touch point podcast

Latest Episodes:

TP128 - The End of the Marketing Campaigns Jul 17, 2019

Show notes

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 Marketing Four tips for measuring the always-on consumer What is Always-on marketing?Vanessa Hughes on LinkedIn 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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TP127 - The Changing Business Models of Health Systems Jul 10, 2019

Show notes

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 Healthcare Jeff Carr on LinkedIn 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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TP126 - (Best Of) A Video is (Still) Worth 1.8 Million Words Jul 03, 2019

Show notes

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 Twitter The Intersection Podcast 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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TP125 - The Value of a Health Record Jun 26, 2019

Show notes

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, Google Patient medical records sell for $1K on dark web Guidance Regarding Methods for De-identification of Protected Health Information in Accordance with the Health Insurance Portability and Accountability Act (HIPAA) Privacy Rule The Outlook for Data 2019: A Snapshot Into the Evolving Role of Audience Insight AI can re-identify de-identified health data, study finds Jeremy Mittler on LinkedIn Crossix on Twitter Crossix website Crossix blog 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 Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP124 - Three Studies; 9 Observations Jun 19, 2019

Show notes

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 2019 The Social Habit 2019 - Edison research 2019 Healthcare Digital Marketing Trends Survey - Geonetric Geonetric.com Ben Dillon on LinkedIn Geonetric on Twitter Ben Dillon on Twitter Strategic Marketing for Health Care conference SHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet ConferenceFind Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP123 - Bias, Data and Ethics: the Dilemma of Marketing Jun 12, 2019

Show notes

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 Oppression The “Curse of Knowledge”: How Expertise Can Hurt Marketing 3 Psychology Biases That Can Make or Break Your Online Marketing List of cognitive biases Christopher Penn on LinkedIn Christopher Penn on Twitter Trust Insights AI 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 Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP122 - The High Stakes of Digital Marketing In Healthcare Jun 05, 2019

Show notes

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 Brian Q. Davis on Twitter Scorpion Healthcare 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 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 & HealthGrades

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TP121 - Do You Have a Content Team? May 29, 2019

Show notes

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 Scales 13 Experts Share Their Best Tips on How to Build a Well-Run Content Team Jane Crosby on LinkedIn True North Custom on Twitter TrueNorthCustom.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 Health, Influence Health & HealthGrades

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TP120 - Live from #HMPS19 in Chicago, IL May 23, 2019

Show notes

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 LinkedIn Amanda Bury on Twitter Kyruus.com Brian Wynne on LinkedIn Brian Wynne on Twitter NRCHealth.com Mike Linnert on LinkedIn SymphonyRM on Twitter SymphonyRM.com Jared Wilkinson on LinkedIn Doximity on Twitter Doximity.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 Health, Influence Health & HealthGrades

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TP119 - Adding the Human Touch to AI May 15, 2019

Show notes

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 Opportunity Ethical Dimensions of Using Artificial Intelligence in Health Care ARTIFICIAL INTELLIGENCE AND THE AGE OF EMPATHY How Artificial Intelligence Could Humanize Health Care Invoca blog Julia Steed on LinkedIn Invoca 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 Health, Influence Health & HealthGrades

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