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    Technology

    touch point podcast

    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.

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    Latest Episodes:
    TP396 - Is AI Slipping into the Trough? Aug 14, 2024
    Show notes

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

    Mentions from the Show:

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

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

    TP395 - Unpacking the MarTech Stack Aug 07, 2024
    Show notes

    In this episode, hosts Chris Boyer and Reed Smith dive deep into the complex world of marketing technology, exploring the essential tools and strategies that power successful marketing teams. From foundational elements like website CMS and analytics to advanced AI-driven solutions, they dissect the marketing tech stack, providing insights into its construction, optimization, and the challenges faced by marketers- specifically for health systems.

    Also - please be sure to leave your comments to be featured in episode 400 - you can do it here: https://www.speakpipe.com/TouchPoint400

    Mentions from the Show:

    • Reed Smith on LinkedIn
    • Chris Boyer on LinkedIn
    • Chris Boyer website

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

    TP394 - Gaining Insights Into Market Research Jul 31, 2024
    Show notes

    In this episode, hosts Reed Smith and Chris Boyer compare market and marketing research, and discuss the various methods - both quantitative and qualitative - that organizations can use to help inform critical strategies in a health system. Steve Koch from Cast and Hue joins to breakdown the differences and strengths of using focus groups and/or 1:1 interviews.

    Mentions from the Show:

    • Market Research: An Important Investment For Long-Term Viability
    • Cast & Hue
    • Focus Groups Vs. Interviews: Which Approach Provides Richer Insights?
    • Steve Koch on LinkedIn
    • Reed Smith on LinkedIn
    • Chris Boyer on LinkedIn
    • Chris Boyer website

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

    TP393 - What’s the Rep of Online Reputation Management? Jul 24, 2024
    Show notes

    In this episode, hosts Chris Boyer and Reed Smith dive into the world of Online Reputation Management (ORM) and its significance for healthcare systems. They explore the essential activities marketing teams must undertake to manage ORM effectively, including monitoring social media, responding to reviews, and engaging with the community. They also discuss the nuanced aspects of ORM, such as sentiment analysis, influencer engagement, and competitor benchmarking. Additionally, the episode covers recent industry updates, including key findings from the 2024 Healthcare Rankings Report by Reputation.com, and offers practical tips on optimizing your approach to healthcare reputation management in 2024. Tune in to learn how to maintain patient trust, enhance your brand image, and drive patient acquisition through strategic ORM practices.

    Mentions from the Show:

    • 2024 Healthcare Rankings Report - Reputation.com
    • Mastering Healthcare Reputation Management In 2024: A Strategic Handbook
    • Reed Smith on LinkedIn
    • Chris Boyer on LinkedIn
    • Chris Boyer website

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

    TP392 - Is Patient Access Improving? Jul 17, 2024
    Show notes

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

    Mentions from the Show:

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

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

    TP391: The Value (and Use) of Data from Different POVs Jul 10, 2024
    Show notes

    Data is crucial for uniting digital strategies across a health system, yet it often presents significant challenges. In this episode, hosts Reed Smith and Chris Boyer explore how various departments—marketing, innovation, operations, and clinical/care management—perceive and utilize data differently. They delve into the distinct value each area finds in data and discuss how organizations can progress from basic data insights to advanced predictive data approaches.

    Mentions from the Show:

    • Reed Smith on LinkedIn
    • Chris Boyer on LinkedIn
    • Reed Smith on Threads
    • Chris Boyer on Threads
    • Chris Boyer website

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

    TP390: ICYMI - The Evolving Needs of Data in Healthcare Jul 03, 2024
    Show notes

    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

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

    TP389: The Digital Differences Between Leaders and Laggards Jun 26, 2024
    Show notes

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

    Mentions from the show:

    • The Great Digital Divide: Leaders vs. Laggards
    • 3 differences between digital leaders and laggards
    • Rewired and running ahead: Digital and AI leaders are leaving the rest behind
    • Ben Dillon on LinkedIn
    • Geonetric.com
    • 2024 Healthcare Digital Marketing Trends Survey

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

    TP388: Personalization and Provider Data Management Jun 19, 2024
    Show notes

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

    Mentions from the show:

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


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

    TP387: SEO Updates, Leaks and AI Overviews Jun 12, 2024
    Show notes

    In this week’s episode, hosts Reed Smith and Chris Boyer discuss the future of search and search optimization by exploring the recent changes to SEO algorithms and the challenge of integrating Gen AI into search experiences. They even provide a high-level overview of the most recent Google SEO leaks and what it means to healthcare marketers. They are then joined by Martha van Berkel of SchemaApp who shares her perspectives on how search is changing and the tactics needed to meet the new search experience.

    Mentions from the show:

    • Google just updated its algorithm. The Internet will never be the same
    • Google's AI Overviews Will Always Be Broken. That's How AI Works
    • Google SEO Leak
    • Martha van Berkel on LinkedIn
    • SchemaApp.com

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

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