts Reed Smith and Chris Boyer discuss why making predictions for the future are hard - not only for our industry, but also for technology. They are joined by industry expert Quint Studer, co-founder of HealthCare Plus Solutions Group, who discuss how we have to advance from being hard-wired to being re-wired.

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TP354 - Open vs. Closed AI Systems: Which is Better for Healthcare?

Wed, 25 Oct 2023 11:00:00 -0000

While there is ample talk of the use of AI (and Generative AI) in healthcare, sometimes there is a lot of confusion as to which solution is better. In this episode, hosts Reed Smith and Chris Boyer discuss the two different “worlds” of AI - open vs. closed systems, outlining use cases in healthcare for both and asking which is better for health systems. Then, Jeremy Rogers of IU Health joins and shares the journey he and his organization are taking with the adoption and acceptance fo AI - in both front and back of house applications.

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TP353 - Analyzing the Customer Journey

Wed, 18 Oct 2023 11:00:00 -0000

If you are working at a health system focused on digital transformation, engagement or innovation strategies, the understanding of the customer journey is imperative to your work. In this episode, hosts Reed Smith and Chris Boyer discuss the different ways to analyze a customer-journey and share ways to use this to stay competitive.

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Coming Soon from Touch Point Media: Surprise – It’s Not a Toaster

Thu, 12 Oct 2023 05:00:00 -0000

Wed, 12 Jul 2023 11:00:00 -0000

When developing experience and digital strategies for health systems, the value of research is important - but what is the difference between market research, marketing research and consumer insights research? In this episode, hosts Reed Smith and Chris Boyer outline the different types of research that can inform an experience strategy, and share the benefits of consumer insights research that can apply to the entire enterprise - including strategic planning, marketing and operations.

Mentions from the Show:

Consumer Insights - article by Sprinklr
What are consumer insights and how do I use them? An introduction
Reed Smith on Threads
Chris Boyer on Threads
Chris Boyer website

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Wed, 04 Jan 2023 12:00:00 -0000

Many health systems have begun to formally develop a customer experience center strategy. But what does that actually entail? In this episode Reed Smith and Chris Boyer discuss the design and technical elements of s customer experience center, the purpose and ways that organizations can find value when adopting this critical strategy.

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TP311 - Touch Point Podcast Annual Year in Review - 2022

Wed, 28 Dec 2022 15:38:11 -0000

In the annual “Year in Review” show, hosts Reed Smith and Chris Boyer reflect back on the past year of the Touch Point podcast, sharing some of their most popular topics, favorite shows, including a special shout-out to our Guest of the Year - Stephanie Petrazzi of Nuvance Health. They also share their perspective on “virtue signaling” in our industry and close out the show with their predictions for the upcoming year.

Mentions from the Show:

TP285 - The Problem with the Pixel
TP264 - Designing a Voice of Customer Program
TP257 - A Focus on Patient Experience, Marketing and Data
TP262 - The Winds of Change
TP263 - The Purpose of Consumerism
TP253 - Operations Impact on Experience
Best Guest: Stephanie Petrazzi - TP302 - When is a CRM not a CRM
Reed’s favorite episode: TP266 – The Next Wave of Telemedicine and At Home Care
Chris’ favorite episode: TP304 - Social Media is Dead
Touchpoint on Twitter
Reed Smith Twitter
Chris Boyer Twitter
Chris Boyer website

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TP310 - Best of the Touch Point Media Network 2022

Wed, 21 Dec 2022 11:00:00 -0000

In our annual holiday “butter-board” episode, hosts Reed Smith and Chris Boyer highlight clips from some of the shows on the Touch Point Media Network, including conversations about Apple and Amazon’s healthcare moves, diversity in clinical trial recruitment, the differences in hospital vs. academic marketing, innovation in nursing and child-care. Listen in and enjoy these audio “spreads” from the leading healthcare podcasting network, Touch Point Media.

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TP309 - ICYMI: The Problem with the Pixel

Wed, 14 Dec 2022 12:00:00 -0000

Recent news revealed that a number of hospital websites were found to have passed sensitive PII (personal identifiable information) to the Meta company via the use of the Facebook Pixel. In this episode, hosts Chris Boyer and Reed Smith discuss the importance of pixel tracking for digital marketers, how many websites encourage the use of tracking pixels and the legal and privacy concerns that arise from the widespread usage. Jeremy Harrison from Multicare joins to share his perspective on the challenge of the Facebook Pixel for health systems.

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TP308 - ICYMI: A Focus on Patient Experience, Marketing and Data

Wed, 07 Dec 2022 12:00:00 -0000

Healthcare organizations face incredible industry challenges in 2022, they also must rethink their patient experience, marketing and data strategies. In this episode, hosts Reed Smith and Chris Boyer share ways leading health systems have implemented “big ideas” in their marketing, and how focusing on patient experience can help healthcare leaders transform their strategies. They are joined by Chris Hemphill who shares their perspective on implementing responsible AI and data strategies.

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T307 - ICYMI: The Winds of Change

Wed, 30 Nov 2022 12:00:00 -0000

The healthcare industry is facing extreme pressures to change and transform. In this episode, hosts Chris Boyer and Reed Smith discuss the outlook for healthcare - both at a macro and micro level - and ask if we are finally seeing the long-promised transformation of our industry. They are joined by Carrie Liken, Head of Healthcare Industry at Yext, who shares her predictions on how health systems and providers will change to meet the needs of consumers today.

Mentions from the Show:

Deloitte: 2022 Global Health Care Outlook
Health Affairs: For Health Care Providers, Five Trends To Watch In 2022
5 Predictions For Healthcare in 2022
Carrie Liken on LinkedIn
Carrie Liken on Twitter
Yext.com

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Wed, 29 Jun 2022 11:00:00 -0000

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TP284 - Marketing Is Like Communications (or Is It the Other Way Round?)

Wed, 22 Jun 2022 11:00:00 -0000

Marketing and communications are sometimes considered the cornerstone of any business plan. However, for hospitals and health systems, often these disciplines are often treated as separate and distinct. In this episode, hosts Chris Boyer and Reed Smith discuss the differences (or similarities) between marketing and communications. They are joined by David Shiffrin of Jarrard Inc., who shares insights from their latest National Healthcare Survey.

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TP283 - Who Really is our Audience?

Wed, 15 Jun 2022 11:00:00 -0000

As health systems consider the needs of the modern healthcare consumer and reflect on how their current brand efforts align, it’s always important to understand our audiences. In this episode, hosts Chris Boyer and Reed Smith discuss different audience segmentations. Justin Wartell from Monigle joins to share the latest findings from their 5th Annual Humanizing Brand Experience study.

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TP282 - The CMO Plus and the Disruption of Healthcare Retailization

Wed, 08 Jun 2022 11:00:00 -0000

The role of the health system CMO is changing - in both responsibilities and their mindset. In this episode, hosts Reed Smith and Chris Boyer discuss how marketers need to embrace a “disruption mindset” (tip of the hat to Stephen Moegling), and the metamorphosis of the modern CMO. Laura Kreofsky from Pivot Point Consulting joins to share her insights on how Healthcare Retailization is forcing us to embrace transformation.

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TP281 - ICYMI: What is ROMI (and Does it Differ from ROI)?

Wed, 01 Jun 2022 11:00:00 -0000

In this encore episode, hosts Reed Smith and Chris Boyer are back to talking about ROI, and sharing the differences between true ROI, ROMI and ROAS - the three stepbrothers of marketing measurement. They share the basics of Marketing ROI to outlining the activities needed to measure marketing impacting and then are joined by Dan Small, Senior Director of Digital Strategy at Hartford HealthCare, who shares his organization’s journey to ROI.

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TP277 - An #HMPS22 Round-up

Wed, 25 May 2022 11:00:00 -0000

In this episode, hosts Chris Boyer and Reed Smith reflect back on the most recent Healthcare Marketing and Physician Strategy Summit, and share insights and topics that were discussed including improving ways teams work together, approaches to digital transformation and content, as well as how to better engage our employees through communication and content. Kirsten Lecky from WriterGirl joins to share her experience working with health systems on building effective and authentic internal communications strategies. Also featuring additional insights from Ben Dillon, Brittney Hanson, Chris Bevolo, Chris Hemphill, Colleen Massa, Dalal Haldeman, Jeremy Harrison, Jerry Grady, Josh Fieldman, Kriss Barlow, Rob Klein and Stephen Moegling.

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TP276 - Live from the 2022 Healthcare Marketing and Physician’s Strategy Summit

Wed, 18 May 2022 14:46:41 -0000

Recorded live in Salt Lake City for the 27th Annual Healthcare Marketing and Physician’s Strategy summit, host Chris Boyer is joined by Vanessa Hill, of Beth Israel Lahey Health, Stephen Moegling from Hailey Sault, J.K. Llyod of Eruptr and Ahava Leibtag of Aha Media, where they share their reactions of what it’s like to finally attend a conference in person, the biggest challenges health systems face in the current state, and other big takeaways from this year’s summit.

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TP275 - A Newsroom Round-Up

Wed, 11 May 2022 11:00:00 -0000

In this episode, hosts Reed Smith and Chris Boyer discuss some of the latest news and articles that impact our industry. They first discuss how marketers are returning to traditional advertising and share their perspective on why this represents a pendulum shift away from digital-only approaches. Next, they share tips on how health systems can begin to build their first-party data to improve their marketing efforts. Lastly, they ruminate on how digital health literacy should be first and foremost in any Digital Health strategy.

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TP274 - Is There Too Much Choice in Healthcare Consumerism?

Wed, 04 May 2022 11:00:00 -0000

The trends in healthcare consumerism are leading organizations to introduce more self-service and choice. But how can health systems know when they are going too far? In this episode, hosts Reed Smith and Chris Boyer discuss how necessity is becoming the strongest consumer force, and they also discuss why too much choice might be a bad thing for healthcare consumerism. Steve Leibforth of Everyday Health Group joins to share the results of a recent survey on changes to how patients are searching for new doctors.

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Wed, 16 Mar 2022 11:00:00 -0000

As the new digital health consumer continues to familiarize and trust digital health solutions, health systems need to focus on those fundamental digital solutions to improve their overall experience. In this episode, hosts Reed Smith and Chris Boyer discuss the elements of a good digital health experience, and are joined by Chris Gervais of Kyruus who shares how patient access solutions are evolving as we move to the post-pandemic normal.

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TP266 - The Next Wave of Telemedicine and At Home Care

In this episode, hosts Chris Boyer and Reed Smith discuss the latest Edelman Trust Barometer and some of the disturbing findings on the erosion of trust in typical societal institutions. Despite this, opportunities exist for hospitals and health systems, particularly as they align to purpose with their branding efforts. They are joined by Rob Rosenberg, owner and president of Springboard Brand & Creative Strategy, who shares how now is the time for health systems to “unmask” their marketing and branding efforts to meet the moment.

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TP259 - Where Are We Headed (and What Can We Do)?

Wed, 19 Jan 2022 12:00:00 -0000

Host Reed Smith and Chris Boyer discuss the current “state-of-the-state” for our industry, including the public perception of health systems and hospitals in America and what this means for our employees. They then share their predictions on what health care marketing needs to meet the current challenges our industry is facing. They are joined by Stephen Moegling of Haley Sault who shares how our industry could benefit from a “return to purpose” and how capacity marketing may be the secret tool to guide us to the future.

Mentions from the Show:

New Jarrard Research Study: Dark Suits & White Coats: Healthcare’s Acute Divide
Telemedicine as Good as In-Person for Many Health Conditions: Review
Stephen Moegling on LinkedIn
HaileySault.com
Hailey Sault on Twitter

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TP258 - Has the Telehealth Bubble Really Burst?

Wed, 12 Jan 2022 12:00:00 -0000

Throughout the pandemic, health systems across the country quickly enabled telehealth and telemedicine solutions to continue to serve their patients. But as we enter 2022, some signs are indicating that the virtual solutions are losing adoption and use. In this episode, hosts Chris Boyer and Reed Smith discuss the state of telemedicine, where the industry might be headed and how some studies reveal that telehealth care may be better than care delivered in real life. They are joined by Colin Hung, Health IT leader and expert, who shares how organizations shouldn’t forget that for telemedicine, it’s not just about the technology.

Mentions from the Show:

The telehealth bubble has burst. Time to figure out what’s next
Telemedicine as Good as In-Person for Many Health Conditions: Review
Colin Hung on LinkedIn
Colin Hung on Twitter
HealthcareITToday.com
Healthcare IT Today Podcast

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TP257 - A Focus on Patient Experience, Marketing and Data

Wed, 05 Jan 2022 12:00:00 -0000

Healthcare organizations face incredible industry challenges in 2022, they also must rethink their patient experience, marketing and data strategies. In this episode, hosts Reed Smith and Chris Boyer share ways leading health systems have implemented “big ideas” in their marketing, and how focusing on patient experience can help healthcare leaders transform their strategies. They are joined by Chris Hemphill from Actium who shares their perspective on implementing responsible AI and data strategies.

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TP256 - The 2021 Listener Choice Awards

Wed, 29 Dec 2021 12:00:00 -0000

In our annual “Best-of” 2021 show, hosts Reed Smith and Chris Boyer reflect back on this work-from-home year, sharing some of their most favorite topics, guests and episodes from the TouchPoint podcast and countdown listener’s top voted categories, including best episodes topic and best guest expert (Brian Gresh).

Best Cold Open:

Peeps Flavored Pepsi from TP217 – Meeting the New Digital Consumer’s Expectations

Most Popular State (by Downloads):

Texas

Best Use of the Term “Work From Home”:

TP229 – Do You Really Need an Intranet?

Strangest Way We Located a Guest Expert Interview:

Anthony Matyjaszewski of the Network Advertising Initiative (NAI) in episode TP212 – Going After the Click: the State of Digital Advertising in 2021

Most Downloaded Episode:

TP210 – Build vs. Buy – What’s the Right Approach for Healthcare?

Best Episode (as voted on by our listeners) - tie:

Best Episode Topic We Didn’t Record:

How to optimize the patient portal

Weirdest Technology From Which Our Podcast Was Played:

Amazon Alexa

Who Would You Like to be Stranded on an Island With?

Anyone but Reed and Chris

Best Guest Expert:

Brian Gresh from TP206 – A Conversation About Conversational Marketing

Wed, 25 Aug 2021 11:00:00 -0000

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TP237 - What’s Up With All of These Emails?

Wed, 18 Aug 2021 11:00:00 -0000

Not surprisingly, there has been a recent upsurge in the use of emails and email marketing within health systems. However, like many other tools in the marketer’s toolkit, emails are also potentially being impacted by privacy and other digital trends. In this episode, Reed Smith and Chris Boyer discuss how email service providers (i.e. Google, Microsoft, etc.) are attempting to use their platforms to improve email marketing effectiveness, the high-level ways health systems are using emails to reach patients, and they even discuss industry benchmarks. They are joined by Jonathan Inman from Salesforce who shares how upcoming privacy changes to the Apple iOS will impact how to effectively measure email marketing efforts.

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TP236 - The Intersection of Digital B2C and B2B Marketing

Wed, 11 Aug 2021 11:00:00 -0000

In healthcare, many of us approach B2B and B2C marketing as two discrete strategies and approaches. In this episode, hosts Chris Boyer and Reed Smith share how while each effort does have one striking difference (namely the audience type), digital marketing is hastening the convergence of these two efforts into interdependent efforts. They are joined by Brittney Hanson of Hailey Sault, who share how she works with her clients to converge these different strategies.

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TP235 - What a Long, Strange Trip It’s Been: a Conversation with Lee Aase

Wed, 04 Aug 2021 11:00:00 -0000

In this special podcast, hosts Reed Smith and Chris Boyer sit down with Lee Aase, formerly ther director of the Mayo Clinic Social Media Network, to discuss the evolution (and revolution) of social media’s use in hospitals over the past ten years. From the early days in which social media was free but not officially condoned for use in health systems to the formal development of the Mayo Clinic Social Media Network and External Advisory Board, Lee shares the highlights, learning and memories over the past decade, and even hints at what’s next!

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TP234 - The Solution to SEO Pollution is Dilution

Wed, 28 Jul 2021 11:00:00 -0000

Health digital marketers are often asked to remove or suppress incorrect or negative information online. However, this is often easier said than done. In this episode, hosts Reed Smith and Chris Boyer share some of the later online reputation statistics, briefly dive into explaining how changes to the Google Search algorithm are rapidly changing and share tips on how organizations can engage in “suppression” tactics to improve their SEO standing.

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TP233 - Can Big Tech Companies Fix the Misinformation Pandemic?

Wed, 21 Jul 2021 11:00:00 -0000

This past week, there has been significant focus on medical misinformation on social media - but is this a new topic? In today’s episode, hosts Reed Smith and Chris Boyer discuss the current conversations on the role social media plays in moderating medical misinformation, how the big tech companies are responding, and how health systems are attempting to leverage their trust in creating authoritative content. They are joined by Dr. Bryan Vartabedian who shares his perspectives on the challenges with social media misinformation and the roles physicians can play.

Mentions from the Show:

Surgeon General Urges Social Media Platforms to Confront COVID Misinformation ‘Wildfire’
Just 12 People Are Behind Most Vaccine Hoaxes On Social Media, Research Shows
Facebook Blog Post - Moving Past the Finger Pointing
YouTube Blog Post - Introducing new ways to help you find answers to your health questions
Twitter Blog Post - Updates to our work on COVID-19 vaccine misinformation
Dr. Bryan Vartabedian on LinkedIn
Dr. Bryan Vartabedian on Twitter
33charts.com

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TP232 - More Learning from Machine Learning and Artificial Intelligence

Wed, 14 Jul 2021 11:00:00 -0000

As healthcare marketers think about the evolution of tactics used to reach our customers, machine learning and artificial intelligence continue to be a prominent part of the toolkit. In this episode, hosts Reed Smith and Chris Boyer discuss what’s ahead for AI and Machine Learning in healthcare, how these tools can not only be used in clinical settings but also to support marketing, and they are joined by Abhi Sharma of Loyal Health who share how he is seeing AI and ML being used by health systems and some ways they can improve the overall patient experience.

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TP231 - ICYMI: Omnichannel Marketing and the Engaged Consumer

Wed, 07 Jul 2021 11:00:00 -0000

In order to truly build effective digital patient engagement strategies, health systems must not only understand the trends that are influencing the behaviors of our customers, but also know which channels are best to support their needs. In this episode, hosts Chris Boyer and Reed Smith discuss the importance of omnichannel marketing (and how it differs from multi-channel marketing) and the “omnichannel patient.” They are joined by author and tech expert, Amber Mac, who shares four trends that are influencing the engaged consumer.

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TP230 - Getting Personal about Personalization

Wed, 30 Jun 2021 11:00:00 -0000

While critically important to developing user-centered digital solutions and enhancing patient experience, the concept of “personalization” is still difficult to conceptualize, let alone execute within health systems. In this episode, hosts Chris Boyer and Reed Smith discuss the future of healthcare personalization - both for clinical care solutions as well as digital marketing. They are joined by John Berndt, CEO of TBG, who shares his perspective on how best to personalize experiences for the modern healthcare consumer and the tools and strategies every health system should adopt as they build their personalization practice.

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TP229 - Do You Really Need an Intranet?

Wed, 23 Jun 2021 11:00:00 -0000

One of the most pressing topics in hospitals and health systems today is finding ways to keep employees engaged and informed. In this episode, hosts Reed Smith and Chris Boyer share the history of the intranet, how it’s evolved over time (only to become much more challenging), and how the new distributed WFH workforce is dramatically changing the way health systems need to evolve internal communications digital strategies to better engage with their employees. They are joined by Bobby Isaacson from SocialChorus who shares how he works with health systems to leverage technology to better connect with their workforce.

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The TPS5 - Week of June 18, 2021

Fri, 18 Jun 2021 11:00:00 -0000

Welcome to the TPS5 for the week of June 18, 2021. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: What makes innovating in health tech so tricky, what if doctors were always watching and never there, the threat of ransomware still looms large the the demise of browser cookies is an opportunity for digital marketing.

The week’s TPS5:

What makes innovating in health tech so tricky?
What If Doctors Are Always Watching, but Never There?
The Threat of Ransomware Still Looms Large Over Healthcare
The demise of browser cookies could create a Golden Age of digital marketing
Digital Health Unfiltered - the newest podcast from Touch Point Media: Who pays for RPM?

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TP228 - UX, PX and EX - User Experience Design for Healthcare

Wed, 16 Jun 2021 11:00:00 -0000

As more health systems begin formalizing user experience design efforts in their organizations, it’s important to consider the various ways and approaches they can take to solve their customers’ needs. In this episode, hosts Reed Smith and Chris Boyer discuss the five essential elements of experience design, how these strategies can help to improve patient experience (hint: it’s not by building an app), and then are joined by Steve Koch, co-founder of Cast & Hue who shares how healthcare organizations should begin thinking about user experience, patient experience and employee experience as a contiguous effort.

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The TPS5 - Week of June 11, 2021

Fri, 11 Jun 2021 11:00:00 -0000

Welcome to the TPS5 for the week of June 11, 2021. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: Five ways health systems can respond to US consumers, Apple’s new features allow you to share data with doctors, why NPS shouldn’t measure customer experience and how to propel telehealth quality.

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TP227 - Live from HPRMS: Digital Marketing in the New Normal

Wed, 09 Jun 2021 11:28:49 -0000

Over the past year, healthcare marketers and communicators have had to transform to meet the times. As we start to pivot our efforts to address the new normal, we have to contend with not only the changes in the modern healthcare consumer, but also the challenge of embracing new digital strategies and tools into current marketing strategies. Hosts Chris Boyer and Reed Smith share how leading organizations across the country view digital and the role it plays in 2021, discuss some of the top things that keep hospital digital marketers awake and night and learn how health systems are shifting their focus to address the challenges today.

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The TPS5 - Week of June 4, 2021

Fri, 04 Jun 2021 11:00:00 -0000

Welcome to the TPS5 for the week of June 4, 2021. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: How evolving medical knowledge can cause concern with patients, the international future of health, effective online competitive research and why JP Morgan Chase is returning to healthcare.

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TP226 - The 3 S’s of Your Content Strategy: SEO, Structure and Schema

Wed, 02 Jun 2021 11:00:00 -0000

Developing a content marketing strategy for a hospital and health system should involve more than developing a narrative, tone and voice and alignment with the customer journey - it also should take into account how the content aligns with your marketing technology, to ensure it delivers business results. In this episode, hosts Chris Boyer and Reed Smith discuss the importance of the three S’s of Content Strategy. They outline seven considerations for an SEO optimized content strategy and how structured data plays a role in content design. They are then joined by Martha Van Berkel, of SchemaApp, who shares ways she uses schema to help health systems with rebranding and physician engagement.

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TP225 - Rethinking our Marketing Strategy

Wed, 26 May 2021 11:00:00 -0000

As health systems begin to rethink their marketing strategies, it might also be a good time to start rethinking which elements are needed in that strategy. In this episode, hosts Reed Smith and Chris Boyer share the state of digital marketing in healthcare, seriously rethink the benefits of a SWOT analysis and share some actionable elements that every strategy should include. They are joined by Jackie Martin, digital marketing strategist, who shares her perspective on the best way healthcare marketers should build their strategies.

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The TPS5 - Week of May 21, 2021

Fri, 21 May 2021 11:00:00 -0000

Welcome to the TPS5 for the week of May 21, 2021. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: How hospitals need to pivot to address the threat of Amazon Care and Walmart’s MeMD, why it’s time to prioritize preventative health, how entrepreneurs can fix health better than Haven and why we should banish the word “patient” from our lexicon.

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TP224 - The Pivot Into the New Normal

Wed, 19 May 2021 11:00:00 -0000

As health organizations start planning for the return to some form of normalcy, post-pandemic, it’s important to stop and consider what the new normal could look like. In this episode, hosts Reed Smith and Chris Boyer discuss a survey reporting on US consumer sentiment, discuss how hospitals can succeed as care evolves to digital and even ruminate about the end of the waiting room. They are joined by the hosts of the The Morning Fix by 510k Cafe podcast, Amy Shephed and Julie Dye, who share how medical technology companies are also shifting to address this new marketplace

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The TPS5 - Week of May 14, 2021

Fri, 14 May 2021 11:00:00 -0000

Welcome to the TPS5 for the week of May 13, 2021. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: How regulating hospital prices can impact care, anti-vaccine advocates make a business out of misinformation, nursing execs on the importance of digital health tools, and the vaccine emoji gets a new look.

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TP223 - ICYMI: Retail Healthcare vs. Healthcare Consumerism

Wed, 12 May 2021 11:00:00 -0000

There are two forces at work that are poised to disrupt the healthcare industry - consumerism and the rise of retail healthcare. In this episode, hosts Reed Smith and Chris Boyer talk through how the current state of the industry is shifting the healthcare consumer, and how these shifts may run in conflict with the retail movement. They are joined by expert James A. Gardner, who shares his experience understanding the impacts retail healthcare is having on health systems across the country

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TP222 - Contextualizing Content to Make Your Marketing Work

Wed, 05 May 2021 11:00:00 -0000

In 2021, healthcare marketers realize that content marketing can play a significant role in patient experience. In this episode, hosts Chris Boyer and Reed Smith share ways marketers are leveraging content to drive marketing engagement, share content strategies that effectively support communication efforts and are joined by Eric Silberman of True North Custom about how he works with health systems to leverage content as part of their business strategies.

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The TPS5 - Week of Apr 30, 2021

Fri, 30 Apr 2021 11:00:00 -0000

Welcome to the TPS5 for the week of Apr 30, 2021. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: Patient navigators go mainstream, how the pandemic is changing the future of healthcare work, Facebook targeting vulnerable communities with vaccine messaging and women over 50 spearheading vaccine rollouts.

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TP221 - Staffing the Marketing Department for The New Normal

Wed, 28 Apr 2021 11:00:00 -0000

As healthcare organizations begin to embrace the “new normal” in the post-pandemic world, marketing leadership is faced with managing a number of changing realities. Not only has consumer expectations changed, and the marketing landscape significantly changed, the roles and responsibilities within a marketing department have also evolved to meet the current state. In this episode, hosts Chris Boyer and Reed Smith discuss the changing role of marketing and those important roles that need to be filled within the marketing department. Friend of the show, fellow podcaster and educator Bobby Rettew joins to share ways healthcare organizations can partner with local universities to ensure they are developing the right skill sets in students today to ensure they can effectively become the future employee of tomorrow.

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The TPS5 - Week of Apr 23, 2021

Fri, 23 Apr 2021 11:00:00 -0000

Welcome to the TPS5 for the week of Apr 23, 2021. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: Microsofts makes a significant entry into healthcare tech, Fitbit seeks to close diversity gap, virtual health drives continuum of care from hospital to home, and Google makes another try at patient health records.

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TP220 - Finding Innovation in Your Health System

Wed, 21 Apr 2021 11:00:00 -0000

In this episode, hosts Chris Boyer and Reed Smith discuss various ways innovation is occurring in health systems across the country. From innovative found within the technology of the MarTech Stack, to innovative technology platform partnerships, they share new ways of thinking and solving the challenges in hospitals and health care systems. They are joined by Dr. Bonnie Clipper, healthcare innovator and host of Healthcare Soothsayers, who shares how innovation can come from all levels of the organization.

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The TPS5 - Week of Apr 16, 2021

Fri, 16 Apr 2021 11:00:00 -0000

Welcome to the TPS5 for the week of Apr 16, 2021. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: Is “Femtech” the next big thing in healthcare, 5 healthcare marketing legal cases, how anti-vaccination proponents inspire pro-vaccine social media effort, and Uber, PayPal and Walgreens introduce a vaccine access fund.

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TP219 - The Multiple Business Models of a Health System

Wed, 14 Apr 2021 11:00:00 -0000

Many health systems are forced to deliver their services through multiple means. In this episode, hosts Chris boyer and Reed Smith discuss the elements of a business model and how to identify the type of model you should use - B2B, B2C, B2B2C - and how to optimize your marketing accordingly. They are joined by Greg Matthews, founder of HealthQuant and host of DataPoint, to discuss how organizations can best leverage their physician networks to help support your organization.

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The TPS5 - Week of Apr 9, 2021

Fri, 09 Apr 2021 11:00:00 -0000

Welcome to the TPS5 for the week of Apr 9, 2021. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: Understanding happy patients, pandemic aid isn’t reaching most hospitals, how payers are helping with vaccine hesitancy and the burgeoning home health industry.

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TP218 - This is Not Your Parent’s SEO - an Update for 2021

Wed, 07 Apr 2021 11:00:00 -0000

In this episode, hosts Reed Smith and Chris Boyer provide an update on some of the most significant changes in SEO for 2021, including an overview of Google’s Core Web Vitals (and how it centers on user experience), the ongoing experimentation of the Knowledge Graph and even top tips for digital marketers in health care systems to keep in mind. They are joined by Daisy-ree Quaker who shares her experience and expertise crafting content-marketing driven SEO strategies for hospitals across the country.

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The TPS5 - Week of Apr 2, 2021

Fri, 02 Apr 2021 11:00:00 -0000

Welcome to the TPS5 for the week of Apr 2, 2021. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: Has Facebook gone too far, Walmart Health’s CEO is leaving, patients getting weary of automated outreach and four health tech trends to watch.

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TP217 - Meeting the New Digital Consumer’s Expectations

Wed, 31 Mar 2021 11:21:47 -0000

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The TPS5 - Week of Mar 26, 2021

Fri, 26 Mar 2021 11:00:00 -0000

Welcome to the TPS5 for the week of Mar 26, 2021. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: How TikTok is changing healthcare marketing, hospitals actively hiding pricing data, shared decision making to address hesitancy and CVS’s new mental health initiative.

The week’s TPS5:

How TikTok is changing healthcare marketing
Hospitals Hide Pricing Data From Search Results
Experts propose shared decision making to decrease COVID-19 vaccine hesitancy
CVS launches new mental health initiative
The Source Podcast from the American Telemedicine Association: An Interview with Mauricio Sirvent, EVP of Care Delivery – Neurology & Psychiatry at SOC Telemed

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The TPS5 - Week of Jan 15, 2021

Fri, 15 Jan 2021 14:40:28 -0000

Welcome to the TPS5 for the week of Jan 15, 2021. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: the newest health tech announcements from CES 2021, Rock Health’s market insights report, a push for digital vaccination credentials, Google acquires FitBit and more!

The week’s TPS5:

The Morning Fix Podcast: From Serendipity to Purposefulness: How Nishi Viswanathan and the UT Dell Med Texas Health Catalyst are Impacting Population Health and Patient Care

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TP206 - A Conversation About Conversational Marketing

Wed, 13 Jan 2021 12:00:00 -0000

As healthcare marketing strategies evolve to address consumerism, new strategies should be considered to emphasize personalized experiences. In this episode, hosts Chris Boyer and Reed Smith discuss key elements and advantages of conversational marketing, including highlighting examples applicable to healthcare. They are joined by Brian Gresh, president of Loyal Health, who shares his experience using chatbots with health systems to build personalized experiences.

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The TPS5 - Week of Jan 7, 2021

Fri, 08 Jan 2021 12:00:00 -0000

Welcome to the TPS5 for the week of Jan 7, 2021. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: the red flags behind the fall of Haven, hospital price transparency, vaccine distribution’s information mess and Amazon’s foray into Health Tech.

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TP205 - Making Digital Adoption Sticky

Wed, 06 Jan 2021 12:00:00 -0000

For health systems, the path to digital maturity can be full of challenges and land-mines. In this episode, hosts Chris Boyer and Reed Smith share the internal digital “pivots” that can lead to successful digital adoption, ways organizations can achieve digital maturity, and then are joined by Dr. Shawn Griffin, President and CEO at URAC, who shares the importance of digital accreditation when it comes to evolving digital/telehealth products into high-quality programs.

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TP204 - The 2020 Listener Choice Awards

Wed, 30 Dec 2020 12:00:00 -0000

In our annual “Best-of” 2020 show, hosts Reed Smith and Chris Boyer reflect back on this unprecedented year, sharing some of their most favorite topics, guests and episodes from the TouchPoint podcast and countdown listener’s top voted categories, including: best cold-open, best episode topic, best guest expert and the coveted Top Fan of 2020.

Best Cold Open:

TP202 - Peppermint Desserts

Most Popular State (by Downloads):

California

Best Use of the Term “Unprecedented”:

Whenever referring to our front-line healthcare workers (and the challenges they faced this year)

The Oddest Place We Recorded an Episode:

HCIC@Home

Most Downloaded Episode:

TP153 - User-Centric Taxonomy

Best Episode (as voted on by our listeners):

Best Episode Topic We Didn’t Record:

Intranets & Internal Communication Technology

Weirdest OS in Which Our Podcast Was Played:

Windows Media Player

Who Is Smarter?

Chris

Best Guest Expert:

Best Fan of 2020:

Michael Krivich on LinkedIn

Best Recommendation:

A garden shovel

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TP200 - We Had a Little Fun Along the Way (a Retrospective Look at our First 200 Episodes)

Wed, 02 Dec 2020 12:00:00 -0000

In this milestone podcast, hosts Chris Boyer and Reed Smith look back at the first 199 episodes of the Touch Point podcast. They reflect on the types of topics they’ve covered and even share a clip from their first conversation (in the first episode). After reflecting on the variety of guest experts on the show, they share a special montage of their most-featured guest, Ed Bennett, and the variety of expertise he has shared. We want to thank all of our listeners and sponsors for making the show as successful as it is (and we look forward to the next 200)!

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TP199 - A Thanksgiving Double Helping

Wed, 25 Nov 2020 12:00:00 -0000

This Thanksgiving week special episode is designed to share a double helping of great content for the lengthy weekend. First up, hosts Chris Boyer and Reed Smith share a live podcast recording from #HCIC20 - where they welcome Ahava Liebtag from Aha Media and celebrated Reed’s and Ahava’s introduction to the 2020 Healthcare Internet Hall of Fame and all three discuss how they’ve seen change in the industry over the past decade. Then for the second round, they welcome Maren Jensen of Sanford Health and Chris Eastwood from Point Across Media, who share how they partnered together to tackle a large video project. A cornucopia of great information this week!

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The TPS5 - Week of Nov 20, 2020

Fri, 20 Nov 2020 14:34:47 -0000

Welcome to the TPS5 for the week of Nov 20. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: communicating about vaccine hesitancy, clinicians unable to access telehealth from EHRs, senior care residences of the future, and why contact-tracing apps haven’t been adopted in the US.

The week’s TPS5:

DataPoint podcast - Online Patient Communities Grow Up

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TP198 - Digital Population Health and the New Care Continuum

Wed, 18 Nov 2020 12:00:00 -0000

As population health strategies intersect with healthcare marketing strategies, there is also a convergence of using offline and digital strategies to engage with their care.. In this episode, hosts Reed Smith and Chris Boyer discuss how the pandemic has changed hospitals’ population health strategies and how digital is changing important outreach efforts. They are joined by Chris McReynolds, CEO of Well Source, who shares his perspective on how health systems can leverage digital to educate and motivate people to engage in healthier behavior.

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The TPS5 - Week of Nov 13, 2020

Fri, 13 Nov 2020 14:39:10 -0000

Welcome to the TPS5 for the week of Nov 13. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: when should health systems invest in new tech, paying doctors to use AI algorithms, Amazon Alexa helping aging family members, and how hospitals must embrace digital.

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TP197 - Using Digital to Support Physician Outreach

Wed, 11 Nov 2020 12:00:00 -0000

Now that health systems have embraced digital to connect with patients during the pandemic, how are they using digital to align with their physician outreach efforts? In this episode, host Chris Boyer and Reed Smith discuss the imperatives for physician outreach during the pandemic, and how shifts in digital marketing can be leveraged to engage with doctors. They are joined by Scott Alexander of Jairus Micromarketing in which he shares how digital advertising can be used to amplify the role of the physician liaison.

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The TPS5 - Week of Nov 6, 2020

Fri, 06 Nov 2020 12:00:00 -0000

Welcome to the TPS5 for the week of Nov 6. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: five forces that will reshape the future of healthcare, young people designing digital health innovations, healthcare intranet design trends, and more.

The week’s TPS5:

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TP196 - The Increasing Role of Technology in Patient Experience

Wed, 04 Nov 2020 12:00:00 -0000

In today’s episode, hosts Chris Boyer and Reed Smith discuss how the pandemic has not only pushed companies over the technology tipping point, but how the new digital healthcare consumer (Generation N?) is shifting the way health systems should respond with their digital strategies. They are joined by Jacob Jeppson of KLAS Research who shares the latest research his organization has conducted to identify their top technology concerns and opportunities..

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The TPS5 - Week of Oct 30, 2020

Fri, 30 Oct 2020 13:50:10 -0000

Welcome to the TPS5 for the week of Oct 30. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: the state of mergers & acquisitions in healthcare (in light of the Intermountain/Sanford proposed merger), ransomware hits dozens of US hospitals, 10 big ideas in healthcare marketing, Apple creating its own search engine, and more.

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TP195 - Leveraging Community Outreach During a Pandemic

Wed, 28 Oct 2020 11:00:00 -0000

Many hospitals and health systems have analyzed their community outreach efforts during this year’s health crisis. In this episode, hosts Reed Smith and Chris Boyer discuss the traditional role that community outreach has played in the past, the role of health IT in the future of community outreach, and even discuss ways to build equity into your outreach efforts. They are joined by Evan Brandoff of LeagueSide who shares how he works with organizations in leveraging youth sports as an important part of community outreach.

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The TPS5 - Week of Oct 23, 2020

Fri, 23 Oct 2020 13:42:53 -0000

Welcome to the TPS5 for the week of Oct 23. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: what digital health entrepreneurs can do to combat disparities, 5 beliefs blocking digital transformation, health digital missteps during COVID and 11 big ideas in healthcare innovation.

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TP194 - Normalizing Virtual Health in the New Normal

Wed, 21 Oct 2020 11:00:00 -0000

With the recent expansion of CMS’s reimbursement for new telehealth services, it is becoming increasingly clear that telemedicine is becoming a permanent part of the care journey for hospitals, health systems, FQHC’s and physician practices. In this episode, hosts Reed Smith and Chris Boyer discuss the current state of telehealth, how to establish a telemedicine program based on value, and imagine how hybrid models of the future can include virtual and in-person models. They are joined by Ann Mond Johnson. CEO of the American Telemedicine Association (ATA) and host of The Source podcast, who shares her perspective on the state of virtual health for our industry.

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The TPS5 - Week of Oct 16, 2020

Fri, 16 Oct 2020 11:00:00 -0000

Welcome to the TPS5 for the week of Oct 16. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: Helping healthcare providers understand AI better, expanding telehealth services under Medicare, Press Gainey expanding their hold on online reputation, Facebook banning anti-vaccination ads and more!

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TP193 - Building Strength and Resilience in Your Health System

Wed, 14 Oct 2020 11:00:00 -0000

Throughout 2020, the healthcare industry has faced incredible challenges. And now with the ongoing strain of dealing with the pandemic, many health systems are facing fatigue maintaining their strategic focus. In this episode, hosts Reed Smith and Chris Boyer discuss the top concerns of healthcare executives, share an article that illustrates how hope is not a strategy, and how digital can help organizations develop a sustainable approach to the future. They are joined by Paul Griffiths, General Manager, Digital Health Solutions at Perficient, who share the commitments that health systems should consider to build revenue resilience.

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The TPS5 - Week of Oct 9, 2020

Fri, 09 Oct 2020 14:56:41 -0000

Welcome to the TPS5 for the week of Oct 9. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: Tech giants entering the insurance market, the rise in cost of telehealth, effective governance and using Google Docs to educate about COVID.

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TP192 - NPS, PX and CSAT - How to Measure VoC

Wed, 07 Oct 2020 11:00:00 -0000

For health systems, it’s clear that measuring customer experience remains important to maintaining patient loyalty. In this episode, hosts Chris Boyer and Reed Smith discuss the common ways hospital systems attempt to measure Voice of Customer (VoC), including Net Promoter Score (NPS), Customer Satisfaction metrics (including Press Gainey and NRC data), and Consumer Effort Scores (CES). They are joined by Dan Reilly, Senior Vice President at SMS Research Advisors, who share how he works with health systems in understanding the effective ways to use NPS to understand their market.

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The TPS5 - Week of Oct 2, 2020

Fri, 02 Oct 2020 15:01:28 -0000

Welcome to the TPS5 for the week of Oct 2. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: Pinterest manages health misinformation better than Facebook, people want their own health data, three trends in healthcare content marketing, and new insight metrics for Google My Business.

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TP191 - Leveraging Our Opportunity of Trust

Wed, 30 Sep 2020 11:00:00 -0000

The role of health systems in communicating about and treating COVID-19 has already undergone significant strain. In this episode, hosts Chris Boyer and Reed Smith are joined by Isaac Squyres, partner at Jarrard Inc. to discuss their most recent National Coronavirus Online Survey, including implications and opportunities for health systems to communicate effectively about the coronavirus vaccine, leverage trust and engage their employees.

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The TPS5 - Week of Sep 24, 2020

Fri, 25 Sep 2020 11:00:00 -0000

Welcome to the TPS5 for the week of Sep 24th. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: the pandemic has pushed U.S health into a tech revolution, why listing management is complex, paying people to work out with the Apple Watch, Facebook last in digital trust and how Vanderbilt is making a dent in healthcare.

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TP190 - No Patient Left Behind: the Importance of Patient Access

Wed, 23 Sep 2020 11:00:00 -0000

There has been a significant consumer shift online due to pandemic, and now many organizations are rethinking their patient engagement and access strategies to strengthen their digital channels. Hosts Chris Boyer and Reed Smith share how consumer online shopping patterns have shifted, how recent legislation is driving health systems to “free health data” for their patients, and then are joined by expert Dr. Tashfeen Ekram or Luma Health who share his approach to helping physicians and systems ensure there is “no patient left behind.”

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The TPS5 - Week of Sep 18, 2020

Fri, 18 Sep 2020 11:00:00 -0000

Welcome to the TPS5 for the week of Sep 18th. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: making healthcare more affordable through automation, the future of health IT, healthcare philanthropy in the age of COVID, the new Apple Watch’s health features and retail healthcare.

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TP189 - The Looming Digital Mental Health Crisis

Wed, 16 Sep 2020 11:00:00 -0000

While the healthcare industry is still dealing with the impacts of the current public health pandemic, there is a secondary pandemic that is looming - that of public health. In this episode, hosts Reed Smith and Chris Boyer discuss how digital mental health solutions can have a significant impact on addressing this secondary crisis, sharing the current state and research that illustrates the challenges and benefits of embracing online behavioral health solutions. They are joined by Alexandra Drane, CEO and Co-founder of Rebel Health/ARCHANGELS who share the results of a recent CDC study that sheds new light on the mental health crisis is tightly linked to coronavirus pandemic (this interview was recorded during HMPSS20.

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The TPS5 - Week of Sep 11, 2020

Fri, 11 Sep 2020 14:00:16 -0000

Welcome to the TPS5 for the week of Sep 11th. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: Facebook’s algorithm is a major public health threat, digital health can impact aging in place, smart hospitals, the lag in rebound of in-person visits to clinics and the problem with policing doctors on social media.

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TP188 - The Elements of Innovation

Wed, 09 Sep 2020 11:00:00 -0000

2020 is the year that is helping us realize that there are a lot of challenges with our current healthcare industry, and there are plenty of opportunities for innovation. In this episode, hosts Chris Boyer and Reed Smith discuss in depth the essential elements organizations need to launch innovation projects, and examples of innovations that are already poised to disrupt our industry. They are joined by Shelli Pavone, CEO and Co-founder of Inlightened, who shares her experience leading innovation at small and large companies and the importance of engaging with the right innovative experts.

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Social Health Institute

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The TPS5 - Week of Sep 4, 2020

Fri, 04 Sep 2020 11:00:00 -0000

Welcome to the TPS5 for the week of Sep 4th. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: the failure of contact tracing in the US, Google release COVID-19 search terms, the next-normal health care consumer, is your website ready for telehealth traffic and why the customer journey doesn’t exist.

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TP187 - Omnichannel Marketing and the Engaged Consumer

Wed, 02 Sep 2020 11:00:00 -0000

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The TPS5 - Week of Aug 28, 2020

Fri, 28 Aug 2020 15:48:39 -0000

Welcome to the TPS5 for the week of Aug 28th. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: how long-haulers are redefining COVID19, larger systems do not equate to better quality outcomes, the silver lining of home health and why COVID schema matters.

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TP186 - The AI Hype Cycle in Healthcare

Wed, 26 Aug 2020 11:00:00 -0000

Artificial Intelligence in healthcare often is seen as either a future-state innovation of a technology with an over-stated impact. In this episode, hosts Chris Boyer and Reed Smith attempt to break down the “hype." First, they share the emerging technologies that Gartner predicts will have a dramatic impact in the future, and then they focus on three ways AI are being applied in healthcare. They are joined by Michael Wollmering, consultant at Inspire 11, in how he’s helped organizations build an AI Center of Excellence and the readiness of the healthcare industry to embrace this important technology.

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The TPS5 - Week of Aug 21, 2020

Fri, 21 Aug 2020 14:51:34 -0000

Welcome to the TPS5 for the week of Aug 21st. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: the elective surgery backlog, drive-through doctors, don’t cut your marketing budget and the mental health impact of COVID19 on America.

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Wed, 29 Jul 2020 11:00:00 -0000

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The TPS5 - Week of July 20 - July 24, 2020

Fri, 24 Jul 2020 16:02:00 -0000

Welcome to the TPS5 for the week of July 20 - July 24. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: Uber’s role in contact tracing, frictionless is not enough, the end of the telehealth boom and the future of telehealth visits.

The week’s TPS5:

Exam Room podcast: The Complexities of Physician Supply and Demand

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TP181 - Next Best Action Marketing During Unprecedented Times

Wed, 22 Jul 2020 11:00:00 -0000

Now, more than ever, it’s important for healthcare marketers to rethink the ways they are engaging with customers and patients - which is leading to rise in “next-best-action” marketing, nurturing the use of CRM and marketing automation. In this episode, hosts Reed Smith and Chris Boyer discuss why health systems should embrace this new marketing paradigm, and how despite a tightening of marketing budgets and headcount, organizations are rapidly revamping their departments to focus on building trust and engagement with their customers across the entire journey. They are joined by Ben Seyden of Fransiscan Alliance, who shares how his team is developing content across multiple digital channels focused on the customer.

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Marketo article “What is Lead Nurturing?”
Wikipedia definition “Next-best-action Marketing”
Despite budget cuts, CMOs still bullish on marketing automation investments
Marketing Automation Among Top Four Investment Priorities for Digital Solutions
3 Common Errors That Can Render Your Customer Journey Maps Ineffective
Ben Seyden on LinkedIn

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The TPS5 - Week of July 13 - July 17, 2020

Fri, 17 Jul 2020 13:57:00 -0000

Welcome to the TPS5 for the week of July 13 - July 17. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: how the fax machine is hindering response to the coronavirus, how hospitals can use data to market proactively, the potential for telehealth in home health and the financial unwellness fallout from the pandemic.

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TP180 - Ingredients of Customer-Centricity

Wed, 15 Jul 2020 11:00:00 -0000

The current public health crisis has caused our industry to rapidly adopt many customer-first strategies. In this episode, Reed Smith and Chris Boyer share case studies from our industry that illustrate what it means to be customer-centric, the importance of the call center and how culture is the critical element of digital transformation. They are joined by Grad Conn, Chief Marketing Officer of Sprinklr, who shares his experience with health systems who are using digital CXMs to better address customer needs.

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The TPS5 - Week of July 6-July 10, 2020

Fri, 10 Jul 2020 14:05:00 -0000

Welcome to the TPS5 for the week of June 29-July 3, 2020. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: the concern around COVID-19 vaccinations, reimagining a contactless patient journey, Instagram overtaking Twitter as a news source and how marketing and HR partnerships can increase your brand.

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TP179 - How Hard is it to Be Empathetic?

Wed, 08 Jul 2020 11:00:00 -0000

Understanding our customers and the emotions that may shape their experiences with our organizations is an important marketing differentiator for healthcare marketing professionals. That is why empathy marketing is an important differentiator that many organizations are turning to. But what is “empathy marketing” specifically and what is the best way to use it? In this episode, hosts Chris Boyer and Reed Smith explain the foundational elements needed to introduce empathy into your marketing efforts. They are joined by Steve Koch of Cast & Hue who shares how his agency partners with healthcare teams to use human centered design to better understand their customers.

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Fri, 08 May 2020 14:17:00 -0000

Welcome to the TPS5 for the week of May 4-8, 2020. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week: the COVID19 pandemic is increasing the need for digital health literacy, physicians need their own websites, digital transformation is about people and telehealth reimbursement for therapists.

This week’s TPS5:

- COVID19 – Digital Health Literacy is a Key to Saving Time, Costs and Lives

- Doctors Need a Webspace to Call Home

- Digital Transformation Is About Talent, Not Technology

- CMS Expands COVID-19 Telehealth Reimbursement to Therapists, Phone Services

- How to get skin cancer patients to the dermatologists quickly – and reduce system waste by 90% – A conversation with Maryam Sadeghi, PhD – CEO of Meta Optima

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TP170 - How Brands Can Respond In a Public Health Crisis

Wed, 06 May 2020 11:00:00 -0000

At the onset of our public health crisis, it seemed that many brands began advertising in similar ways, using similar branding messages, background music, etc. While consumer sentiments have also shifted, does this mean the future of branding for healthcare should also follow a similar trend? In this episode, hosts Chris Boyer and Reed Smith discuss the brand trust in the coronavirus pandemic, and some trends brands should anticipate as we move through this crisis. They are joined by Rob Rosenberg from Springboard Brand & Creative who shares his perspective on how healthcare brands should shift in the current landscape.

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The TPS5 - Week of April 27-May 1, 2020

Fri, 01 May 2020 17:18:00 -0000

Welcome to the TPS 5 for the week of April 27 – May 1, 2020. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week’s TPS5:

- Can API vendors solve healthcare’s data woes?

- Poll: Consumers report greater satisfaction with digital health services than those from banking, telecoms

- What the Coronavirus Crisis Reveals About American Medicine

- Artificial Intelligence Won't Save Us From Coronavirus

- The New Normal: Healthcare Data Privacy – a Conversation with Kurt Waltenbaugh, Founder and CEO of Carrot Health

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TP169 - How COVID is Changing Consumer Behavior

Wed, 29 Apr 2020 11:00:00 -0000

Crises can fundamentally reshape people’s beliefs and behaviors and lasting shifts in social attitudes, policy, work, and consumption will likely also emerge from the pandemic. In this episode, hosts Reed Smith and Chris Boyer talk about the shifts in consumer behavior as a result of our current public health crisis, and how organizations can understand and adapt to these shifts as consumer mindsets shift. They are joined by Jane Sarasohn-Kahn, health economist and advisor, who shares ideas from her book Health Consuming, and how health systems can begin addressing the needs that healthcare consumers have.

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The TPS5 - Week of April 20, 2020

Fri, 24 Apr 2020 14:56:00 -0000

Welcome to the TPS 5 for the week of April 20, 2020. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week’s TPS5:

- Exclusive: Mary Meeker's coronavirus trends report

- Three Notable Differences in Digital Advertising Between the Last Recession and Now

- Lawmakers Ask CMS to Expand mHealth Coverage for Mental Health Services

- Deploying a Health System Artificial Intelligence (AI) Center of Excellence

- Touch point podcast #168 – Medical Misinformation’s Impact on Public Health

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TP168 - Medical Misinformation’s Impact on Public Health

Wed, 22 Apr 2020 11:00:00 -0000

Provider systems have always tried to be the convenor of authoritative healthcare content for their communities - and the importance of this is no greater as our country still works through the COVID19 public health crisis. Hosts Chris Boyer and Reed Smith discuss current consumer trust of health systems, and how the rise of misinformation online has not only stress-tested the abilities of Facebook, Google and Twitter to moderate false information through their platforms. They are joined by John Brownlee of VidScrip, who shares easy ways for health systems to engage their physicians in conveying authoritative and trust-worthy content during this global pandemic.

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The TPS5 - Week of April 13, 2020

Fri, 17 Apr 2020 14:27:00 -0000

Welcome to the TPS 5 for the week of April 13, 2020. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week’s TPS5:

- Answering the 12 Biggest Questions About Google and Apple’s New Coronavirus Tracking Project

- Lawmakers Ask CMS to Expand mHealth Coverage for Mental Health Services

- Assessing Coronavirus’s Impact on Your Business Model

- The Influencer Economy Hurtles Toward Its First Recession

- Introducing: “The New Normal: Conversations About the Future of Healthcare”

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TP167 - The Evolution of Digital Advertising

Wed, 15 Apr 2020 11:00:00 -0000

Digital advertising (PPC, display ads, social media advertising) has played a traditional role in health system marketing - from patient acquisition, supporting content marketing and even branding/awareness efforts. However, in our current public health crisis, many organizations are beginning to question the role of digital advertising in their overall marketing efforts - now and even as we move through this crisis. Hosts Reed Smith and Chris Boyer discuss the changes in digital marketing as a response to the COVID-19 crisis, and share ways consumer search pattern is changing in the past few months. They are joined by Michael Robideau from True North Custom, who shares how he is working with health systems to shift their marketing for the current times. This episode also features a special conversation with David Dolton, Jim Samuel, Ed Bennett and Mitch Holdwick (who joined in a live Zoom listen to the show).

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The TPS5 - Week of April 6, 2020

Fri, 10 Apr 2020 13:58:28 -0000

Welcome to the TPS 5 for the week of April 6, 2020. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week’s TPS5:

- What Will U.S. Health Care Look Like After the Pandemic?

- How Germany Leveraged Digital Health to Combat COVID-19

- Coronavirus Gives People a Reason to Use Telehealth, But Doubts Remain

- The Virus Changed the Way We Internet

- TP163 – Boosting the Impact of Your Online CV

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TP166 - The Crisis Consumer and Your Online Presence

Wed, 08 Apr 2020 11:00:00 -0000

In a time of crisis, people react differently to how they search for information, as well as their purchasing habits. For hospitals and health systems, understanding audiences’ needs and desires becomes important for developing effective communications strategies. In this episode, hosts Chris Boyer and Reed Smith share what science has found about consumer behavior in a crisis, the new consumer segmentation marketers need to understand, and then are joined by Kelly McDonald from OSU Wexner Medical Center who shares how her organization’s social media audit allowed her to gain advantage when communicating to our customers.

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The TPS5 - Week of March 30, 2020

Fri, 03 Apr 2020 14:39:16 -0000

Welcome to the TPS 5 for the week of March 30. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week’s TPS5:

- NRC HEALTH REPORT Consumer-sentiment data on the coronavirus pandemic

- Healthcare marketers slash budgets, step up digital, as COVID-19 forces an evolution

- The Eight Types of People We Become on Zoom

- YouTube profits from videos promoting unproven Covid-19 treatments

- COVID-19 communications: Best practices and how to prepare for what’s next

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TP165 - The Telemedicine Toothpaste is Out of the Tube

Wed, 01 Apr 2020 11:00:00 -0000

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The TPS5 - Week of March 23, 2020

Fri, 27 Mar 2020 15:56:56 -0000

Welcome to the TPS 5 for the week of March 23. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week’s TPS5:

- Coronavirus is forcing a trade-off between privacy and public health

- Isinnova shares 3D printed adapter to turn snorkeling mask into a non-invasive ventilator

- Dyson is building 15,000 ventilators to fight COVID-19

- A CDC veteran asks: Why is the agency ‘sitting on the sidelines’ in the fight against Covid-19?

- Here are the 5 kinds of pandemic villains who are making things worse for the rest of us

- The Exam Room podcast with Dr. Bryan Vartabedian

- 33charts.com

- 33 charts Facebook page

- Dr. Bryan Vartabedian on Twitter

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TP164 - Marketing During a Public Health Crisis

Wed, 25 Mar 2020 11:00:00 -0000

As hospitals and health systems are dealing with an unprecedented health crisis, the need for communications is critical. But what does this mean for health system marketing? In this episode, hosts Chris Boyer and Reed Smith discuss the impact of marketing strategies for hospitals and healthcare systems, and how now is the time (more than ever) for us to evolve to “big M” marketing.. They are joined by Chris Hemphill from SymphonyRM who describes how he is working with marketers to help them use data to understand patients’ needs and guide them to making meaningful healthcare decisions.

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The TPS5 - Week of March 16, 2020

Fri, 20 Mar 2020 15:39:42 -0000

Welcome to the TPS 5 for the week of March 16. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week’s TPS5:

- A Guide to Managing Your (Newly) Remote Workers

- Coronavirus at a Glance: Infographic

- The Coronavirus Crisis Is Showing Us How to Live Online

- Facebook, Reddit, Google, LinkedIn, Microsoft, Twitter and YouTube issue joint statement on misinformation

- Connected Hospital podcast: AI brings platform to COVID-19 battlefront

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TP163 - Boosting the Impact of Your Online CV

Wed, 18 Mar 2020 11:00:00 -0000

The role of the online CV (or resume) is critical for medical professionals in hospitals and health systems - both when exploring new opportunities, as well as presenting oneself online for consumers “interviewing” doctors through their online reputation. In this episode, hosts Chris Boyer and Reed Smith discuss the history of the CV and how digital channels are influencing the way consumers trust medical professionals. They are joined by Audun Utengen of Symplur who shares the way they are using social media to determine the online impact of physicians’ social media presence.

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The TPS5 - Week of March 9, 2020

Fri, 13 Mar 2020 16:06:23 -0000

Welcome to the TPS 5 for the week of March 9. TPS5 is a weekly recap of the latest in marketing, communications and digital healthcare news, as curated by the expert hosts of the Touch Point Media Network. To learn more about Touch Point Media, visit us online at http://touchpoint.health.

This week’s TPS5:

- Beyond the Obvious: Four Areas that Need Attention in COVID_19 Communications

- Twitter Suggests Appropriate Ways for Brands to Tweet About COVID-19

- Google Maps update lets you know which businesses are affected by coronavirus

- 25th Annual Healthcare Marketing & Physician Strategies Summit update regarding the CO-VID 19 outbreak

- Touch point podcast 162: Blockchain and Healthcare

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TP162 - Blockchain and Healthcare

Wed, 11 Mar 2020 11:00:00 -0000

Blockchain is an important technology that is being used in many different industries, but what is its application in healthcare? In this episode, hosts Chris boyer and Reed Smith do their best to define what blockchain means, and then discuss the opportunities that blockchain has in the healthcare industry - from improving financial transactions, to securely storing confidential information and even driving efficiencies in the supply-chain. They even discuss how blockchain is being used to help with the coronavirus pandemic. They are then joined by Charlie Lougheed of Axuall, who shares how his company is using this technology to improve credentialing in the healthcare space.

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The TPS 5 - Week of Mar 2, 2020

Fri, 06 Mar 2020 12:57:00 -0000

Welcome to the TPS Friday 5 for the week of March 2. The Friday 5 is a weekly recap of the stories featured in the TPS report e-newsletter released each Monday. To sign up visit us online at http://touchpoint.health. In this week’s TP5:

- Moz.com’s 2020 Google Search Survey: How Much Do Users Trust Their Healthcare Search Results?

- 25th Annual Healthcare Marketing & Physician Strategies Summit update regarding the CO-VID 19 outbreak

- CMOs Report A Skills Gap in Data and Analytics

- Stories are coming to LinkedIn

- touch point podcast 161: The Freelance (Gig) Economy and Healthcare

- The Exam Room podcast with Dr. Bryan Vartabedian: TikTok and the WHO

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TP161 - The Freelance (Gig) Economy and Healthcare

Wed, 04 Mar 2020 12:00:00 -0000

More than a third of the US workforce is taking advantage of the benefits of the freelance (gig) economy - but how is that impacting healthcare? In this episode, hosts Chris Boyer and Reed Smith discuss the changes in the healthcare workforce and the demands that our freelance economy are having on health systems and physicians - from new methods of billing to how on-demand applications are changing healthcare delivery. They are joined by Manoj Jhaveri, co-founder and CEO of Hyr Medical Inc, in which he shares how the freelance economy is impacting the relationship between health systems and physicians.

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The TPS 5 - Week of Feb 24, 2020

Fri, 28 Feb 2020 15:36:51 -0000

Welcome to the TPS Friday 5 for the week of February 24. The Friday 5 is a weekly recap of the stories featured in the TPS report e-newsletter released each Monday. To sign up visit us online at touchpoint.health. The TPS report is made possible by the support of our friends at Binary Fountain

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TP160 - Getting Literate about Digital Health Literacy

Wed, 26 Feb 2020 12:00:00 -0000

The World Health Organization defines digital health literacy as the ability to seek, find, understand and appraise health information from digital sources. In this episode, hosts Chris Boyer and Reed Smith discuss the importance of digital health literacy as a way to improve the overall digital care journey, and the importance of designing these solutions with an eye for health equity. They are joined by Meghan Nechrebecki from The Health Cube, who discusses the role of video in the digital care journey.

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The TPS 5 - Week of Feb 16, 2020

Fri, 21 Feb 2020 16:57:08 -0000

Welcome to the TPS Friday 5 for the week of February 16. The Friday 5 is a weekly recap of the stories featured in the TPS report e-newsletter released each Monday. To sign up visit us online at touchpoint.health. The TPS report is made possible by the support of our friends at Binary Fountain

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TP159 - Data Thinking and Data Liquidity

Wed, 19 Feb 2020 12:00:00 -0000

While data is probably one of the least interesting aspects of digital transformation, it is one of the four foundational pillars. In this episode, hosts Chris Boyer and Reed Smith “dive into data” by discussing how organizations can start adopting a data thinking mindset. They are joined by Chris Gervais of Kyruus, who shares how interoperability and data liquidity can help health systems find new ways to innovate their offerings.

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TP158 - User Centricity in Healthcare Design

Wed, 12 Feb 2020 12:00:00 -0000

Understanding our customers is an important part of health system strategies. In the development of these plans, the terms “User Centered Design,” “Human Centered Design” and “Design Thinking” are often used interchangeably. In this episode, hosts Reed Smith and Chris Boyer discuss the similarities and differences between these approaches, and share some relevant case studies in which user-centricity is a critical part of the overall design process. They are then joined by Lisa Helminiak of Azul Seven, who shares her perspective on HCD/UCD and how organizations can learn to adopt these approaches as part of their cultural DNA.

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TP157 - The Pursuit of Price Transparency in Healthcare

Wed, 05 Feb 2020 12:00:00 -0000

As health systems embrace customer-first strategies and consumerism, one aspect of many of these strategies is notable absent: price transparency. In this episode, hosts Reed Smith and Chris Boyer discuss how the industry is facing unparalleled pressure to publish their prices online. They discuss the recent executive order on health care price transparency, how payers, employers and hospitals are responding and then are joined by expert Michael Krivich, in which he shares his expertise in how health systems can embrace price transparency.

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TP156 - Demystifying the Difference between Accessibility and Usability

Wed, 29 Jan 2020 12:00:00 -0000

Digital professionals in health systems are aware of the importance of accessibility and usability, but often the two terms are used interchangeably. In this episode, hosts Reed Smith and Chris Boyer discuss the nuanced differences between the two terms, share recent trends on ADA non-compliance and even discuss how voice-first devices can be used to support accessibility. They are joined by Kris Rivenburgh, attorney and founder Accessible.org, in which he shares his experience with ADA Website compliance and web accessibility and how health systems can begin to address this important issue.

Mentions from the Show:

4 Healthcare Companies Sued Over ADA Website Compliance (and Why it Matters!)
Accessibility, Usability, and Inclusion - from W3C
Smart Speakers & Web Accessibility: How Voice Technology is Helping Disabled People
Accessible.org
The ADA Book - how to reduce your risk of an ADA Website Compliance lawsuit
Wordpress theme designed and developed by Kris to fully meet WCAG 2.0 AA.
Kris Rivenburgh’s Medium site
Kris Rivenburgh.com
Kris Rivenburgh on LinkedIn

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TP137 - Getting Your Hospital to Act Like a Startup

Wed, 18 Sep 2019 11:00:00 -0000

A common mantra organizations hear when transforming themselves to become digital first is to “act more like a start-up.” But what does that actually mean? In this episode, hosts Chris Boyer and Reed Smith discuss the characteristics that larger organizations should embrace to become more like a start-up, including cultural and workplace design efforts. They also discuss challenges that start-ups face when working with health systems, and share some innovative successes health systems have seen by acting more agile and adept. They are joined by Rodney Reider, Partner at KA-Ventures, on his experience working within health systems and designing an innovative culture.

Mentions from the Show:Act Like a Startup - MIT Sloan Management Review articleHow To Build A Startup Culture In A Big Organization - Work Design MagazineHealthcare startups struggle to navigate a business world that’s set up for them to fail - TechcrunchHealthcare Innovation - 10 Recent Examples Of Powerful Innovation In Healthcare - Forbes.comRodney Reider on LinkedIn Rodney Reider on Twitter Medicom Webinar - Active Listening 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP136 - The Evolving Marketing Department

Wed, 11 Sep 2019 11:00:00 -0000

With the rise of consumerism and the introduction of a whole suite of technology to support marketing efforts, it’s natural that healthcare marketing organizations must evolve. In this episode, hosts Chris Boyer and Reed Smith discuss the way hospitals and health systems are changing their marketing departments and how important the role of the digital technologist plays in new digital teams. Rachel Neeley from Evariant joins us to talk about how precision marketing is also enabling organizations to focus their efforts on business results.

Mentions from the Show:The Changing Structure of Marketing Departments in the Age of Disruption the Year of the Chief Digital Officer? Rachel Neeley on LinkedIn Rachel Neeley email Evariant.com Medicom Webinar - Active Listening 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP 135 - Reputation and Listings Management for Businesses

Wed, 04 Sep 2019 11:00:00 -0000

In this very special episode of touch point, hosts Reed Smith and Chris Boyer feature a recent panel discussion that discusses best practices for online reputation and listing management. Hosted by Aaron Clifford of Binary Fountain, panel guests include Reed, John Musser of Sport Clips and Krystal Taing of RIO SEO. They cover a variety of topics including how SEO’s impact on listing ranking, how organizations manage franchise operations online and how to combat a negative reputation on Yelp.

Mentions from the Show:Aaron Clifford on LinkedIn John Musser on LinkedIn Krystal Taing on LinkedIn SHSMD Connections 2019 Medicom Webinar - Active Listening 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website

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TP 134 - Is Facebook Still a Thing?

Wed, 28 Aug 2019 10:15:48 -0000

Whether we like it or not, Facebook is still the most dominant social media platform - across all age ranges. Hosts Chris Boyer and Reed Smith discuss the latest stats of Facebook’s usage in the United States as well as some of the latest changes being made to the platform and how hospitals and health systems can take advantage of this powerful social platform. They are joined by Jenn Thai, Social Media Specialist at Johns Hopkins All Children’s Hospital, in which she shares how her organization embraced Facebook Live as a way to connect with their audiences.

Mentions from the Show:Pew Research Center’s 2019 Social Media Factsheet 10 facts about Americans and Facebook 16 social media updates for marketers in 2019… so far Jenn Thai on LinkedIn Jenn Thai on Twitter SHSMD Connections 2019 Medicom Webinar - Active Listening 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP133 - The Giving Part of Digital

Wed, 21 Aug 2019 10:25:33 -0000

It seems natural that philanthropy is a significant component of non-profit health systems - but how does digital play a part? In this episode, hosts Chris Boyer and Reed Smith discuss how digital is impacting the way donors interact with hospital foundations, from the psychological shift to crowdfunding to the digital tools used in modern fundraising efforts. They are joined by Jean Hitchcock, president of Hitchcock Marketing & Communications, in which she shares her experience helping health systems stay ahead of these trends and how development teams can benefit from partnering with marketing teams.

Mentions from the Show:GoFundMe CEO: One-Third of Site's Donations Are to Cover Medical Costs Giving Statistics - CharityNavigator.orgHospital & Health Conversion Foundations - stakeholderhealth.orgWhy Smaller Donations Are One of 2019’s Biggest Online Fundraising Trends 5 Digital Fundraising Trends to Watch for in 2019 Jean Hitchcock on LinkedIn Hitchcock Marketing & Communications SHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP132 - Bridging the Digital Gap

Wed, 14 Aug 2019 10:28:09 -0000

While digital tools and technologies has become an essential part of our lives in society, do different generations use and value them equally? In this episode, hosts Chris Boyer and Reed Smith attempt to define the generational gap between Baby Boomers, GenX and Millennials and discuss the digital methods in which they access care. They are joined by Rob Rosenberg, president of SpringBoard Creative, who shares how medical associations are embracing digital to attract the new online consumer - regardless of age.

Mentions from the Show:How to Engage Different Generations with Their Healthcare Benefits Ways millennials are utilizing healthcare Attracting, Hiring and Retaining Millennial Health Care Workers Look to Generation X to see the future of health care Rob Rosenberg on LinkedIn Rob Rosenberg on Twitter Springboard Brand & Creative Strategy SHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP131 - Think Globally, But Do Digital Locally

Wed, 07 Aug 2019 10:33:39 -0000

We often hear that healthcare is local. In this episode, hosts Reed Smith and Chris Boyer discuss how this concept extends into the digital space. From hyper-local marketing to geo-fencing and geo-targeting, they discuss the origination of “local marketing” and how health systems can embrace a localized approach to their digital efforts. They are joined by expert Mike Vujovich, Director of Digital Marketing at OSF Healthcare in which he shares first-hand experience of how hospitals can act locally.

Mentions from the Show:Wikipedia definition of “Local Store Marketing” 40+ SEO Statistics for 2019 7 Tactical Ways Every Business Can Use Local Marketing to Sell More Mike Vujovich on LinkedIn Mike Vujovich on Twitter SHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP130 - Nurture vs. Nature

Wed, 31 Jul 2019 10:18:01 -0000

Just what does it mean to “nurture” digital customers? In this episode, hosts Reed Smith and Chris Boyer discuss lead nurturing and how digital marketers in health systems can use marketing automation, email and other digital touchpoints to develop effective ways to nurture customers on their journey. They are joined by Greg Gossett, CEO of HealthAware, in which he discusses how online health risk assessments (HRAs) are an effective part of any nurturing strategy.

Mentions from the Show:What is Lead Nurturing (Marketo article)7 Amazingly Effective Lead Nurturing Tactics - HubspotArming the Marketer: Getting Started with Nurturing in Healthcare - eVariantBrand Strategy: Differentiation Versus Centrality Greg Gossett on LinkedIn HealthAware website SHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP129 - You’re Unique...Just Like Everyone Else

Wed, 24 Jul 2019 11:20:33 -0000

When it comes to brand differentiation, most hospitals and health systems struggle to define their uniqueness in the market. In this episode, hosts Reed Smith and Chris Boyer explore how organizations and brands can understand their unique differentiators, how to infuse differentiation into their organization’s DNA and what we can learn from orange juice. They are joined by Cassie Benowitz, principal at 2Health, in which she shares her perspective on building brand differentiation.

Mentions from the Show:Can you write a healthcare ad without using the seven “deadly” words?Product Differentiation and What it Means for Your Brand Brand Differentiation: How To Design Your Organization To Stand Out From The Competition Brand Strategy: Differentiation Versus Centrality Cassie Bernowitz on LinkedIn 2Health marketing SHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP128 - The End of the Marketing Campaigns

Wed, 17 Jul 2019 10:30:40 -0000

The concept of marketing campaigns is slowly becoming a thing of the past. In this episode, hosts Chris Boyer and Reed Smith discuss a newer approach to marketing that hospitals and health systems are embracing - “always on” marketing. From key activities, important features to describing the three phases, they attempt to define always-on and how organizations can evolve their efforts to embrace this important new aspect of digital marketing. They are joined by expert Vanessa Hughes, Digital Marketing Manager at Essentia Health, in which she shares how her organization has adopted always on as a core tenet of their efforts.

Mentions from the Show:Always-On Marketing Four tips for measuring the always-on consumer What is Always-on marketing?Vanessa Hughes on LinkedIn SHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP127 - The Changing Business Models of Health Systems

Wed, 10 Jul 2019 10:42:07 -0000

Consumerism is driving significant changes within health systems, so much so that organizations are rethinking their business models to ensure they are meeting the needs of the communities they serve. In this episode, hosts Reed Smith and Chris Boyer discuss four types of business models found in provider systems and unique digital strategies that can support each model. They are joined by Jeff Carr, Corporate and Consumer Services Growth Officer at Inova, in which he shares ways health systems can leverage their assets to support business initiatives.

Mentions from the Show:4 Hospital Business Models for Consumer-Centric Healthcare Jeff Carr on LinkedIn SHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP126 - (Best Of) A Video is (Still) Worth 1.8 Million Words

Wed, 03 Jul 2019 10:19:37 -0000

Mentions from the Show:Bobby Rettew on Twitter The Intersection Podcast SHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference

Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP125 - The Value of a Health Record

Wed, 26 Jun 2019 10:58:21 -0000

We live in a data-rich world, and any of us that spend time online already know that our data footprint is being tracked and analyzed for a multiple of reasons...including marketing. But what is the ultimate value of health records that are being kept within health systems? In this episode, hosts Reed Smith and Chris Boyer discuss why health records command such a high price on the dark web, how data is de-identified (and if it can be reversed). They are joined by Jeremy Mittler from Crossix in which he shares how de-identified data can be leveraged for marketing effectiveness.

Mentions from the Show:Sutter Health sued for allegedly sharing patients' health data with Facebook, Google Patient medical records sell for $1K on dark web Guidance Regarding Methods for De-identification of Protected Health Information in Accordance with the Health Insurance Portability and Accountability Act (HIPAA) Privacy Rule The Outlook for Data 2019: A Snapshot Into the Evolving Role of Audience Insight AI can re-identify de-identified health data, study finds Jeremy Mittler on LinkedIn Crossix on Twitter Crossix website Crossix blog Strategic Marketing for Health Care conference SHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference

Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP124 - Three Studies; 9 Observations

Wed, 19 Jun 2019 10:31:01 -0000

In this episode, hosts Reed Smith and Chris Boyer review three digital studies - the 2019 Mary Meeker Internet Trends Study, The 2019 Social Habit Study (by Edison) and the 2019 Healthcare Digital Marketing Study. From the rise of mobile, the on-demand economy, trends in social media usage and health system and agency digital marketing team size and structure, the hosts share their takeaways on how organizations need to adapt their digital strategies. They are joined by Ben Dillon, Chief Strategy Officer of Geonetric, in which he shares his perspective and major takeaways from their latest study.

Mentions from the Show:Mary Meeker Internet Trends Study 2019 The Social Habit 2019 - Edison research 2019 Healthcare Digital Marketing Trends Survey - Geonetric Geonetric.com Ben Dillon on LinkedIn Geonetric on Twitter Ben Dillon on Twitter Strategic Marketing for Health Care conference SHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet ConferenceFind Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP123 - Bias, Data and Ethics: the Dilemma of Marketing

Wed, 12 Jun 2019 10:39:44 -0000

As healthcare marketers, we’re often asked to rely on our expertise to help develop effective strategies. However, this knowledge can also lead us down a path to bias that can influence how we think, measure and determine success. In this episode, hosts Chris Boyer and Reed Smith discuss common bias “traps” that health system marketers commonly fall into. They are then joined by Christopher Penn, long-time host of Marketing Over Coffee, in which he discusses the steps to build a data-first organization to embrace machine learning and AI and how ethics plays an important role in avoiding data bias.

Mentions from the Show:Researchers: Dodgeball Teaches Children An 'Unethical System Of Oppression The “Curse of Knowledge”: How Expertise Can Hurt Marketing 3 Psychology Biases That Can Make or Break Your Online Marketing List of cognitive biases Christopher Penn on LinkedIn Christopher Penn on Twitter Trust Insights AI for Marketers ebook (by Christopher Penn)Strategic Marketing for Health Care conference SHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP122 - The High Stakes of Digital Marketing In Healthcare

Wed, 05 Jun 2019 10:08:17 -0000

Mentions from the Show:Brian Q. Davis on LinkedIn Brian Q. Davis on Twitter Scorpion Healthcare Strategic Marketing for Health Care conference SHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference

Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

This episode is made possible by our sponsors, Loyal Health, Influence Health & HealthGrades

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TP121 - Do You Have a Content Team?

Wed, 29 May 2019 10:37:06 -0000

When adopting a digital-first approach to your marketing and communications, creating content consistently and effectively is critical. So why do the majority of health systems struggle with assembling an effective content team? In this episode, hosts Reed Smith and Chris Boyer discuss the real reason why it’s hard to do content marketing (hint: it’s NOT lack of resources) and share the roles that need to be addressed to create a content marketing team. They are joined by expert Jane Crosby from True North Custom in which she shares ways hospitals are addressing gaps in their content development processes.

Mentions from the Show:How to Create a Content Marketing Team That Scales 13 Experts Share Their Best Tips on How to Build a Well-Run Content Team Jane Crosby on LinkedIn True North Custom on Twitter TrueNorthCustom.com

Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

This episode is made possible by our sponsors, Loyal Health, Influence Health & HealthGrades

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TP120 - Live from #HMPS19 in Chicago, IL

Thu, 23 May 2019 11:51:26 -0000

Broadcasting live from the 2019 Healthcare Marketing and Physician Strategies Summit in Chicago, IL, this week’s episode brings together a panel of experts across the healthcare marketing industry discussing some of the latest topics in the healthcare space including the rise of consumerism, regarding physicians as part of your audience strategy, the role of data and data-driven systems in healthcare. This lively and informative discussion is moderated by co-host Chris Boyer, and features Amanda Bury, Channel Director at Kyruus, Brian Wynne, VP at NRC Health, Mike Linnert, CEO of SymphonyRM and Jared Wilkinson, VP at Doximity.

Mentions from the Show:Amanda Bury on LinkedIn Amanda Bury on Twitter Kyruus.com Brian Wynne on LinkedIn Brian Wynne on Twitter NRCHealth.com Mike Linnert on LinkedIn SymphonyRM on Twitter SymphonyRM.com Jared Wilkinson on LinkedIn Doximity on Twitter Doximity.com

Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

This episode is made possible by our sponsors, Loyal Health, Influence Health & HealthGrades

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TP119 - Adding the Human Touch to AI

Wed, 15 May 2019 11:05:18 -0000

For health systems, artificial intelligence is more than a buzz-term spoken at conferences: there are numerous opportunities for machine learning systems to support clinical efforts, marketing and operations. In this episode, hosts Reed Smith and Chris Boyer discuss how AI can play an important role in healthcare and how to build a business case for AI. They are joined by Julia Steed, VP of Marketing at Invoca, in which she discuss how to consider human empathy when implementing artificial intelligence solutions.

Mentions from the Show:AI And Healthcare: A Giant Opportunity Ethical Dimensions of Using Artificial Intelligence in Health Care ARTIFICIAL INTELLIGENCE AND THE AGE OF EMPATHY How Artificial Intelligence Could Humanize Health Care Invoca blog Julia Steed on LinkedIn Invoca on Twitter

Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

This episode is made possible by our sponsors, Loyal Health, Influence Health & HealthGrades

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TP118 - Taxonomy and Hashtags - the Semantics of Digital

Wed, 08 May 2019 10:40:01 -0000

In hospitals and health systems, as digital tools, content and strategies continue to expand, the need to structure and relate information together becomes increasingly important. In this episode, hosts Reed Smith and Chris Boyer discuss the importance of taxonomy and hashtags, and how developing a consistent, prioritized approach will help define the semantics of our digital ecosystem. They are joined by Josh Schlaich of Healthwise, in which he shares ways organizations can leverage the power of taxonomy.

Mentions from the Show:Definition of semantic from Dictionary.com Taxonomy, Metadata, Tags and Controlled Vocabularies What You Need to Know about Tagging and Site Taxonomy The Surprising History of Twitter’s Hashtag Origin and 4 Ways to Get the Most out of Them Josh Schlaich on LinkedIn Healthwise.org

Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

This episode is made possible by our sponsors, Loyal Health, Influence Health, Binary Fountain & HealthGrades

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TP117 - The Customer Journey is Not Linear

Wed, 01 May 2019 10:47:01 -0000

In healthcare, the consumer journey in pursuing care is far from a linear funnel. In this episode, hosts Reed Smith and Chris Boyer discuss the factors modern hospital and health system professionals need to consider when mapping out customer journeys. They share essential components to consider when evaluating a customer’s journey and are joined by Tom Hileman, president of The Hileman Group, in which he shares his healthcare flywheel model.

Mentions from the Show:How to Create an Effective Customer Journey Map 5 Essential Components of Effective Customer Journey Maps Tom Hileman on LinkedIn Hileman Group on Twitter The Healthcare Marketing FlywheelFind Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health InstituteThis episode is made possible by our sponsors, Loyal Health, Influence Health, Binary Fountain & HealthGrades

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TP116 - Internal Communications in the Digital Age

Wed, 24 Apr 2019 10:49:07 -0000

Within a health system, the application of digital strategies not only support marketing and patient experience efforts, they also extend to supporting internal communication efforts. In this episode, hosts Chris Boyer and Reed Smith discuss the way internal communications can extend past emails and the intranet to embrace mobile, video, persona development and KPI/measurement strategies. They are joined by Jacob Sloan and Megan McCook from Baylor Scott & White, in which they explain how they used social media to engage and develop internal brand advocates.

Mentions from the Show:Definition of Internal Communications (Wikipedia)Top 13 hopes and trends for Internal Communications in 2019 Jacob Sloan on Twitter Jacob Sloan on LinkedIn Megan McCook on Twitter Megan McCook on LinkedInFind Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

This episode is made possible by our sponsors, Loyal Health, Influence Health, Binary Fountain & HealthGrades

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TP115 - Your Website Isn’t Your Website Anymore

Wed, 17 Apr 2019 10:29:52 -0000

Hospitals and health systems realize that their website is the most important touchpoint in their digital tech stack - but many elements of the modern website are changing and shifting. In this episode, hosts Chris Boyer and Reed Smith discuss a number of factors that are changing the modern website, including how search engines, personalization and the Internet of Things. They are joined by Carrie Liken, Head of Healthcare at Yext in which she discuss why it’s important to embrace structured content in the new modern website.

Mentions from the Show:100+ Internet Facts and Figures Why Local Businesses Will Need Websites More than Ever in 2019 Content Management System definition (Wikipedia)Content Management definition (Wikipedia)Carrie Liken on LinkedIn Carrie Liken on Twitter Yext

Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

This episode is made possible by our sponsors, Loyal Health, Influence Health, Binary Fountain & HealthGrades

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TP114 - Developing a Data-driven Content Strategy

Wed, 10 Apr 2019 10:33:00 -0000

For health systems, adopting a content strategy involves understanding their audiences and aligning content to a specific business purpose. With the advancement of digital tools and strategies, many organizations are adopting advanced ways to measure and determine the effectiveness of their content marketing. In this episode, hosts Chris Boyer and Reed Smith discuss ways to measure content efforts, including the top KPI’s that are actionable for content strategists. They are joined by Gina Czark and Joe Fierro from Northwell Health, in which they share the way they’ve embraced data as a critical way to measure The Well. Mentions from the Show: How To Measure Content Marketing To Reach Your Goals How to Measure Your Content Marketing Effectiveness Content Marketing Metrics: How to Drive Action Instead of Reaction 8 KPIs Your Content Marketing Measurement Should Include Gina Czark on LinkedIn Gina Czark on Twitter Joe Fierro on LinkedIn The Well by Northwell Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Bluespire, Binary Fountain & HealthGrades

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TP113 - Social Media Management Systems - Technology or Process?

Wed, 03 Apr 2019 10:52:00 -0000

For many health systems, managing social media can be a challenging task - and the need for a social media management system (SMMS) is critical. However for many professionals, they see SMMS as a technology solution and not a shift in the overall social media process. In this episode, hosts Reed Smith and Chris Boyer discuss the different types of social media software, the elements of a social media management system and share ways organizations can begin to evaluate their current state and the gaps that an SMMS might fill. They are joined by Michael Yoder, social media manager at Spectrum Health, in which he shares how his health system manages and responds to consumers on social media. Mentions from the Show: 5 categories of social media software 9 Must-Have Features for Social Media Software Social CRM Michael Yoder on LinkedIn Michael Yoder on Twitter Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Bluespire, Binary Fountain & HealthGrades

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TP112 - How Do We Measure Up, Part 2: ROI as a KPI

Wed, 27 Mar 2019 11:05:54 -0000

This second part of the series on measurement and KPIs explores how organizations can measure financial ROI of their efforts. Hosts Chris Boyer and Reed Smith discuss the two ways to measure ROI, and the essential pillars need to build an ROI measurement strategy (hint: it’s not necessarily a CRM...but it helps). They are joined by Jackie Martin, principal of Branch Strategy, in which she shares her perspective on how hospitals and health systems can build a strategy-first approach. Mentions from the Show: Measures for measures ROI, Innovation, and Security Top CMOs’ Concerns How to measure Sales and Marketing KPIs in CRM How To Track Your Customer Journeys in Real-Time to Empower Your Sales Team Five Ways To Measure The ROI Of Your Marketing Activities Jackie Martin on LinkedIn Branch Strategy website Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal Health, Influence Health, Binary Fountain & HealthGrades

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TP111 - How Do We Measure Up, Part 1: The Ins and Outs of KPIs

Wed, 20 Mar 2019 10:20:32 -0000

In the first of two shows focusing on how our industry measures their efforts, hosts Reed Smith and Chris Boyer share tips on how to understand the differences between metrics and KPIs, how healthcare marketers compare to other industries in proving the value of their digital marketing and the right types of KPIs we should use to align with our strategies. Mentions from the Show: Xasis Survey: Meauring Success: A Global Study of How Marketers Prove the Value of Their Digital Media Investments What are Key Performance Indicators (KPIs) and Why You Should Use Them How to measure Sales and Marketing KPIs in CRM Stay Free: The Story of the Clash podcast Miro - Virtual Board Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal Health, Influence Health, Binary Fountain & HealthGrades

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TP110 - “Live” from SXSW 2019

Wed, 13 Mar 2019 10:47:48 -0000

This week, hosts Reed Smith and Chris Boyer share, via a series of interviews, experiences and ideas from this year’s SXSW. From the history of how the health track was formed, to thoughtful insights on data privacy, AI, ethics, healthcare equality and data, this episode features interviews with other Touchpoint Media co-hosts and friends of the show: Aaron Clifford, Dr. Byan Vartabedian, John Berndt, Zac Jiwa, Steven Cutbirth and Greg Matthews. In addition, Reed shares how to plan to participate in next year’s conference. Mentions from the Show: Aaron Clifford on LinkedIn Dr. Bryan Vartabedian on LinkedIn John Berndt of LinkedIn Zac Jiwa on LinkedIn Steven Cutbirth on LinkedIn Greg Matthews on LinkedIn The Exam Room podcast Health Fail podcast DataPoint podcast Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal Health, Influence Health, Binary Fountain & HealthGrades

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TP109 - Act Now! 100% Guarantee! Email Marketing Isn’t as Spammy as it Seems!

Wed, 06 Mar 2019 11:15:50 -0000

Email marketing is one of the oldest tactics in a digital marketer’s toolkit - but is it still relevant and effective? In this episode, hosts Reed Smith and Chris Boyer discuss the state of email marketing and illustrate some important statistics that highlight how important emails are to a health systems’ communications and marketing efforts. They are joined by Jessica Troccoli, former email strategist from HCA Healthcare, in which she shares ways in which hospitals can embrace emails to support marketing, branding and overall patient experience. Don’t unsubscribe! Mentions from the Show: State of Email Report - 2019 40+ Powerful Email Marketing Statistics You Should Know in 2019 This Is Why Email Marketing Still Outperforms Social Media How Artificial Intelligence is Reshaping Email Marketing Three Predictions For Email Marketing In 2019 Jessica Troccoli on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health Bluespire Marketing & Binary Fountain

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TP108 - The Anatomy of an Online Review

Wed, 27 Feb 2019 11:43:09 -0000

It’s commonly understood that online reviews are an important component of hospitals’ and health systems’ online reputation management efforts. But are all online reviews the same? In this episode, hosts Reed Smith and Chris Boyer explore the various elements of an online review - from open vs. closed review systems, the benefits of a five star rating system to how organizations can benchmark their efforts against others. They are joined by Chrissy Daniels of Press Ganey, in which she shares her experience helping physicians and hospitals embrace transparency through online ratings. Mentions from the Show: What makes a great online review? The Ultimate Guide to Online Reviews No. 1 word in online negative hospital reviews is 'told' Binary Fountain whitepapers on Online Reputation Management Chrissy Daniels on LinkedIn Press Ganey on Twitter Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP107 - The State of Digital Marketing for Hospitals

Wed, 20 Feb 2019 12:27:54 -0000

In this episode, hosts Reed Smith and Chris Boyer dive into the the latest study from Greystone/Klein Partners:”The 4th Annual State of Digital Marketing for Hospitals,” an annual survey or more than 200 healthcare marketers and digital professionals from various healthcare organizations. From websites, social media and CRM, the hosts discuss their perspective on how digital has evolved over the years and their analysis on why certain digital strategies are gaining momentum and others might be failing. They are joined by Mike Schneider, partner at Greystone in which he shares the history behind this annual study and how organizations can participate in the future. Mentions from the Show: Greystone Partners 4th Annual State of Digital Marketing for Hospitals study Mike Schneider on LinkedIn Mike Schneider on Twitter Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP106 - Your Website Isn’t Enough

Wed, 13 Feb 2019 11:42:01 -0000

Hospital and health system digital marketers focus much of their attention on ensuring their website is the authoritative source of information about their organization. However in the new digital environment, the information on third-party websites often has a bigger impact on the online customer journey. In this episode, hosts Chris Boyer and Reed Smith discuss how organizations can begin considering “non-owned” digital channels - from directory sites to Wikipedia - in the digital strategies. They joined by Andrei Zimiles, CEO of Doctor.com, in which he discusses a recent study that shows how patients use third-party channels to help support their care decisions. Mentions from the Show: Editing the Wikipedia Article about You or Your Company Hospital Compare (CMS.gov) Study: Customer Experience Trends in Healthcare 2018 Doctor.com Andrei Zimiles on LinkedIn Andrei Zimiles on Twitter Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP105 - Using Digital to Build Trust Online

Wed, 06 Feb 2019 11:15:06 -0000

Building trust with customers online is difficult, particularly when customer expectations are continually changing and competition for trust is growing. But for hospitals and health systems, gaining trust is critical to branding and patient loyalty. In this episode, hosts Reed Smith and Chris Boyer discuss methods in which health systems can use digital to build brand trust. They are joined by guest expert Jeff Sofka, CEO of Bendigo, who shares how organizations can leverage sports partnerships to help with brand building and patient loyalty. Mentions from the Show: Why customer trust is more vital to brand survival than it's ever been The Neuroscience of Brand Trust Americans’ Trust in the Healthcare System Low Compared to Rest-of-World’s Health Citizens Building Trust in the Digital Economy 8 ways to build brand trust online Jeff Sofka on LinkedIn Bendigoco.com Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP104 - The Four U’s of Online Experience

Wed, 30 Jan 2019 12:27:53 -0000

User experience (UX) refers to a person's emotions and attitudes when they interact with and experiences a product, service or solution. As UX continues to grow in importance for healthcare digital marketers, hosts Reed Smith and Chris Boyer discuss the four U’s of online experience: User Experience, Usability, Utility and Usefulness. In addition, they discuss how these factors (along with Desirability) lead to good user-centered design. They are joined by Jillian Penrod, CEO of Infotistas, in which she shares best practice in Information Architecture (IA) that are important for marketers and communicators to consider in their strategies. Mentions from the Show: Wikipedia definition of User Experience Usability 101: Introduction to Usability Utility, Usability and User Experience Usefulness: The Usability Foundations The 3 Elements of Good Design Jillian Penrod on LinkedIn Infotistas.com Infotistas on Twitter Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP103 - Are you a front-end or back-end content strategist?

Wed, 23 Jan 2019 12:05:36 -0000

Whether you are creating your content calendar or planning your content production, it’s important to determine if you have all the elements of a robust content strategy. In this episode, Reed Smith and Chris Boyer discuss the concepts of front-end and back-end content strategy and share their experiences working with hospitals and health systems on their content development efforts. They are joined by Joe Stradinger, Founder of Edge Theory, where he shares his experience working with organizations on conversation strategies. Mentions from the Show: Wikipedia definition of Content Strategy How to efficiently set up your content planning for 2019 Why You Need Two Types of Content Strategist Joe Stradinger on LinkedIn Joe Stradinger on Twitter Edge Theory Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP102 - The Impact of the Digital Native on Healthcare

Wed, 16 Jan 2019 11:44:01 -0000

With the increasing impact consumerism is having on health systems, hosts Chris Boyer and Reed Smith weigh in on the potential influence “digital natives” can have on new online strategies - both from a consumer and employment perspective. From virtual care offerings to social media training, they even attempt to bust myths about digital natives. They are joined by Dr. Farris Timimi, the Medical Director of the Mayo Clinic Social Media Network, in which he describes their formalized training program to ensure physicians in training are prepared to embrace the benefits of social media in their practice. Mentions from the Show: Digital natives will change the way we think about healthcare delivery 'Digital natives' will lead the healthcare consumer revolution When It Comes to Healthcare, Teens and Young Adults are Digital Natives Busting the Myths of the Digital Native Dr. Farris Timimi on LinkedIn Dr. Farris Timimi on Twitter Mayo Clinic Social Media Network Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP101 - Finding the Right Digital Advertising Mix

Wed, 09 Jan 2019 11:48:43 -0000

For hospital and healthcare marketers, the challenge of determining the right balance of online advertising spend is challenging. Paid search, display ads, social media advertising, native and video advertising - the options are numerous and confusing. In this episode, hosts Reed Smith and Chris Boyer discuss various techniques they have found to help budget and plan SEM efforts to effectively support marketing and communication efforts. They are joined by David Pace, SEO/SEM Lead for the Gray Digital Group, in which he shares his perspectives on how health systems can determine the right digital ad mix. Mentions from the Show: 8 Types of Online Advertising You Need to Know eMarketer article Some Bad (and Good) News for Facebook in 2019 An Introduction to an Effective Promotional Mix David Pace on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP100 - 2018 Listener Choice Awards

Wed, 02 Jan 2019 11:46:12 -0000

In this annual “Best-of” 2018 show, hosts Reed Smith and Chris Boyer reflect back on 2018, sharing some of their most favorite topics, guests and episodes from the Touchpoint podcast and countdown listener’s top voted categories, including: best cold-open, best episode topic, best guest expert and the coveted Top Fan of 2018. Congratulations to Bridget Thomas (best guest), Mitch Holdwick (biggest fan), and Jess Columbo! Mentions from the Show: Bridget Thomas on LinkedIn Mitch Holdwick on LinkedIn Mitch Holdwick on Twitter Jess Columbo on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP99 - Best of the TouchPoint Network

Wed, 26 Dec 2018 03:43:01 -0000

In the final episode of 2018, hosts Reed Smith and Chris Boyer offer a “sampler platter” of all the great shows available on the TouchPoint Network. They begin with an episode on interoperability from the Connected Hospital (hosted by John Mason). Then they feature a clip from the Intersection Podcast in which Bobby Rettew interviews a humanitarian working at the Texas Border. Dr. Bryan Vartabedian’s show, the Exam Room discusses the role of kindness in healthcare, and then Greg Matthew’s new show, Datapoint, covers the conflict between data privacy and access. Lastly, a clip from Gear in Review on data storage closes the episode in the best-of year-end show. Happy Holidays! Mentions from the Show: The Connected Hospital The Connected Hospital on iTunes Intersection Podcast Intersection Podcast on iTunes The Exam Room The Exam Room on iTunes DataPoint DataPoint on iTunes Gear in Review Gear in Review on iTunes That’s What They Said That’s What They Said on iTunes The Forum Quorum The Forum Qurum on iTunes Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP98 - Will Data Footprints Fill the Shoes of Digital Marketing?

Wed, 19 Dec 2018 12:00:50 -0000

Digital marketing continues to develop methods to measure consumer preference, leveraging consumer data and digital footprints to help identify customer’s needs and intent. In this episode, hosts Chris Boyer and Reed Smith discuss the latest benefits and risks health systems might face using data footprints to personalize their marketing. They also explore the potential consumer backlash to leveraging data footprints to measure marketing effectiveness. Joined by Matt Bailey from Johns Hopkins Medicine, sharing how he has shifted his SEO efforts to align with user’s intent. Mentions from the Show: What do you know about your data footprint? Your Apps Know Where You Were Last Night, and They’re Not Keeping It Secret Facebook Says 6.8 Million People's Private Photos Were Exposed in New Leak Facebook Emails Show Its Real Mission: Making Money and Crushing Competition The end of Google+ after a data breach and how it affects us Digital Footprints Control How Much the Internet Knows About You Posting About Your Kids Online Could Damage Their Futures Touchpoint podcast’s 2nd Annual Listener Awards Show Matt Bailey on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP97 - Is Social Media Relevant to Your Brand?

Wed, 12 Dec 2018 11:38:59 -0000

Hospital and health system marketers realize that social media is an important part of their digital efforts, but given the recent shift in social platforms to a “pay to play” model, are we overstating the importance they have on your brand? In this episode, hosts Chris Boyer and Reed Smith analyze the positive and negative impacts that social media can have on your brand, and are then joined by Cynthia Manley from Vanderbilt University Medical Center, in which she shares how their organization views social as a critical tool to engage and communicate with their customers, physicians and staff. Mentions from the Show: 5 Impacts a Social Media Campaign Can Have on Your Brand 7 negative effects of social media that may kill your business How to Create a Social Media Branding Strategy From Scratch Cynthia Manley on LinkedIn Cynthia Manley on Twitter Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP96 - Marketing Automation is Not a Roomba

Wed, 05 Dec 2018 11:45:10 -0000

Hospitals are eager to use marketing automation as part of their technology stack, but are they doing so correctly? In this episode, hosts Chris Boyer and Reed Smith discuss the history of the marketing automation and share 11 use-cases on how health systems can apply this technology effectively in their efforts. They are joined by Dana Cutter, Sr. Solutions Consultant for Marketo, in which he shares how he helps organizations extend this tool outside the marketing suite to support important business strategies. Mentions from the Show: Defining Marketing automation Brief History of Marketing Automation 11 Best Examples of B2C Marketing Automation Tips for Avoiding These 9 Marketing Automation Mistakes Acquisition, Experience & Growth: Why Marketing Automation is More Than Just Marketing Dana Cutter on LinkedIn Dana Cutter email Marketo.com Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP95 - Building a Culture of Failure

Wed, 28 Nov 2018 11:41:01 -0000

Are we failing enough? In this episode, hosts Chris Boyer and Reed Smith discuss how building a culture of failure is an important component of developing a growth mindset, and how hospital and health system marketers are using digital strategies to build a framework that embraces failing forward. They also interview Jess Columbo, CEO of MedEd Digital, in which she shares her “fail-case” of a fund-raising campaign that went awry, and the lessons she learned from the experience. Mentions from the Show: Are you failing enough? To Be Successful, Stop Learning from Failure Jess Columbo on LinkedIn Jess Columbo on Twitter MedEd Digital Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP94 - The Boys are Back in Town (Live from #MCSMN)

Wed, 21 Nov 2018 11:45:20 -0000

Recorded live from the Mayo Clinic Social Media Network Annual Conference in Jacksonville, Florida, hosts Reed Smith and Chris Boyer are joined by fellow (and former) Mayo Clinic social media alums Jason Pratt, Randy Schwartz and Shawn Bishop. Together, they discuss how social media has evolved and changed over the last decade and how the way hospitals and how hospitals and health systems have had to modify their efforts to optimize for the new social landscape. They even speculate on which social platforms might not last the next ten years. Mentions from the Show: Jason Pratt on Twitter Jason Pratt on LinkedIn Randy Schwartz on Twitter Randy Schwartz on LinkedIn Shawn Bishop on Twitter Mayo Clinic Social Media Network Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP93 - The Perils of Website Design

Wed, 14 Nov 2018 11:29:25 -0000

Based on a listener request, the second “live” recording live from the Healthcare Internet Conference is an insightful conversation of how health systems and academic medical centers have approached a website redesign effort. Topics range from exploring the business drivers behind the website change, understanding website user’s needs, and developing an information architecture that can support both patients and healthcare professionals. In this episode, hosts Chris Boyer and Reed Smith are joined by four other digital marketing experts, Andy Gradel, Adam Lee, Tauffyt Aguilar and Mark Mistysyn in which they share how they developed their websites for their health systems. Mentions from the Show: Andy Gradel on LinkedIn Mainline Health website Adam Lee on LinkedIn Adventist Health website Tauffyt Aguilar on LinkedIn University of Miami Health website University of Miami Medical School website Mark Mistysyn on LinkedIn Wake Forest Baptist Health website Wake Forest School of Medicine website Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP92 - Live from #HCIC18 (with the Hall of Famers)

Wed, 07 Nov 2018 14:15:54 -0000

Recording live from the Healthcare Internet Conference in Scottsdale, AZ, hosts Reed Smith and Chris Boyer head outside to record a show with Healthcare Internet Hall of Famers, Ed Bennett, founder of MarTech Health, and Lee Aase, Communications Director at Mayo Clinic. They discuss how they have seen digital and the internet evolve over the years. They reminisce on the early days of developing hospital websites as informational repositories and how social media has transformed the way organizations communicate, and then discuss the impacts consumerism is having on how hospitals and health systems need to approach their digital strategies today. Mentions from the Show: MarTech Health Ed Bennett on LinkedIn Ed Bennett on Twitter Mayo Clinic Social Media Network Lee Aase on LinkedIn Lee Aase on Twitter Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP91 - Marketing Data Fluency

Wed, 31 Oct 2018 11:21:58 -0000

Hospital and health system marketers are facing more and more pressure to measure and track their efforts. The need for data fluency is becoming critical for CMOs and marketing professionals. In this episode, hosts Reed Smith and Chris Boyer are joined by Greg Matthews, host of Touch Point Media’s new show DataPoint, in which they discuss their experience in becoming more familiar with analyzing data and how to become more fluent with applying metrics for business success. Mentions from the Show: Marketing Data Fluency for CMOs DataPoint Podcast Greg Matthews on LinkedIn Greg Matthews on Twitter Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP90 - Enter Through the Digital Front Door

Wed, 24 Oct 2018 10:24:22 -0000

The term “digital front door” has been been often used in healthcare - by those in marketing, patient experience, IT, patient access and many other departments within a hospital. But what does it actually mean? In this episode, hosts Chris Boyer and Reed Smith explore how the digital front door is defined, what tools and strategies make up a front-door strategy and how to structure different approaches dependent upon the audiences impacted. Also featuring an expert interview from Blake Long, Director of Marketing Technology & Strategy at UnityPoint Health, in which he describes how he has built a digital front door strategy that serves potential patients seeking care. Mentions from the Show: That What They Said - Episode 2: Defining the New Digital Front Door Leading hospital systems creating 'digital front doors' to foster brand loyalty Yale New Haven Health CIO Lisa Stump Describes Importance of Creating ‘Single Digital Front Door’ Blake Long on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP89 - Live from the 2018 #AccessATLAS Conference

Wed, 17 Oct 2018 11:27:07 -0000

This week, hosts Reed Smith and Chris Boyer come to you live from the Fifth Annual Thought Leadership on Access Symposium in Boston, MA. They are joined by a panel of experts, including Chi-Cheng Huang of Wake Forest Baptist Health System, Jennifer Melby of Piedmont Healthcare, and Chris Gervais of Kyruus, in which they discuss the concept of “systemness,” how consumerism is impacting health systems today and the differences between patient-focused and patient-centric design. Mentions from the Show: The ATLAS Conference Chi-Cheng Huang on LinkedIn Jennifer Melby on LinkedIn Chris Gervais on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP88 - Deciding on a Digital Model

Wed, 10 Oct 2018 10:40:19 -0000

As health systems continue to focus on digital transformation efforts, the question often arises on which is the right digital team structure to use, Newer digital technologies and a focus on consumer experience are blurring the lines between digital, clinical and IT. In this episode, hosts Chris Boyer and Reed Smith discuss the current state of digital within hospitals and health systems, and share pros and cons of the four typical digital team models that many organizations are using. They are joined by Christopher McKinley of CHM Hire, in which he shares some of the challenges of attracting good digital candidates when building out a digital team. Mentions from the Show: Structure of Combined Marketing and Communications Departments at AMCs (Advisory Board) The Digitally Fit Organization (Deloitte) Christopher McKinley on LinkedIn CHM Hire LLC Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP87 - Google Translate, Don’t Fail Me Now!

Wed, 03 Oct 2018 10:50:33 -0000

Over 55 percent of website content worldwide is written in English. For hospitals and health systems, this can present a challenge when communicating with audiences that do not speak English as a primary language. In this episode, hosts Reed Smith and Chris Boyer discuss the challenges of building digital programs and websites with language localization. They are joined by Tiffani Helberg, VP of Communications and Development of Community Health of South Florida, in which she shares her first-hand experience developing successful multilingual marketing and communication efforts and offers tips on how organizations today can more effectively reach their diverse communities. Mentions from the Show: Internationalization and localization (Wikipedia) The digital language divide Racial and ethnic differences in how people use mobile technology 3 Challenges To Consider When Creating A Multiregional Or Multilingual Website Multilingual, Multichannel Marketing In The Digital Age: How Technologies Have Evolved Experiences Tiffani Helberg on LinkedIn Community Health of South Florida Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP86 - Consumer Online Decision-Support

Wed, 26 Sep 2018 10:25:58 -0000

In hospitals and health systems, the concept of “decision support” is often restricted for clinical areas. In this episode, hosts Chris Boyer and Reed Smith expand on this concept to explore ways marketing (and digital marketing) can be used to help support consumers and patients throughout the customer journey. They share challenges with developing online decision support systems and also explore ways to maximize Shared Decision Making (SDM) in marketing. Sheetal Shah, Vice President of SymphonyRM, joins the episode to discuss Next Best Actions (NBAs) and his experience working with health systems in implementing solutions crossing marketing, access, patient experience and finance. Mentions from the Show: Clinical Decision Support definition Understanding the Basics of Clinical Decision Support Systems Next-best-action marketing Challenges to measuring and achieving shared decision‐making in practice Dartmouth Hitchcock online resource for Shared Decisions Making Ask Me 3: Good Questions for Your Good Health SymphonyRM.com Sheetal Shah on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP85 - Would You Wear a Wearable?

Wed, 19 Sep 2018 10:43:23 -0000

The technology and medical community were abuzz with the latest release of the Apple Watch - particularly the ECG functionality - wondering the impact this wearable device would have on hospital admissions. In this episode, hosts Reed Smith and Chris Boyer revisit the topic of wearables and medical devices, discussing how the FDA categorizes “general wellness products” vs.regulated medical devices. They also review research on if wearables actually improve people’s health and what people’s attitude are on trackable wellness devices. Featuring a “replay” of an expert interview with Dana M. Lewis, in which she discusses the #OpenAPS community and the #WeAreNotWaiting movement. Mentions from the Show: Whitepaper: Is Your Wearable a Regulated Medical Device? Twitter thread on the “approval” of the Apple Watch as an EKG device The New EKG Apple Watch Could Do More Harm Than Good How effective are wearable devices? The Future Of Medical Technology: Wearable Devices [Infographic] Dana M. Lewis on Twitter OpenAPS.org Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP84 - The Audience is a Segment

Wed, 12 Sep 2018 10:47:20 -0000

How hospitals and health systems engage in targeted communications and marketing, they use a variety of tools to help them understand their audiences better. In this episode, hosts Reed Smith and Chris Boyer explore how organizations are using market segmentation - along with personas and personalization - to improve their go-to-market strategies. In our expert interview, we are joined by Suzanne Hendery, CHief Marketing Officer at Renown Health, and Linda MacCracken, Sr. Principal of Customer Engagement at Accenture in which they share how their approach to segmentation helped to shape the way they engaged with a critical audience in their market. Mentions from the Show: Definition of Market Segmentation - Wikipedia Personas vs. Segments – What’s the Story? 4 types of Market segmentation and how to segment with them? Market Segmentation: You’re Doing it Wrong Suzanne Hendery on LinkedIn Linda MacCracken on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP83 - Keep Calm, the Community Moderator is Here

Wed, 05 Sep 2018 10:53:03 -0000

As healthcare marketing continues to extend past simply promotion to building engaging and loyal audiences, the responsibility of community management is becoming more important than ever. In this episode, Reed Smith and Chris Boyer discuss the four types of online communities and share the best characteristics of a good community manager. They are joined by Dan Hinmon, principal at Hive Strategies and expert on implementing Facebook communities for hospitals in which he shares tips on how to effectively build an online social media community. Mentions from the Show: How the Community Manager Role Has Changed: A Decade of Community Management Beyond Facebook: 4 types of online communities and best practices on how to use them Why Community Management Is Different From Social Media Marketing Top 10 qualities of a good Community Manager Dan Hinmon on LinkedIn Dan Hinmon on Twitter Hive Strategies Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP82 - Is Hospital Marketing Legal?

Wed, 29 Aug 2018 11:11:19 -0000

In this episode, hosts Reed Smith and Chris Boyer discuss a few legal risks that can potentially impact hospital marketers. In particular, they explore how to stay clear of vague and hyperbolic language, and then use examples from their experiences on how Stark laws can influence the way a health system promotes physicians online. They then invite health care lawyer, consultant, podcast and owner of The Harlow Group, David Harlow, onto the show to discuss his perspective on the pros and cons of current healthcare laws and how marketers can best partner with legal and compliance to ensure success. Mentions from the Show: Why your healthcare marketing needs a checkup 2018 Non-Monetary Compensation to Physicians (And Chance to Review 2017) David Harlow on LinkedIn David Harlow on Twitter HealthBlawg.com Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP81 - Data Personalization: When Useful Becomes Creepy

Wed, 22 Aug 2018 11:16:25 -0000

With the introduction of HIPAA (Health Insurance Portability and Accountability Act of 1996), health systems, researchers and data scientists were given access to the use of de-identified patient data for a variety of clinical purposes. Over the last 20 years, however, the advancements of digital technologies, social platforms and marketing data analysis have advanced the usefulness of patient data for many purposes. In this episode, hosts Chris Boyer and Reed Smith discuss how hospitals and health systems are using this data for effective marketing and personalization, the potential concern patients have with the use of this data and how retail trends continue to evolve the ability to use this data to develop effective experiences. Featuring an expert interview with CRM expert consultant, Justin Rodriguez, in which he share strategies hospitals can adopt to create a data-first strategy with their marketing. Mentions from the Show: Eaten Alive: A Patients’ Perspective on De-Identification of Personal Health Information How Much Personalization is Too Much? The Line Between Cool and Creepy: How Much Personalization is Too Much? Personalization Levels Vary Across Sales Channels Justin Rodriguez on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP80 - A Telemedicine Tell-All

Wed, 15 Aug 2018 10:51:35 -0000

In this age of consumerism and enhancing access for patients, many hospitals and health systems are turning to telemedicine solutions as a way to expand their care to their patients. In this episode, hosts Reed Smith and Chris Boyer discuss the different services offered through telemedicine, the delivery mechanisms used, and pros and cons they pose to patients and health systems alike. They are joined by Dr. Justin Smith, of Cook Children’s Hospital, who shares his experience in launching telehealth services for his patients. Mentions from the Show: American Telemedicine Association Your Doctor Will Skype You Now Telehealth: From Competitive Advantage to Strategic Imperative Telemedicine is Here, But is it Being Marketed Correctly? How to position telemedicine for market success. Justin Smith, MD on LinkedIn Justin Smith, MD on Twitter Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP79 - The Demise of Ad Agencies

Wed, 08 Aug 2018 11:47:48 -0000

With the advancements of advertising and marketing in hospitals and health systems over the last decade has had tremendous impacts - both within the organization as well as with the agencies they partner with. In this episode, Reed Smith and Chris Boyer talk through the trends and advancements of marketing and advertising, and how these have presented unique challenges for agencies to transform themselves at the risk of losing relevancy. This episode also features an expert interview with Stephen Moegling, Senior Vice President at Hailey Sault, in which he shares first-hand experience at how agencies have evolved to better support their clients’ needs. Mentions from the Show: Death of Advertising Agencies The Future Of Ad Agencies The Future of Agencies in an AI World Medicom Webinar ATLAS conference HealthCare Internet Conference Mayo Clinic Annual Social Media Conference Stephen Moegling on LinkedIn Stephen Moegling on Twitter Hailey Sault Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP78 - Is Inbound Marketing Still In?

Wed, 01 Aug 2018 10:49:24 -0000

Inbound marketing is a term coined by Hubspot to reflect a unique approach to marketing many years ago to reflect a “new” way of marketing/advertising, based primarily on using digital tactics and content to engage audiences. However, over the years, digital channels have evolved and expanded to blur the lines between “inbound” and “outbound” efforts. In this episode, Reed Smith and Chris Boyer explore the ways hospitals and health systems are using this approach to support their outreach efforts. They are joined by Bridget Thomas, Director of Client Services at Medicom, to share her experience helping organizations develop effective inbound campaigns. Mentions from the Show: Inbound Marketing vs Outbound Marketing – Which Is More Effective? Definition of Inbound Marketing - Wikipedia Medicom Health Medicom Health on Twitter Bridget Thomas on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP77 - How Patients Define Patient Experience

Wed, 25 Jul 2018 10:45:38 -0000

Hospitals and health systems often use the term “patient experience” to mean a multitude of things, from ensuring good clinical outcomes to developing Ritz-Carlton-like encounters. But how do actual patients define “patient experience?” In this episode, hosts Reed Smith and Chris Boyer share thoughts on a recent conference on healthcare consumerism, and then explore findings in the 2018 Consumer Expectations of Patient Experience from the Beryl Institute. The conversation extends into an expert interview with Dr. Jason Wolf, president of the Beryl Institute in which he shares ways technology can be used to enhance the customer experience. Mentions from the Show: Health systems look to mend fractured consumer experience Consumer Perspectives on Patient Experience 2018 study The Beryl Institute Jason A. Wolf on LinkedIn Jason A. Wolf on Twitter Samuel M. Gore: Blessed with Tired Hands Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP76 - Building a Sustainable Content Strategy

Wed, 18 Jul 2018 11:10:33 -0000

This week, hosts Chris Boyer and Reed Smith are joined by content strategist expert Ahava Leibtag, President of Aha Media Group, and they discuss the challenges and complexities hospitals and health systems may face when building a content strategy. They define the elements needed in a comprehensive strategy, what exactly “content “ is and how to structure an editorial calendar that is long-term and sustainable. Also, Reed and Chris argue the differences between content marketing and brand journalism. Mentions from the Show: Aha Media Group The Digital Crown: Winning at Content on the Web Ahava Leibtag on Twitter Ahava Leibtag on LinkedIn Content Marketing World 2018 (use “LIEBTAG” for $100 off registration) Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP75 - The Role of Marketing and Communications in Government Relations

Wed, 11 Jul 2018 11:12:19 -0000

Typically, in hospitals and health systems, there is an organizational divide that exists between marketing/communications and government relations departments. Yet, often these two departments can find benefit from collaborating and partnering to address advocacy efforts. In this episode, hosts Reed Smith and Chris Boyer stretch outside of their comfort zone and discuss common uncomfortable challenges faced by health systems in GR activities, and share ways in which marketing and communication can be applied to build advocacy within employees and communities. This episode features an expert interview with Lance Lunsford, in which he shares ways he and the Texas Hospital Association partner with hospitals on building effective government relations strategies. Mentions from the Show: The Rise Of The Hospital Government Relations Strategist Digital Government Relations Lance Lunsford on LinkedIn Lance Lunsford on Twitter Texas Hospital Association Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP74 - (Best Of) Measurement and ROI

Wed, 04 Jul 2018 11:02:16 -0000

Everything online is absolutely measurable. Because of this, the often mistaken belief is that once you launch a digital campaign or effort, the measurement will be comprehensive and complete from the onset. Hosts Reed Smith and Chris Boyer spend this episode detailing the common misperceptions hospitals and health systems have with measuring their efforts, and detail a high level framework organizations can use to develop a comprehensive measurement strategy. In addition, this episode features an interview with Olivier Blanchard, author of the book “Social Media ROI,” and he shares his expert thoughts on how to successfully measure. Mentions from the Show: Olivier Blanchard on Twitter Olivier Blanchard on LinkedIn Social Media ROI book Futurum website Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP73 - Deep Learning in Healthcare

Wed, 27 Jun 2018 10:54:43 -0000

In this episode hosts Chris Boyer and Reed Smith visit a popular topic on the podcast: Artificial Intelligence (AI). Specifically, they discuss the rapid adoption of machine learning in clinical and marketing/communications efforts in hospitals and health systems and explore some of the pros and cons of deep learning (including how patients and providers alike potentially view the dilemma of the “black box” of computer learning. Featuring an episode with Abhi Sharma, VP of Product for Loyal, in which he shares practical uses of AI and how we’ve already accepted and welcomed the use of machine learning in products we use today. Mentions from the Show: What’s the Difference Between AI and Machine Learning? Machine Learning Healthcare Applications – 2018 and Beyond Deep Learning Is a Black Box, but Health Care Won’t Mind How AI and Deep Learning Could Remake Global Healthcare Abhi Sharma on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP72 - Revisiting the Online Consumer Journey

Wed, 20 Jun 2018 10:56:39 -0000

Understanding the online customer journey is important to how an organization structures their digital marketing and communication efforts. In today’s episode, hosts Reed Smith and Chris Boyer revisit this important topic and discuss the differences between the “path to purchase” and the complete customer lifecycle, and share their thoughts on the role digital (websites, social media, CRM and other systems) can help support that journey. This episode also features an expert interview with Ann Stadjuhar, VP of Digital Consumer Strategy at UnitedHealth Group, in which she shares how customer journeys are transforming digital efforts in healthcare. Mentions from the Show: Ann Stadjuhar on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP71 - The “Maturing” of Twitter

Wed, 13 Jun 2018 11:58:52 -0000

Twitter is an established digital platform for hospitals and health systems, but the way it’s actually being used has evolved over the years. In this episode, hosts Chris Boyer and Reed Smith discuss the way the platform has evolved - both in terms of features and functionality, and the strategies that organizations use to support their marketing and communication efforts. Featuring an interview with Greg Matthews of W2O in which he shares the results of the Social Oncology Report 2018, and how hospitals can engage physicians on Twitter to help support their reputation-building efforts. Mentions from the Show: What’s Hot & What’s Not: Twitter Marketing Strategies in 2018 Long-Form Twitter and the Physician Conversation Does your brand need multiple Twitter accounts? Twitter wants to be an educational tool for providers, policymakers tackling the opioid crisis Greg Matthews on Twitter Greg Matthews on LinkedIn The Social Oncology Report 2018 Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP70 - Using Digital to Engage Referring Physicians

Wed, 06 Jun 2018 10:50:24 -0000

While not typically a focus of digital marketing, it has become increasingly important for health systems to develop formalized approaches to engage physicians - from either a recruitment perspective or to help improve referring patterns. In this episode, hosts Reed Smith and Chris Boyer take an honest look at the role digital plays in referring physician strategies and outline examples and approaches in how hospitals are using website content, email marketing and even social media to help physician outreach efforts. Featuring an interview with Kriss Barlow, owner of Barlow/McCarthey, in which she shares her expertise in referral development, training, and physician relationship strategies. Mentions from the Show: 5 Best Practices for Marketing to Physicians Kriss Barlow on LinkedIn Barlow/McCarthy website Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP69 - What is a Digital Strategist?

Wed, 30 May 2018 10:58:34 -0000

At a hospital system, the role of the digital strategist is often seen as critical to helping an organization embrace digital tools and technologies. However, at some health systems there are multiple people holding that job title - and often they do not work closely with one another. In this episode, hosts Reed Smith and Chris Boyer discuss the roles and responsibilities of a digital strategist - whether they report into marketing, clinical or operations, and illustrate how their roles are more similar than expected. Also featuring an expert interview with Ann Goldman, Executive Director of Digital Strategy and Analytics for Multicare, in which she shares her perspective on how digital strategists across the organization can collaborate more effectively. Mentions from the Show: What is a Digital Strategist? And what the heck do they do? What does a digital strategist do? What is a chief digital officer? A digital strategist and evangelist in chief Ann Goldman on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP68 - Yelp or HCAHPS: Which is Better to Measure Patient Experience?

Wed, 23 May 2018 12:38:36 -0000

Today, there are a myriad of ways that patients can share their experiences with hospitals and health systems online. In this episode, hosts Reed Smith and Chris Boyer focus on two systems: Yelp and HCAHPS and discuss their differences, and how organizations should view both in the larger scheme of measuring patient experience. Featuring an expert interview with B.G. Porter of the Studer Group in which he discusses the impact consumerism is having on how hospitals can measure and solicit input from their customers. Mentions from the Show: What can Yelp teach us about measuring hospital quality? What Yelp can tell you about a hospital that official ratings can’t Yelp Hospital Reviews Capture More Than HCAHPS Surveys The HCAHPS Survey – Frequently Asked Questions The Studer Group online B.G. Porter of the Studer Group Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP67 - How the Digital Experience Impacts Brand

Wed, 16 May 2018 11:30:06 -0000

Branding is important for organizations of all sizes because it helps to define their value, gives employees direction and motivation, and makes engaging with customers easier. But how can digital help with your branding efforts? In this episode, Reed Smith and Chris Boyer discuss how hospitals and health systems can use digital tools and techniques to align with their brand, help deliver an online brand experience and engage with patients, physicians and employees. This episode features an in-depth interview with Rob Rosenberg, owner of Springboard Brand & Creative Strategy in which he shares practical tips that your health system can use to develop a digital branding strategy. Mentions from the Show: What is ‘digital branding’? The Importance of Brand Building in the Digital Age 7 Digital Tips to Expand Your Brand Presence and Reach Rob Rosenberg on LinkedIn Rob Rosenberg on Twitter Springboard Brand & Creative Strategy Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP66 - A Podcast of Podcasters Talking About Podcasts

Wed, 09 May 2018 11:21:46 -0000

Recorded at the recent Healthcare Marketing & Physicians Strategy Summit, hosts Reed Smith and Chris Boyer are joined by Scot Singpiel, professional podcaster for University of Utah Health Sciences. In this episode they discuss the current state of podcasting, share tips on how to create a successful podcasting program and learn how Scot has developed The Scope - the prolific podcasting programs for his health system. Mentions from the Show: The Scope - University of Utah Health Radio Scot Singpiel on LinkedIn Scot Singpiel on Twitter Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP65 - Live from #HMPS18

Wed, 02 May 2018 11:48:18 -0000

From Salt Lake City, hosts Reed Smith and Chris Boyer welcome a panelists of guests from the Healthcare Marketing & Physicians Strategy Summit: Dan Dunlop (Principal at Jennings), JK Lloyd, President and Co-Founder of Eruptr, Andrew Rainey, EVP of Strategy for Binary Fountain, and Travis Moore, SVP, Market Solution Sales at Kyruus. In this episode, the guests discuss the potential fallout of the Facebook/Cambridge Analytica news, dive into a deep discussion on the concept of the “digital front door,” and end the episode with a spirited debate. Mentions from the Show: Dan Dunlop on LinkedIn JK Lloyd on LinkedIn Andrew Rainey on LinkedIn Travis Moore on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP64 - Continuing Marketing Education: the new CME

Wed, 25 Apr 2018 10:10:12 -0000

Clinical healthcare professionals are required to annually engage in ongoing education to maintain their certifications, In this episode, hosts Reed Smith and Chris Boyer share their thoughts on how hospital marketing professionals should do the same, and share ideas on ways we can begin engaging in synchronous and asynchronous learnings. In addition, they both discuss how podcasting has become an important aspect of their learning and led to the development of Touchpoint Media. They also share a segment from the Forum Quorum - a podcast sponsored by the Forum for Healthcare Strategists dedicated to learning. Mentions from the Show: Four Habits from People That Are Always Learning The Forum for Healthcare Strategists Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP63 - Technology’s Impact on the Public Physician

Wed, 18 Apr 2018 11:36:47 -0000

There has been a significant and evolving change in the work of healthcare professionals, driven be the role digital has had in the way they learn, communicate and practice care. In this episode, hosts Reed Smith and Chris Boyer are joined by the host of the upcoming podcast “The Exam Room” Dr. Bryan Vartabedian, to discuss how doctors can adjust to a system that’s changing faster than many doctors can process. From the public dialogue that physicians must embrace to the value of the digital footprint, Doctor V shares first-hand experience on how he has embraced technology into his practice. Mentions from the Show: 33Charts.com post on The Exam Room – A New Medical Podcast Ed Bennett on Twitter Dr. Bryan Vartabedian on LinkedIn Dr. Bryan Vartabedian on Twitter Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP62 - Vendors and Agencies and Consultancies...Oh My!

Wed, 11 Apr 2018 10:48:21 -0000

For hospital and healthcare professionals, the need for outside expertise and support is important to help navigate our constantly changing industry needs and demands to be competitive. In this episode, hosts Reed Smith and Chris Boyer discuss the evolution (and intersection) of the roles vendors, agencies and consultancies play in supporting their clients. This episode also features an expert interview with Ed Bennett in which he shares tips on how healthcare professionals can better assess their partner needs, and the website he’s launching to help ease their selection process. Mentions from the Show: The State of Digital Marketing in Healthcare 2017 Smaller agencies filling gaps of declining AOR model In 2018, management consultancies will have their sights set on media How Four Agency Holding Companies Are Upping Their Consulting Skills Experts Predict: The Future of the Agency in 2018 Ed Bennett on Twitter Ed Bennett on LinkedIn MarTech Health Directory Alexa.com Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP61 - Worried About the Future of AI?

Wed, 04 Apr 2018 11:34:58 -0000

Artificial intelligence (AI) is in everything - your phone, your home, your car - yet, to many people, when you talk about AI, its use and application is misunderstood (and sometimes feared). In this episode, hosts Reed Smith and Chris Boyer discuss how this technology has implications across data management, responsible programming and population health management. Brian Gresh, President of Loyal Health, joins the podcast, sharing his expertise around the myths and realities of how hospitals and health systems can begin exploring AI to support the patient experience. Mentions from the Show: Your Data Is Crucial to a Robotic Age. Shouldn’t You Be Paid for It? ‘Citizen AI’: Teaching artificial intelligence to act responsibly In Canada: Feds to search social media using AI to find patterns of suicide-related behaviour Brian Gresh on LinkedIn Brian Gresh on Twitter UX for dogs Teacher gives fake spelling test as April Fool’s Prank Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain

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TP60 - The Role of Digital in Marketing Research

Wed, 28 Mar 2018 11:12:59 -0000

To hospitals, health systems and physician practices, the role of marketing research is an important part of development effective brand, engagement and growth strategies. And with the rise and impact of consumerism on healthcare, the methods used in market research are also evolving to include new digital tools and data sets. In this episode, Reed Smith and Chris Boyer discuss the various methods used by organizations when developing marketing research programs and interview expert Joseph Ridgway, President of Bruno & Ridgway Research Associates, on how hospitals can effectively leverage market research to support their strategies. Mentions from the Show: Understanding the Types of Marketing Research The Intersection of Digital Marketing and Market Research 5 market research trends to watch in 2018 BRAA Webinar: Using Consumers to Influence Healthcare Decision Making in 2018 Joseph Ridgway on LinkedIn Bruno and Ridgeway on Twitter Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, Binary Fountain & dotHealth.

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TP59 - A CIO and a CMO walk into a Hospital…

Wed, 21 Mar 2018 11:20:46 -0000

In this episode, hosts Chris Boyer and Reed Smith are joined by John Mason, founder of Oakhorn Solutions and upcoming host of The Connected Hospital podcast, to discuss the role of the CIO within hospitals and health systems. Over the last two decades, the concerns CIOs have had about safety and privacy have become more complex, and now the definition of the “connected hospital” has grown to include data interoperability, clinical optimization and putting the connected patient at the forefront of our efforts. The hosts also discuss how IT and marketing are now becoming important and necessary partners to approach digital consumerism. Mentions from the Show: John Mason on LinkedIn: https://www.linkedin.com/in/johnmason4/ John Mason on Twitter: https://twitter.com/jtmasoniv OakHorn Solutions: http://oakhornsolutions.com/ Virtual reality takes local seniors on adventures, improves emotional well-being Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, Binary Fountain & dotHealth.

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TP58 - Reed Smith: Roving Reporter from SXSW18

Wed, 14 Mar 2018 11:19:21 -0000

This episode is made possible by our sponsors, Loyal, Influence Health, Binary Fountain & dotHealth. Since 2010, SxSW has developed a dedicated Health Track designed to inspire and educate patients, caregivers, providers, payers, policy makers, designers, entrepreneurs, and investors (this year’s topics range from the statistics of how wealth impacts health to the use of psychedelics to treat mental health disorders). In this episode, host Reed Smith files a series of “audio reports” from the floors of SxSW18, including interviewing Hugh Forrest, Chief Programming Officer for SxSW, Greg Matthews, Dr. Bryan Vartebedian, Joe Doyle and many others. Mentions from the Show: Hacking Health and Our Bodies – 2018 SXSW Programming Trends Hugh Forrest on LinkedIn Greg Mattews on LinkedIn Dr. Bryan Vartabedian on LinkedIn Joe Doyle on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP57 - Driving Innovation From Within

Wed, 07 Mar 2018 11:40:22 -0000

This episode is made possible by our sponsors, Loyal, Influence Health, Binary Fountain & dotHealth. Innovation. Everyone’s talking about it, but how do we actually embrace it? For hospitals and health systems - typically saddled with complex, large and siloed organizations - finding ways to innovate and improve the way to deliver care can be notoriously difficult. In this episode, hosts Reed Smith and Chris Boyer address this important topic, outlining characteristics found in innovative organizations and share top trends in innovation that hospitals are facing today. Featuring an expert interview with Steve Wimmer from CoMotion and OpenIDEO, in which he shares his experience developing innovation within hospitals. Mentions from the Show: BCG - Digital Innovation in 2018 How Digital Transforms Innovation Strategy A Digital Overhaul for Innovation Operations Organizing for Digital Innovation The Top 5 Digital Innovation Priorities for Hospitals Steve Wimmer on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP56 - CX: Understanding Customer’s Needs to Improve their Experience

Wed, 28 Feb 2018 11:51:28 -0000

This episode is made possible by our sponsors, Loyal, Influence Health, Binary Fountain & dotHealth. Hospitals and health systems understand the importance of understanding and optimizing the customer experience. Whether through customer journey mapping or developing systems to gain a 360 degree voice of the customer, the fact remains - superior customer experiences are the most impactful way to differentiate and gain a competitive advantage. In this episode, hosts Chris Boyer and Reed Smith review five findings from the 2018 CX Trends Report by InMoment and discuss how these trends impact our industry today. This episode also includes an interview with communications expert Kristin Faulder, in which she discusses best practices in how organizations can develop a communication framework across the entire customer experience. Mentions from the Show: 2018 CX Trends Report - InMoment “Master the art of influence – persuasion as a skill and habit” Simon Sinek (author of “Start with Why and Leaders Eat Last”) Kristin Faulder - Twitter Kristin Faulder - LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP55 - Pixels and Vertical Videos: Is Facebook Forcing Us to Advertise Correctly?

Wed, 21 Feb 2018 11:39:49 -0000

This episode is made possible by our sponsors, Loyal, Influence Health, Binary Fountain & dotHealth. Recent changes to the Facebook News Feed algorithm are forcing hospitals and health systems to rethink their approach to leveraging this popular social platform. In many ways, this will impact the ways we utilize Facebook advertising, as well. In this episode, hosts Reed Smith and Chris Boyer explore the ways Facebook advertising has evolved and share ideas that have a potential to become a trend in social media advertising. In this episode, we also feature a sneak preview of a new podcast focused on Online Reputation Management, That’s What They Said. Thanks to Margaret Shepard and David Henke for providing additional insights for this episode. Mentions from the Show: Will Facebook’s Changes Affect Your Hospital’s Social Strategy? Facebook lost around 2.8 million U.S. users under 25 last year. 2018 won’t be much better. 101-Point Guide To Master Facebook Custom Audiences How to Use Facebook Canvas for Posts or Ads (or Both!) Facebook Canvas Custom Audiences: How to Create 3 Strategies to Make Your Facebook Custom Audiences 3X More Effective Square vs. Landscape Video – $1.5K Worth of Experiments: Here’s How They Compare Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP54 - The Disruptive Trifecta for Healthcare: Google, Facebook and Amazon

Wed, 14 Feb 2018 14:01:35 -0000

This episode is made possible by our sponsors, Loyal, Influence Health, Binary Fountain & dotHealth. Disruption in healthcare comes in many forms, but the often when talking about outside threats to the industry, healthcare professionals often focus on technology companies as the most disruptive. And specifically, the three major tech companies looking to disrupt our industry are Google, Facebook and Amazon. In this episode, hosts Chris Boyer and Reed Smith discuss some of the recent news of these three companies, and share how they are seeking to disrupt healthcare. From artificial intelligence, to modifying our well-being to changing the way to insure our employees, hear how the disruptive trifecta can potentially impact healthcare delivery in the future. Featuring an expert interview with Lance Lunsford from the Texas Hospital Association. Mentions from the Show: Why Health Care Is Ripe for Digital Disruption Customers, Tech Drive Health Care Disruption Google is developing its own prescription for U.S. health-care costs: smarter artificial intelligence Alphabet's five-year plan to map the entire journey of human health Facebook Says Its Update Will Make It 'Better' for Your Mental Health. Turn Off Messenger Kids, Health Experts Plead to Facebook Facebook Users Press Privacy Claims Over Tracking At Health Sites Here's How Amazon Could Disrupt Health Care (Part 1) Amazon in healthcare: disruption in motion or a nothing-burger? Lance Lunsford on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP53 - Managing Your Digital Data Blueprint

Wed, 07 Feb 2018 12:43:51 -0000

This episode is made possible by our sponsors, Loyal, Influence Health, Binary Fountain & dotHealth. For integrated hospitals and health systems, the simple task of managing your online location directories - whether through your website or on third-party listing sites - can be excruciatingly frustrating. From keeping up with manual updates to trying to develop a single source of truth, the process of keeping your digital data footprint up-to-date is challenging. In this episode, hosts Reed Smith and Chris Boyer discuss how organizations have been addressing this problem over the years and share best tips and practices to help digital marketers keep their listings as current as possible. We also interview Carrie Liken, head of healthcare at Yext, and she shares her experience on how hospitals are facing this challenging problem. Mentions from the Show: Fix Google Maps before patients start dying Reputation.com: Make online business listings a priority of 2018 Moz.com: Why listing management is important Yext.com Carrie Liken on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP52 - The Power of Superfans (aka The Birthday Episode)

Wed, 31 Jan 2018 23:53:50 -0000

This episode is made possible by our sponsors, Loyal, Influence Health, Binary Fountain & dotHealth. Digital hospital marketers and communicators often struggle to build strong relationships with their audiences. At a time when customer loyalty is impacting the relationship patients have with health systems, the importance of identifying and leverage superfans is becoming more and more imperative. In this “birthday episode,” hosts Reed Smith and Chris Boyer spend time discussing the power of the superfan, and share ways in which organizations have been able to build a successful approach to engage these important advocates for their brand. Featuring an expert interview with Jake McKee, online community expert and CEO of Community5. Mentions from the Show: The power of superfans to marketing What about the micro-influencer Forbes: Superfans 4 steps to building that audience AMA; Four ways to Leverage your superfan audience Is Instagram is the superfan secret weapon? Community5 Jake McKee on LinkedIn Jake McKee on Twitter Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP51 - Doctors Don’t Do Digital, Do Dey?

Wed, 24 Jan 2018 13:55:27 -0000

This episode is made possible by our sponsors, Loyal, Influence Health, Binary Fountain & dotHealth. There has been increasing demand for physicians and doctors to play a more active role in digital, but what does that exactly mean? In this episode, hosts Reed Smith and Chris Boyer break down the differences of digital in healthcare - digital marketing, digital health, digital innovation and digital experience - and discuss how physicians are participating more frequently in how digital and healthcare is used today. This episode also feature an expert interview with Dr. Peter Alperin, VP at Doximity about how physicians have evolved over the years in using digital. Mentions from the Show: Michael Venske’s website 3 Ways Social Media Revolutionized Healthcare AMA Guidelines on Digital Health Are Digital Doctors the Future of Health Doctors and Digital Innovation Doctors and Digital Experience Dr. Peter Alperin on LinkedIn Dr. Peter Alperin on Twitter Doximity Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website

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TP50 - The 5 x 10

Wed, 17 Jan 2018 12:39:43 -0000

This episode is made possible by our sponsors, Loyal, Influence Health, Binary Fountain & dotHealth. Celebrating their 50th episode, hosts Reed Smith and Chris Boyer decide to analyze top-10 lists of digital, social media and technology trends that will impact marketers in 2018. From articles from Forbes, Gartner, Entrepreneur.com and others, the hosts explore these lists to aggregate their own list of the top tools, technologies and trends that hospital marketers should address in the upcoming year. What makes the list - chatbots, augmented reality, Snapchat, AI? Tune in to this episode to find out what makes the grade. Mentions from the Show: Michael Venske’s website Good & Gold’s Top 10 Digital Marketing Trends of 2018 Digital Marketing Magazine’s Top 10 Digital Marketing Trends of 2018 Gartner’s Top 10 Strategic Technology Trends for 2018 Entrepreneur.com’s 10 Social-Media Trends to Prepare for in 2018 Forbes’ Top 10 Most Transformative Technologies For Marketing In 2018 Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website

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TP49 - Putting the Patient First in Your Digital Strategy

Wed, 10 Jan 2018 13:33:01 -0000

This episode is made possible by our sponsors, Loyal, Influence Health, Binary Fountain & dotHealth. You don’t determine your digital strategy - your customers do. For hospitals and health systems, what this means is that they have to become aware of the needs, wants and preferences of their patients and potential patients. In this episode, hosts Reed Smith and Chris Boyer discuss how technology has allowed the healthcare industry to evolve to allow organizations to understand and empower patients as part of their digital strategy development. They also discuss the role of the “e-Patient” - and interview Dave deBronkart (aka “e-Patient Dave”) on how his personal journey with fighting cancer led to an international awareness of the “empowered patient” and the role the ePatient plays in transforming our industry. Mentions from the Show: Michael Venske’s website Understanding New Power How Patient Engagement Strategies are Changing Patient Expectations Leaning In to Patient Experience The New World of Patient Experience e-Patient Dave website e-Patient Dave on LinkedIn e-Patient Dave on Twitter Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP48 - Data: The Dangerous Currency of Ransomware

Wed, 03 Jan 2018 12:36:03 -0000

This episode is made possible by our sponsors, Loyal, Influence Health, Binary Fountain & dotHealth. There are multiple ways we use the internet to track our health and interact with care providers. This digital footprint has proven to be a pro and con to those working in the industry. CIOs and those in IT at hospitals and health systems have long been concerned with HIPAA and PHI data security. In this episode, hosts Chris Boyer and Reed Smith discuss how “ransomware” - one of the most pressing threats to the healthcare industry - has evolved over the years and how health systems today are responding to these cybersecurity threats. Our interview with John Mason of OakHorn Solutions in which he shares his experience working with hospital leaders on how to best prepare for malware/ransomware threats. Mentions from the Show: Michael Venske’s website: michaelvenske.com The Hidden Data Economy: The Marketplace for Stolen Digital Information whitepaper: https://www.coursehero.com/file/20348238/digital-economy/ I Feel Nothing: The Home Depot Hack and Data Breach Fatigue: https://www.npr.org/sections/alltechconsidered/2014/09/03/345539074/i-feel-nothing-the-home-depot-hack-and-data-breach-fatigue Wikipedia definition of Ransomware: https://en.wikipedia.org/wiki/Ransomware A History of Ransomware Attacks: https://digitalguardian.com/blog/history-ransomware-attacks-biggest-and-worst-ransomware-attacks-all-time You Should Share Your Health Data: Its Value Outweighs the Privacy Risk: http://www.kpcb.com/blog/you-should-share-your-health-data-its-value-outweighs-the-privacy-risk How Much is Your Health Data Worth? https://innovatemedtec.com/content/how-much-is-your-health-data-worth John Mason on LinkedIn: https://www.linkedin.com/in/johnmason4/ John Mason on Twitter: https://twitter.com/jtmasoniv OakHorn Solutions: http://oakhornsolutions.com/ Find Us Online: Touchpoint podcast Twitter: https://twitter.com/touchpointpcast Reed Smith Twitter: http://www.twitter.com/reedsmith Chris Boyer Twitter: http://www.twitter.com/chrisboyer Chris Boyer website: http://www.christopherboyer.com/ Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: Loyal: https://loyalhealth.com/ Influence Health: http://www.influencehealth.com/ Binary Fountain: https://binaryfountain.com/ dotHealth: https://get.health/touchpoint

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TP47 - 2017 Year in Review

Wed, 27 Dec 2017 18:24:09 -0000

This episode is made possible by our sponsors, Loyal, Influence Health, Binary Fountain & dotHealth. In this very special episode, hosts Reed Smith and Chris Boyer recap the past year, sharing the high (and low) moments from the show, including awarding the first annual “touchies” award in the following categories: Best “Cold Open,” Best Episode, Best Alternate Name for TouchPoint/TouchCounterPoint, Best Guest and Biggest Fan. Special thanks to all of our listeners, guests and sponsors for making 2017 a transformative year for our podcast - and we look forward to much more in 2018! Happy New Year! Find Us Online: Touchpoint podcast Twitter: https://twitter.com/touchpointpcast Reed Smith Twitter: http://www.twitter.com/reedsmith Chris Boyer Twitter: http://www.twitter.com/chrisboyer Chris Boyer website: http://www.christopherboyer.com/ Social Health Institute: http://www.socialhealthinstitute.com/

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TP46 - The How and Why of ROI

Wed, 27 Dec 2017 18:19:34 -0000

This episode is made possible by our sponsors, Loyal, Influence Health, Binary Fountain & dotHealth. Measuring ROI is not for the faint of heart. However for hospital and healthcare marketers, it is one of the most important KPIs that they can track. In this episode, hosts Chris Boyer and Reed Smith discuss the difficulty many in the industry face when trying to track the financial return of their efforts. With tips on how to use CRM, marketing automation, websites and other digital tactics to measure ROI, the hosts discuss the pros and cons of how we’re currently using these tools to track our financial impact. Featuring an expert interview with David Marlowe, owner of Strategic Marketing Concepts, in which he shares his 30+ years experience helping hospitals in their measurement strategies. Mentions from the Show: Michael Venske’s website: michaelvenske.com Formula for ROI: https://www.investopedia.com/terms/r/returnoninvestment.asp Tracking Goals/conversions in Analytics: https://support.google.com/analytics/answer/1012040?hl=en PPC - https://www.searchenginejournal.com/5-essential-roi-formulas-every-ppc-manager-really-needs-know/157051/ Marketing Automation ROI: https://www.newfangled.com/roi-measurement-with-marketing-automation-6/ Website ROI: https://www.growthlabs.marketing/blog/how-to-measure-roi-website Social media: https://www.slideshare.net/ChrisBoyer/texas-hospital-association-social-media-roi-reform-presentation PR Barcelona Principles: http://www.prnewsonline.com/barcelona-principles-2-0/ David Marlowe LinkedIn - https://www.linkedin.com/in/david-marlowe-8041b46/ Touch•point Podcast End-of-year Survey: https://reedsmith.typeform.com/to/MH3lLv Radan A22 Carry-on Luggage: https://www.raden.com/products/a22-carry?product_1_color_name=black&product_1_finish_name=gloss Moo Cards: https://www.moo.com/us/ Find Us Online: Touchpoint podcast Twitter: https://twitter.com/touchpointpcast Reed Smith Twitter: http://www.twitter.com/reedsmith Chris Boyer Twitter: http://www.twitter.com/chrisboyer Chris Boyer website: http://www.christopherboyer.com/ Social Health Institute: http://www.socialhealthinstitute.com/

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TP45 - Marketing and Communications: Two Sides of the Same Coin

Wed, 27 Dec 2017 13:46:26 -0000

This episode is made possible by our sponsors, Loyal, Influence Health, Binary Fountain & dotHealth. What’s the difference between marketing and communications? In this episode, hosts Reed Smith and Chris Boyer discuss the definitions of each, and how in hospitals these definitions have often become muddled and intertwined, and how digital has forced these traditionally siloed departments to begin rethinking and retooling the way they work together. From trying to define who owns social media, to highlighting the differences between content marketing and brand journalism, are digital tools reshaping the way we integrate together? Featuring an expert interview with Matt Kucharski, president of Padilla, in which he shares his experience and thoughts on the difference between marketing and communications. Mentions from the Show: Advisory Board - Structure of Integrated Marketing and Communications Departments at Hospitals; https://www.advisory.com/research/market-innovation-center/original-inquiry/2007/06/structure-of-combined-marketing-and-communications-departments-at-amcs AMA Definition of Marketing: https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx PR and Marketing - What’s the Difference? https://publicrelationssydney.com.au/pr-marketing-whats-difference/ David Meerman Scott - PR vs. Marketing vs. Social Media: https://www.webinknow.com/2013/06/pr-vs-marketing-vs-social-media.html Matt Kucharski LinkedIn - https://www.linkedin.com/in/mattkucharski/ Matt Kucharski Twitter - https://twitter.com/mkucharski Padilla Communications Company - https://www.padillaco.com/ Touch•point Podcast End-of-year Survey: https://reedsmith.typeform.com/to/MH3lLv Find Us Online: Touchpoint podcast Twitter: https://twitter.com/touchpointpcast Reed Smith Twitter: http://www.twitter.com/reedsmith Chris Boyer Twitter: http://www.twitter.com/chrisboyer Chris Boyer website: http://www.christopherboyer.com/ Social Health Institute: http://www.socialhealthinstitute.com/

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TP44 - Is Marketing Quality, Quality Marketing?

Wed, 13 Dec 2017 07:01:01 -0000

This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain. Traditionally, marketing and quality departments operate separately within a hospital. However, much like other areas in a health system (patient experience, IT, clinical care), we are starting to see marketing departments play an active role is quality initiatives. In this episode, hosts Reed Smith and Chris Boyer discuss how certain quality measures play an important role in healthcare consumerism and share ways in which marketing can successfully promote quality to various stakeholders. From the Joint Commission certification through the Magnet Journey, digital marketing is playing an active role in support quality efforts. This episode also features an expert interview with David Thomsen of 3rd Gate Consulting in which he shares his experience in using social media as a quality input to the Baldridge Award. Mentions from the Show What are Quality Measures - https://www.cms.gov/Medicare/Quality-Initiatives-Patient-Assessment-Instruments/QualityMeasures/index.html The role of quality in hospitals - https://www.ahrq.gov/professionals/quality-patient-safety/talkingquality/create/hospitals/examples.html AHA Pricing Transparency Toolkit - http://www.ahacommunityconnections.org/content/14transparencytoolkit.pdf Evolution of Social Media in Balrdridge - https://www.linkedin.com/pulse/20140828132202-13988078-malcolm-baldrige-quality-award-how-social-media-is-evolving/ Joint Commission “How to Find Reliable Online Health Information” - https://www.jointcommission.org/assets/1/18/patient_101.pdf Texas Health Quality page - https://www.texashealth.org/Pages/Quality-and-Patient-Safety.aspx Dave Thomsen LinkedIn - https://www.linkedin.com/in/david-thomsen-a86a3812/ Third Gate Consulting - http://thirdgateconsulting.com/ Find us Online Touchpoint podcast Twitter: https://twitter.com/touchpointpcast Reed Smith Twitter: http://www.twitter.com/reedsmith Chris Boyer Twitter: http://www.twitter.com/chrisboyer Chris Boyer website: http://www.christopherboyer.com/ Social Health Institute: http://www.socialhealthinstitute.com/

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TP43 - The Rise of the Robots...er, Chatbots

Wed, 29 Nov 2017 18:06:00 -0000

Chatbots are not a new concept - they have been around since 1994. But with recent advances in artificial intelligence (AI) and machine learning - along with major platform providers like Facebook, Google and Microsoft providing access to their technologies to conversational UI developers - the expansion of chatbots is dramatically expanding in many industries - including healthcare. In this episode, hosts Reed Smith and Chris Boyer discuss the rise of the chatbots in hospitals and health systems, sharing examples and types of applications and discussing some of the interesting challenges chatbot technology faces when being adopted in a health setting. This episode also features an expert interview with Steve Leibforth of Healthgrades in which he shares some of the ways they are working with hospitals on clinical chatbot solutions. Show Notes: - Chatbot wikipedia - https://en.wikipedia.org/wiki/Chatbot - Turing Test wikipedia - https://en.wikipedia.org/wiki/Turing_test - Chatbots - The Conversational Enterprise: https://dupress.deloitte.com/dup-us-en/focus/signals-for-strategists/era-of-conversational-user-interface-chatbots.html - How Chatbots Will Shape the Future of Healthcare - https://chatbotsmagazine.com/how-chatbots-will-shape-the-future-of-healthcare-fa8e30cebb1c - Challenges with Chatbots — not just technical - https://chatbotslife.com/challenges-with-chatbots-not-just-technical-ecb39612422f - Healthgrades CareChats Chatbot solution - https://www.hospitals.healthgrades.com/hospitals/solutions/engage-and-retain-patients/carechats/ - Steve Leibforth LinkedIn - https://www.linkedin.com/in/sleibforth/ - Steve Leibforth Twitter - https://twitter.com/sleibforth Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Loyal: https://loyalhealth.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://binaryfountain.com/

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TP42 - Healthcare Internet of Things: It’s Getting HIoT in Here

Wed, 22 Nov 2017 17:48:00 -0000

We’ve all heard the buzz-term - “the Internet of Things” (or IoT). But for healthcare, what does that really mean? In this episode, hosts Chris Boyer and Reed Smith dive into a newly formed buzz-term: HIoT (or Healthcare Internet of Things). From health and wellness trackers to medical devices that are always-on and connected, they dive deep into the ways hospitals and health systems are developing internet connected device offerings for patients and physicians. What are the impacts and challenges of adopting these new technologies into clinical care management? Also, this episode features an expert interview with Stephanie Ayars from the Mayo Clinic, discussing their new Mayo Clinic First Aid Alexa skill. Show Notes: - Value Creation and Value Capture of the Internet of Things: https://dupress.deloitte.com/dup-us-en/deloitte-review/issue-17/value-creation-value-capture-internet-of-things.html?icid=interactive:not:aug15 - Ten Examples of the Internet of Things in Healthcare:: https://econsultancy.com/blog/68878-10-examples-of-the-internet-of-things-in-healthcare - Five Challenges of IoT in Healthcare:: http://searchhealthit.techtarget.com/tip/Five-challenges-of-IoT-in-healthcare-that-put-it-at-risk-of-failure - Mayo Clinic Alexa First Aid Skill: https://www.mayoclinic.org/voice/apps - Stephanie Ayars on LinkedIn: https://www.linkedin.com/in/stephanieayars/ Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Loyal: https://loyalhealth.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://binaryfountain.com/

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TP41 - Defining Consumerism in Healthcare

Wed, 15 Nov 2017 18:18:00 -0000

It’s clear that marketing and patient experience efforts in hospitals are trying to address an unparalleled shift to consumerism. But is the concept of “consumerism” the same for the healthcare industry as it is for other industries? Can hospitals ever become as “consumer-first” as Amazon, Uber or Disney? In this episode, hosts Reed Smith and Chris Boyer explore the concept of consumerism and address trends that are impacting how hospitals and health systems are transforming their organization to embrace a patient-first mentality. Featuring an expert interview with Gary Frazier of OM Healthcare, in which he shares his perspective on empowering the consumer in healthcare and how his organization seeks to put the consumer first in an open marketplace. Show Notes: - Wikipedia definition of Consumerism: https://en.wikipedia.org/wiki/Consumerism - Advisory Board - How Consumerism is Redefining the Role of the Hospital Strategic Planner: https://www.advisory.com/research/health-care-industry-committee/the-bridge/2017/01/consumerism-and-the-strategic-planner - Kaufmann Hall - 2017 State of Healthcare Consumerism study: https://www.kaufmanhall.com/resources/2017-state-consumerism-healthcare - Gary Frazier on LinkedIn: https://www.linkedin.com/in/gary-d-frazier-56113011/ - OM Healthcare: https://www.omhealthcare.com/ - Crooked Conversations: https://itunes.apple.com/us/podcast/crooked-conversations/id1292665011?mt=2 - Foam Acoustic Panels: https://www.amazon.com/Burgundy-Charcoal-Acoustic-Panels-Studio/dp/B01G63LD4Q/ Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Loyal: https://loyalhealth.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://binaryfountain.com/

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TP40 - The Problem with Personalization

Wed, 08 Nov 2017 20:00:00 -0000

The concept of personalization (or personalized marketing) is often misunderstood by healthcare marketers and communicators, yet many of us aspire to embrace these concepts through our digital efforts. With the tools and techniques now available to hospitals and health systems, many organizations are starting to explore how to combine their websites, social media, CRM, and other digital channels to build a 1:1 connection with their audiences. In this episode, hosts Chris Boyer and Reed Smith discuss the current landscape of personalization and address some of the challenges that hospitals could face. Personalization expert John Berndt, of the Berndt Group shares his first-hand insights into adopting a successful personalization strategy. Plus, Reed wonders what it would be like to get a tailored suit. Show Notes: - Wikipedia definition of Personalization: https://en.wikipedia.org/wiki/Personalization - From Persona to Person: http://thinkrevivehealth.com/resource/personalized-marketing/ - You Can’t Improve Personalization If You Don’t Measure It: https://diginomica.com/2017/10/30/you-cant-improve-personalization-if-you-dont-measure-it/ - The Berndt Group: http://www.berndtgroup.net/ - "The Targeting Ten:" Basic Questions to Evaluate Personalization Tactics - http://www.berndtgroup.net/thinking/blog/personalization/the-targeting-ten-basic-questions-to-evaluate-personalization-tactics - John Berndt on LinkedIn: https://www.linkedin.com/in/john-berndt-57838b5/ - John Berndt on Twitter: https://twitter.com/rjohnberndt - Rag & Bone StarWars: https://www.rag-bone.com/star-wars/ - Henge Docks: https://hengedocks.com/products/tethered-dock Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Loyal: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://loyalhealth.com/

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TP39 - Cyber Security Risks for Hospitals

Wed, 01 Nov 2017 16:54:00 -0000

For hospitals and health systems trying to embrace the digital age, it’s important to understand the pros and cons of such an approach. In this episode, hosts Chris Boyer and Reed Smith discuss a very important topic: data and cyber security risks. Tasked with protecting HIPAA and PHI, the constant pressure to keep data safe and secure is critical. Chris and Reed share ways in which, CIOs and IT departments are adapting their tools and processes to adopt a safe digital environment while meeting the pressing demand by consumers for more open and transparent digital communications. They welcome data security expert Mark Burnette from LBMC Information Security to discuss current trends and approaches hospitals are taking. Show Notes: - Patient Data Security - How Hospitals Keep Pace: http://www.fiercehealthcare.com/special-report/patient-data-security-how-hospitals-keep-pace - How Ransomware Effects Hospitals: https://healthitsecurity.com/features/how-ransomware-affects-hospital-data-security - The Rise of Cloud Computing: https://www.healthdatamanagement.com/opinion/how-the-cloud-can-break-down-silos-within-hospitals - Data Privacy as well as Data Security: https://siliconangle.com/blog/2017/10/25/data-privacy-policy-just-- important-security-measures-protecting-netappinsight/ - Texas Hospital Association Helps Hospitals with Phishing Threats: http://www.healthcareitnews.com/news/texas-hospital-association-helps-2-hospitals-get-serious-about-phishing-threats - Mark Burnette on LinkedIn: https://www.linkedin.com/in/mburnette/ - LBMC Information Security: http://www.lbmcinformationsecurity.com/ - Cybersecurity Sense Podcast on iTunes: https://itunes.apple.com/us/podcast/cybersecurity-sense/id1269195484?mt=2 Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Loyal: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://loyalhealth.com/

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TP38 - LIVE from HCIC 2017

Wed, 25 Oct 2017 18:03:00 -0000

Recorded live at the Healthcare Internet Conference in Austin, Texas, hosts Chris Boyer and Reed Smith welcome expert guests from the industry - Tony Huth, EVP and Co-Founder of Medicom Health, Peter Alperin, VP at Doximity and Aaron Clifford, SVP of Marketing at Binary Fountain. The panel engages in a spirited conversation about the digital experience for both patients and physicians, trends in online reputation management and how best hospitals can leverage their outside vendors for greater success. They also debate on who is actually driving the digital transformation, along with input from the audience. Another lively and spirited episode! Show Notes: - Aaron Clifford LinkedIn - https://www.linkedin.com/in/aaron-clifford-1976752/ - Peter Alperin LinkedIn - https://www.linkedin.com/in/peteralperin/ - Tony Huth LinkedIn - https://www.linkedin.com/in/tonyhuth/ Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Loyal: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://loyalhealth.com/

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TP37 - Are Machines Taking Over Healthcare?

Wed, 18 Oct 2017 17:50:00 -0000

With Artificial Intelligence, Machine Learning and the rise of computer-assisted technologies, hosts Reed Smith and Chris Boyer dive into an almost philosophical discussion on whether machines are poised to take over healthcare. Is the Singularity upon us? With a discussion on how computers have developed more intelligence and the rise of computer learning, the hosts discuss a number of trends in which computers are becoming smarter than humans (with Natural Language Processing and image identification). This episode features an expert interview with Nathan David of the Cleveland Clinic, in which he discusses how they are using machine learning to help improve their digital advertising to support patient acquisition. Show Notes:: - Don't let IBM's blunders in health care blind you to the huge benefits of technology in medicine - https://www.cnbc.com/2017/09/07/ibms-struggle-with-watson-in-health-care-doesnt-mean-tech-cant-help.html - Are Computers Already Smarter Than Humans? - http://time.com/4960778/computers-smarter-than-humans/ - AI tops humans in computer vision, and healthcare will never be the same - https://siliconangle.com/blog/2017/09/27/google-brain-chief-jeff-dean-ai-beats-humans-computer-vision-healthcare-will-never/ - Growing NLP Marketplace Drives Healthcare Machine Learning - https://healthitanalytics.com/news/growing-nlp-marketplace-drives-healthcare-machine-learning - How to Keep Your Marketing Job Through the AI Revolution - https://www.forbes.com/sites/ekaterinawalter/2017/10/09/how-to-keep-your-marketing-job-through-the-ai-revolution/#7a6bcd16331a - Nathan David Twitter - https://twitter.com/nathanpdavid - Nathan David LinkedIn - https://www.linkedin.com/in/nathanpdavid/ Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://www.binaryfountain.com/

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TP36 - The Evolution of Digital Communication Education

Wed, 11 Oct 2017 17:19:00 -0000

For hospitals and health systems, education is an important way to not only train new entrants into the field (through residencies and fellowships), but also hone existing talent (through CMEs and CNEs). In this episode, hosts Reed Smith and Chris Boyer discuss how healthcare organizations are using education and the growing role of digital in evolving and reshaping the way this training is delivered. Featuring an interview with Michael Mackert and Erin Donovan of the University of Texas - Austin’s Moody College of Communication. Show Notes:: - Medical education’s “digital revolution” - http://epmonthly.com/article/medical-education-s-digital-revolution/ - Seven Medical Education Apps for Doctors: https://blog.capterra.com/top-7-medical-apps-for-doctors/ - NCI Pink Book: https://www.cancer.gov/publications/health-communication/pink-book.pdf - Michael Mackart: https://advertising.utexas.edu/faculty/michael-mackert - Erin Donovan: https://commstudies.utexas.edu/faculty/erin-donovan Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://www.binaryfountain.com/

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TP35 - Digital Planning for 2018

Wed, 04 Oct 2017 20:23:00 -0000

Are you in the middle of planning for 2018? Tune in to listen to Chris, Reed and special guest Bobby Rettew talk about considerations around new technology and trends that are impacting healthcare marketing as we move into the next calendar year. Special thanks to our sponsors - Transparently - Binary Fountain - Influence Health

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TP34 - From a 24-Hour to a 24-Second News Cycle: The Evolving Role of Digital in a Crisis

Wed, 27 Sep 2017 18:26:00 -0000

According to Wikipedia, the term crisis management is defined as "a set of factors designed to combat crises and to lessen the actual damages inflicted.” While every hospital and health system has had to face a crisis at some point in time, the use of digital tools have often not been properly leveraged to assist with crisis communication. In this episode, hosts Reed Smith and Chris Boyer discuss ways in which organizations can begin applying the online tools, systems and processes to support crisis communication, and provide first-hand advice on how best to assess and respond to certain crisis. Featuring an interview with Lance Lunsford, Chief Marketing and Business Development Officer for the Texas Hospital Association, in which he shares how crisis response has evolved over the last 30 years, and how social media has dramatically impacted this discipline. Show Notes:: - Don’t Be Scared, Be Prepared: Social Media in Crisis Communication - http://www.convinceandconvert.com/social-media-strategy/dont-be-scared-be-prepared-how-to-manage-a-social-media-crisis/ - BCBS of NC and Mission Health using Social Media to Negotiate: #Twitter War: http://bobbyrettew.com/2017/09/18/bcbs-of-nc-and-mission-health-using-social-media-to-negotiate-twitter-war/#sthash.x5Gs7pkr.dpbs - Lance Lunsford on LinkedIn: https://www.linkedin.com/in/lancelunsford/ - Lance Lunsford on Twitter: https://twitter.com/lancelunsford - Create More Flow book: https://createmoreflow.com/ - The Cluetrain Manifesto: http://www.cluetrain.com/ Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://www.binaryfountain.com/

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TP33 - Can a Good Digital Patient Experience Impact Quality?

Wed, 20 Sep 2017 18:39:00 -0000

The beauty about digital is that everything is absolutely measurable. And while measuring ROI is now the norm for healthcare digital marketers, can we also claim that digital can have an impact on quality? Is there such a thing as “Return on Health” (ROH)? In this episode, hosts Reed Smith and Chris Boyer discuss the corollary and causal impacts a good digital presence can have on impacting quality outcomes. They define a framework on how hospitals can map their digital tools and tactics to the patient journey, and share examples and case studies to help illustrate how a good digital patient experience can impact quality. Featuring an expert interview with David Dolton from DocASAP. Show Notes:: - Tools and Strategies for Quality Improvement and Patient Safety: https://www.ncbi.nlm.nih.gov/books/NBK2682/ - How Digital and Mobile Improve the Patient Experience: https://hbr.org/webinar/2017/05/how-digital-and-mobile-improve-the-patient-experience - David Dolton on LinkedIn: https://www.linkedin.com/in/davedolton/ - David Dolton on Twitter: https://www.linkedin.com/in/davedolton/ - DocASAP: https://docasap.com/ - Google Drive: https://drive.google.com - Rubik’s Cube: https://www.rubiks.com/ Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://www.binaryfountain.com/

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TP32 - Live from Content Marketing World Cleveland Clinic Health Summit 2017

Wed, 13 Sep 2017 18:44:00 -0000

Live from Cleveland, this week’s episode features audio captured at the Content Marketing World Cleveland Clinic Health Summit 2017. Hosts Reed Smith and Chris Boyer kickoff the podcast sharing high-level takeaways from the CMWorld 2017 conference before “rolling the tape” on a panel session that included Brian Gresh (Executive Director, Digital & Content Marketing at Cleveland Clinic), Aaron Watkins (Senior Director of Internet Strategy at Johns Hopkins Medicine) and Matt Schwabel (Senior Director, Integrated Marketing at Duke University Health). The panel session discussed current and future challenges of digital in healthcare. Notes:: - Brian Gresh on LinkedIn: https://www.linkedin.com/in/briangresh/ - Brian Gresh on Twitter: https://twitter.com/bmgresh - Aaron Watkins on LinkedIn: https://www.linkedin.com/in/watkinsaaron/ - Aaron Watkins on Twitter: https://twitter.com/aaronwatkins - Matt Schwabel on LinkedIn: https://www.linkedin.com/in/mschwabel/ - Matt Schwabel on Twitter: https://twitter.com/mschwabel - This Old Marketing Podcast: http://contentmarketinginstitute.com/pnr-with-this-old-marketing-podcast/ Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://www.binaryfountain.com/

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TP31 - Advocating for Digital Online Advocacy

Wed, 06 Sep 2017 17:32:00 -0000

Advocacy is an activity by an individual or group which aims to influence decisions within political, economic, and social systems and institutions. For healthcare, online advocacy could take many forms including generating interest around a particular disease or condition, fundraising/giving for non-profit health systems or organizations and even health advocacy efforts. This week, hosts Reed Smith and Chris Boyer discuss the various digital tools organizations can use to help with advocacy efforts and share tips and concerns many of us face when embracing these efforts. Featuring an expert interview with Doug Ulman, president and CEO of Pelotonia, in which he shares his experience using digital in his current and previous role at LiveStrong. Notes:: - Health advocacy: https://en.wikipedia.org/wiki/Health_advocacy - Using social media as a tool to complement advocacy efforts: http://www.gjcpp.org/pdfs/ENScott%20_%20Maryman%20-%20Social%20media%20to%20complement%20advocacy%20FINAL-FORMATTED.pdf - Doug Ulman on LinkedIn: https://www.linkedin.com/in/dougulman/ - Doug Ulman on Twitter: https://twitter.com/dougulman - Pelotonia: http://pelotonia.org/ - With Joy wedding website builder: https://withjoy.com/ - Bullet Cable: https://www.bulletcable.com/ - Bensound Royalty Free Music: https://www.bensound.com/ Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://www.binaryfountain.com/

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TP30 - Online Patient Communities

Wed, 30 Aug 2017 19:46:00 -0000

The fundamental principle of the internet was to allow people across the world to find and connect with one another across topics of interest. For hospitals and health systems, this means providing ways for patients to connect and discuss their care. In this episode, hosts Reed Smith and Chris Boyer discuss the ways patients have started to use the internet and social media to connect, and how organizations can begin to embrace and develop online patient communities. Featuring an expert interview with Ed Bennett, in which he discusses the challenges hospitals face when launching online patient communities and why, despite the challenges, it’s important for health systems to consider these communities as part of their clinical and marketing outreach efforts. Notes:: - Four Types of Online Communities: https://www.visioncritical.com/types-of-online-communities-best-practices/ - Online Communities - Focusing on Sociability and Usability: https://pdfs.semanticscholar.org/0952/889b00e3e6a023787ad277a3ff1902c3786d.pdf - 4 Reasons Why Online Patient Communities Should be Embraced: http://medicaleconomics.modernmedicine.com/medical-economics/news/4-reasons-why-online-patient-communities-should-be-embraced - Online Patient communities - Are They Worth Your Time? http://blog.intakeq.com/online-patient-communities-are-they-worth-your-time/ - Facebook Wants to Nudge You Into Online Communities: https://phys.org/news/2017-06-facebook-nudge-meaningful-online-groups.html - Ed Bennett’s website: http://www.ebennett.org/ - Ed Bennett on Twitter: https://twitter.com/edbennett - Curatio: https://www.mycuratio.com/ - Content Marketing World 2017 Conference: http://www.contentmarketingworld.com/ - Advisory Board Webinar: Strategic Planning and Marketing: Get on the Same Page: http://ns.advisory.com/Arx-Webcon-Q317-Consumerism-Planning - HCIC 2017 Conference: https://www.hcic.net/ - Fiebing's Saddle Soap: https://www.fiebing.com/catalogue/soaps-oils/ - VSCO app: https://vsco.co/ Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://www.binaryfountain.com/

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TP29 - Improving the Online Transaction

Wed, 23 Aug 2017 19:31:00 -0000

People don’t come to hospital websites for fun - they are there for a purpose. More times than not, that purpose is to engage and interact with the health system - finding a doctor, paying a bill, signing up for classes...even applying for a job. In this episode, hosts Reed Smith and Chris Boyer discuss how organizations can begin improving the online transaction. From understanding and defining users needs to diving deep into some of the principles of usability, this episode outlines important takeaways you can use to ensure you are delighting users looking to transact with your organization. Featuring an expert interview with Julie Yoo of Kyruus, in which she shares best practices in developing an effective online appointment scheduling system. Notes:: - KPMG 2017 study “The Truth About Online Consumers” https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2017/01/the-truth-about-online-consumers.pdf - 10 Principles for Creating Amazing Online Retail Experiences https://econsultancy.com/blog/68839-the-10-principles-for-creating-amazing-online-retail-experiences - How to Address Shopping Cart Abandonment Rates: https://econsultancy.com/blog/69318-how-do-we-find-a-solution-to-the-great-shopping-cart-abandonment-problem/ - Julie Yoo LinkedIn: https://www.linkedin.com/in/juliekyoo/ - Julie Yoo Twitter: https://twitter.com/julesyoo - Kyruus: https://www.kyruus.com/ - ATLAS Conference: http://www.atlasconference.com/ - Content Marketing World Conference: http://www.contentmarketingworld.com/ - HealthCare Internet Conference 2017: https://www.hcic.net/ - Vanity Fair Generation Gap: https://www.vanityfair.com/culture/2015/10/generation-gap-guide - Curious Collection Note Cards: http://amzn.to/2vYieci Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain:https://www.binaryfountain.com/

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TP28 - 88 to 1: Undertaking a Website Consolidation Project

Wed, 16 Aug 2017 19:47:00 -0000

Unlike other industries, hospitals and health systems often find that the number of websites they have to manage are too numerous to manage efficiently. This can negatively impact not only the web user experience, but has significant business and process implications. Hosts Chris Boyer and Reed Smith discuss how best to begin evaluating and planning for a website consolidation effort, including the appropriate planning, evaluation, auditing and communication strategies required to successfully integrate multiple websites into an effective unified presence. Featuring an interview with Mike Fouratt of Christus Health, in which he shares the approaches his organization took recently to consolidate their web presence. Shownotes:: - Eating An Elephant: How to Build An Integrated Digital Strategy, One Bite at a Time: https://www.slideshare.net/ChrisBoyer/eating-an-elephant-how-to-build-an-integrated-digital-strategy-one-bite-at-a-time - Mike Fouratt LinkedIn profile: https://www.linkedin.com/in/mikefouratt/ - Christus Health website: https://www.christushealth.org/ - Yeti 10oz Lowball Tumbler: http://amzn.to/2vIs28A - Adweek, Yeah That’s Probably an Ad podcast: https://itunes.apple.com/us/podcast/yeah-thats-probably-an-ad/id1148183191?mt=2 Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://www.binaryfountain.com/

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TP27 - Is SEM Really "SEO-Now"?

Wed, 09 Aug 2017 18:14:00 -0000

Hosts Reed Smith and Chris Boyer tackle the topic of Search Engine Marketing (SEM) in this week’s episode, focusing their discussion on paid tactics. They briefly cover the various types of SEM, and then discuss effective ways organizations are ensuring their online marketing approaches produce results. They also discuss some of the current trends and challenges with SEM. This episode features and expert interview with Kevin Minnelli, CEO of Eruptr (a paid search marketing firm) in which he shares his experience managing SEM for hundreds of hospitals nationwide. Show Notes:: - How much waste is in the digital ad market: https://econsultancy.com/blog/69309-how-much-waste-is-in-the-digital-ad-market/ - Procter & Gamble Cut Up to $140 Million in Digital Ad Spending Because of Brand Safety Concerns: http://www.adweek.com/digital/procter-gamble-cut-140-million-in-digital-ad-spending-because-of-brand-safety-concerns/ - iProspect’s Paid Search Trends 2017 Search Report: : https://www.iprospect.com/en/us/insights/povs/paid-search-trends-2017-q2/ - Ad blockers are digging their own graves: https://venturebeat.com/2017/07/29/ad-blockers-are-digging-their-own-graves/ - The Campaign Against Facebook And Google's Ad "Duopoly" Is Going Nowhere:: https://www.buzzfeed.com/alexkantrowitz/the-campaign-against-facebook-and-googles-ad-duopoly-is?utm_term=.wlLpkOzMLy#.gf5YaKzqmy - Privacy Group Challenges Google Algorithm Tracking Consumers' Offline, Online Data: https://www.mediapost.com/publications/article/305100/privacy-group-challenges-google-algorithm-tracking.html Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Eruptr Twitter: https://twitter.com/eruptr - Kevin Minnelli LinkedIn: https://www.linkedin.com/in/minnelli/ - Eruptr: http://www.eruptr.com/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain:https://www.binaryfountain.com/

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TP26 - You Down With UPP? (Ya, You Know Me)

Wed, 02 Aug 2017 18:37:00 -0000

Keeping track of accurate physician listings online has become increasingly more complex for hospitals and health systems. Not only do they have to contend with various disparate internal databases, but external commercial websites (like Google, Yelp, HealthGrades, Vitals, etc.) and government/payor websites are also competing to be the sole source of truth when it comes to accurate provider listings. Hosts Reed Smith and Chris Boyer wade through the challenges organizations face trying to manage physician listings, and then entertain the idea of a Unified Physician Profile (UPP). Featuring an interview with provider listing expert, Cynthia Newton of HCCG, Inc. Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Cynthia Newton Twitter: https://twitter.com/directorydoctor - Cynthia Newton LinkedIn: https://www.linkedin.com/in/cynthianewtonhccg/ - HCCG Inc: http://hccg-inc.com/ Recommendations: - TP-Link Smart LED Light Bulb: http://amzn.to/2uVN5WD - Relive cycling app: https://www.relive.cc/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain:https://www.binaryfountain.com/

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TP25 - Is Social Media Good For Our Health?

Wed, 26 Jul 2017 18:19:00 -0000

Over the last decade, social media has had a tremendous impact on the healthcare industry, most specifically in transforming how we communicate and interact with our audiences. In this episode, host Reed Smith and Chris Boyer explore the power social media has on understanding public health and it’s influence on how patients communicate with one another and their health providers. From its use in clinical trials, population health management, and as a public health observation tool, social platforms are an important part in the future of healthcare. Featuring an interview with healthcare navigator and content expert, Amelia Roberts. Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain:https://www.binaryfountain.com/ Links: - Chris Boyer Twitter: https://twitter.com/chrisboyer - Reed Smith Twitter: https://twitter.com/reedsmith - Amelia Roberts LinkedIn: https://www.linkedin.com/in/ameliaroberts/ - Amelia Roberts Twitter: https://twitter.com/rn_solutions - Klein Tools 32500 11-in-1 Screwdriver and Nut Driver: http://amzn.to/2eMOc5p - Spindrift Seltzer Water: http://amzn.to/2uWT925

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TP24 - The C-Suite's Expectation of Marketing

Wed, 19 Jul 2017 17:21:00 -0000

The role of marketing in a hospital or health system has dramatically evolved over the years. Once focused on simple communication and community management activities, the expected role of the hospital marketer now has become more strategic and responsible for many strategies. In this episode, hosts Reed Smith and Chris Boyer reflect on their personal experience as hospital marketers over the last fifteen years, and share a new framework in which marketers today can better align with the expectations of the C-suite. This episode features an in-depth interview with Greg Haralson, CEO of Memorial Hermann Sugar Land & Memorial Hermann Southwest, in which he shares his thoughts on how marketing can become more effective in the changing landscape of healthcare. Links: - What CEO’s expect from their CMO’s: http://www.cmo.com/features/articles/2011/6/14/10-great-expectations-what-ceos-want-from-their-cmos.html - How CMOs and CIOs can collaborate: https://blog.hubspot.com/marketing/marketing-it-alignment-strategy - What marketers need to overcome digital maturity: https://www.emarketer.com/Article/What-Marketers-Need-Overcome-Reach-Digital-Maturity/1016169?ecid=NL1001 - Corporate culture dictates the success and failure of digital transformation: https://www.linkedin.com/pulse/corporate-culture-dictates-success-failure-digital-brian-solis - Technology is changing the future of marketing (again): https://www.forbes.com/sites/johnellett/2014/09/30/technology-is-changing-the-future-of-marketing-again/#4b5de0cae7df - Greg Haralson on LinkedIn: https://www.linkedin.com/in/greg-haralson-3406814/ - Greg Haralson on Twitter: https://twitter.com/Greg_Haralson - Ninja Coffee System: http://amzn.to/2vBajP9

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TP23 - A Video is Worth 1.8 Million Words

Wed, 12 Jul 2017 18:59:00 -0000

As digital channels evolve, more and more online users are turning to video as a medium in which to research, learn and make decisions. But how do hospitals and health systems develop videos that are both aligned with their strategies and also unique to social media and websites? In this episode, hosts Chris Boyer and Reed Smith share various tips on how to develop videos, including choosing the right topics, adjusting for length and sharing platform specific techniques for Facebook, Instagram, Twitter, YouTube and websites. This episode also features an expert interview with video strategist and storyteller Bobby Rettew, in which he shares ideas on how to develop online video that is unique to your organizations. Be sure to rate and review the touch•point podcast on iTunes: https://itunes.apple.com/us/podcast/touchpoint-podcast/id1203099283 Links: - Touch•point podcast: www.touchpointpodcast.com - Reed Smith Twitter: www.twitter.com/reedsmith - Chris Boyer Twitter: www.twitter.com/chrisboyer - Bobby Rettew Twitter: www.twitter.com/bobbyrettew - Social Health Institute: www.socialhealthinstitute.com - Chris Boyer: www.christopherboyer.com - Texas Instruments TI-30X IIS 2-Line Solar/battery-Powered Scientific Calculator: http://amzn.to/2uiasKZ - LEGO Architecture Studio 21050 Playset: http://amzn.to/2sPbRnL

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TP22 - Measurement and ROI

Wed, 05 Jul 2017 21:13:00 -0000

Everything online is absolutely measurable. Because of this, the often mistaken belief is that once you launch a digital campaign or effort, the measurement will be comprehensive and complete from the onset. Hosts Reed Smith and Chris Boyer spend this episode detailing the common misperceptions hospitals and health systems have with measuring their efforts, and detail a high level framework organizations can use to develop a comprehensive measurement strategy. In addition, this episode features an interview with Olivier Blanchard, author of the book “Social Media ROI,” and he shares his expert thoughts on how to successfully measure. Show Notes: - Olivier Blanchard on Twitter: https://twitter.com/oblanchard - Olivier Blanchard on LinkedIn: https://www.linkedin.com/in/olivierblanchard/ - Social Media ROI book: http://smroi.net/ - Futurum website: https://www.futurum.xyz/ - Case Brand knives: http://amzn.to/2tIsKEv - Pamela Barsky bags: https://www.etsy.com/shop/pamelabarskyshop

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TP21 - Developing a Unified Content Strategy

Wed, 28 Jun 2017 17:08:00 -0000

Hospitals and health systems create content for a number of audiences - marketing, PR, media relations, donor specific content, quality reports, employee communications, etc. However, many systems struggle with this content being developed in silos across the organization. Hosts Reed Smith and Chris Boyer discuss the challenges with developing a unified content strategy and share insights on how hospitals can begin moving towards aligning their content. Featuring an interview with content strategist Loren Blinde. Links: - touch•point podcast: www.touchpointpodcast.com - Loren Blinde: http://www.writingpower.net/ - Chris Boyer: http://www.christopherboyer.com/ - Reed Smith: http://www.socialhealthinstitute.com/

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TP20 - Top 20 Digital Marketing Tips

Wed, 21 Jun 2017 17:15:00 -0000

In the 20th milestone episode, hosts Reed Smith and Chris Boyer share 20 top digital marketing tips for hospitals. health systems and physicians, as submitted by listeners. Listen in to these tips that span across websites, content marketing, social media and personalized marketing efforts. Contributors include: Mike Vujovich - https://www.linkedin.com/in/masterjedivuj/ Ed Bennett - https://www.linkedin.com/in/edbennett/ Matt Gove - https://www.linkedin.com/in/mattgove3/ Justin Rodriguez - https://www.linkedin.com/in/justin-rodriguez-9103a98/ Greg Matthews - https://www.linkedin.com/in/gdmatthews/ Dan Hinmon - https://www.linkedin.com/in/danhinmon/ Ahava Leibtag - https://www.linkedin.com/in/ahavaleibtag/ Jared Johnson - https://www.linkedin.com/in/jaredjohnson/ Kyra Hagen - https://www.linkedin.com/in/kyrahagan/ Amelia Roberts - https://www.linkedin.com/in/ameliaroberts/ Jim Samuel - https://www.linkedin.com/in/jimsamuel/ Shel Holtz - https://www.linkedin.com/in/shelholtz/ Ben Dillon - https://www.linkedin.com/in/benjamindillon/ Jessica Levco - https://www.linkedin.com/in/jessicalevco/ Rob Birgfeld - https://www.linkedin.com/in/robbirgfeld/ Aaron Fox - https://www.linkedin.com/in/aaronfoxhealth/ Andy Gradel - https://www.linkedin.com/in/andygradel/ Steve Leibforth - https://www.linkedin.com/in/sleibforth/

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TP19 - Involving Physicians in Your Online Marketing

Wed, 14 Jun 2017 17:26:00 -0000

For hospitals and health systems, it's very important to involve physicians and medical staff in the development of online content. Hosts Reed Smith and Chris Boyer discuss some of the challenges organizations face when trying to involve clinical staff in the development of online content and online reputation. Featuring an expert interview with Dr. Justin Smith, a pediatrician with Cook Children's Health Care System, in which he shares his first hand experience participating and supporting his hospital's online presence. Links: - Content Marketing for Healthcare: https://www.forbes.com/sites/miketempleman/2016/09/27/content-marketing-for-specific-industries-medical/#7172e9fb7c39 - Dr. Justin Smith - LinkedIn: https://www.linkedin.com/in/justinsmiththedocsmitty/ - Dr. Justin Smith - Twitter: https://twitter.com/thedocsmitty - Cook Children’s Hospital website: https://www.cookchildrens.org - “If I Understood You, Would I Have This Look on My Face” - Alan Alda: http://amzn.to/2rh2QTE - These are Their Stories Podcast: http://www.lawandorderpodcast.com/

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TP18 - Marrying Offline and Online Experiences

Wed, 07 Jun 2017 17:49:00 -0000

Organizations that have integrated online and offline experiences have seen dramatic positive impacts to their brand and marketing efforts. In this episode, hosts Reed Smith and Chris Boyer share tips and real-life examples of how hospitals and health systems can start marrying these experiences, They also interview an expert on patient-centered design, David Fore, president and owner of Catabolic Design, in which he explains the challenges that can be faced when attempting to develop a consistent experience.

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TP17 - Voice-First in Healthcare

Wed, 31 May 2017 16:36:00 -0000

Voice-enabled and voice-first technologies have been rapidly adopted by consumers, primarily due to the recent adoption of Amazon Echo and Google Home devices. But how can hospitals and health-systems begin introducing voice-first into their digital efforts? Hosts Reed Smith and Chris Boyer discuss some ways that hospitals are using voice-first to help with communication, education and clinical application. Featuring an interview with Shel Holtz about how voice-first, AI and mixed reality have the likelihood of fundamentally changing the way people will interact with organizations in the future.

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TP16 - A Primer in Evidence-Based Personas

Wed, 24 May 2017 18:47:00 -0000

When developing a strategy for a digital, content or campaign strategy, it’s important to understand your audiences, their interests and their needs. Many hospitals and health systems are beginning to develop sophisticated methods in persona development. Hosts Reed Smith and Chris Boyer discuss the history of persona development, some of the major elements used to build them and list some of the “evidence-based” ways organizations are using to ensure these profiles align with the audiences they actually serve. Featuring an expert interview with content expert Ahava Leibtag.

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TP15 - Is There Really An App For That?

Wed, 17 May 2017 10:57:00 -0000

Often, hospitals and health systems feel that a critical part of their mobile strategy should be the development of an app to help drive brand, promote patient engagement or even support patient acquisition. In this episode, hosts Reed Smith and Chris Boyer spend time discussing the important questions hospital marketers should ask before considering the development of an app, and share tips on how to ensure applications can be successful. Featuring an expert interview with Joe Doyle, this episode is chock full of great information!

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TP14 - Live From #HMPS17

Wed, 10 May 2017 11:20:00 -0000

Live from the 2017 Healthcare Marketing and Physician Strategies Summit, hosts Chris Boyer and Reed Smith welcome expert guests Ahava Leibtag, Ed Bennett, Matt Gove and Brian Gresh in this live recording. The hosts and guests engage in a spirited conversation about consumerism and how marketers can do a better job of owning experience in their health systems. They also debate the veracity of online feedback and answer questions from the audience.

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TP13 - Social Media is Dead - Long Live Social Media

Wed, 03 May 2017 10:03:00 -0000

Ten years ago, hospitals and health systems began to slowly adopt social media into their marketing and communication strategies. Despite all that time, it seems that we are still struggling to understand and effective role these tools can play. In this episode, hosts Reed Smith and Chris Boyer level-set on the current state of social media, discussing the changes they've seen over the last decade in the tools and overall approaches. Has social media become just another medium? In this episode, they also interview the grandfather of social media, Lee Aase from the Mayo Clinic on how they have made social media part of the DNA of their organization.

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TP12 - Usability and the Patient Portal

Wed, 26 Apr 2017 16:20:00 -0000

One of the most frequently used digital touchpoints by patients is the patient portal. Yet often hospitals or health systems spend little time investigating if their EMR/EHR patient portal is actually designed with the patient in mind. Hosts Reed Smith and Chris Boyer discuss how to bring UX/UI principles into the patient portal, and ask if "Meaningful Use" is either meaningful and useful from the patient perspective. They then interview expert Todd Foster about how MD Anderson Cancer Center was able to put patient's needs first in the development of their patient portal.

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TP11 - How to COPE With Content

Wed, 19 Apr 2017 17:58:00 -0000

Developing an effective content creation and publishing strategy can be challenging for a hospital or health system. When trying to publish the right content to the right people at the right time, some have considered adopting the COPE ("create once, publish everywhere") model. In this episode, hosts Reed Smith and Chris Boyer explain the origins of COPE, discuss the challenges of the model and it's applicability for hospitals. They also interview Brian Gresh of the Cleveland Clinic to learn how they are developing an effective technology and content strategy.

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TP10 - Choosing the Right Conference

Wed, 12 Apr 2017 18:45:00 -0000

Healthcare professionals often struggle with choosing the right conference to attend. Whether having to find budget or deciding which type of conference to attend, hosts Reed Smith and Chris Boyer dive deep into the various types of healthcare conferences to choose from, how to create criteria and even cover the best ways to use social media to optimize your attendance. Feature an expert interview with Judy Neiman, who organizes the national Forum for Healthcare Strategists annual summit.

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TP9 - The Intersection of Wearables and Medical Devices

Wed, 05 Apr 2017 09:32:00 -0000

In this episode, Reed and Chris discuss the intersection of wearable technologies and medical devices, and how the sudden rise of wearable devices and the "internet of things" have driven the need for useful and usable solutions for patients and consumers alike. The hosts also touch on how hospitals should begin integrating this data into official patient records. This episode also features an expert interview with Dana M. Lewis in which she discusses the #OpenAPS community and the #WeAreNotWaiting movement.

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TP8 - The Evolving Role of SEO

Wed, 29 Mar 2017 09:31:00 -0000

The topic of Search Engine Optimization (SEO) is discussed by Reed Smith and Chris Boyer in episode 8. First, they cover the essentials that every hospital and health system needs when considering an SEO strategy. They then review an article written by Shel Holtz on the declining relevance of SEO. Facing off, the hosts argue whether SEO will eventually be a moot point. Lastly, they interview Patrick Singson, principal of The Raven Firm, on the evolution of SEO and where hospitals need to focus in the future when optimizing their own search engine efforts.

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TP7 - Digital Team Structure

Wed, 22 Mar 2017 18:17:00 -0000

In Episode 7 of the Touchpoint podcast, hosts Reed Smith and Chris Boyer discuss the structure and role of a digital team in a hospital or health system, including the responsibilities that a digital team should have and best-practices in staffing. They face off in a two-sided discussion on whether digital should be integrated or separated as a department. The episode also features an interview with Jared Johnson on how Phoenix Children's Hospital is structuring their digital team to meet clinical, marketing and patient experience needs.

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TP6 - Digital Professionalism

Wed, 15 Mar 2017 09:29:00 -0000

Episode 6 of the touch•point podcast finds the hosts, Reed Smith and Chris Boyer discussing digital professionalism and the impact on physicians, healthcare professionals and hospitals. They explain the foundational principles of digital professionalism, the implications of HIPAA on transparency and how the millennial generation may offer newer ideas that can help us be more open to digital professionalism. Dr. Bryan Vartabedian, author of the 33Charts blog, offers first-hand insights into how doctors can embrace and control their digital professionalism.

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TP5 - Voice of Customer

Wed, 08 Mar 2017 10:28:00 -0000

In the 5th episode of the touch•point podcast, Reed Smith and Chris Boyer discuss how hospitals and health systems can begin using Voice of Customer (VoC) to shape their online patient experiences, including some of the unique challenges healthcare organizations face when begin to track VoC. From HCAHPS to Net Promoter scores, the hosts discuss best practices and even face off in a heated debate on whether the customer is right. Featuring an expert interview with Matt Gove from Piedmont Healthcare where he shares tips that hospitals can use to begin crafting an advanced VoC program. Give it a listen!

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TP4 - Customer Relationship Management

Wed, 01 Mar 2017 10:29:00 -0000

In Episode 4 of the TouchPoint podcast, Reed Smith and Chris Boyer take on the topic of CRM’s use in hospitals and health systems. They discuss the history of CRM in hospitals, briefly touch on the complementary technologies of marketing automation and PRM, and how hospitals are now moving the CRM out of the marketing suite to be used across the enterprise. They even cover some of the top reasons why CRM’s fail, and interview CRM expert Justin Rodriguez on the future of CRM in healthcare. An informative episode that only begins to scratch the surface of this critical technology.

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TP3 - Online Reputation Management

Wed, 22 Feb 2017 11:35:00 -0000

In the third installment of the TouchPoint podcast, Reed Smith and Chris Boyer discuss online reputation management (ORM), how best to define it and what elements are important for hospitals to consider. From SEO to social media to publishing HCAHPS scores on physician profiles, the hosts explore the impact good reputation management has on the digital patient experience and wonder if there are better ways to measure reputation IRL. The hosts also debate the merits of third-party review sites vs. a hospital website as the most authoritative source for a health system’s reputation. Lastly, Rob Birgfield of Inova Health System joins us from an evening commute to discuss best-practices on gaining organizational support of reputation management. A fun and informative episode!

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TP2 - Content Management Systems

Wed, 15 Feb 2017 18:24:00 -0000

In Episode Two of the TouchPoint Podcast, Reed Smith and Chris Boyer discuss the ins and outs of Content Management Systems and tackle important questions including: what is the role of a CMS? Is there a difference between a licensed and open source CMS? Should I care about a headless CMS? Isn’t a CMS just my website? They face-off over the pros and cons of licensed vs. open-source CMS. In the Ask the Expert section, industry expert Ed Bennett talks through the history of the content management system in hospitals, and what the future might hold.

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TP1 - Customer Journey Mapping

Mon, 06 Feb 2017 05:43:00 -0000

The Touchpoint Podcast - Episode 1. In this episode, Reed Smith and Chris Boyer discuss the often misunderstood process of Customer Journey Mapping, and what it means to hospitals and health systems. Sometimes known as journey mapping or even the "online patient experience," we discuss the concept in depth, then review an article on the Customer Experience Value Chain and use that framework to apply the concept to the health industry. Lastly, we face off in a Touchpoint/Touch-Counterpoint, arguing the validity of journey mapping.

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