touch point podcast

Latest Episodes:

TP287 - The Digital Front Door is an Experience Strategy, Not a Technology One Jul 13, 2022

Show notes

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.

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TP286 - ICYMI: Digital Transformation is Not a Line-item on Your Budget Jul 06, 2022

Show notes

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.

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TP285 - The Problem with the Pixel Jun 29, 2022

Show notes

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

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TP284 - Marketing Is Like Communications (or Is It the Other Way Round?) Jun 22, 2022

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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.

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TP283 - Who Really is our Audience? Jun 15, 2022

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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.

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TP282 - The CMO Plus and the Disruption of Healthcare Retailization Jun 08, 2022

Show notes

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

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TP281 - ICYMI: What is ROMI (and Does it Differ from ROI)? Jun 01, 2022

Show notes

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

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TP277 - An #HMPS22 Round-up May 25, 2022

Show notes

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

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TP276 - Live from the 2022 Healthcare Marketing and Physician’s Strategy Summit May 18, 2022

Show notes

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

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TP275 - A Newsroom Round-Up May 11, 2022

Show notes

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

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