touch point podcast

Latest Episodes:

TP138 - Stacking Up Your Martech Stack Sep 25, 2019

Show notes

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 Stack How to Build an Awesome Marketing Stack With Real Life Examples MarTech West 2019 Recap Martech.Health Ed Bennett on LinkedIn Ed Bennett on Twitter 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP137 - Getting Your Hospital to Act Like a Startup Sep 18, 2019

Show notes

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

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

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TP136 - The Evolving Marketing Department Sep 11, 2019

Show notes

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

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

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TP 135 - Reputation and Listings Management for Businesses Sep 04, 2019

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

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

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TP 134 - Is Facebook Still a Thing? Aug 28, 2019

Show notes

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

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

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TP133 - The Giving Part of Digital Aug 21, 2019

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

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

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TP132 - Bridging the Digital Gap Aug 14, 2019

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

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

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TP131 - Think Globally, But Do Digital Locally Aug 07, 2019

Show notes

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

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

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TP130 - Nurture vs. Nature Jul 31, 2019

Show notes

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

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

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TP129 - You’re Unique...Just Like Everyone Else Jul 24, 2019

Show notes

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

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

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