Health IT Marketer Podcast: Recent Episodes
Ultera Digital
Host Jared Johnson plugs you into the relevant conversations happening about health care technology, whether you’re a CIO, clinician or health IT marketer. Guests share tips from the trenches.
Search engine optimization, or SEO. So often misunderstood. So frequently changing. So rarely done well. And so often ailing from neglected, outdated practices or black hat tricks that now only get your pages punished. Jim Bader of Vertical Measures gives us a prognosis for improved health in our search engine marketing. Learn where Google is focusing next, whether it pays to license out your health content, and top tips for content marketing. Whether a vendor, nonprofit or provider, we all need a checkup for our SEO. Full show notes at bit.ly/hitpodcast54.
We must move away from understanding the value of products towards understanding the value of experiences, according to Dr. Roni Zeiger, co-founder of Smart Patients, former Google chief health strategist, and upcoming keynote speaker at SHSMD Connections. What matters is design, not just of the product, but of the experience into which the product is integrated. So how can we tell if the design is effective? What’s the chance that we’ll design right the first time? Full show note at bit.ly/hitpodcast53.
Is there a grain of truth in the controversial claim that digital health is the snake oil of the 21st century? How is the connected health experience changing, and how can everyone keep up? Join industry veteran John Sharp, senior manager of the Personal Connected Health Alliance, as he shares all of the considerations that go into integrating the Internet of Things, health apps, social media, genomics data and other digital health devices of today, as well as what’s coming tomorrow. See show notes at bit.ly/hitpodcast52.
Providers have a moral obligation to create and curate content for patients online, and the absence of clinicians on social media can have catastrophic consequences, says Dr. Farris Timimi, medical director for the Mayo Clinic Social Media Network. So how does social media impact the patient experience, what tools do you use and where is digital health headed in the next 5 or 10 years? Dr. Timimi describes the small-town mentality on Twitter, the value of transparency and how social media is not a substitute for clinical practice. Show notes at bit.ly/hitpodcast51.
Ahava Leibtag, president of Aha Media Group, works tirelessly to rid the world of some of the more grievous errors that are made in content marketing. If you are like the majority of health care marketers who are stuck between having too much content and not enough, this episode is for you. Learn what Ahava refers to as the Spectrum of Dysfunction, catch a preview of her upcoming presentation at Content Marketing World, then celebrate the podcast’s 50th episode! Full show notes at bit.ly/hitpodcast50.
Ruth Portacci, president-elect of SHSMD, knows that providers are dealing with so many issues at such a fast pace, they still need help knowing how digital fits within their strategy. One way is to find useful insights from the digital touch points in the day-to-day interactions with patients. Digital health vendors who help providers string together the right data can forge partnerships of greater lifetime value and position themselves with immense value to their customers. Full show notes at bit.ly/hitpodcast49.
Pediatric resident and doctor blogger Dr. Sarah Bernstein shares a young clinician's view of digital health. Full show notes at http://bit.ly/hitpodcast48.
We as marketers tend to want to blast forward at light speed, so it’s important to balance our digital strategies with an awareness of the risks involved. HIMSS social media ambassador and health care attorney Matt Fisher sheds light on ways to advance health care innovation while mitigating HIPAA concerns, how health IT can improve the patient experience, early adopter advantages, and his favorite tools to keep his finger on the pulse of the industry. Full show notes at bit.ly/hitpodcast47.
Chris Boyer, Senior VP of Digital and Creative, Revive Health, outlines the need to create a personalized experience for every health seeker and the tools needed to build an effective strategy around it. Learn the most common areas where hospitals are struggling with CRM and digital strategy, how EMR plays a role in marketing—not just clinical care, the challenge of breadth vs. depth in expertise, how to connect multiple platforms to create a truly customized digital patient experience, and where health IT companies fit in. Full show notes at bit.ly/hitpodcast46.
Jared reveals the top 5 episodes of 2016 so far and highlights excerpts from each one on topics including influencer marketing, CRM, patient engagement and SEO. Whether or not you have heard every episode during the first half of the year, Jared's Mid-Year Review is like a greatest-hits collection from the guests who have made the greatest impact on listeners.
Don't discount the elderly when it comes to designing health care technology solutions, says Reemo CEO Al Baker. The conventional wisdom may be that seniors and remote health don't mix, but Baker's company has proven otherwise in a pilot study involving their gesture control technology and Samsung smart watches. Marketers can learn from how Reemo designed use cases based on real life rather than just what the technology was capable of. Full show notes at bit.ly/hitpodcast44.
Kate McCarthy, Senior Analyst at Forrester Research, walks us through several key ways in which health IT vendors may be failing to market effectively, starting with her recently published brief that describes the innovation at HIMSS that was happening by newer vendors in the basement. She also details why vendors need to understand their customers better, the need to fail faster with new technologies, the benefits of getting less expensive and less complicated, and how the worst thing we can do is to keep doing everything the way we've done them in the past. Her viewpoint from atop the industry will keep you captivated and provide valuable lessons. See full show notes at bit.ly/hitpodcast43.
Well-known health IT leader Sue Schade packs 30 years of experience into a single episode, providing insights on how to determine if an EMR rollout is successful, how providers wade through the ocean of vendor, top issues facing today’s health system CIO’s, the value of the CMIO, the difference between problems and solutions, and why vendors miss the bar by asking “What keeps you up at night?” to providers. Sue also gives valuable advice for how to own your career and break down gender barriers in the workplace. See full show notes at bit.ly/hitpodcast42.
Wen Dombrowski, MD and Fard Johnmar share the newly released results of the State of Digital Health Innovation survey and what they mean for providers. Only 5% of health systems are operating at a peak level of digital health innovation, and even when they are working on value-based initiatives as an organization, the C-suite is often still focused on legacy sources of revenue. How can health IT be a part of the transformation to convenient, personalized health services, and move from the “shock and awe” of digital health to the “nuts and bolts?” Wen and Fard dig into the implications of today’s transformation in care and how marketers can take advantage. Full show notes at bit.ly/hitpodcast41.
Dr. Matt Patterson, president of AirStrip, levels with listeners about how to craft effective marketing messages based on what doctors really want. Physicians often just want to be left alone to do their work, and they are tired of being told that something new is coming. Digital health vendors need to do more than just talk about innovation; sometimes they need to show it, like AirStrip’s live demonstration of its Sense4baby app at the Apple Keynote event in late 2015. Learn how to win over physicians and administrators at the same time by fundamentally changing care pathways, not just adding hype. Read full show notes at bit.ly/hitpodcast40.
Health IT marketers can get ahead by including the voice of the Chief Information Officer in their messaging. Global CIO advisor David Chou shares 4 key areas of competency for today’s CIO, the impact of security threats, the necessity of innovation, winning executive buy-in by framing technology initiatives in terms of business outcomes, the difference between vendors and partners, and the need for a unique patient identifier. Full show notes at bit.ly/hitpodcast39.
Dr. Rasu Shrestha, chief innovation officer at UPMC, describes how we can be data rich but information poor, and how health IT vendors can create a competitive advantage by aiding in the simplification of health data. He describes what messages to focus on and which to avoid related to big data in health IT marketing and gives an insider look at how his team at UPMC selects vendor partners. Just as clinical teams need to advance past the culture of analog, health IT marketers need to evolve their messaging and empathize with the voice of the clinician to tell the story of innovation. Dr. Shrestha’s insightful look at the future of care sheds a great deal of light on how to successfully craft marketing messaging. Full show notes at bit.ly/hitpodcast38.
The healthcare consumer now expects continual engagement, and it requires a change in thinking for providers, payers, and everyone in the care continuum. This is the second in a two-part series recorded at the Connective DX Healthcare Executive Forum. Aaron Watkins, senior director of Internet strategy at Johns Hopkins Medicine, shares his experience in winning over internal stakeholders on Web initiatives through enablement and empathy. Then Blue Cross Blue of Massachusetts’ Matt Templeton gives a crash course in design thinking using energetic examples. Ultimately, the pair shows how top health systems are driving digital experience innovation. See full notes at bit.ly/hitpodcast37.
Mandi Bishop, a.k.a. @MandiBPro, is one of the best-known health IT influencers, but that doesn’t mean that everyone is using best practices when attempting to engage her in influencer marketing campaigns. Learn from the pro as she dishes on tips for approaching influencers. Listen as she shares how empathy and an acknowledgement of budgetary restrictions can help in assisting clinicians who are reluctant to implement connected health platforms; then dive deep to understand the correlation between digital engagement, patient satisfaction scores, and reimbursement rates. Mandi also explains why we didn’t see very many patients at HIMSS this year but why we will see more in 2017. Full show notes at bit.ly/hitpodcast36.
Kate McCarthy, senior analyst for Forrester Research, presents how new digital experiences are driving changing expectations everyday by using examples of what customer experiences look like in other industries and how to apply those lessons to healthcare. In this new format recorded live at the Connective DX Healthcare Executive Forum, Kate shares how her patient experience starts with parking, the need to turn health data into insights and the effect of customer experience on models of care. See full show notes at bit.ly/hitpodcast35.
Sterling Lanier, CEO of patient data collection and analytics provider Tonic Health, gets real about the four pain points that an effective patient experience can solve for clinicians. Sometimes the strategy isn't rocket science, but execution is a challenge. Sometimes data shows reasons for lack of engagement that you wouldn't expect, like patients needing a ride home or not being able to afford medications. And sometimes, we just need a reminder about what makes a difference for the ones in the trenches. See full recap notes at bit.ly/hitpodcast34.
Dr. Danny Sands, co-founder of the Society for Participatory Medicine, shares candid insights on overcoming clinicians’ #1 concern about engagement, a patient who changed his lifestyle after seeing his doctor’s office notes, how technology tools should speak to the workflow of both the user and the health care system, and a word of caution to health IT vendors who think they can “fix health care” on their own. See the full Snow Notes recap at bit.ly/hitpodcast33.
Author, television parenting expert and practicing pediatrician Dr. Tanya Altmann puts highly engaged patient care at the center of her concierge practice by making connected health tools work for her in her everyday workflow. Listen as she gives a blueprint for providers to use an array of tools from remote ear exams to Facebook to patient email alerts on her Apple Watch. And learn how it results in highly engaged patients and their families without sacrificing time, one of the provider's most valuable assets. See Show Notes at bit.ly/hitpodcast32.
In his work placing lead driving and awareness campaigns for large hospital systems, Evariant’s Neil Mammele shares how to let the data drive. From influencer marketing to Facebook ads, the foundation of a CRM can provide new insights and lead to almost any goal. And when an influencer in health care can be not just the patient but a family member or caregiver, they can see through the clutter, so you better be authentic. Neil also discusses how the gap where health care lags behind other industries can be an opportunity for early adopters. See full show notes at bit.ly/hitpodcast31.
Dr. Richard Milani, chief clinical transformation officer for Ochsner Health, gives an insightful look behind the scenes at how their health system got buy-in for the O Bar, the revolutionary in-person patient engagement experience inside their hospitals. Learn how their clinical team approaches challenges of bringing mobile health to patients who are elderly or less tech-savvy, even when there are 110,000 health and wellness apps out there. Ochsner Health is one of the nation's health systems proving that a clinical strategy can help achieve the elusive triple aim with health IT's help. See full Show Notes recap at bit.ly/hitpodcast30.
Just as “health care” no longer means only check-ups, “marketing” no longer means only acquiring new patients. Join Shawn Gross, chief digital strategist and health care lead at White Rhino, as he discusses how hospital marketers benefit by shifting their focus to current patients through the next generation of mobile health experiences that have the potential to converge with clinical priorities including population health and value-based care. Learn how health IT can incorporate clinical input, where wearables fit in, and how apps and other digital health tools can advertise a practice without actually advertising. See full Show Notes recap at bit.ly/hitpodcast29.
Technology evangelist John Sung Kim has his ear to the ground in Silicon Valley, and he offers some answers that may surprise you regarding why health IT interoperability is still at an early stage. In this candid and insightful interview, learn the effects of failing to hire and retain talented software engineers, providers not making group purchasing decisions, failing to gain actionable insights from data, the need for more open APIs, and unlocking the potential of wearables and other hardware. Full show notes and recap at bit.ly/hitpodcast28.
Nick Adkins, the kilt-wearing, pink socks-touting co-founder of ReelDX shares how asynchronous video is gaining traction, how health IT has changed in the year since debuting his company's medical video API, how clinicians can give input on digital health tools, and the significance of #einpower – the power of working together across all areas of health care. See full Show Notes recap at bit.ly/hitpodcast27.
Strap on your seat belts and try to keep up! SeattleMamaDoc gives a fast-paced, highly insightful look at how digital health keeps evolving and what providers must do to provide the best care for patients who are now using every resource at their disposal to research conditions and connect with caregivers. Digital health means more than just being on Facebook or using an EHR; it is being open-minded to partnering with patients and tech innovators. See full Show Notes recap at bit.ly/hitpodcast26.
e-Patient Dave is a leading spokesman for the patient engagement movement. In this exclusive interview, Dave describes health IT’s role in empowering patients and the ensuing culture war between e-patients and the clinician community, from governments running ads to stop Googling symptoms, to gadget data, to Andy Slavitt’s recent announcement that Meaningful Use as we know it is ending. How must Health IT systems envision the patient as an active participant? See show notes and links at bit.ly/hitpodcast25.
Aaron Watkins has worked for years to blow the doors off of silos in one of the world's most renowned academic medical institutions, Johns Hopkins. Has your Internet strategy team ever run ads on Facebook and LinkedIn targeting employees? Have you grown too tired of saying the same things over and over? Learn easy-to-implement tips for gaining organizational buy-in for digital marketing, from building the right teams to establishing the relationships to socializing your Web strategy.
Christoph Trappe was ranked #1 in the 2015 #HIT99, the annual list of who is contributing to health IT online communities. He shares his bold predictions for 2016 health IT marketing, including everything from videocasting apps to Twitter tools to authentic storytelling.
Dr. Justin Smith, better known as the popular online pediatrician @TheDocSmitty, advocates the value of clinicians being active with social media and digital health tools. Unlike other physicians, he chose years ago not to complain about patients who empowered themselves and researched their own conditions. In his words, “If we’re not creating good health information, how can we complain about the bad information they are bringing in?” Learn how he gained institutional support as a clinician to make a national name for himself – and consequently for his hospital, Cook Children's – as well as what mhealth tools he foresees being part of the pediatric clinic of the future.
International bestselling author and acclaimed strategist David Meerman Scott shares the keys to newsjacking, one of the hottest forms of real-time marketing. He explains how a blog post was worth $16 million in sales, what Lindsay Lohan's money troubles had to do with a used purse business, and how health IT companies can stand out with their marketing.
Jared shares clips from some of the guests and topics that defined 2015, from Joe Pulizzi's advice on content marketing to Cari McLean's insights on social media success, and much more from Gabriel Weinberg, John Lynn, Linda Stotsky, Steve Sisko, Russ Maloney, Steve Koch, and Britt Berrett. Raise your glass and celebrate the year in health IT marketing with us!
Kathy Divis, founder of the Health Care Internet Conference (HCIC) and president of consulting firm Greystone.net, offers simple, proven ways to address three key digital marketing challenges in health care: silos, limited resources, and managing change. Learn why it is essential that your website has tangible benefits for all users.
Joe Lavelle, host of the intrepidNOW Healthcare podcast, shares how his team creates rich content at trade shows and gets the booth traffic that clients want. Hint: they don't waste their trade show dollars on cheap pens or T-shirts! We also spend a few minutes with Joyce Lofstrom to give a sneak preview of HIMSS 2016. Full show notes at ulteradigital.com/wp/the-best-use-for-your-trade-show-dollars.
Medical futurist Fard Johnmar announces a new global study that is examining four key trends in health care — wearables, big data, mobile and social media — and how health providers are responding. Tune in as he discusses how health IT organizations must use and respond to these trends to succeed. See full show notes at ulteradigital.com/wp/big-data-and-the-future-of-health-care/.
Digital Diva Jenn Dennard shares insights from the popular #healthITchicks community, why so many women (and men!) find the group valuable, how marketers can move health IT forward, and trends that everyone in health care should be watching. Learn how to make a difference in patient care through the first #healthITchicks holiday giving campaign at watsi.org/campaign/health-it-chicks. Full show notes at ulteradigital.com/wp/tackling-gender-equality-in-health-it.
The more, the merrier! Join the four hosts of the new Health Care Podcasters Blab, a new weekly series where Jared joins the hosts of the Pharmacy Podcast, Get Social Health, and intrepidNOW Healthcare to discuss current trends and articles that caught their attention. Full show notes at ulteradigital.com/wp/introducing-the-weekly-health-care-podcasters-blab/.
Janet Kennedy, host of the Get Social Health Podcast, gets social with us by talking about how health care providers can start engaging on social media. Hear her insights on claiming your existing social media profiles, listening to and responding to comments and planning a strategy. Janet also has some useful ideas on how to get the most out of listening to podcasts - we invite you to pay attention. See full show notes at ulteradigital.com/wp/claim-your-space-in-social-media/.
Gabriel Weinberg explains the quantifiable process that he has used to help startups gain traction and rapidly acquire customers. Along the way, he has learned some unexpected lessons about how to select the right marketing channels when time and budgets are at a minimum. Listen to hear how he uses the Bullseye Method to brainstorm, test and select channels during different periods of business growth. Full show notes at http://ulteradigital.com/wp/a-data-driven-method-to-gaining-traction.
This is a special co-production with the hosts of the Crux Points podcast, Steve Koch and Russ Maloney from Sitewire Health. Steve and Russ join Jared to give a preview of their upcoming presentation at the 19th Annual Health Care Internet Conference on emerging technologies driving new patient care. And yes, we talk about smart underwear. See full show notes at http://ulteradigital.com/wp/wearables-and-internet-of-things-in-the-exam-room.
Linda Stotsky points out specific ways the health care system can stand up for patient advocacy. Linda addresses questions such as how to overcome resistance in the system and what marketers can do about it by including the patient voice in their storytelling. You will find her personal perspective refreshing and insightful. See full show notes and Linda's bio at http://ulteradigital.com/wp/remember-the-patient-voice/.
Steve Sisko discusses his search for mobile ICD-10 coding tools and how all health care professionals can benefit from putting mobile first. Steve is a health care information consultant who is regularly recognized as a top health IT influencer. See the full show notes at http://ulteradigital.com/wp/putting-mobile-first-with-health-informatics/.
We celebrate National Health IT Week by welcoming workflow guru Chuck Webster to discuss marketing implications for today's information management challenges and insights to maximizing social media such as Periscope and Twitter. We also sprinkle in excerpts from the program's first Blab session featuring guests Brian Stork, Jimmy Legan and Christina Fisher. Full show notes at http://ulteradigital.com/wp/podcast-periscope-workflow-and-blab-oh-my/.
How can a health system improve patient satisfaction by first focusing on staff engagement, and what role do health IT professionals play? Britt Berrett, author of Patients Come Second, shares key insights on employee engagement from the trenches as a hospital CEO for nearly 20 years. Hear his reaction when a health IT professional didn't believe that IT was vital to patient care. This episode's unique perspective is a slight change of pace with profound implications for marketers. Full show notes at ulteradigital.com/wp/podcast-health-it-marketers-role-in-staff-engagement/.
Colin Hung, co-founder of the #hcldr Twitter chat and marketing director at Stericycle, dives deeply into the benefits of building a social media community. Learn how he maximizes engagement, how he identifies communities and what tools he uses to manage his Twitter strategy. We also have a special announcement from John Lynn about the 2016 Healthcare IT Marketing and PR Conference (HITMC). Full show notes are available at http://ulteradigital.com/wp/podcast-twitter-chats-just-jump-in/
Joe Pulizzi, founder and CEO of the Content Marketing Institute and author of Content Inc., explains why entrepreneurs keep doing it wrong. He identifies six steps that successful businesses have used to build their audience first, then sell product. He also gives a recap of Content Marketing World and offers tips for health IT marketers to succeed with their content strategy. Full show notes at http://ulteradigital.com/wp/podcast-content-marketing-audience-first-then-product/.
Cari McLean, director of social media for HIMSS, shares tips from the trenches on how health IT organizations can stand out using social media. Learn the importance of being human in your strategy, which platforms are trending and what tools can make your life easier. Share your comments here or on Twitter using #HITMarketerPodcast. Full show notes and time shortcuts at http://ulteradigital.com/wp/podcast-standing-social-media/.
You won't want to miss this jam-packed interview with John Lynn, founder of HealthcareScene.com and co-founder of HITMC -- the Healthcare IT Marketing and PR Conference. Hear John's compelling behind-the-scenes anecdotes, plus musings on why community is so important for health IT, trends that should get your attention, and the future of healthcare marketing. Full show notes and time links at http://ulteradigital.com/wp/podcast-hit-community-behind-scenes-healthcarescene/.
Jared answers a question from Twitter about social influencer outreach then discusses his three-part blog series on hiring, onboarding and retaining digital marketers in health care organizations. Plus, should we have the right to delete "stupid tweets," or should they live on forever? Tell us what you think by leaving a comment or tweeting @ulteradigital.
Brian Critchfield, international content marketing guru and founder of Navel Marketing, sheds light on creating content that your target audience can't help but share. Top 3 takeaways: (1) Learn 4 tools that form the foundation of any content marketing campaign; (2) Learn whether you should go for quality or quantity of content; and (3) Explore why you should stop thinking like a marketer and instead think like a journalist. Tell us what you think by leaving a comment or tweeting @ulteradigital.
Jared dives deep into three significant emerging trends that are impacting digital patient engagement and how health IT marketers can seize these opportunities to differentiate themselves. Tell us what you think by leaving a comment or tweeting @ulteradigital.