touch point podcast: Recent Episodes

touch point media

touch point is a podcast dedicated to discussions on digital marketing and online patient engagement strategies for hospitals, health systems, and physicians' practices. In each episode, hosts Reed Smith and Chris Boyer dive deep into a variety of topics on the digital tools, solutions, strategies, and processes that are impacting the healthcare industry today.

It’s been repeated so often, it nearly sounds trite - the last 18 months have seen unprecedented change in the healthcare industry. And with these changes and challenges, a new leadership approach is emerging that is important for every health system leader needs to recognize and embrace. In this episode, hosts Reed Smith and Chris Boyer discuss the four leadership types of our industry and revisit the steps of change management. And they welcome Rodney Reider to the show, who shares his experience and outlines the tenets of healthcare leadership in his new book Grabbing the Next Rung: The Heart of Leadership.

Mentions from the Show:

Tired of Being Your Hero

Healthleaders CEO Exchange: Four Leadership Types of 2021

The 8 Step Process for Leading Change

RodneyReider.com

Grabbing the Next Rung: The Heart of Leadership book

Rodney D. Reider on LinkedIn

Rodney D. Reider on Twitter

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Data is critical to any organization, in order to support decision-making and measuring success. In this episode, hosts Reed Smith and Chris Boyer discuss how developing a good data strategy is the underpinning of any successful digital transformation, experience or innovation strategy. They also reflect on the changing responsibilities of the Chief Data Officer over the years, and share myths related to data management.

Mentions from the Show:

Is Your Healthcare Organization Ready for the Next Step in Digital Transformation?

It's Time for a Third Generation of the Chief Data Officer

Four Myths About Digital Transformation And How To Debunk Them By Modernizing At The Data Layer

Reed Smith on LinkedIn

Chris Boyer on LinkedIn

Reed Smith on Threads

Chris Boyer on Threads

Chris Boyer website

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Healthcare organizations are feeling significant stress with the pressure to transform their organizations, while dealing with an understaffed workforce and financial challenges. To that end, healthcare leaders need to adopt new ways to be strategic, while also being agile and focused. In this episode, Reed Smith and Chris Boyer share how organizations can adopt a strategy-focused agile approach to transformation. They are joined by Erik Qualman, speaker and author of the Focus Project, who shares ways that leaders can remain focused while embracing change. Mentions from the Show:

Strategy-Focused Agile Transformation: A Case Study

6 Principles to Build Your Company’s Strategic Agility

Erik Qualman on LinkedIn

equalman.com

Reed Smith on LinkedIn

Chris Boyer on LinkedIn

Reed Smith on Threads

Chris Boyer on Threads

Chris Boyer website

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There are numerous promises associated with adopting technology in healthcare, including cost savings and improved efficiency, just to name a few. However, can technology contribute to humanizing the patient experience? In this episode, hosts Reed Smith and Chris Boyer discuss the significance of infusing AI with a human touch. They are later joined by Aaron Patzer from Vital.io, who sheds light on how his organization employs AI algorithms to humanize the patient experience. Mentions from the Show:

The importance of humanizing AI: using a behavioral lens to bridge the gaps between humans and machines

Aaron Patzer on LinkedIn

Vital.io

Reed Smith on LinkedIn

Chris Boyer on LinkedIn

Reed Smith on Threads

Chris Boyer on Threads

Chris Boyer website

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Many times, the concept of “digital experience” is reserved to describing patients using websites, portals and social media to interact with health systems. In this episode, hosts Chris Boyer and Reed Smith discuss how to bring digital patient experience to the bedside - virtual nursing, telemedicine, etc. - and the evolution of the hospital smart room. Jeff Fallon of eVideon joins to share his experience working with hospitals on successfully extending the digital experience to the inpatient room and how smart rooms, when done right, not only enhance the patient experience but also the nursing experience. Mentions from the Show:

Smart Hospitals Making the Future of Patient Experience a Reality

Jeff Fallon on LinkedIn

eVideon.com

Reed Smith on LinkedIn

Chris Boyer on LinkedIn

Reed Smith on Threads

Chris Boyer on Threads

Chris Boyer website

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Health systems realize that the opportunity that digital offers to solve patient access is tremendous. Yet, many still have a narrow definition of what “access” really is. In this episode, hosts Reed Smith and Chris Boyer define the term “patient access” and discuss how digital front door solutions are only part of the equation - and how consumer intent and public health outreach offers a greater opportunity to leverage digital to solve access to care issues. Mentions from the Show:

What is patient access: Exploring the key benefits and challenges

Phases of the Diagnostic Journey: A Framework

Access to Health Services

Reed Smith on LinkedIn

Chris Boyer on LinkedIn

Reed Smith on Threads

Chris Boyer on Threads

Chris Boyer website

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Current news-cycles are filled with a lot of hype around Generative AI, but there are a number of subfields of AI that are not “generative.” In this episode, hosts Chris Boyer and Reed Smith discuss the various subfields of AI and how they have been used in healthcare for years. Then, Ed Bennett joins to share his hot take on AI and provides guidance on what healthcare marketing and communication professionals should consider in their AI strategies. Mentions from the Show:

MarTech.Health

SuperTools: Best AI Tools Guide

Ed Bennett on LinkedIn

Reed Smith on LinkedIn

Chris Boyer on LinkedIn

Reed Smith on Threads

Chris Boyer on Threads

Chris Boyer website

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Today, health systems are faced with a myriad of challenges to improving patient satisfaction, outcomes, and delivering more effective and patient-centered healthcare experiences. In this episode, hosts Reed Smith and Chris Boyer discuss how the Jobs to Done framework is important to user-experience design (UXD), and then are joined by hosts Steve Koch and Jonathan Pathuis from Cast and Hue who share how they work with health systems to cut through the data to get to know our consumers as people. Mentions from the Show:

CastandHue.com

Steve Koch on LinkedIn

Jonathan Pathuis on LinkedIn

Reed Smith on LinkedIn

Chris Boyer on LinkedIn

Reed Smith on Threads

Chris Boyer on Threads

Chris Boyer website

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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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In this encore episode (which originally aired in July, 2022), Chris Boyer and Reed Smith discuss the concept of the “Digital Front Door” and attempt to define and outline the various technologies and approaches that comprise typical health system front door initiatives. Ben Dillon shares his expertise in the “Ask the Expert” segment of the show. Overall, they conclude that perhaps the challenge with trying to define the “Digital Front Door” is that perhaps instead of defining it as a technology strategy, it should be defined as an experience strategy. Mentions from the Show:

TP90 – Enter Through the Digital Front Door Oct 2018

TP183 – The Digital Front Door is Neither the “Front” Nor a “Door” Aug 2020

TP208 – When One Digital Front Door Closes, Another Opens, Jan 2021

TP247 – The Digital “Revolving” Door, Oct 2021

Digital Front Door 2021: A View Through the Eyes of Market Leaders - 2021 KLAS report

The evolution of the digital front door in healthcare

What’s Behind Your Digital Front Door?

Ben Dillon on LinkedIn

Ben Dillon on Twitter

Geonetric.com

Reimagining the Healthcare Digital Experience

Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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Arguably the most important data for health systems developing Digital Front Door (or Side Door) solutions is standardized provider data - yet, many organizations still struggle in developing a single source of truth. In this episode, hosts Chris Boyer and Reed Smith discuss the various ways that provider data is used within a health system, and the challenges that organizations are facing in standardizing it. They are joined by Cynthia Newton, who shares her experience with not only helping organizations develop a Provider Data Warehouse (PDW) solution, but also the heightened complexity when extending outside the health system and including NPI and other third-party data sources.

Mentions from the Show:

Pledge to Advance Healthcare Operations

Is Your Provider Data Helping or Hurting You?

Cynthia Newton on LinkedIn

CynthiaNewtonConsulting.com

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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The adage “perfect is the enemy of good” is more than just a saying - it has become a design principle. In this episode, hosts Reed Smith and Chris Boyer explore when “good enough” is good enough, and share ways individuals and organizations can move away from the desire of perfectionism and embrace the 80/20 rule, while still ensuring they are meeting customer (patient) and business strategies. Mentions from the Show:

Good Enough is Good Enough: Let Go of Perfectionism to Get Things Done

How to Cure Design Perfectionism with The 80/20 Rule

Perfectionism vs. Thoroughness

How to overcome perfectionism in design

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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The advancement of AI in healthcare is seemingly moving at a very fast rate. In this episode, hosts Chris Boyer and Reed Smith discuss how AI and Machine Learning could be applied in telemedicine, and then are joined by Svein Willassen of Daily.co who shares his experience with telemedicine adoption in the UK and outlines some significant ways AI could be used to enhance video visits.

Mentions from the Show:

Svein Willassen on LinkedIn

Daily.Co

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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Join hosts Chris Boyer and Reed Smith in an engaging episode of the Touch Point podcast as they revamp the format and bring you a curated selection of vital news stories and articles. Tailored specifically for professionals in health systems and hospitals, this episode covers diverse topics, including the AHA letter to the OCA on the HIPAA Privacy Rule, insights on patient experience, and the significance of ratings. Stay informed with this week's news round-up on Touch Point. Mentions from the Show:

AHA Letter to OCR on HIPAA Privacy Rule, Online Tracking Guidance

Patients Need More in Digital Patient Experience, Patient Access

Healthcare Ratings and Rankings Remain Valuable Tool for Improving Quality as Adverse Events Skyrocket

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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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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In this special episode, hosts Chris Boyer and Reed Smith discuss the various health observances that health systems use as part of their content calendars and ponder if they are useful or not. They also discuss whether Seasonal Marketing can align to the strategic plan as well as tap into consumer emotional states, and if that has an impact on various hospital strategies. Mentions from the show:

2022 Health Observances Calendar

How To Tap Into Emotions Via Seasonal Marketing (And Why It Matters)

How Seasonal Spending Habits Change the Way Companies Should Think About Customer Loyalty

Using National Health Observances to Engage New Patients

TouchPoint.Health

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For organizations, the connection between reputation and brand is inextricably linked. This is even more important for hospitals and health systems focused on recruitment and retention efforts. In this episode, hosts Reed Smith and Chris Boyer discuss the relationship between reputation and brand, and share ways in which corporate reputation can be adopted by organizations that sometimes struggle with change. Dean Browell, Chief Behavioral Officer of Feedback, joins to share how he works with health systems to use social listening to provide critical insight into their employees. Mentions from the show:

3 patient engagement strategies providers are neglecting

The Relationship Between Reputation and Brand

2022 Look Ahead: How Corporate Reputation Has Become Currency for Companies to Succeed

www.DiscoverFeedback.com

Dean Browell on LinkedIn

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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In this episode, hosts Chris Boyer and Reed Smith discuss the top challenges social media companies are facing, and how the recent evolution of social platforms are conducive to health system marketing and communications strategies. From the challenges with content, the movement to paid approaches and the steady loss of importance of social media followers, it’s important to ask: is social media (as we know it) dead?

Mentions from the show:

A Social Media Status Update - New York Times

Social Media Trends for 2022 & Beyond - Sprout Social

Everything You Need to Know about Social Media Algorithms

Removing Certain Ad Targeting Options and Expanding Our Ad Controls

The End of Social Media and the Rise of Recommendation Media

Meta Sued For Violating Patient Privacy, Scraping Health Data From Hospitals

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Health systems understand the need to embrace consumerism - and that improving the healthcare consumer experience is a competitive differentiator. But are we ready for it? In this episode, hosts Reed Smith and Chris Boyer discuss the new digital consumer and the challenges their expectations have on health systems. Rob Klein from Klein & Partners joins to share the latest insights from the 2022 Consumer Insights Study his organization recently published. Mentions from the Show:

Healthcare's newest pivot: consumer identity as the cornerstone of digital health

2022 US Consumer Trends in Patient Engagement Survey

Poor Personalized Healthcare Limits Healthcare Consumerism

64% Of Consumers Have Never Tried To Find Healthcare Prices, New Survey Shows

Klein & Partners

Rob Klein on LinkedIn

Touchpoint.health

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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In the healthcare space, there has always been confusion about the marketing technology stack, and specifically around the role of CRM - and Marketing Automation (for that matter). In this episode, Chris Boyer and Reed Smith discuss the role of technology in the overall “patient engagement system” and how CRM and Marketing Automation are very different strategies that have a different place in the overall techstack. They are joined by Stephanie Petrazzi of Nuvance Health who shares how she works within her organization to bridge gaps in the adoption of CRM. Mentions from the Show:

Everything You Should Know About Patient Engagement in 2022

What Is the Difference Between CRM and Marketing Automation?

Stephanie Petrazzi on LinkedIn

Touchpoint.health

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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Healthcare organizations are transforming their patient experience measurements away from simple surveys to more sophisticated voice of customer programs. In this episode, Reed Smith and Chris Boyer share some of the pitfalls with survey-based measurement, and how to embrace predictive customer insight. They are joined by Amy Brown, CEO of Authenticx, who shares how truly listening to the “voice of customer” in context of conversations helps to uncover hidden areas impacting the overall patient experience.

Mentions from the Show:

Prediction: The future of CX

5 Best Practices For Your Voice of The Customer (VoC) Program

What is Conversational Intelligence?

The Eddy Effect

Customer Voices Report: The Eddy Effect

The Complete Eddy Effect Guide

Amy Brown on LinkedIn

Amy Brown on Twitter

Touchpoint.health

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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In this triangular milestone, hosts Reed Smith and Chris Boyer celebrate their 300th recording by looking back over the nearly six years of weekly podcasts and reflect on how the role of digital and experience has evolved in hospitals and health systems. They share their top 3 episodes, and look forward to the top 3 things they each feel are going to have the most impact on our industry. They also introduce a new segment: “Three Questions with Chris Boyer” where Kristin Faulder, Steve Leibforth and Tom Hileman share three things about themselves they’ve never shared on the show before. Give the episode a listen, and tune into the show notes for important links! Mentions from the Show:

TP73 - Deep Learning in Healthcare (June 27, 2018)

TP68 - Yelp or HCAHPS: Which is Better to Measure Patient Experience (May 23, 2018)

TP165 - Telemedicine Toothpaste is Out of the Tube (April 1, 2020)

TP115 – Your Website Isn’t Your Website Anymore (April 17, 2019)

TP221 - Staffing the Marketing Department for the New Normal (April 28, 2021)

TP288 - The Patchwork Quilt of Healthcare Data (July 20, 2022)

Steve Leibforth on LinkedIn

Kristen Faulder on LinkedIn

Tom Hileman on LinkedIn

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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Physicians are currently facing a myriad of challenges, yet the importance for hospitals and health systems to involve them in our marketing efforts is increasing. In this episode, hosts Reed Smith and Chris Boyer discuss the challenge of physician burnout, and how this factor can shift their expectations of being involved in an organization’s marketing and outreach efforts. Marketing and communications expert Jean Hitchcock joins as a guest to share her insights in expertise on the best ways to engage with your provider audience, educate them on the market challenges and use data and PRM to ensure your efforts are impactful to your health system. Mentions from the Show:

Physician Reporting at Least One Burnout Symptom Rises from 38.2% in 2020 to 62.8% in 2021

Jean Hitchcock on LinkedIn

HitchcockMarkCom.com

Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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In this episode, hosts Chris Boyer and Reed Smith have “the conversation” about AI - and how the last decade (the so-called “Golden Decade of AI”) has radically advanced the capabilities of artificial intelligence and machine learning in all aspects of life and industry. After outlining some of the significant accomplishments of AI, they then discuss the challenges of AI adoption in healthcare and some of the profound ways it will impact the future of healthcare. Mentions from the Show:

We Need to Talk About How Good A.I. Is Getting

Developing trust in healthcare AI, step by step

How AI And Machine Learning Will Impact The Future Of Healthcare

Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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A recent study revealed the average patient appointment wait time has increased over the past few years to nearly a month, due to a number of factors impacting the industry. In this episode, hosts Reed Smith and Chris Boyer share the results of this study, broken out by cities and specialties, then share ways in which health systems can begin to better understand overall wait times in an effort to improve their results and begin improving the patient experience. Mentions from the Show:

Average Patient Appointment Wait Time Is 26 Days in 2022

Study: Merritt Hawkins' 2022 Survey of Physician Appointment Wait Times and Medicare and Medicaid Acceptance Rates

Automated patient tracking reduces wait times and builds loyalty Shortening Waiting Times: Six Principles for Improved Access

Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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Live from the National Harbor in Maryland, host Reed Smith passes the baton to Chris Boyer, who shares field reporting from the annual Society for Healthcare Strategy and Market Development 2022. With short yet insightful interviews with Ed Bennett of Martech.Health, Justin Wartell of Monigle, Reba Thompson of WriterGirl, Jeff Speer of Revive Agency, Jessica Walker of Care Sherpa and Greg Gossett of Health Aware, they discuss the new role marketing plays in supporting recruitment and retention activities at health systems, how health systems and technology vendors are consolidating and partnering in new and exciting ways, and the ongoing role that patient experience plays in the importance of a health system’s strategy. Mentions from the Show:

Ed Bennett on LinkedIn

Martech.Health

Justin Wartell on LinkedIn

Monigle.com

Reba Thompson on LinkedIn

Writergirl.com

Jeff Speer on LinkedIn

ReviveAgency.com

Jessica Walker on LinkedIn

CareSherpa.com

Greg Gossett on LinkedIn

Healthaware.com

Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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As health systems continue to evolve their online patient experience efforts, more and more are focusing on developing a “digital healthcare ecosystem.” In this episode, hosts Chris Boyer and Reed Smith discuss the concept of the Digital Healthcare Ecosystem (DHE), how it’s defined, how it differs from a Digital Front Door and the benefits that health systems can gain when launching this type of platform. They are joined by Mitch Holdwick of DeliverHealth who shares his perspective on developing an DHE strategy and how he views orchestration as key to the success of this strategy. Mentions from the Show:

What Is Digital Healthcare Ecosystem?

The power of digital health care ecosystems

Mitch Holdwick on LinkedIn

Mitch Holdwick on Twitter

DeliverHealth.com

Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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For anyone in healthcare, the rise of health misinformation has become quite a concern. It is only exacerbated by the rise of social media platforms, and the ability to spread and amplify the content online is disturbing. In this episode, hosts Chris Boyer and Reed Smith discuss the challenges of health misinformation, how front line healthcare workers are responding and how we can leverage these very tools to support promoting accurate health information. Mentions from the Show:

Confronting Health Misinformation - The U.S. Surgeon General’s Advisory on Building a Healthy Information Environment

Confronting medical misinformation: Tips from the trenches

Health Messaging in the Disinformation Age

Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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Hosts Chris Boyer and Reed Smith discuss the latest Pew Research study that shows a remarkable shift in how teens are using social media and technology, and discuss how this is a bellwether for how hospitals and health systems need to shift their approaches to reach future generations seeking healthcare. They even share examples of how leading health systems are shifting the marketing and communication strategies to reach these new generations.

Mentions from the Show:

Pew Research: Teens, Social Media and Technology 2022

Nearly half of Gen Z is using TikTok and Instagram for search instead of Google, according to Google's own data

TikTok to overtake Facebook in influencer marketing spend this year, YouTube by 2024

5 hospital marketers on how they reach Gen Z, millennials, Gen X & baby boomers

Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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In this episode, hosts Chris Boyer and Reed Smith discuss how digital health and digital marketing solutions can help address the “triple aim” - improving patient experience, improving population health and reducing healthcare’s costs. They also share the five main traps healthcare organizations should avoid, to prevent them from falling into “digital myopia.” Mentions from the Show:

The Future of Care Delivery

Is Your Company Squandering Digital Opportunities?

Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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In this episode, hosts Reed Smith and Chris Boyer discuss how the rise of the recommendation engines in social media is potentially hastening the end of social media as we know it. From discussing the impacts of influencers on the innovation of social media platforms, to the overwhelming need to engage in social media advertising to stay relevant in the sea of social media content, the way hospitals and health systems will be forever changed.

Mentions from the Show:

The End of Social Media

33charts.com

Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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Health systems across the United States are feeling a number of pressures that are impacting the industry today, including very narrow margins, elevated labor costs and shifts in patient patterns. In this episode, hosts Chris Boyer and Reed Smith discuss how these challenges are impacting hospitals and share how marketing and IT are shifting their strategies to embrace these changes. Alan Shoebridge from Providence joins us to share his perspective on these current trends, and explains how his organization is embracing change management as a way to help navigate this “port-pandemic” landscape. Mentions from the Show:

National Hospital Flash Report - KaufmanHall’s June 2022 report

Under pressure: Health system marketing leaders on their greatest challenges

How health system CIOs are overcoming IT staffing challenges

Five Organizational Change Management Trends for 2022

Alan Shoebridge on LinkedIn

Alan Shoebridge on Twitter

Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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Four years ago, hosts Chris Boyer and Reed Smith discussed the impacts that the “disruptive healthcare trifecta” - Google, Facebook and Amazon - were predicted to have on the industry. In this episode, they reflect back on how these organizations have evolved and changed their strategies. They cover Google Health’s recent announcement of expanding the AI capabilities to organize patient data, Facebook’s shift to an ad-centric model (and the challenges of misinformation), and Amazon’s recent acquisition of One Medical as a cornerstone in their strategy from more than five years ago. Are these three companies still causing as much disruption as was predicted four years ago? Tune in to find out! 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

Project Baseline: Alphabet's five-year plan to map the entire journey of human health

ViVE 2022: Google Health expands AI capabilities of Care Studio to organize patient data

Verily's clinical research and healthcare businesses are growing, execs say, as company eyes post-pandemic opportunities

Facebook Says Its Update Will Make It 'Better' for Your Mental Health. Here's What You Should Know.

Turn Off Messenger Kids, Health Experts Plead to Facebook

Facebook Users Press Privacy Claims Over Tracking At Health Sites

Facebook Is Receiving Sensitive Medical Information from Hospital Websites

Facebook is bombarding cancer patients with ads for unproven treatments

Removing Certain Ad Targeting Options and Expanding Our Ad Controls

Here's How Amazon Could Disrupt Health Care (Part 1)

Amazon in healthcare: disruption in motion or a nothing-burger?

Amazon Wants to Be Your Doctor, Too

Amazon will see you now: reading between the lines of the One Medical acquisition

Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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Health systems face significant challenges in today’s age when developing first-party data strategies. In this episode, hosts Reed Smith and Chris Boyer discuss the need for digital marketers to adopt a data first strategy, including prioritizing data security and understanding the various different data security laws being implemented across the United States. They are joined by Jeremy Rogers of IU Health who shares his organizations journey to leveraging data to improve patient experiences.

Mentions from the Show:

2022: The shift to first-party data

Data Security Must Be Prioritized In The Healthcare Industry

How New Federal, State Laws Impact Healthcare Data Privacy

Jeremy Rogers on LinkedIn

Jeremy Rogers on Twitter

Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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In this episode, Chris Boyer and Reed Smith discuss the concept of the “Digital Front Door” (again) and really attempt to define it and outline the various technologies and approaches that comprise typical health system front door initiatives. Ben Dillon shares his expertise in the “Ask the Expert” segment of the show. Overall, they conclude that perhaps the challenge with trying to define the “Digital Front Door” is that it perhaps instead of defining it as a technology strategy, it should be defined as an experience strategy. Mentions from the Show:

TP90 – Enter Through the Digital Front Door Oct 2018

TP183 – The Digital Front Door is Neither the “Front” Nor a “Door” Aug 2020

TP208 – When One Digital Front Door Closes, Another Opens, Jan 2021

TP247 – The Digital “Revolving” Door, Oct 2021

Digital Front Door 2021: A View Through the Eyes of Market Leaders - 2021 KLAS report

The evolution of the digital front door in healthcare

What’s Behind Your Digital Front Door?

Ben Dillon on LinkedIn

Ben Dillon on Twitter

Geonetric.com

Reimagining the Healthcare Digital Experience

Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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For many health systems, digital transformation initiatives that began in the pandemic are starting to falter, which begs the question: why is digital transformation so difficult? In this episode, hosts Reed Smith and Chris Boyer share insight on the seven skills that digital leaders need to have, the importance of embracing a shared governance model and how some digital transformation efforts are potentially impacting provider burnout. They are joined by Tom Kiesau, Senior Partner and Director of the Chartis Group, who shares his perspective on how it’s time to move beyond digital investment to actual transformation.

Mentions from the Show:

7 skills of successful digital leaders

How Geisinger made governance a key to its digital transformation

Is digital transformation in healthcare contributing to provider burnout?

Healthcare’s Digital Revolution: It’s Time to Move Beyond Investment to Transformation

Tom Kiesau on LinkedIn

The Chartis Group

Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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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.

Mentions from the Show:

Meta hit with class action suit alleging it mined providers’ patient data

What Is A Tracking Pixel—Explained In 800 Words Or Less

Top 11 Pixels To Add To Your Website

Is Facebook Pixel HIPAA compliant?

We’re Living Through A Digital Privacy Catastrophe: It’s Past Time For A Serious Nationwide Privacy Law

Jeremy Harrison on LinkedIn

Jeremy Harrison on Twitter

Touchpoint on Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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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.

Mentions from the Show:

TP45 – Marketing and Communications: Two Sides of the Same Coin

The Difference Between Marketing and Communications

Five Components Of A Successful Strategic Communications Plan

Five Essential Elements Of A Marketing Plan

David Shifrin on LinkedIn

David Shifrin on Twitter

Dark Suits & White Coats: Healthcare’s Acute Divide - Jarrard Inc’s National Healthcare Study

Touchpoint on Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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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. Mentions from the Show:

Focusing on heavy users of healthcare is the wrong way to control costs

Humanizing Brand Experience: Healthcare Edition – Volume 5

Justin Wartell on LinkedIn

Justin Wartell on Twitter

Monigle.com

Touchpoint on Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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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. Mentions from the Show:

Healthcare Marketers: Do You Have a Disruption Mindset?

The CMO Role Isn’t Dying, It’s Just Going Through A Metamorphosis

Why retailers see health care offerings as a post-pandemic booster

Google Health hires FDA's former digital health chief to lead global strategy

Laura Kreofsky on LinkedIn

PivotPointConsulting.com

Pivot Point Consulting on Twitter

Touchpoint on Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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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. Mentions from the Show:

The Basics of Marketing ROI

Evaluating the effectiveness of advertising campaigns: ROMI, ROI and ROAS

Three Activities to Prioritize for Maximum Marketing ROI in 2021

Dan Small on LinkedIn

Find Us Online:

Touchpoint on Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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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.

Mentions from the Show:

Kirsten Lecky on LinkedIn

Kirsten Lecky on Twitter

WriterGirl.com

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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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.

Mentions from the Show:

Vanessa Hill on LinkedIn

Stephen Moegling on LinkedIn

JK Lloyd on LinkedIn

Ahava Leibtag on LinkedIn

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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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. Mentions from the Show:

The People Map of the USA

Why Marketers Are Returning to Traditional Advertising

4 Tips for Building Your First-Party Data Sets With PPC

Digital Health Literacy: Why It’s Important and How to Improve It

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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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. Mentions from the Show:

Do I need this? Necessity will be the strongest consumer force of 2022

Why do we have a harder time choosing when we have more options?

HOME #12 - Using Facebook for Hospital Online Marketing

Looking for a New Doctor? Nearly Half of People Have the Same Goal, Survey Suggests

Steve Leibforth on LinkedIn

Steve Leibforth on Twitter

EverydayHealthGroup

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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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 (Huron Consulting) online

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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Customer Relationship Management (CRM) systems are one of the most important tools healthcare marketers can adopt to understand the efficacy of their efforts, yet even in 2022 there is still a lot of confusion on how best to leverage this platform. In this episode, hosts Chris Boyer and Reed Smith discuss if CRM solutions are keeping pace with our industry needs and share alarming findings on the health of CRM data. They are joined by Justin Rodriguez who shares suggestions for health systems to optimize their CRM strategies.

Mentions from the Show:

Are CRM Solutions Keeping Pace With Industry Needs?

The State of CRM Data Health in 2022

Justin Rodriguez on LinkedIn

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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For hospitals and health systems, digital transformation continues to prove difficult. In this episode, hosts Reed Smith and Chris Boyer discuss Gartner predictions for digital transformation and tech leaders, and share the top five hurdles most organizations face with these initiatives. Tom Hileman of the Hileman Group joins to share important steps of the digital transformation journey including topics like change management, governance and key technology considerations.

Mentions from the Show:

Forrester report: Predictions 2022: Tech Leadership And Innovation

5 Digital Transformation Challenges To Overcome In 2022

Tom Hileman on LinkedIn

The Hileman Group on Twitter

The Hileman Group

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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Almost universally, health systems, clinicians, and even patients agree that the health care system needs digital transformation. In this episode, hosts Reed Smith and Chris Boyer discuss the biggest opportunity for successful digital transformation and share the latest HMSS study on the state of digital healthcare. Shelli Pavone, CEO and Co-founder of Inlightened, shares her experience leading innovation at small and large companies and the importance of engaging with the right innovative experts. Mentions from the Show:

Digital health is overlooking its biggest opportunity for disruption

HIMSS 2022 State of Healthcare Report

Shelli Pavone on LinkedIn

Inlightened on Twitter

Inlightened website

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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The way healthcare is being delivered has significantly shifted over the past few years. The impact is being felt by every segment of the healthcare industry - from providers to payers to digital health. In this episode, hosts Chris Boyer and Reed Smith discuss the latest digital trends to watch for and even ponder if this is a “bubble” that is about to burst. Ann Stadjuhar joins us to discuss her perspective on how the digital health space is changing and what that change means to hospitals and health systems.

Mentions from the Show:

Digital Health Trends to Watch in 2022

Will the digital health bubble burst?

Ann Stadjuhar on LinkedIn

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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Healthcare organizations face a daunting task with the content marketing and thought-leadership efforts - how can you reduce the signal-to-noise ratio while ensuring your content stands out? In this episode, hosts Chris Boyer and Reed Smith discuss the state of healthcare content marketing, the rise of the noise and share ideas on how to differentiate your efforts from others. Kristin Faulder from Heurisay joins to share her tips on how to use data as a way to strengthen your content efforts.

Mentions from the Show:

State of Healthcare Content Marketing: 5 Trends Transforming the Industry

How To Stop Burying Your Content Signal In So Much Noise [Rose-Colored Glasses]

Kristin Faulder on LinkedIn

Kristin Faulder on Twitter

Heurisay.com

Medicom webinar: Exploring Digital Savvy Healthcare Consumerism

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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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. Mentions from the Show:

A Great Digital Healthcare Customer Experience Is Critical for Health Organizations to Meet and Exceed User Expectations

Reverse SEO? Hospitals caught hiding price details from Google Search

'Open Notes' Rule Delayed Until April

Chris Gervais on LinkedIn

Chris Gervais on Twitter

Kyruus.com

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The need for virtual health solutions at the onset of the pandemic led to wide-spread adoption of telemedicine by providers and patients alike. However, over the years, this adoption rate has shifted and changed - based both on shifting patient expectations and provider acceptance of these tools. In this episode, hosts Reed Smith and Chris Boyer discuss the current trends impacting telehealth use in health systems, and how Care At Home trends are setting up long-term opportunities for combining in-person with virtual care. They are joined by Peter Alperin of Doximity who shares how he has seen health systems, doctors and providers using virtual care to enhance their ability to access care.

Mentions from the Show:

Patients love telehealth—physicians are not so sure

From facility to home: How healthcare could shift by 2025

Peter Alperin on LinkedIn

Peter Alperin on Twitter

Doximity.com

Doximity State of Telemedicine 2022 Report

Medicom webinar: Exploring Digital Savvy Healthcare Consumerism

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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SEO remains an important part of a health system’s digital strategy - but how is it shifting in 2022? In this episode, hosts Chris Boyer and Reed Smith discuss the importance of local SEO to a hospital’s marketing strategy, and uncover the “myth” of the threat of zero-click searches. They are joined by Martha Van Berkel of SchemaApp, who shares her experience using schema to connect - and wow - online healthcare consumers when they search for care on Google.

Mentions from the Show:

Importance of Local SEO in 2022

SEO Professionals: Stop Sharing Debunked Zero-Click Search Statistics

Martha van Berkel on LinkedIn

SchemaApp on LinkedIn

SchemaApp website

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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Healthcare organizations are transforming their patient experience measurements away from simple surveys to more sophisticated voice of customer programs. In this episode, Reed Smith and Chris Boyer share some of the pitfalls with survey-based measurement, and how to embrace predictive customer insight. They are joined by Amy Brown, CEO of Authenticx, who share how truly listening to the “voice of customer” in context of conversations helps to uncover hidden areas impacting the overall patient experience.

Mentions from the Show:

Prediction: The future of CX

5 Best Practices For Your Voice of The Customer (VoC) Program

What is Conversational Intelligence?

The Eddy Effect

Customer Voices Report: The Eddy Effect

The Complete Eddy Effect Guide

Amy Brown on LinkedIn

Amy Brown on Twitter

Touchpoint.health

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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Healthcare leaders now understand the transformative effect that consumerism is having on their industry. In this episode, Reed Smith and Chris Boyer share how consumerism has shifted in the last two years, how to use these shifts to drive experience, and then Chris Bevolo joins to share his perspective on the future of our industry and other insights from his new book, Joe Public 2030: Five Potent Predictions Reshaping How Consumers Engage Healthcare.

Mentions from the Show:

Conscious consumerism has bounced back after a pandemic low

It’s all about the consumer: Healthcare Marketing Executives Focus for 2022

Consumerism and the Empowered Patient Experience

Chris Bevolo on LinkedIn

Chris Bevolo on Twitter

Joe Public 2030 book

Revive Health

Touchpoint.health

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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Joe Public 2030: Five Potent Predictions Reshaping How Consumers Engage Healthcare

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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The importance of patient-provider communications has always been important, but as health systems adopt more ways to allow patients to connect with their care online, how has this impacted the way patients want to interact with their care team? In this episode, hosts Chris Boyer and Reed Smith share how consumerism and patient experience expectations are also shaping the ways and methods in which they communicate. They are joined by Dr. Bryan Vartabedian, who shares his perspective on ways organizations can begin to adopt better approaches to communicating with their patients.

Mentions from the Show:

For doctors drowning in emails, one health system’s new strategy: pay for replies

Quick Safety 29: Advancing patient-provider communication and activating patients

Leading Patient Engagement, Experience Trends for Next Year

How to rethink healthcare engagement in 2022

AI Points the Way to Better Doctor-Patient Communication

Dr. Bryan Vartabedian on LinkedIn

Dr. Bryan Vartabedian on Twitter

33charts.com

Touchpoint.health

Chris Boyer on LinkedIn

Chris Boyer on Twitter

Reed Smith on LinkedIn

Reed Smith on Twitter

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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. Mentions from the Show:

Edelman Trust Barometer 2022

Are brands communicating to shareholders the value of aligning with a purpose?

Rob Rosenberg on LinkedIn

Rob Rosenberg on Twitter

Springboard Brand & Creative Strategy

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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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Chris Boyer website

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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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Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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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. Mentions from the Show:

10 big ideas in healthcare marketing in 2021

Five Healthcare Patient Experience Predictions for 2022

Hello HealthCare podcast

Chris Hemphill on LinkedIn

Chris Hemphill on Twitter

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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:

TP206 – A Conversation About Conversational Marketing

TP209 – The Martech Stack of the Future: All Three Letter Acronyms?

Reed’s Choice: TP225 – Rethinking our Marketing Strategy - May 26

Chris’ Choice: TP228 – UX, PX and EX – User Experience Design for Healthcare - June 16

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

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In our annual holiday charcuterie episode, hosts Reed Smith and Chris Boyer highlight clips from some of the most-downloaded shows on the Touch Point Media Network, including conversations about digital mental health, using data to conquer cancer, relieving anxiety and cultivating stability in healthcare, and healthcare innovation and transformation in nursing. Listen in and enjoy these multiple courses from the leading healthcare podcasting network, Touch Point Media. Mentions from the Show:

Is The Era Of Healthcare Consumerism Finally Here? New Survey Says Yes

Digital Health Unfiltered - Digital Mental Health

The Morning Fix - Using Data to Conquer Cancer

The Exam Room - Safe to Return – Relieving Anxiety and Cultivating Stability in Healthcare

Healthcare Soothsayers - Claudia Perez, Transformation Leader & Healthcare Innovation Catalyst

2021 touch point podcast end of year awards

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Chris Boyer Twitter

Chris Boyer website

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With the ongoing acceptance of digital as a means to select and receive care, healthcare consumers are shifting expectations on what they are looking for in their care journey. In this episode, Chris Boyer and Reed Smith discuss some recent studies that highlight the modern patient journey, shifts in how people search for doctors, and the need to find a “provider like me.” They are joined by Greg Matthews of HealthQuant who explains ways to leverage social media to personalize the provider perception. Mentions from the Show:

Is The Era Of Healthcare Consumerism Finally Here? New Survey Says Yes

Consumer Experience Trends in Healthcare 2021

1 In 10 Americans Turn To Social Media For Health Information, New Survey Shows

A PROVIDER LIKE ME - HealthSparq

Greg Matthews on LinkedIn

Greg Matthews on Twitter

HealthQuant.health

2021 touch point podcast end of year awards

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Health systems are starting to realize that there is a significant need to develop a succinct customer service operation at their organizations. But what is the best way to accomplish this, and does marketing have a role in this strategy? In this episode, hosts Reed Smith and Chris Boyer discuss the impact the pandemic has had on healthcare contact centers, the importance of developing a customer service operation and how this approach is helping healthcare organizations improve the patient experience. They are joined by Chris Wickersham of CereCore, who shares his perspective on how digital can be used to understand the needs of customers throughout the health system. Mentions from the Show:

Impact of COVID-19 on Healthcare Contact Centers

The importance of customer service operations

The critical role of customer operations in healthcare: What leading organizations do to deliver best-in-class patient experience

Chris Wickersham on LinkedIn

CereCore.net

Cerecore on Twitter

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In some ways, 2021 has seen some significant changes in the way hospitals and health systems use social media. In this episode, hosts Chris Boyer and Reed Smith share their perspective on the state of healthcare social media, and even share top expert industry predictions of what social media experts should be focusing on in the future. They are joined by Ed Bennett of Martech.health, who shares his perspective on social media and how MarTech vendors are evolving to meet the new social media needs. Mentions from the Show:

Expert Social Media Marketing Predictions For 2022

Ed Bennett on LinkedIn

Martech.health

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For all organizations, an effective digital marketing strategy is important. For those of us practicing digital marketing for hospitals and health systems, the stakes are much higher. In this episode, hosts Reed Smith and Chris Boyer discuss the important role digital marketing has in a purpose-driven industry, and digital tools are not only smart for business but also help us better understand our patients and improve their care. They are joined by Brian Q. Davis, SVP at Scorpion Healthcare in which he shares the importance of building a digital philosophy.

Mentions from the Show:

Brian Q. Davis on LinkedIn

Scorpion Healthcare

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In this milestone episode, hosts Chris Boyer and Reed Smith look back over the pervious 250 episodes o the show and highlight three expert interviews that illustrate the breadth and depth of topics and expertise highlighted in this podcast. First, Matt Gove shares insights on how to capture voice of customer. Then, Carrie Liken discusses why your website isn’t your website anymore. Finally, we end with an interview with Chris Hemphill about how to use data to help market during a public health crisis. Mentions from the Show:

TP5 – Voice of Customer

Matt Gove on LinkedIn

TP115 – Your Website Isn’t Your Website Anymore

Carrie Liken on LinkedIn

TP164 – Marketing During a Public Health Crisis

Chris Hemphill on LinkedIn

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

Mentions from the Show:

The Basics of Marketing ROI

Evaluating the effectiveness of advertising campaigns: ROMI, ROI and ROAS

Three Activities to Prioritize for Maximum Marketing ROI in 2021

Dan Small on LinkedIn

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Touchpoint on Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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Health system digital presences can be amplified with the adoption of a content federation strategy. In this episode, hosts Chris Boyer and Reed Smith share the basics of content federation, the three critical approaches to consider, and then are joined by Scott Andrews of Kyruus and Mark Menton of HealthSparq, who share the importance of including 3rd party sites as your content distribution strategy.

Mentions from the Show:

Controlling Information Silos With Content Federation

Overcoming Your Content Silos: 3 Approaches to Content Federations

Kyruss.com

ATLAS 2021: The Future is Flexible

2021 Patient Access Journey Report

Scott Andrews on LinkedIn

Mark Menton of HealthSparq

Kyruus.com

HealthSparq.com

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While hospitals and health systems are beginning to embrace Digital Front Door strategies, are they enough? In this episode, Chris Boyer and Reed Smith discuss the concept or a “digital revolving door” - in which patients (both new and existing) are beginning to turn to the internet before, during and after their care and share research on how health care leaders are starting to look at digitizing all elements of the patient journey. They are joined by Dave Dolton of DocASAP who shares his view on the opportunity healthcare has to turn patients into digital patents.

Mentions from the Show:

TP183 – The Digital Front Door is Neither the “Front” Nor a “Door

76% of patients leave physician's office unsatisfied, turn to the internet to supplement visits

Digital Front Door 2021 - A View Through the Eyes of Market Leaders

Dave Dolton on LinkedIn

Dave Dolton on Twitter

DocASAP.com

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Now that many health systems across the country have implemented telehealth solutions, many of them are taking a step back to evaluate the myriad of options available to determine the best ways to align to their customers’ needs. In this repeat of a previous episode, hosts Chris Boyer and Reed Smith dive into the “telehealth tech stack,” sharing the four major categories of telemedicine platforms and the underlying technology that can make virtual care solutions impactful. They are joined by Jonathan Pearce, CEO of Zipnosis, who shares his experience running a telehealth company and where the industry might be headed. Mentions from the Show:

Telehealth technology: What’s under the hood?

Tech stack and the technologies used behind telemedicine app development

How to Improve Your Digital Front Door Strategy

Your digital front door starts well before your web site

Zipnosis.com

Jonathan Pearce on LinkedIn

Jonathan Pearce on Twitter

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Finding a doctor is what hospitals and health systems label a “super-task” - yet, the nuances of how to optimize this customer journey can become complex. In this episode, hosts Chris Boyer and Reed Smith walk through the various stages of selecting a doctor, and share research on how to optimize the user experience. They are joined by Martha van Berkel of SchemaApp, who shares how organizations should leverage structured data and schema to ensure physician profiles are optimized for online searches.

Mentions from the Show:

The New Patient Journey: From Searches to Answers

7 Local Search Tips for Health Providers to Take Care of Patients

Physician Marketing: How to Promote Providers to Today’s Connected Health Consumers

How the internet changed how patients choose a doctor

The doctor will see you ... sometime

Healthcare Schema Markup: Evolution of the Physician Rich Result

SchemaApp.com

Martha van Berkel on LinkedIn

Martha van Berkel on Twitter

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Is engagement really the best measurement of social media? In this episode, hosts Reed Smith and Chris Boyer discuss how social platforms have evolved, the influence they have on our mental health and the relevancy to marketing and communication strategies. They also contextualize the disturbing news about Facebook and some key takeaways that can influence a health system’s social media strategies. They are joined by Dr. Farris Timimi of Mayo Clinic, who shares his perspective on whether Facebook is too big to fail.

Mentions from the Show:

TP13 – Social Media is Dead – Long Live Social Media

TP25 – Is Social Media Good For Our Health?

TP83 – Keep Calm, the Community Moderator is Here

TP97 – Is Social Media Relevant to Your Brand?

TP 134 – Is Facebook Still a Thing?

TP145 – Is Facebook Too Big To Fail?

9 Horrifying Facts From the Facebook Whistleblower's New 60 Minutes Interview

Wall Street Journal - Facebook Files

YouTube Is Banning All Content That Spreads Vaccine Misinformation

Dr. Farris Timimi on LinkedIn

Dr. Farris Timimi on Twitter

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With five generations in the current workplace, HR and marketing professionals have to understand the impact of generational bias. In this episode, Reed Smith and Chris Boyer discuss essential tips managing these differences in the workplace, how bias can impact employee trust and even how generational stereotypes are finding their way into marketing and communications. They are joined by Meagan Johnson, generational expert, speaker and author, who shares her perspective on how to overcome false perceptions on how generations work together.

Mentions from the Show:

Essential Tips for Managing Generational Differences in the Workplace

People Analytics and AI in the Workplace: Four Dimensions of Trust

Your Messaging to Older Audiences Is Outdated

5 hospital marketers on how they reach Gen Z, millennials, Gen X & baby boomers

MeaganJohnson.com

Meagan Johnson on LinkedIn

Meagan Johnson on Twitter

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It’s been repeated so often, it nearly sounds trite - the last 18 months have seen unprecedented change in the healthcare industry. And with these changes and challenges, a new leadership approach is emerging that is important for every health system leader needs to recognize and embrace. In this episode, hosts Reed Smith and Chris Boyer discuss the four leadership types of our industry, revisit the steps of change. And they also welcome Rodney Reider to the show, who shares his experience and outlines the tenets of healthcare leadership in his new book Grabbing the Next Rung: The Heart of Leadership.

Mentions from the Show:

Tired of Being Your Hero

Healthleaders CEO Exchange: Four Leadership Types of 2021

The 8 Step Process for Leading Change

RodneyReider.com

Grabbing the Next Rung: The Heart of Leadership book

Rodney D. Reider on LinkedIn

Rodney D. Reider on Twitter

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Digital healthcare marketers often struggle successfully launching a personalization strategy. In this episode, Chris Boyer and Reed Smith share how an effective personalization strategy is more than just technology, walk through common pitfalls and then are joined by Justin Wartrell of Monigle, who shares findings from their most recent study that shares how personalization is important to a health system’s brand, and how healthcare consumers’ behaviors prefer these strategies.

Mentions from the Show:

Personalization Is a Team Effort, and Technology Is Only One Player

6 Common Pitfalls Of Personalization

The Future of Healthcare Marketing is “Next Best Action”

Monigle.com

Justin Wartell on LinkedIn

Justin Wartell on Twitter

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Prior to the pandemic, the role of the healthcare digital marketer has been evolving. But, as with most other things, due to the public health crisis, the role of the digital marketer has both seen the most radical shift, as well as stayed the same. In this episode, hosts Chris Boyer and Reed Smith discuss the changes to marketing and branding and how digital marketing has allowed us to accelerate to meet the new digital patient customer. They are joined by Chris Pace from Banner Health who shares first-hand how his digital team is supporting his health system in these abnormal times.

Mentions from the Show:

CMOs Report Massive Shifts In Consumer Behavior And Marketing Strategies Post COVID-19

The CMO Survey: Covid-19 and the State of Marketing

As pandemic quarantines lift, brand marketing cannot maintain status quo

Gartner Says Marketers Should Accelerate Digital Marketing Initiatives Amid COVID-19 Pandemic

Post-Pandemic: How Digital Marketers Can Do More with Less

Chris Pace on LinkedIn

Chris Pace on Twitter

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Social Health Institute

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Hospitals and health systems are facing another crisis - even before the public health crisis has abated: namely, a staffing shortage that is impacting all aspects of our organizations. In this episode, hosts Reed Smith and Chris Boyer discuss some of the factors that are leading to our current staffing challenges and how organizations are being forced to do more with less. They then share some tips on how to market more efficiently and bring back an encore interview with Alyssa Kleinman of CipherHealth, who shares her marketing team’s experience adopting agile and breaks down some of the myths that many people have about agile marketing.

Mentions from the Show:

Workers are 'epiphany-quitting' their jobs after the pandemic forced them to rethink everything about their lives

9 tips to boost your marketing efficiency

Alyssa Kleinman on LinkedIn

CipherHealth.com

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Social Health Institute

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For many health systems, digital transformation initiatives that began in the pandemic are starting to falter, which begs the question: why is digital transformation so difficult? In this episode, hosts Reed Smith and Chris Boyer share insight on the seven skills that digital leaders need to have, the importance of embracing a shared governance model and how some digital transformation efforts are potentially impacting provider burnout. They are joined by Tom Kiesau, Senior Partner and Director of the Chartis Group, who shares his perspective on how it’s time to move beyond digital investment to actual transformation.

Mentions from the Show:

7 skills of successful digital leaders

How Geisinger made governance a key to its digital transformation

Is digital transformation in healthcare contributing to provider burnout?

Healthcare’s Digital Revolution: It’s Time to Move Beyond Investment to Transformation

Tom Kiesau on LinkedIn

The Chartis Group

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Social Health Institute

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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.

Mentions from the Show:

What Are Stores Even Thinking With All These Emails?

Performance Benchmarks for Healthcare Marketing Emails

What Apple’s New Announcement Means for Email Marketers

Johnathan Inman on LinkedIn

Jonathen Inman on Twitter

Salesforce.com

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Social Health Institute

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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. Mentions from the Show:

B2B vs. B2C Marketing: Understanding the Differences in 2021

What Happens When Relationship-Based Selling Goes Digital

Brittney Hanson on LinkedIn

HaileySault.com

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Social Health Institute

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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! Mentions from the Show:

Lee Aase on LinkedIn

Lee Aase on Twitter

Social Media University Global blog

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Social Health Institute

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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.

Mentions from the Show:

77 Online Reputation Statistics for 2021

How Search algorithms work

How to remove negative content from Google search

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Chris Boyer website

Social Health Institute

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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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Social Health Institute

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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.

Mentions from the Show:

What’s ahead for AI and Machine Learning in healthcare?

The Annihilation Of Marketing Attribution (And What Comes Next)

Everything a marketer needs to know about machine learning

LoyalHealth.com

Abhi Sharma on LinkedIn

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Chris Boyer website

Social Health Institute

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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. Mentions from the Show:

The Differences Between Multichannel & Omnichannel Marketing

Healthcare’s Next Frontier: The Omnichannel Patient

Latest Research Shows the Future of CX is Here and It’s Digital-first Omnichannel

AmberMac.com

Amber Mac on LinkedIn

Amber Mac on Twitter

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Social Health Institute

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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.

Mentions from the Show:

The Future Of Healthcare Personalization

A Personalized Experience Will Be the Focal Point for Healthcare in 2021

‘New Normal’? Higher Expectations: 2021 Healthcare Digital Marketing Trends

John Berndt on LinkedIn

John Berndt on Twitter

The Berndt Group website

The Consortium of Personalization Professionals

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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. Mentions from the Show:

How it all began: a brief history of Intranet Search

This Is the Future Of Remote Work In 2021

10 Best Intranets of 2021: What Makes Them Great

Bobby Isaacson on LinkedIn

Bobby Isaacson on Twitter

SocialChorus.com

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Chris Boyer website

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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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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.

Mentions from the Show:

5 Essential Elements of Great User Experience Design

4 Ways to Improve Patient Experience with UX Design Principles

Steve Koch on LinkedIn

Steve Koch on Twitter

Cast and Hue website

Cast and Hue blog

Designing Next podcast

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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. The week’s TPS5:

How COVID-19 has changed the way US consumers think about healthcare

Apple announces new features to share health data with doctors, track trends over time

Why NPS Should Not Be Your Only Customer Experience Metric

What data and technologies are needed to propel telehealth quality?

The Health Soothsayers podcast: Dr. Faisal Aboul-Enein, CEO & Founder, Aboul-Enein Consulting & Advisory Services.

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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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. The week’s TPS5:

Changing Minds About Why Doctors Change Their Minds

This is what healthcare leaders see as the future for digital health

Outranking Your Digital Rivals Through Effective Competitive Research

JP Morgan Chase Launches Its Own Health Business Unit Three Months After Haven Implodes

The Source podcast by ATA: An Interview with Ron Emerson, Global Healthcare Lead at Zoom

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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.

Mentions from the Show:

7 Ways to Easily Set Up an SEO Content Strategy

Understanding content strategy — the basics

Database schema

What Is Schema Markup & Why It’s Important for SEO

Martha van Berkel on LinkedIn

Martha van Berkel on Twitter

Schema App https://www.schemaapp.com

SchemaAppTool on Twitter

Schema Markup for the Health Industry

16 Benefits of Structured Data

AdventHealth Case Study

Sharp HealthCare Case Study

Henry Ford Case Study

5 day free email course on the value of schema markup

Detailed Learning: Advanced Bootcamp

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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. Mentions from the Show:

Greystone: Wave 6: State of Digital Marketing in Healthcare Report

It’s Time to Toss SWOT Analysis into the Ashbin of Strategy History

Healthcare Marketing Strategy: 12 Actionable Tips For 2021

Jackie Martin on LinkedIn

Jackie Martin on Twitter

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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. The week’s TPS5:

Amazon Care And Walmart’s MeMD Will Be Tough To Beat: Their Leverage, Synergies, And How Far They Might Go

Lessons From the Pandemic: Results of 2021 Healthy Now/Cleveland Clinic/Ipsos Survey Reveal That It’s Time To Prioritize Preventative Health

Warren Buffett Tried to Kill the 'Tapeworm' of Healthcare Costs But Couldn't Do It. Maybe Entrepreneurs Can.

Let’s banish the term ‘patient’ from the health care lexicon

The Morning Fix by 510K Café podcast: The Only Woman in The Room

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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 Mentions from the Show:

Survey: US consumer sentiment during the coronavirus crisis

It's Time To Build: How Hospitals Can Thrive As Care Goes Digital

Virtual Waiting Rooms Key for Post-COVID Patient Experience Efforts

The Morning Fix by 510k Cafe podcast

Amy Shepherd on LinkedIn

Julie Dye on LinkedIn

Amy Shepard on Twitter

Julie Dye on Twitter

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Chris Boyer website

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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. The week’s TPS5:

How Regulating Hospital Prices Can Impact Patient Care

For Some Anti-Vaccine Advocates, Misinformation Is Part Of A Business

Nursing execs dish on the digital health tools they've found most useful during the pandemic

The 'Vaccine' Emoji Gets a New Look This Week

Health Soothsayers podcast: Dr. Karen Giuliano, Associate Professor, UMASS Amherst, Institute for Applied Life Sciences & College of Nursing

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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 Mentions from the Show:

Are consumers already living the future of health?

Retail Health, Retail Medicine and the New Healthcare Experience

Retail In The 2020s: The Death Of Consumerism?

James A. Gardner on LinkedIn

James A. Gardner on Twitter

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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. Mentions from the Show:

The Results Are In: Content Is Still King in 2021

Content Marketing Strategies That Are Leading The Way In 2021

6 Key Tips to Level Up Your Content Marketing Strategy

Eric Silberman on LinkedIn

True North Custom

Healthcare Insight for Marketers podcast

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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. The week’s TPS5:

The maze runners: Patient navigators go mainstream

How the Changes of the Pandemic Are Shaping the Future of Healthcare Work

Facebook Launches New Push to Boost COVID-19 Vaccine Messaging Within Vulnerable Communities

Women Over 50 Spearheading The Covid Vaccine Rollout

The Morning Fix podcast: Using Content Marketing to Drive Digital Health Growth

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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.

Mentions from the Show:

The Changing Role of Marketing in 2021 – Culture and Customer Experience

6 Things I Wish Someone Had Told Me Before I Built A Marketing Department

13 Crucial Roles You Should Consider Hiring First When Building a Marketing Department

Bobby Rettew on LinkedIn

Bobby Rettew on Twitter

RettewCreative.com

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Chris Boyer website

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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. The week’s TPS5:

Microsoft to Buy Nuance for $16 Billion to Focus on Health Care Tech

Fitbit looks to close diversity gap in research with new Health Equity Research Initiative

Virtual Health Tech Enables the Continuum of Health from Hospital to Home

Google has another go at patient health record software

HealthCare Insight for Marketers podcast: Julie Rose of CommonSpirit Health Shares Social Media Tips, Trends and Tools

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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. Mentions from the Show:

Attract, Engage, Delight with a Marketing Technology Stack

Dr. Bonnie Clipper on LinkedIn

Dr. Bonnie Clipper on Twitter

Wambi.org

Healthcare Soothsayers podcast

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Chris Boyer website

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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. The week’s TPS5:

Is ‘Femtech’ the Next Big Thing in Health Care?

5 healthcare marketing legal cases in the past 6 months

Anti-vaccination proponents inadvertently inspire pro-vaccination social media campaign

Uber, PayPal and Walgreens Introduce Vaccine Access Fund

Health Soothsayers podcast: Wendy Morgan, Founder & CEO, Shift

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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. Mentions from the Show:

What Is a Business Model? | The Different Types of Business Models Explained

Explain the Business to Consumer Model

B2B…is What Exactly? Understanding B2B Companies

What Is A B2B2C Business Model? B2B2C Business Model In A Nutshell

Health Care Marketing B2B: 6 Keys to Increase Your Market Share

Greg Mathews on LinkedIn

Greg Mathews on Twitter

HealthQuant.health

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Chris Boyer website

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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. The week’s TPS5:

Understanding Unhappy Patients Makes Hospitals Better for Everyone

AHA head: Pandemic aid isn't enriching most hospitals; they are struggling

How Payers Are Involved in Boosting COVID-19 Vaccine Confidence

‘Here to stay’: How the pandemic helped build a burgeoning home testing industry

Health Soothsayers podcast: Curt Roberts, CEO & Market Executive, Cornerstone Hospitals of Austin

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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. Mentions from the Show:

2021 Google Algorithm Update: Double Down On Website User Experience

Tracking Google Knowledge Graph Algorithm Updates & Volatility

19 SEO Tips Straight From the Mouths of HubSpot's SEO Team

Daisy-ree Quaker on LinkedIn

Daisy-ree Quaker on Twitter

HireDaisy.com

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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. The week’s TPS5:

Facebook Built the Perfect Platform for Covid Vaccine Conspiracies

Walmart's chief medical officer announces plans to leave role

Research Warns Against Too Many Automated Patient Outreach Messages

4 Healthcare Technology Trends Expected to Boom During COVID-19

Health Soothsayers podcast: Sebastien Gaddini, Co-Founder, Smardii

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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-pandermic normal.

Mentions from the Show:

A Great Digital Healthcare Customer Experience Is Critical for Health Organizations to Meet and Exceed User Expectations

Reverse SEO? Hospitals caught hiding price details from Google Search

'Open Notes' Rule Delayed Until April

Chris Gervais on LinkedIn

Chris Gervais on Twitter

Kyruus.com

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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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Over the last year, the healthcare industry has endured through a lot of challenges and has been forced to address them head on. In this episode, hosts Chris Boyer and Reed Smith discuss the top industry issues of 2021 and share how the lessons we learned are transforming our industry in new ways. They also discuss how with some new solutions, health equity should remain top of mind. Sam Lippolis, telehealth consultant and expert, joins us to discuss the recent advancements of virtual health and shares the “worst law about telemedicine.”

Mentions from the Show:

Top health industry issues of 2021: Will a shocked system emerge stronger?

Digital health literacy as a social determinant of health

Sam Lippolis on LinkedIn

Sam Lippolis on Twitter

SamLippolis.com

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Google’s recent announcement to move away from third-party cookies sent a signal to digital marketers everywhere to rethink the way they are tracking customer behavior. In this episode, hosts Chris Boyer and Reed Smith discuss marketing in a cookie-less world, share ways that digital marketers can shift their digital marketing in response and then are joined by Ahava Leibtag of Aha Media who shares how her organization went one step further and eliminated gated content as part of their digital marketing strategy. Mentions from the Show:

How the cookie crumbled: Marketing in a cookie-less world

A 5-step path to cookieless digital marketing

Ahava Liebtag on LinkedIn

Ahava Liebtag on Twitter

AhaMediaGroup.com

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Welcome to the TPS5 for the week of Mar 12, 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: Covid vaccine websites violate disability laws, normalizing telemedicine, from frameworks to flywheels and how CVS Health is addressing black health disparities. The week’s TPS5:

Digital health passports promise to simplify travel, but come with a lack of standards

Black churches have become indispensable in Covid-19 vaccination effort

Your Complete Guide to Healthcare Marketing Conferences in 2021

A Call-to-Action to Make Your Calls-to-Action Accessible

The Morning Fix podcast: Leading the Charge for Virtual, Real-Time Pain Management: Introducing Abbott NeuroSphere Virtual Clinic

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Healthcare marketers and communicators know the importance of finding the voice of the customer and amplifying it in their efforts. In this episode, hosts Reed Smith and Chris Boyer discuss the way organizations can build a “Voice of Customer” (VoC) strategy - from beginning with Word-of-Mouth marketing, to expanding to true “VoC” efforts, the hosts break down the differences between using customer voice for benchmarking and/or for continuous improvement. They are joined by Michael Hoffman, CEO of Gather Voices, who shares how he believes that video is an important way to get customer feedback to help improve trust and amplify authenticity.

Mentions from the Show:

Word of Mouth Marketing in 2021: How to Create a Strategy for Social Media Buzz & Skyrocket Referral Sales

What is voice of the customer (VoC)?

Michael Hoffman on LinkedIn

Michael Hoffman on Twitter

Gather Voices

Gather Voices on Twitter

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Welcome to the TPS5 for the week of Mar 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: Google stops tracking people across web sites, the Amazon Care/Intermountain/Ascension alliance, machine learning affects COVID-19 beliefs and healthtech’s digital dilemma . The week’s TPS5:

Google to Stop Selling Ads Based on Your Specific Web Browsing

Amazon Care, Intermountain, Ascension launch hospital-at-home healthcare alliance

Machine Learning Shows Social Media Greatly Affects COVID-19 Beliefs

Healthcare Technology's Digital Dilemma

The Morning Fix podcast: Healthcare Marketers Outlook on 2021

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As health systems across the country continue to engage in COVID-19 vaccine outreach to their communities, hosts Reed Smith and Chris Boyer reflect on how many of these plans are being driven by marketing (and leveraging traditional marketing strategies and tools). From developing and leveraging personas, to creating targeted messaging, to tracking success KPIs - all of these activities show how marketing is strengthening and reinforcing communications. They are joined by Tim Stewart of Jarrard, who shares experiences and best-practices from working with health organizations across the country on vaccine communications.

Mentions from the Show:

Marketing and communications: What’s the difference?

Healthcare communicators must promote vaccine for inoculation effort to work: study

AHA’s COVID-19 Vaccine Communications Toolkit

Lessons from the pandemic on adding personal touch to customer experience

Tim Stewart on LinkedIn

JarrardInc.com

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Welcome to the TPS5 for the week of Feb 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: Covid vaccine websites violate disability laws, normalizing telemedicine, from frameworks to flywheels and how CVS Health is addressing black health disparities. The week’s TPS5:

Covid Vaccine Websites Violate Disability Laws, Create Inequity for the Blind

Telemedicine dominated 2020, but what happens when patients aren't stuck at home anymore?

From Frameworks To Flywheels

How CVS Health Is Addressing Black Maternal Health Disparities

Healthcare Insight for Marketers podcast: Victor Reiss on Creating Data-Driven Vaccine Communications at UNC Health

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Digital advertising is a critical part of any healthcare marketer's toolkit, but how effective is it? In this episode, hosts Reed Smith and Chris Boyer review the state of digital advertising via a recent 2021 digital advertising trends report. From the top advertising platforms, to how advertisers measure success, they explore how to best structure your digital advertising approach. They are joined by Anthony Matyjaszewski of the Network Advertising Initiative (NAI) who explains the trends he has seen over the last 20 years of advertising, and guidelines his organization has created to help guide health systems in their healthcare marketing efforts. Mentions from the Show:

Postclick’s The 2021 Digital Advertising Trends Report

Network Advertising Initiative

Anthony Matyjaszewski on LinkedIn

The Network Advertising Initiative on Twitter

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Welcome to the TPS5 for the week of Feb 19, 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: Meeting the challenge of AI in healthcare, Google opens its first Minnesota office, Facebook widens ban on vaccine misinformation and why healthcare workers are rejecting COVID-19 vaccines. The week’s TPS5:

Meeting the challenges of AI in health care

Google to establish Minnesota office as projects with Mayo Clinic expand and mature

Facebook Widens Ban On COVID-19 Vaccine Misinformation In Push To Boost Confidence

Here's why a surprising number of healthcare workers are rejecting COVID-19 vaccines despite having witnessed the immense suffering of the pandemic

Healthcare Insight for Marketers podcast: Content Marketing Pioneer Joe Pulizzi on Where the Puck Is Going

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In this episode, hosts Reed Smith and Chris Boyer discuss “engagement marketing” including defining the term, discussing important components that define this strategy from other marketing strategies, and they even share how the pandemic has shifted consumer engagement for all brands. They are joined by Stephen Moegling of Hailey Sault, how shares insights from their latest “Engage: 2021 Trends Report”

Mentions from the Show:

Wikipedia definition of Engagement Marketing

Defining Engagement Marketing - Marketo

Five Customer Engagement Trends That Will Continue In 2021

Stephen Moegling on LinkedIn

Stephen Moegling on Twitter

HaileySault.com

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Welcome to the TPS5 for the week of Feb 12, 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: Selling wellness, why it’s hard to be a data-driven company, allowing disruption in healthcare and the importance of customer experience. The week’s TPS5:

Selling Wellness: Retailers Best Buy, Walmart, and Amazon Are Turning To Health For Growth

Why Is It So Hard to Become a Data-Driven Company?

It’s time to be more open-minded to newcomers moving into health, even from tech

Customer Experience: Why do we need it? How do we define it?

The Source podcast: Providing Innovative Telehealth Solutions: Intel and Cleveland Clinic Discuss Their Collaboration

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In this episode, hosts Reed Smith and Chris Boyer talk about the biggest question most healthcare technologists face when considering digital solutions for their health systems - should we build it ourselves or should we buy it from a technology vendor? They walk through the framework that most organizations should follow to make that decision, and share risks of either approach. They then discuss how the world of health technology and consumer electronics are intersecting, and Bob Odell, President & COO at Cardiac Insight, Inc. who shares his perspective and how his organization partners with health systems to better engage with today’s patient. Mentions from the Show:

Build vs. Buy: Developing The Big Picture Approach

Should You Buy Or Build Software? The Answer Is Both

IoT and Healthcare Technologies Converge for Better Patient Care

Bob Odell on LinkedIn

Cardiac Insight on Twitter

CardiacInsightInc.com

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Welcome to the TPS5 for the week of Feb 5, 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: Pondering the future marketing of telehealth, content marketing vs. copywriting, improving patient experience, and COVID-19 consumer insights for 2021. The week’s TPS5:

Marketers ponder telehealth’s post-pandemic future

Content Marketing vs. Copywriting: What Are the Major Differences?

5 Key Drivers That Will Improve Your Patient Experience: Best practices from healthcare execs

COVID-19 Consumer Healthcare Insights: What 2021 may hold

The Morning Fix Podcast: Leading a Women’s Health Company to an $80 Million Exit

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In this episode, hosts Reed Smith and Chris Boyer dive into the alphabet soup of TLA’s (Three-Letter Acronyms) that are used in digital marketing, and explore how the role of the marketing technologist has evolved to embrace new skills. They are joined by Tom Hileman of The Hileman Group who helps to explain the differences between CRMs, DMPs, CDPs and how they comprise key elements of the new marketing technology stack. Mentions from the Show:

35 digital marketing acronyms to know and understand

The evolution of the marketing technologist: How martech roles have changed during the last 5 years

What's the Difference Between a CRM and a CDP? And Why You Should Care

Tom Hileman on LinkedIn

The Hileman Group on Twitter

The Hileman Group

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Welcome to the TPS5 for the week of Jan 29, 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: AI can make health care fairer, how brands can help with vaccine awareness, recharge room redesigns, how intelligent efficiency to improve patient care. The week’s TPS5:

AI could make health care fairer—by helping us believe what patients say

Let's get immunized: how should brands help dish out the Covid-19 vaccine?

These Recharge Rooms Are Helping Health Care Workers Cope

How a New Collaboration Is Using “Intelligent Efficiency” to Improve Healthcare

Healthcare Insight for Marketers Podcast: Ascension’s Nick Ragone on His Passion for Storytelling, Chess and Mission with a Capital M

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In this episode, hosts Chris Boyer and Reed Smith revisit the concept of the digital front door and discuss how the impact of the epidemic has permanently impacted the way health systems leverage digital for the new consumer. The new digital healthcare consumer’s expectations have changed - how can healthcare organizations respond? They are joined by Jordan Pisarcik of DocASAP who shares how he works with health systems to reshift their thinking about the digital front door strategies.

Mentions from the Show:

The Digital Front Door: The Gateway to Empathetic Patient Navigation

How to effectively digitize the patient journey—Insights from HCA Healthcare and Podium

How COVID-19 Has Accelerated Digital Transformation in Healthcare

Jordan Pisarcik on LinkedIn

Jordan Pisarcik on Twitter

DocASAP.com

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Welcome to the TPS5 for the week of Jan 22, 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: CMS launches Acute Hospital Care at Home, why brand storytelling is the future of marketing, physician satisfaction of telehealth is increasing, adopting social media for a post-pandemic world, and more. The week’s TPS5:

CMS launches Acute Hospital Care at Home program to help with COVID-19 surge

3 Reasons Why Brand Storytelling Is The Future Of Marketing

Nationwide survey finds physician satisfaction with telehealth

CMOs: Adapt Your Social Media Strategy for a Post-Pandemic World

Healthcare Insight for Marketers Podcast: HCA’s Head of Digital Strategy Kelly Nye Is at the Epicenter of Evolution in Healthcare Marketing

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In this episode, hosts Reed Smith and Chris Boyer discuss trends of the new health consumer, how brand loyalty is decreasing and then explore how organizations can use thought leadership to build trust among your stakeholder audiences. They are joined by David Shifrin, of Jarrard Inc., who shares his perspective and tips on building an effective thought leadership content program.

Mentions from the Show:

How COVID-19 Reshaped Healthcare Consumerism & 4 Key Trends to Know for 2021

How To Be A Thought Leader In The Digital Age

David Shifrin on LinkedIn

David Shifrin on Twitter

JarradInc.com

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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 most important health tech of CES 2021

2020 Market Insights Report: Chasing a new equilibrium

Microsoft, Oracle and Salesforce join a push for digital vaccination credentials.

Google finalizes $2.1B Fitbit acquisition: 5 details

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Mentions from the Show:

What is Conversational Marketing?

The Beginner's Guide to Conversational Marketing

10 of the Most Innovative Chatbots on the Web

Brian Gresh on LinkedIn

Brian Gresh on Twitter

LoyalHealth.com

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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. The week’s TPS5:

There were plenty of red flags that spelled the demise of Amazon, JPMorgan healthcare venture, experts say

Hospital Prices Just Got a Lot More Transparent. What Does This Mean for You?

Vaccine distribution's information mess

Amazon to reportedly expand health tech business with Alexa sleep tracker

Healthcare Insight for Marketers podcast: Johnny Smith of Encompass Health is Disrupting B2B Marketing Strategy

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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.

Mentions from the Show:

Uncovering the connection between digital maturity and financial performance

The 4 Types of Digital Transformation

The Five Rules of Digital Strategy

Dr. Shawn Griffin on LinkedIn

URAC.org

URAC Digital Accreditation programs

URAC on Twitter

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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):

TP157 - The Pursuit of Price Transparency in Healthcare

TP158 - User Centricity in HealthCare Design

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:

Rodney Reider on LinkedIn

TP174 – The Evolving Role of Leadership in Healthcare

Best Fan of 2020: Michael Krivich on LinkedIn

Best Recommendation: A garden shovel

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Social Health Institute

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In our annual holiday smorgasbord episode, host Reed Smith and Chris Boyer highlight clips from some of the newest shows on the Touch Point Media Network, including conversations about remote patient monitoring, digital front door strategies, the back-story of Pelotonia’s president & CEO, a impact of the coronavirus on America’s public health sector, and a conversation on the health tech start-up community in Austin. Listen in and enjoy these multiple courses from the leading healthcare podcasting network, Touch Point Media. Mentions from the Show:

The Source from the ATA podcast: Jennifer Schneider, M.D., M. S. | President at Livongo Health

HealthCare Insight for Marketers podcast: Chris Pace of Banner Health on Removing Friction from the Customer Experience

How I Got Here podcast: Doug Ulman

The New Normal podcast: Public Health – a Conversation with Brian Castrucci, DrPH, MA, President and Chief Executive Officer of the deBeaumont Foundation

The Morning Fix by 510k Cafe podcast: Dell Medical School and its Role in the Texas Health Tech Ecosphere – A Talk with Dr. Clay Johnston, Inaugural Dean of Dell Medical School at UT Austin

Gear in Review podcast:

GIR51 – Virtual Interviews in the New COVID-19 Normal

GIR53 – Podcast Recording & Social Distancing: Rode SC6-L Mobile Interview Kit

Touch Point podcast award nomination form

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Social Health Institute

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Welcome to the TPS5 for the week of Dec 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: solving the 8-second rule for healthcare brands, how the pandemic has forced improvements to social media misinformation handling, breaking the glass ceiling in healthcare technology, Amazon’s telehealth business, and more. The week’s TPS5:

8 Ideas for solving the "8 Second Rule" for healthcare brands

How COVID-19 forced social media to reckon with misinformation

Breaking the glass ceiling in healthcare technology is a slow, steady process

Inside Amazon's efforts to build a national telehealth business geared toward big employers

The Morning Fix podcast: Leveraging Military Experience to Disrupt the Med Tech Industry

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As the pandemic continues to stress the healthcare industry, the role of the healthcare professional is continually feeling the strain. And while applications for medical schools have seen a surge, the physician market has become more competitive. In this episode, hosts Chris Boyer and Reed Smith discuss the so-called “Fauci effect” and then take a deeper look at the challenges health systems have in retaining and recruiting physicians. They are joined by Tammy Hager of Medical Marketing Services who shares her experience working with health systems in defining the new way to engage in physician recruiting. Mentions from the Show:

"The Fauci effect": Medical school applications up 18% since last year

33 Charts

Effectively Recruiting and Retaining Physicians: A Strategic Approach for 2020

New Physician Compensation, Recruitment Take a Hit During Pandemic

Tammy Hager on LinkedIn

Tammy Hager on Twitter

Medical Marketing Services

touch point podcast 2020 award nominations

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Social Health Institute

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Welcome to the TPS5 for the week of Dec 11. 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 to prepare US consumers for the vaccine, how the pandemic has shifted our digital transformation effort, the free-market approach to healthcare isn’t working, and more. The week’s TPS5:

COVID-19 vaccine: Are US consumers ready?

What the Pandemic Means for Health Care’s Digital Transformation

Improving Digital Patient Engagement During COVID-19: Geisinger’s Evolution

The Free-Market Approach to This Pandemic Isn't Working

HealthCare Insight for Marketers podcast - Chris Pace of Banner Health on Removing Friction from the Customer Experience

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The rapid adoption of digital technologies due to the pandemic has impacted many aspects of the healthcare industry. In today’s episode, hosts Chris Boyer and Reed Smith explore how medical education is transforming. From higher ed, to medical schools and residencies, they discuss trends that can impact the future of healthcare education. They are joined by Steven Haimowitz, CEO of HealthCourse and RealCME, who shares how he works with health systems and medical professionals by adopting digital technology and new learning styles to build new learning programs for physicians and patients.

Mentions from the Show:

Teaching and Learning After COVID-19

The Transformational Effects of COVID-19 on Medical Education

A vision of the use of technology in medical education after the COVID-19 pandemic

Steven Haimowitz on LinkedIn

Steven Haimowitz on Twitter

Healthcourse.com

RealCME.com

Gather-Ed

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Social Health Institute

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Welcome to the TPS5 for the week of Dec 4. 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: putting doctors at the center of health care tech, Facebook’s latest attempt to fight vaccine misinformation is not enough, how data is needed for value-based care, and elevating experience to fuel growth. The week’s TPS5:

Put Doctors at the Center of Health Care Tech

Facebook’s Latest Attempt To Address Vaccine Misinformation—And Why It’s Not Enough

Payers, Providers Need Data to Talk Value-Based Care

Elevating the patient experience to fuel growth

HealthCare Insight for Marketers podcast - Guiding Marketers toward Growth: How Meghan Keaney Anderson Helps Hubspot Win Hearts and Minds

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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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Social Health Institute

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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! Mentions from the Show:

Ahava Leibtag on LinkedIn

Ahava Leibtag on Twitter

Aha Media Group

Maren Jensen on LinkedIn

Maren Jensen on Twitter

Sanford Health

Chris Eastwood on LinkedIn

Point Across Media on Twitter

Point Across Media

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Chris Boyer website

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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:

Messaging the COVID-19 vaccine: No shot is an antidote to community concerns

Most clinicians can't access telehealth directly from EHRs

What Will Senior Care Residences of the Future Look Like?

Why Contact-Tracing Apps Haven’t Slowed Covid-19 in the US

DataPoint podcast - Online Patient Communities Grow Up Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Mentions from the Show:

How COVID-19 is changing hospitals' population health strategies

The Essential Role of Population Health During and Beyond COVID-19

Keep patients in focus with a digital population health solution — 4 technology pillars and 3 steps for success

Wellsource.com

Chris McReynolds on LinkedIn

WellSource on Twitter

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Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

Social Health Institute

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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. The week’s TPS5:

When Should Health Systems Invest in New Tech?

The US Government Will Pay Doctors to Use These AI Algorithms

Amazon Alexa Care Hub update will make it easier to help aging family members

Former Cleveland Clinic CIO on retail competition: Hospitals must make digital changes or 'become relic of the past'

The Exam Room podcast - VRx – How Virtual Therapeutics Will Revolutionize Medicine

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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.

Mentions from the Show:

8 imperatives for physician outreach during Covid-19—and beyond

Survey: How COVID-19 is Shifting Priorities for Healthcare Marketers

Jairus Physician Micro-Marketing

Scott Alexander on LinkedIn

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Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

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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:

Five Forces That Will Reshape the Future of Healthcare

Young people and digital health interventions: working together to design better

Digital Health: How Technology Is Creating A Vision For The Future

Healthcare Intranet Design Trends for the 2020s

The Morning Fix podcast - Direct to Patient (DTP) Marketing and Other Ways the Medtech World is Changing

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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..

Mentions from the Show:

How COVID-19 has pushed companies over the technology tipping point—and transformed business forever

Modernization is the key to improve patient engagement

Meet Generation-N: The Pandemic-Influenced, Connected Customers Driving The New Digital Imperative

klasresearch.com

Healthcare Executives’ COVID-19 Experience

Jacob Jeppson on LinkedIn

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Touchpoint podcast Twitter

Reed Smith Twitter

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Chris Boyer website

Social Health Institute

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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. The week’s TPS5:

Intermountain Healthcare to merge with Sanford Health in 2021

Ransomware Hits Dozens of Hospitals in an Unprecedented Wave

10 big ideas in healthcare marketing

Apple Might Make Its Own Search Engine in Wake of Department of Justice's Google Lawsuit

The Source podcast from the American Telemedicine Association - Dr. Jim Mault | CEO and Chairman at BioIntelliSense

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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.

Mentions from the Show:

Exploring Community Outreach: Programs and Strategies by Grace College

Health Communication and Health Information Technology Overview

Principles For Equitable Public Outreach & Engagement During Covid-19 and Beyond

LeagueSide.com

Evan Brandoff on LinkedIn

Evan Brandoff on Twitter

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Reed Smith Twitter

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Chris Boyer website

Social Health Institute

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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. The week’s TPS5:

What Digital Health Entrepreneurs And Investors Can Do To Combat Disparities In Health

5 Core Beliefs Blocking Digital Transformation In Health Systems

How Did Healthcare Make Digital Missteps During COVID — And What Do Organizations Need to Do Now?

11 big ideas in healthcare innovation

HealthCare Insight for Marketers podcast: Rose Glenn on How to Have a Remarkable, Highly Rewarding Career in Healthcare

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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.

Mentions from the Show:

CMS will reimburse for 11 new telehealth services during the public health emergency

Establishing A Value-Based ‘New Normal’ For Telehealth

How the virtual health landscape will shift in a post-COVID world

Hybrid Telehealth: Telehealth and In-Person Healthcare

American Telemedicine Association

The Source podcast

Ann Mond Johnson on Twitter

Ann Mond Johnson on LinkedIn

Paul Griffiths on Twitter

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Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

Social Health Institute

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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! The week’s TPS5:

AI Can Help Patients— But Only If Doctors Understand It

CMS expands list of telehealth services that can get Medicare reimbursement

Press Ganey acquires Doctor.com, secures majority stake in Binary Fountain

Facebook says it will finally ban anti-vaccination ads

The Connected Hospital podcast: Hospitals Looking Closer at Mobile and How to Execute

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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. Mentions from the Show:

COVID-19 Hospital & Health System Survey

Hope Is Not a Strategy

Digital Healthcare Leaders: Take An Innovative Approach To Whole-Person Care

4 Steps to Digitalize Healthcare for the Long Term

Revenue Resilience blog posts from Perficient

Paul Griffiths on LinkedIn

Paul Griffiths on Twitter

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Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

Social Health Institute

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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. The week’s TPS5:

Here's how Google, Amazon, Facebook and Apple are targeting the health insurance market

The costs of telehealth visits have shifted amid the pandemic. What to know before you Zoom your doctor

A healthcare executive’s 3 key considerations to effective governance

This scientist made a Google Doc to educate the public about airborne coronavirus transmission

The Morning Fix podcast: Authenticity in the Workplace: Making an Impact by Remaining True to Yourself

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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. Mentions from the Show:

Wikipedia article: Net Promoter

NPS Best Practices: What is Net Promoter Score℠ and how does it help me?

How improving patient experience through net promoter scores can improve outcomes, boost revenue

NPS, CSAT and CES - Customer Satisfaction Metrics to Track in 2020

Using the Voice of the Customer to capture much more than an NPS score

SMS Research Advisors

Dan Reilly on LinkedIn

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Chris Boyer website

Social Health Institute

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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. The week’s TPS5:

How Pinterest beat back vaccine misinformation — and what Facebook could learn from its approach

Patients want to download their own health data, report shows

3 Compelling Signals from the State of Healthcare Content Marketing Study

Google My Business Announced New Performance Insights Metrics

The Connected Hospital podcast: Collective Medical’s Kat McDavitt and the world of B2B marketing in healthcare and tech

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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. Mentions from the Show:

Jarrard’s COVID-19 Response COVID-19 Resources

Isaac Squyers on LinkedIn

Jarrard Inc. on Twitter

High Stakes Podcast

Gallup Poll: The Unequal Distribution of Economic Damage From COVID-19

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Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

Social Health Institute

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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. The week’s TPS5:

The pandemic has pushed U.S. healthcare into a tech revolution

Why is healthcare listings management so complex and expensive? (Hint: It doesn’t have to be!)

Singapore says it'll start paying people to work out with Apple's smartwatch

Facebook Ranks Last in Digital Trust Among Users

Healthcare Insight for Marketers: How Marketing Leaders at Vanderbilt are Making a Dent in the Healthcare Universe

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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.”

Mentions from the Show:

The great consumer shift: Ten charts that show how US shopping behavior is changing

HHS publishes final regs on info blocking, interoperability

Was COVID-19 Healthcare’s Use Case for the Patient Portal?

Dr. Tashfeen Ekram on LinkedIn

Dr. Tashfeen Ekram on Twitter

LumaHealth.io

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Chris Boyer Twitter

Chris Boyer website

Social Health Institute

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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. The week’s TPS5:

Making healthcare more affordable through scalable automation

Two digital health experts predict what's around the corner for IT

How Healthcare Philanthropy Can Recover in the COVID-19 Recession

Apple Watch Series 6 unveiled: 'The future of health is on your wrist'

The Exam Room podcast: James Gardner | The retail health space heats up

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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. Mentions from the Show:

Effective digital mental health more necessary then ever during COVID-19 pandemic

Current State of Digital Health Technologies in Mental Healthcare

Digital Mental Health and COVID-19: Using Technology Today to Accelerate the Curve on Access and Quality Tomorrow

Alexandra Drane on LinkedIn

Alexandra Drane on Twitter

RebelHealth.us

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Chris Boyer website

Social Health Institute

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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. The week’s TPS5:

Facebook's Algorithm: A Major Threat to Public Health

An untapped market for digital health innovation exists among seniors hoping to age in place

Building Smart Hospitals to Fulfill Patient Experience Needs

In-person visits have yet to rebound, nearly half of primary care clinicians say

The Problem with Policing Doctors on Social Media

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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. Mentions from the Show:

Five Tech Innovations That Could Change Healthcare This Decade

The eight essentials of innovation

GetInlightened.com

Shelli Pavone on LinkedIn

Shelli Pavone on Twitter

GetInlightened on Twitter

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Chris Boyer website

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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. The week’s TPS5:

The Most American COVID-19 Failure Yet

Google releases data set of search trends for COVID-19 symptoms

The Next-Normal Health Care Consumer After the Pandemic

Is Your Website Prepared to Capture Telehealth Traffic?

The Three Types Of Loyalty And Why So Few Companies Excel At Reaching The Pinnacle

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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. Mentions from the Show:

The Differences Between Multichannel & Omnichannel Marketing

Healthcare’s Next Frontier: The Omnichannel Patient

Latest Research Shows the Future of CX is Here and It’s Digital-first Omnichannel

AmberMac.com

Amber Mac on LinkedIn

Amber Mac on Twitter

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Chris Boyer website

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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. The week’s TPS5:

Long-Haulers Are Redefining COVID-19

Larger hospital, physician systems didn't lead to better quality, study found

A silver lining to the pandemic: At-home care helps patients detect life-threatening illnesses

The White House Takes a Critical Step In The Effort To Share Essential Resources & Information About COVID-19

The Jarrard Digital Maturity Study

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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. Mentions from the Show:

Hype cycle - Wikipedia definition

5 Trends Drive the Gartner Hype Cycle for Emerging Technologies, 2020

3 Ways Artificial Intelligence Will Change Healthcare

Michael Wollmering on LinkedIn

Inspire11.com

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Chris Boyer website

Social Health Institute

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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. The week’s TPS5:

Covid-19 Created an Elective Surgery Backlog. How Can Hospitals Get Back on Track?

Forget telehealth. The future of medicine could be drive-through doctors

Don’t Cut Your Marketing Budget in a Recession

CDC study sheds new light on mental health crisis linked to coronavirus pandemic

The New Normal podcast from Touch Point Media

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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 Mentions from the Show:

Are consumers already living the future of health?

Retail Health, Retail Medicine and the New Healthcare Experience

Retail In The 2020s: The Death Of Consumerism?

James A. Gardner on LinkedIn

James A. Gardner on Twitter

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Chris Boyer Twitter

Chris Boyer website

Social Health Institute

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Welcome to the TPS5 for the week of Aug 10 - Aug 14. 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: why COVID19 vaccines are being developed so fast, primary care doctors’ need to increase payments, the 2-second consumer and the Jarrard Digital Maturity Study. The week’s TPS5:

‘A huge experiment’: How the world made so much progress on a Covid-19 vaccine so fast

Primary Care Doctors Look at Payment Overhaul After Pandemic Disruption

'You get 2 seconds to engage consumers online': Mars neuroscientist shares key findings

Jarrad Digital Maturity Study

Introducing Healthcare Insight for Marketers

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Now that many health systems across the country have rapidly implemented telehealth solutions, many of them are taking a step back to evaluate the myriad of options available to determine the best ways to align to their customers’ needs. In this episode, hosts Chris Boyer and Reed Smith dive into the “telehealth tech stack,” sharing the four major categories of telemedicine platforms and the underlying technology that can make virtual care solutions impactful. They are joined by Jonathan Pearce, CEO of Zipnosis, who shares his experience running a telehealth company and where the industry might be headed. Mentions from the Show:

Telehealth technology: What’s under the hood?

Tech stack and the technologies used behind telemedicine app development

How to Improve Your Digital Front Door Strategy

Your digital front door starts well before your web site

Zipnosis.com

Jonathan Pearce on LinkedIn

Jonathan Pearce on Twitter

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Welcome to the TPS5 for the week of Aug 3 - Aug 7. 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 changing perspective on testing accuracy, a significant merger in digital health, making telehealth’s expansion permanent and how marketers are leveling-up during the pandemic. The week’s TPS5:

‘It’s Kitchen Sink Time’: Fast, Less-Accurate Coronavirus Tests May Be Good Enough

Say Hello To The Largest Virtual Care Company: Telavongo, The $38 Billion Merger Between Teladoc And Livongo

Telehealth to become permanent under executive order

64% of marketers have pursued some type of learning during lockdown

Dr. Jevin West | The Art of Skepticism in a Data-Driven World

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While widely used in the healthcare digital marketing space, the term “digital front door” does not have a specific definition. Is it a strategy? Is it a way to align your digital channels? Is it a design approach? In this episode, hosts Chris Boyer and Reed Smith attempt to find a definition for the “digital front door” and how health systems can begin thinking about the term in a succinct way. They are joined by Tom Cassels, President at Rock Health, who shares his point of view on what the digital front door is and why health systems struggle with the concept. Mentions from the Show:

A Digital Front Door Strategy: What It Is, Isn’t, and Why You Need One

The Future of Healthcare Starts with a ‘Digital Front Door’

How to Improve Your Digital Front Door Strategy

Your digital front door starts well before your web site

Tom Cassels on LinkedIn

Tom Cassels on Twitter

RockHealth.com

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Chris Boyer website

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Welcome to the TPS5 for the week of July 27 - July 31. 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 economic imperative of prioritizing health, Google’s top search results, the role of digital health in recovery, chatbots and a thorough definition of health disparities and unconscious bias in healthcare. The week’s TPS5:

Prioritizing health: A prescription for prosperity

Google’s Top Search Result? Surprise - It’s Google!

3 ways digital health will help hospitals navigate COVID-19 recovery: Providence report

Chatbots in Healthcare May Boost Access to Care During COVID-19

Health Disparities & Unconscious Bias: What You May Not Know

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Prior to the pandemic, the role of the healthcare digital marketer has been evolving. But, as with most other things, due to the public health crisis, the role of the digital marketer has both seen the most radical shift, as well as stayed the same. In this episode, hosts Chris Boyer and Reed Smith discuss the changes to marketing and branding and how digital marketing has allowed us to accelerate to meet the new digital patient customer. They are joined by Chris Pace from Banner Health who shares first-hand how his digital team is supporting his health system in these abnormal times. Mentions from the Show:

CMOs Report Massive Shifts In Consumer Behavior And Marketing Strategies Post COVID-19

The CMO Survey: Covid-19 and the State of Marketing

As pandemic quarantines lift, brand marketing cannot maintain status quo

Gartner Says Marketers Should Accelerate Digital Marketing Initiatives Amid COVID-19 Pandemic

Post-Pandemic: How Digital Marketers Can Do More with Less

Chris Pace on LinkedIn

Chris Pace on Twitter

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Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

Social Health Institute

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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:

Uber offers COVID-19 contact tracing help amid chaotic U.S. response

‘Frictionless’ is not enough: Introducing emotional peaks in your customer experience

The looming end to the telehealth boom

Most physicians predict fewer than 10% of their visits will be virtual by next year

Exam Room podcast: The Complexities of Physician Supply and Demand Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Mentions from the Show:

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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Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

Social Health Institute

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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. The week’s TPS5:

Bottleneck for U.S. Coronavirus Response: The Fax Machine

Outsmarting the False Bubble: How Hospitals Can Use Data to Market Proactively

The Promise and Potential for Telehealth in Home Health

A Toxic Side Effect of the Coronavirus: Financial Unwellness

Intersection podcast: Sewing Masks for Healthcare Workers

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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. Mentions from the Show:

How Customer Experience is changing the healthcare industry

The Road To Customer-Centricity Starts Closer To Home Than You Think

In Times of Distress, Do Crises Illuminate Cracks in Customer Service?

5 Best Practices to Shepherd Your Organization Through Digital Transformation

Grad Conn on LinkedIn

Grad Conn on Twitter

Sprinklr.com

Copernican Shift blog

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Chris Boyer website

Social Health Institute

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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. The week’s TPS5:

Analysis: How A COVID-19 Vaccine Could Cost Americans Dearly

Reimagine the Patient Journey with Contactless Visits

Instagram Is on Pace to Overtake Twitter as a News Source

Partnerships Between HR and Marketing Can Take your Employer Brand To The Next Level

Gear in Review podcast: Virtual Interviews in the New COVID-19 Normal

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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.

Mentions from the Show:

Alexa, just shut up: We’ve been isolated for months, and now we hate our home assistants

A Brand's Greatest Currency In a Pandemic: Empathy and Purpose

How Does Empathetic Marketing Make You Feel?

The Role of Customer Empathy in the Future of Marketing

How to Use Empathetic Marketing in Your Social Media Strategy

CastandHue.com

Steve Koch on LinkedIn

Steve Koch on Twitter

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Social Health Institute

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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: imagining the redesign of the EHR, rethinking crisis management in healthcare, why our industry lags in innovation, the importance of online reviews and telemedicine fatigue. The week’s TPS5:

It’s Time for a New Kind of Electronic Health Record

Rethinking Crisis Management in Healthcare

Why does healthcare lag in innovations?

How Important Are Online Reviews for Doctors?

Telemedicine Fatigue and the Stress of Remote Care

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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 Healthgrades 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

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Chris Boyer website

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Welcome to the TPS5 for the week of June 22-26, 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 best approach for supporting public health measures, hospital price transparency is upheld in court, social media usage will likely normalize post-pandemic and the 4 new attributes to GMB. The week’s TPS5:

Social Determinants of Health: Lead or Partner

Federal judge rules against hospitals in clash over CMS price transparency rule

Uptick in US Adults' Social Media Usage Will Likely Normalize Post-Pandemic

Google My Business Adds 4 New Attributes

Dr. Dana Corriel | Helping doctors shape their mission and purpose online

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Video has always been an important way for organizations to communicate about their brand, services, patient testimonials and expertise. With recent advancements in technology, social media, and patient behavior (particularly in our current times), the use of video is becoming more and more important for hospitals and health systems. Host Reed Smith and Chris Boyer discuss recent trends in video use for online marketing, share emerging types of videos that brands are using and share some creative rules organizations should embrace as they reconsider and expand their video strategies. They are joined by Mark Miller of the de Beaumont Foundation who shares a recent campaign he launched that embraces user-generated video to share a complex brand story. Mentions from the Show:

The Importance of Video Marketing

The Ultimate Guide to Video Marketing

Online Video in 2020: 6 Essential Creative Rules that Make All the Difference

6 Video Marketing Strategy Tips for 2020

Mark Miller on LinkedIn

Mark Miller on Twitter

Why Public Health Matters website

The DeBeaumont Foundation website

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Social Health Institute

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Welcome to the TPS5 for the week of June 15-19, 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: healthcare costs are preventing patients from returning to care, specialties hit hardest by the pandemic, local SEO strategies and the content marketing hierarchy of needs. The week’s TPS5:

Why People Are Still Avoiding the Doctor (It’s Not the Virus)

Here are the specialties hit hardest by the COVID-19 pandemic

Local SEOs most focused on link building and content development, report finds

How to make the Content Marketing Hierarchy of Needs work for your business

The New Normal: Conversations About the Future of Healthcare podcast

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Throughout the pandemic, health systems have been increasingly aware of the rise in misinformation online and are using content marketing strategies to continue to be the authoritative source of healthcare information for their communities. In this episode, hosts Chris Boyer and Reed Smith discuss how content marketing could be used by organizations, and even dive into ten content marketing trends that will “dominate” beyond 2020. They are joined by Nicole Latimer, CEO of Staywell, who discusses the important role digital technology plays in health system content efforts. Mentions from the Show:

Content Marketing Can Do More Than Survive in the New World

10 Biggest Content Marketing Trends that Will Dominate 2020

Staywell.com

Nicole Latimer on LinkedIn

Staywell on Twitter

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Chris Boyer website

Social Health Institute

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Welcome to the TPS5 for the week of June 8-12, 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: digital health gaps highlighted by telemedicine, hospitals given government bailouts furloughed their employees, researching health disparities related to COVID19 and Twitter cracking down on sharing articles you don’t read.

The week’s TPS5:

When Health Care Moves Online, Many Patients Are Left Behind

Hospitals Got Bailouts and Furloughed Thousands While Paying C.E.O.s Millions

Research Partnership to Focus on COVID-19 Health Disparities

Twitter aims to limit people sharing articles they have not read

The Exam Room podcast: Dr. Jay Parkinson | A conversation with one of healthcare’s most innovative thinkers

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As we navigate through rapidly changing times, healthcare organizations are being forced to become innovative and creative with how they are expressing their brand values. In this episode, hosts Reed Smith and Chris Boyer discuss the concept of “open innovation” and how health systems can create value through innovation and creativity. They are joined by expert Mark Morse, CEO and Chief Creative Officer of MorseKode, who shares a framework that brands can follow to evolve their brand expressions through changing times. Mentions from the Show:

Beyond Posting - Chris Boyer’s keynote presentation for the #MayoSHSMD conference

Why Now Is the Time for “Open Innovation”

What can this crisis teach us about the future of creativity?

Mark Morse on LinkedIn

Mark Morse on Twitter

MorseKode.com

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Social Health Institute

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Welcome to the TPS5 for the week of June 1-5, 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 market opportunity for telemedicine, shifting priorities in healthcare marketing, Google’s new Discovery Ads and learn about Google Currents! The week’s TPS5:

Telehealth: A quarter-trillion-dollar post-COVID-19 reality?

This Is How Priorities Have Changed for Healthcare Marketing Teams Since COVID-19

Google Launches Discovery Ads in All Regions, Providing New Ways to Reach Browsing Consumers

Google Currents for G Suite launching July 6, shutting down Google+ one last time

The New Normal podcast: Conversations About the Future of Marketing

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Healthcare organizations that stand out from others typically have one thing in common: investment and commitment to developing their leaders. And as organizations are forced to weather through transformative and disruptive changes in their industry, the strength and fortitude of their leadership team is put to the test. In today’s episode, hosts Reed Smith and Chris Boyer share a case study that highlights how a public health system embraced new leadership strengths to pivot to address the coronavirus pandemic, and then share four “x-factors” of leadership that can be applied to healthcare. They are joined by Rodney Reider who shares his experience in working with health systems to build effective leadership teams.

Mentions from the Show:

How New York City’s Public Health Care System Responded to COVID-19

The four X factors of exceptional leaders

Rodney Reider on LinkedIn

Rodney Reider on Twitter

RodneyReider.com

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Chris Boyer website

Social Health Institute

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Welcome to the TPS5 for the week of May 25-29 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 long-term impacts on healthcare due to the pandemic, GMB expanding local profiles, telemedicine or telehype(?) and the real threat to Facebook and Twitter The week’s TPS5:

The COVID-19 pandemic will have a long-term impact on healthcare. Here are 4 changes to expect

GMB Adds "Manage insurance info for your practice" Section to Guidelines

Telemedicine and Telehype

The real threat to Facebook and Twitter isn't a pandemic or a president

DataPoint podcast: Redesigning our culture and communities to put health first – a conversation with Steve Downs

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A recent survey published in JAMA indicated that online patient ratings can add actionable content to CMS surveys on patient experience. In this episode, hosts Reed Smith and Chris Boyer review the findings of the survey, and the implication it has on hospital and health system review response strategies. They also revisit the steps Google, Facebook and other online review platforms have taken during the coronavirus pandemic, and Reed shares some research he has done on employee reviews. They are joined by Noel Coleman, of Doctor.com, who share strategies on how to make review management a strategic imperative in your organization. Mentions from the Show:

CMS Star Ratings May Be Enhanced By Patient, Consumer Reviews

Positive nursing home reviews linked to lower rehospitalization rates

Limited Google My Business functionality due to COVID-19

More missing Google My Business reviews appearing as publication speed picks up

Competition Watchdog Probes How Websites Manage the Rise of Fake Reviews

Noel Coleman on LinkedIn

Doctor.com on Twitter

Doctor.com

Advanced Health Care Social Media & Digital Marketing Conference - hosted by Mayo Clinic and SHSMD

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Chris Boyer website

Social Health Institute

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Welcome to the TPS5 for the week of May 18-22 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: ⅔ of hospital execs predict a slide in revenue, CMS star ratings may be enhanced by patient reviews, google new features will impact search marketing and every company must now become a digital health company. The week’s TPS5:

Two-thirds of hospital execs predict full year revenues slide 15% because of the pandemic

CMS Star Ratings May Be Enhanced By Patient, Consumer Reviews

How will Google’s new features for businesses impact search marketing after the Covid-19 crisis?

From now on, every company must become a digital health company

The Patient Mindset – a Conversation with Tom Hileman, President of The Hileman Group

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Much like patients are being driven to interact with health systems digitally, healthcare professionals whom traditionally networked and interacted with peers, vendors and clients also are learning to network in a virtual world. Hosts Chris Boyer and Reed Smith discuss the various tools that can be used for digital communication and networking, including webinars, live-streaming and LinkedIn. In addition, they discuss the potential future of conferences. Expert Whitney Cole joins the show to share ways B2B companies could build relationships with their clients during the pandemic. Mentions from the Show:

What Will Conferences Look Like Post COVID-19?

Whitney Cole on LinkedIn

Whitney Cole on Twitter

UhuruNetwork.com

Advanced Health Care Social Media & Digital Marketing Conference - hosted by Mayo Clinic and SHSMD

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Social Health Institute

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Welcome to the TPS5 for the week of May 11-15, 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: how to strengthen trust in the digital age, the impact the pandemic is having on the healthcare workforce, how to shift marketing and how to position tele-health correctly for your customers. The week’s TPS5:

Strengthening the foundations of trust in the digital age

As Hospitals Lose Revenue, More Than A Million Health Care Workers Lose Jobs

Marketers describe how they expect business to change in the wake of COVID-19

Telehealth Access & Experiences Done Right

The New Role of the Provider – a Conversation with Dr. Bryan Vartabedian, Pediatrician, Author and Industry Thought-leader

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Healthcare marketing and communications have evolved during the recent health crisis. In many ways, it has become imperative for health systems to assist in guiding patients and consumers to ensure they are getting the right information they need to make critical care decisions. In this episode, hosts Chris Boyer and Reed Smith discuss a recent study from Jarrard about healthcare consumer’s expectations, how hospitals can use these expectations to strengthen the trust with their patients and how the media has been steadily losing trust in our society. They are joined by Jordan Pisarcik of DocASAP who share his experience helping health systems use digital to help guide patients to care. Mentions from the Show:

Advertising after coronavirus must rediscover human instincts

Jarrard’s National Coronavirus Online Survey Results

Cision's 2020 Global State of the Media Report

Jordan Pisarcik on LinkedIn

Jordan Pisarcik on Twitter

DocASAP on Twitter

DocASAP.com

Advanced Health Care Social Media & Digital Marketing Conference - hosted by Mayo Clinic and SHSMD

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Social Health Institute

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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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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.

Mentions from the Show:

Advertising after coronavirus must rediscover human instincts

Brand Trust and the Coronavirus Pandemic - Edelman Report

7 Trends to Look for in a Post-Coronavirus Brand Landscape

Rob Rosenberg on LinkedIn

Spring Board Brand on Twitter

SpringBrand.com

Advanced Health Care Social Media & Digital Marketing Conference - hosted by Mayo Clinic and SHSMD

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Social Health Institute

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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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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.

Mentions from the Show:

Sensing and Shaping the Post-COVID Era

Consumer Reactions to COVID-19 - Toluna

The Patient-as-Payor in the Coronavirus Pandemic

After the Virus: 10 Consumer Trends for a Post-Coronavirus World

Health Consuming book

Jane Sarasohn-Kahn on LinkedIn

Jane Sarasohn-Kahn on Twitter

Advanced Health Care Social Media & Digital Marketing Conference - hosted by Mayo Clinic and SHSMD

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Social Health Institute

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HealthConsuming: From Health Consumer to Health Citizen

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Mentions from the Show:

NRC Health - Consumer Sentiment Data on the Coronavirus pandemic - April 2020

Misinformation about an outbreak like Covid-19 is important public health data

The pandemic is already reshaping tech’s misinformation crisis

Facebook to tell millions of users they’ve seen ‘fake news’ about coronavirus

Amid Coronavirus Pandemic, Misinformation Puts Public Health at Risk

John Brownlee on LinkedIn

John Brownlee on Twitter

VidScrip.com

Advanced Health Care Social Media & Digital Marketing Conference - hosted by Mayo Clinic and SHSMD

Find Us Online:

Touchpoint podcast Twitter

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Chris Boyer website

Social Health Institute

Learn more about your ad choices. Visit megaphone.fm/adchoices

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” Learn more about your ad choices. Visit megaphone.fm/adchoices

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).

Mentions from the Show:

Digital Advertising In The Age Of Coronavirus

Google updates its ads policy for inappropriate content to include ‘public health emergency’

Facebook, Google Could Lose Over $44 Billion in Ad Revenue in 2020 Because of Coronavirus

The Biggest Business Impacts of the Coronavirus Pandemic

Michael Robideau on LinkedIn

True North Custom

Advanced Health Care Social Media & Digital Marketing Conference - hosted by Mayo Clinic and SHSMD

Find Us Online:

Touchpoint podcast Twitter

Reed Smith Twitter

Chris Boyer Twitter

Chris Boyer website

Social Health Institute

Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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.

Mentions from the Show:

Hide, Panic or Freeze: What Science Says About Consumer Behavior During A Crisis

Roaring Out of Recession

Kelly McDonald on LinkedIn

Advanced Health Care Social Media & Digital Marketing Conference - hosted by Mayo Clinic and SHSMD

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Chris Boyer website

Social Health Institute

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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 Learn more about your ad choices. Visit megaphone.fm/adchoices

Mentions from the Show:

Is There a Difference between Telemedicine and Telehealth?

History of Telemedicine

The Intersection Of Policy And Digital Healthcare

Telemedicine Surges, Fueled By Coronavirus Fears And Shift In Payment Rules

Can’t go to the doctor? You already own a powerful medical device

Sam Lippolis on LinkedIn

Sam Lippolis on Twitter

SamLippolis.com

Find Us Online:

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Chris Boyer website

Social Health Institute

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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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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.

Mentions from the Show:

Fight Against Coronavirus Misinformation Shows What Big Tech Can Do When It Really Tries

A Post From The Trenches: Please Understand, We’re a Little Busy Until Further Notice

The impact of marketing strategies in healthcare systems

Health Communication and Health Information Technology

Hospital Marketing with Algorithms: Aim Higher than Netflix

Data Fallacies

Chris Hemphill on LinkedIn

Chris Hemphill on Twitter

SymphonyRM

Advanced Health Care Social Media & Digital Marketing

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Chris Boyer website

Social Health Institute

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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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Mentions from the Show:

The History Of The CV In 5 Stages

Do Americans trust physicians? New survey reveals the answer

Blockchain professor shares blockchain application examples, future options

How to write a physician CV

Does a Physician’s Social Media Impact Belong on their CV?

Symplur.com

Audun Utengen on LinkedIn

Audun Utengen on Twitter

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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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Mentions from the Show:

Blockchain Explained

Blockchain Adoption in Healthcare Primed to Explode, New Report Finds

Blockchain professor shares blockchain application examples, future options

Blockchain as a Tool to Combat Coronavirus

Axuall.com

Axuall on LinkedIn

Charlie Lougheed on LinkedIn

Axuall on Twitter

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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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Mentions from the Show:

Sharing Economy definition on Wikipedia

Gig Worker definition on Wikipedia

On-demand Healthcare Applications: Are They our Future?

ON-DEMAND HEALTHCARE APPLICATIONS: ARE THEY OUR FUTURE?

How the gig economy stands to change healthcare

Bringing the Gig Economy to Healthcare

Manoj Jhaveri on LinkedIn

Manoj Jhaveri on Twitter

HyrMed on Twitter

HyrMed.com

Hyr Medical’s Manoj Jhaveri: ‘We knew that this was a big, hairy, audacious problem worth solving’

The Future of Healthcare Technology Roundtable

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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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Mentions from the Show:

Digital Health Literacy - World Health Organization

Docs Say Patient Engagement Technology Drives Education, Experience

Towards an equitable digital public health era: promoting equity through a health literacy perspective

7 Things for Providers to Know about Digital Health Literacy

Guidelines for Developing Patient Education Materials

Meghan Nechrebecki on LinkedIn

Meghan Nechrebecki on Twitter

Shaping the Future of Health Care Ted Talk with Meghan Nechrebecki

HealthCareTransformation.com

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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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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.

Mentions from the Show:

Why a Data Strategy is Crucial for Digital Transformation Success

Digital Transformation: It All Starts With Data Thinking

What is the Difference Between Interoperability and Data Liquidity

The great conundrum of data liquidity in healthcare

Chris Gervais on LinkedIn

Chris Gervais on Twitter

Kyruus.com

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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. Mentions from the Show:

Wikipedia definition on User Centered Design

Wikipedia definition on Human Centered Design

Wikipedia definition on Design Thinking

User-Centered design(UCD) v/s Human-Centered design(HCD) v/s Design Thinking

How human-centered design is driving digital health

Closing The Health Disparity Gap For American Indians And Alaska Natives Through Health IT Modernization

Allscripts to showcase move to human-centered design at HIMSS20

Lisa Helminiak on LinkedIn

Lisa Helniak on Twitter

AzulSeven.com

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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. Mentions from the Show:

Unpacking The Executive Order On Health Care Price Transparency And Quality

Payers, employers protest price transparency rule as wrong-headed

75% of Patients Look at Price Transparency Ahead of Care Access

Hospital Price Transparency: Making It Useful for Patients

Michael Krivich on LinkedIn

Michael Krivich on Twitter

Hospital Price Transparency Equals Accountability and Healthcare Price Wars. Getting Ready Starts Now - Update.

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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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For health systems, digital signage can be an important tactic to improve patient, visitor and/or staff’s experiences. However, it is often an overlooked tool in a digital professional’s toolkit. In this episode, hosts Chris Boyer and Reed Smith discuss the state of digital marketing in health care, how the Internet of Things (IoT) is helping digital signage to break free from the screens, and then are joined by Mark Bennett, founder of Microgigantic, who shares his company’s experience with brands to integrate and amplify the customer’s experience using digital screens.

Mentions from the Show:

Digital Signage page on Wikipedia

Digital Signage in Healthcare (Whitepaper)

Microgigantic.com

Microgigantic Brand video

Mark Bennett on LinkedIn

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The term “agile marketing” is gaining momentum in health system marketing suites. In this episode, hosts Chris Boyer and Reed Smith discuss the agile methodology and share the essential components of the agile process and tips that marketing teams should use when introducing this into their organizations. They are joined by Alyssa Kleinman of CipherHealth, who shares her marketing team’s experience adopting agile and breaks down some of the myths that many people have about agile marketing. Mentions from the Show:

Don’t call me: Nearly 90% of customers won’t answer the phone anymore

Agile Methodology: An Overview

Agile marketing: A step-by-step guide

Alyssa Kleinman on LinkedIn

CipherHealth.com

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When developing taxonomic approaches to assist with website and digital efforts, we should always strive to put users first to help them find information faster (and limit berrypicking). In this episode, hosts Reed Smith and Chris Boyer discuss the different types of website taxonomy and how digital trends such as voice-search and chatbots are impacting how to approach taxonomy. They are joined by Susan Iovenitti of The Berndt Group, in which she shares experience on how to put users first in content and taxonomy strategies. Mentions from the Show:

Website Taxonomy Guidelines And Tips: How Best To Organize Your Site

6 website trends you need to know in 2020

Design a User-Centric Taxonomy

Susan Iovenitti on LinkedIn

Susan Iovenitti on Twitter

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In the annual Listener Choice Awards show, hosts Reed Smith and Chris Boyer reflect back on 2019, 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 guest expert and the coveted Top Fan of 2018. Congratulations to Vanessa Hughes (best guest) and Jim Samuel (2019 Fan of the Year). Mentions from the Show:

Vanessa Hughes on LinkedIn

Jim Samuel on LinkedIn

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As the role of digital in health systems is evolving, we are becoming less focused on digital tactics and more focused on transformation and innovation. But what does that mean? In this holiday-themed episode, hosts Chris Boyer and Reed Smith discuss how creativity and open-mindedness thinking are critical elements of innovation, and share ways to train our minds to become more creative. They are joined by Stephen Moegling of Hailey Sault who discusses the Believe in Better Project, an important forum to learn how outside thinking is changing our industry. Mentions from the Show:

The Innovators DNA

Connecting The Dots: The Link Between Innovation And Open-Mindedness, With Insights From Science

4 Ways To Train Your Brain To Be More Open-Minded

The Art and Science of Open-Mindedness

The Believe in Better Project

Stephen Moegling on LinkedIn

Stephen Moegling on Twitter

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In the 150th episode of the show, hosts Reed Smith and Chris Boyer offer a “holiday sampler platter” of all the great shows available on the TouchPoint Network and the best-of from 2019, as voted by our hosts Greg Matthews (Datapoint), Zac Jiwa (Health Fail) Bobby Rettew (The Intersection Podcast and Gear In Review), and Lance Lunsford (The Connected Hospital). Tune in to hear the top clips of the year of topics impacting healthcare today!

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

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Social Health Institute

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The use of empathy to understand your customers and users is not foreign to healthcare professionals, but (as is usually the case) often means different things to different people. In this episode hosts Reed Smith and Chris Boyer explore the definition of empathy design, empathy maps and how to use empathy marketing. They are joined by Justin Wartell, Managing Principal at Monigle, how shares the results of the recent “Humanizing Brand Experience: Health Care” study. Mentions from the Show:

Empathic Design (from Wikipedia)

Empathy maps: a step-by-step guide for better digital experiences

Empathy Marketing: How to Understand Your Customers, in 10 Steps

Moves the Needle Field Guide to Customer Empathy

Monigle’s Humanizing Brand Experience: Health Care Edition—Volume 2

Justin Wartell on LinkedIn

Monigle on Twitter

Santa is a Jerk in Rudolph the Red-Nosed Reindeer

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Today’s health system marketing department often work with a number of vendors and partners to support digital efforts. Hosts Reed Smith and Chris Boyer discuss the nuances of being a vendor versus a partner, and the differences between agencies and consultancies. They are joined by Cynthia Newton and Jessica Walker who share best practices in developing unity among multiple partnerships. Mentions from the Show:

Touch point episode 62: Vendors and Agencies and Consultancies - Oh My!

Partner vs. Vendor

Digital Consultant vs Agency: What’s the difference?

8 Tips for Vendor Management Success

Cynthia Newton on LinkedIn

Jessica Walker on LinkedIn

Cynthia Newton on Twitter

Jessica Walker on Twitter

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As health system social media strategies evolve and change due to internal and external factors, the need to understand the right social media structure and approach becomes important to engage with the empowered digital consumer. In this episode, hosts Chris Boyer and Reed Smith share their own unique research on the state of social media, and then share a framework to help hospitals assist with this work. They are joined by Jen Rittenhouse, manager of social media for Multicare Health System who shares her journey in decentralizing social media to support her growing organization. Mentions from the Show:

What should your social media team look like?

Jen Rittenhouse on LinkedIn

Jen Rittenhouse on Twitter

Jen Rittenhouse on Instagram

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In many health systems, the role of the digital marketing is sometimes seen as the antithesis of population health initiatives. However, as with many other departments in health systems, these roles are starting to converge. In this episode, hosts Reed Smith and Chris Boyer discuss population health management in the digital age, and how consumerism is driving a new era of digital health. They are joined by Dan Dunlop and Kate Gillmer from Jennings who share how they have worked with hospitals and unifying digital marketing and population health initiatives - to great success! Mentions from the Show:

What is Population Health? (CDC article)

Population Health Management in the New Digital Age

Connecting the dots of health consumerism, digital health, and health and social policy

Dan Dunlop on LinkedIn

Kate Gillmer on LinkedIn

Dan Dunlop on Twitter

Kater Gillmer on Twitter

Jennings Health

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Imagine if Facebook was no longer part of your social media strategy...this is the scenario hosts Chris Boyer and Reed Smith discuss in this week’s episode. Inspired by a recent debate at a social media conference, they discuss the difficulties social media platforms face when they grow too large, and share some of the advances Facebook is making (controversial or otherwise) in the space of healthcare. They are joined by Dr. Farris Timimi, Medical Director of the Mayo Clinic Social Media Network, in which he shares his nuanced perspective on how health systems can best leverage the largest social media platform, warts and all. Mentions from the Show:

Is Facebook getting too big? Why their monopoly isn’t good for the internet

Who Can Stop Facebook? Limiting the Power of Social Media

How Facebook and Twitter are reacting to their growing influence on health

Facebook launches preventive care tool in tandem with healthcare groups

Dr. Farris Timimi on LinkedIn

Dr. Farris Timimi on Twitter

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Recorded in Orlando, Florida at the 23rd Annual Healthcare Internet Conference, hosts Reed Smith and Chris Boyer discuss themes coming from this year’s event, including digital transformation, the total customer experience and how to address not only consumers but physicians as a key audience. They are joined in the conversation by experts Jane Crosby (VP, Strategy and Business Development at True North Custom), Curtis Munlin (Regional Vice President- Hospital Partnerships at Doximity) and Jared Johnson (consultant and podcast host). Mentions from the Show:

Jane Crosby on LinkedIn

Curtis Munlin on LinkedIn

Jared Johnson on LinkedIn

2019 Healthcare Internet Conference

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Recorded before a live audience, this week’s episode features hosts Reed Smith and Chris Boyer moderating a discussion at the Mayo Clinic Social Media Network Annual Conference in Rochester, MN. They are joined by guest panelists from Mayo Clinic’s social media team: Margaret Shepard, Stacy Theobald and Audrey Laine Seymour as they discuss how they approach and manage the social media platforms for the health system, how they keep current with local trends, and how they have built a distributed social media approach for their doctors, nurses and staff to actively engage on social media. Mentions from the Show:

Audrey Laine Seymour on LinkedIn

Stacy Theobald on LinkedIn

Margaret Shepard on LinkedIn

The Mayo Clinic Social Media Network

2019 Healthcare Internet Conference

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Social Health Institute

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Influencer marketing, while not a new strategy, is constantly evolving and changing. But how often do hospitals and health systems utilize this strategy in their digital efforts? In this episode, hosts Chris Boyer and Reed Smith discuss latest trends and approaches to digital strategies and how it differs from patient testimonials and thought-leadership approaches. They are joined by influencer marketing consultant and strategist, Alex Lodner, who share best practices and tips for organizations looking to begin a formal influencer strategy. Mentions from the Show:

Influencer marketing definition (from Wikipedia)

2019 Influencer Marketing Trends for Brands

Influencer Marketing Considerations for Healthcare Brands

Alex Lodner on Instagram

Alex Lodner on LinkedIn

2019 Healthcare Internet Conference

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A not uncommon topic for the podcast, in this episode hosts Reed Smith and Chris Boyer discuss digital transformation and why it’s so difficult for hospitals and health systems. They explore whether it’s just because the industry is bad at transformation, or if the focus in on solving the right goals. They are joined by John Benrdt, president of TBG, where he shares his perspective on digital transformation and what tools are most important for health systems to focus on to support digital transformation. Mentions from the Show:

The Impact of Digital Transformation in Healthcare

Is digital transformation just code for inefficient healthcare spending?

John Berndt on LinkedIn

John Berndt on Twitter

The Berndt Group website

Greystone website

2019 Mayo Clinic Social Media Network Annual Conference

2019 Healthcare Internet Conference

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The digital space in healthcare is under constant change and evolution. Yet professionals in the industry are compelled to stay on top of the most current trends. How do stay relevant? In this episode, hosts Chris Boyer and Reed Smith discuss the theory of adult learning, share ways in which digital marketers can keep abreast of new trends in our space and also share what they’ve learned in over two years of podcasting. They are joined by Kathy Divis and Mike Schneider of Greystone, who share the history of the Healthcare Internet Conference, and what can be expected from this year’s conference. Mentions from the Show:How to Apply the Adult Learning Theory to Learn FasterHealthcare Internet ConferenceKathy Divis on LinkedInMichael Schneider on LinkedInGreystone.netGreystone on digital2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute Learn more about your ad choices. Visit megaphone.fm/adchoices

In hospitals and health systems, it is often a struggle for a digital technologist to remain strategic. Perhaps this is why 70% of all digital transformation efforts don’t reach their goals. In this episode, hosts Reed Smith and Chris Boyer discuss the challenges of being strategic, common reasons why digital projects fail and steps digital professionals can’t skip when launching digital projects. They are joined by Jackie Martin, principal at Brand Strategy, in which she shares ways in which health systems can document their brand strategy and vision. Mentions from the Show:How to avoid a marketing technology #FailHere’s Why Most Digital Transformation Projects FailWhy digital transformations fail: 3 steps you can't skipJackie Martin on LinkedInBranchStrategy.com2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute Learn more about your ad choices. Visit megaphone.fm/adchoices

The technology stack is the hidden workhorse of a modern marketing team. Yet, to many, the concept of a synchronous martech stack is deemed “too techy” (and often relegated to IT). In this episode, hosts Reed Smith and Chris Boyer bust down the myths of the modern technology stack, outline a simple framework for health systems to use when assessing the tools they have available, and even discuss some of the trends facing the martech landscape. They are joined by Ed Bennett, founder of Martech.Health, in which he discusses ways health systems can assess and understand their technology needs. Mentions from the Show:Marketing Technology StackHow to Build an Awesome Marketing Stack With Real Life ExamplesMarTech West 2019 RecapMartech.HealthEd Bennett on LinkedInEd Bennett on Twitter2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute Learn more about your ad choices. Visit megaphone.fm/adchoices

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 LinkedInRodney Reider on TwitterMedicom Webinar - Active Listening2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Disruptionthe Year of the Chief Digital Officer? Rachel Neeley on LinkedInRachel Neeley emailEvariant.comMedicom Webinar - Active Listening2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute Learn more about your ad choices. Visit megaphone.fm/adchoices

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 LinkedInJohn Musser on LinkedInKrystal Taing on LinkedInSHSMD Connections 2019 Medicom Webinar - Active Listening2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer website Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Factsheet10 facts about Americans and Facebook16 social media updates for marketers in 2019… so farJenn Thai on LinkedInJenn Thai on TwitterSHSMD Connections 2019 Medicom Webinar - Active Listening2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute Learn more about your ad choices. Visit megaphone.fm/adchoices

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 CostsGiving Statistics - CharityNavigator.orgHospital & Health Conversion Foundations - stakeholderhealth.orgWhy Smaller Donations Are One of 2019’s Biggest Online Fundraising Trends5 Digital Fundraising Trends to Watch for in 2019Jean Hitchcock on LinkedInHitchcock Marketing & CommunicationsSHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute Learn more about your ad choices. Visit megaphone.fm/adchoices

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 BenefitsWays millennials are utilizing healthcareAttracting, Hiring and Retaining Millennial Health Care WorkersLook to Generation X to see the future of health careRob Rosenberg on LinkedInRob Rosenberg on TwitterSpringboard Brand & Creative StrategySHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute Learn more about your ad choices. Visit megaphone.fm/adchoices

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 20197 Tactical Ways Every Business Can Use Local Marketing to Sell MoreMike Vujovich on LinkedInMike Vujovich on TwitterSHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute Learn more about your ad choices. Visit megaphone.fm/adchoices

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 LinkedInHealthAware websiteSHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute Learn more about your ad choices. Visit megaphone.fm/adchoices

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 BrandBrand Differentiation: How To Design Your Organization To Stand Out From The CompetitionBrand Strategy: Differentiation Versus Centrality Cassie Bernowitz on LinkedIn2Health marketingSHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute Learn more about your ad choices. Visit megaphone.fm/adchoices

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 MarketingFour tips for measuring the always-on consumerWhat is Always-on marketing?Vanessa Hughes on LinkedInSHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute Learn more about your ad choices. Visit megaphone.fm/adchoices

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 HealthcareJeff Carr on LinkedInSHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Mentions from the Show:Bobby Rettew on TwitterThe Intersection PodcastSHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute Learn more about your ad choices. Visit megaphone.fm/adchoices

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, GooglePatient medical records sell for $1K on dark webGuidance Regarding Methods for De-identification of Protected Health Information in Accordance with the Health Insurance Portability and Accountability Act (HIPAA) Privacy RuleThe Outlook for Data 2019: A Snapshot Into the Evolving Role of Audience InsightAI can re-identify de-identified health data, study findsJeremy Mittler on LinkedInCrossix on TwitterCrossix websiteCrossix blogStrategic 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 TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute Learn more about your ad choices. Visit megaphone.fm/adchoices

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 2019The Social Habit 2019 - Edison research2019 Healthcare Digital Marketing Trends Survey - GeonetricGeonetric.comBen Dillon on LinkedInGeonetric on TwitterBen Dillon on TwitterStrategic Marketing for Health Care conference SHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet ConferenceFind Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute Learn more about your ad choices. Visit megaphone.fm/adchoices

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 OppressionThe “Curse of Knowledge”: How Expertise Can Hurt Marketing3 Psychology Biases That Can Make or Break Your Online MarketingList of cognitive biasesChristopher Penn on LinkedInChristopher Penn on TwitterTrust InsightsAI 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 TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute Learn more about your ad choices. Visit megaphone.fm/adchoices

For all organizations, an effective digital marketing strategy is important. For those of us practicing digital marketing for hospitals and health systems, the stakes are much higher. In this episode, hosts Reed Smith and Chris Boyer discuss the important role digital marketing has in a purpose-driven industry, and digital tools are not only smart for business but also help us better understand our patients and improve their care. They are joined by Brian Q. Davis, SVP at Scorpion Healthcare in which he shares the importance of building a digital philosophy. Mentions from the Show:Brian Q. Davis on LinkedInBrian Q. Davis on TwitterScorpion HealthcareStrategic 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 TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute This episode is made possible by our sponsors, Loyal Health, Influence Health & HealthGrades Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Scales13 Experts Share Their Best Tips on How to Build a Well-Run Content TeamJane Crosby on LinkedInTrue North Custom on TwitterTrueNorthCustom.com Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute This episode is made possible by our sponsors, Loyal Health, Influence Health & HealthGrades Learn more about your ad choices. Visit megaphone.fm/adchoices

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 LinkedInAmanda Bury on TwitterKyruus.comBrian Wynne on LinkedInBrian Wynne on TwitterNRCHealth.comMike Linnert on LinkedIn SymphonyRM on TwitterSymphonyRM.comJared Wilkinson on LinkedInDoximity on TwitterDoximity.com Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute This episode is made possible by our sponsors, Loyal Health, Influence Health & HealthGrades Learn more about your ad choices. Visit megaphone.fm/adchoices

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 OpportunityEthical Dimensions of Using Artificial Intelligence in Health CareARTIFICIAL INTELLIGENCE AND THE AGE OF EMPATHYHow Artificial Intelligence Could Humanize Health CareInvoca blogJulia Steed on LinkedInInvoca on Twitter Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute This episode is made possible by our sponsors, Loyal Health, Influence Health & HealthGrades Learn more about your ad choices. Visit megaphone.fm/adchoices

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.comTaxonomy, Metadata, Tags and Controlled VocabulariesWhat You Need to Know about Tagging and Site TaxonomyThe Surprising History of Twitter’s Hashtag Origin and 4 Ways to Get the Most out of ThemJosh Schlaich on LinkedInHealthwise.org Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute This episode is made possible by our sponsors, Loyal Health, Influence Health, Binary Fountain & HealthGrades Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Map5 Essential Components of Effective Customer Journey MapsTom Hileman on LinkedInHileman Group on TwitterThe Healthcare Marketing FlywheelFind Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health InstituteThis episode is made possible by our sponsors, Loyal Health, Influence Health, Binary Fountain & HealthGrades Learn more about your ad choices. Visit megaphone.fm/adchoices

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 2019Jacob Sloan on TwitterJacob Sloan on LinkedInMegan McCook on TwitterMegan McCook on LinkedInFind Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute This episode is made possible by our sponsors, Loyal Health, Influence Health, Binary Fountain & HealthGrades Learn more about your ad choices. Visit megaphone.fm/adchoices

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 FiguresWhy Local Businesses Will Need Websites More than Ever in 2019Content Management System definition (Wikipedia)Content Management definition (Wikipedia)Carrie Liken on LinkedInCarrie Liken on TwitterYext Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute This episode is made possible by our sponsors, Loyal Health, Influence Health, Binary Fountain & HealthGrades Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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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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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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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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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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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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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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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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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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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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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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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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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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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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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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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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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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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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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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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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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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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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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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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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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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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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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

A Curious Collection: 20 Different Notecards & Envelopes (Hugo Guinness Art, Blank Notecards)

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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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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 Learn more about your ad choices. Visit megaphone.fm/adchoices

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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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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/ Learn more about your ad choices. Visit megaphone.fm/adchoices

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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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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! Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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! Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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! Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices