touch point podcast

Latest Episodes:

TP118 - Taxonomy and Hashtags - the Semantics of Digital May 08, 2019

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In hospitals and health systems, as digital tools, content and strategies continue to expand, the need to structure and relate information together becomes increasingly important. In this episode, hosts Reed Smith and Chris Boyer discuss the importance of taxonomy and hashtags, and how developing a consistent, prioritized approach will help define the semantics of our digital ecosystem. They are joined by Josh Schlaich of Healthwise, in which he shares ways organizations can leverage the power of taxonomy.

Mentions from the Show:Definition of semantic from Dictionary.com Taxonomy, Metadata, Tags and Controlled Vocabularies What You Need to Know about Tagging and Site Taxonomy The Surprising History of Twitter’s Hashtag Origin and 4 Ways to Get the Most out of Them Josh Schlaich on LinkedIn Healthwise.org

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, Binary Fountain & HealthGrades

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TP117 - The Customer Journey is Not Linear May 01, 2019

Show notes

In healthcare, the consumer journey in pursuing care is far from a linear funnel. In this episode, hosts Reed Smith and Chris Boyer discuss the factors modern hospital and health system professionals need to consider when mapping out customer journeys. They share essential components to consider when evaluating a customer’s journey and are joined by Tom Hileman, president of The Hileman Group, in which he shares his healthcare flywheel model.

Mentions from the Show:How to Create an Effective Customer Journey Map 5 Essential Components of Effective Customer Journey Maps Tom Hileman on LinkedIn Hileman Group on Twitter The Healthcare Marketing FlywheelFind Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health InstituteThis episode is made possible by our sponsors, Loyal Health, Influence Health, Binary Fountain & HealthGrades

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TP116 - Internal Communications in the Digital Age Apr 24, 2019

Show notes

Within a health system, the application of digital strategies not only support marketing and patient experience efforts, they also extend to supporting internal communication efforts. In this episode, hosts Chris Boyer and Reed Smith discuss the way internal communications can extend past emails and the intranet to embrace mobile, video, persona development and KPI/measurement strategies. They are joined by Jacob Sloan and Megan McCook from Baylor Scott & White, in which they explain how they used social media to engage and develop internal brand advocates.

Mentions from the Show:Definition of Internal Communications (Wikipedia)Top 13 hopes and trends for Internal Communications in 2019 Jacob Sloan on Twitter Jacob Sloan on LinkedIn Megan McCook on Twitter Megan McCook on LinkedInFind 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, Binary Fountain & HealthGrades

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TP115 - Your Website Isn’t Your Website Anymore Apr 17, 2019

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Hospitals and health systems realize that their website is the most important touchpoint in their digital tech stack - but many elements of the modern website are changing and shifting. In this episode, hosts Chris Boyer and Reed Smith discuss a number of factors that are changing the modern website, including how search engines, personalization and the Internet of Things. They are joined by Carrie Liken, Head of Healthcare at Yext in which she discuss why it’s important to embrace structured content in the new modern website.

Mentions from the Show:100+ Internet Facts and Figures Why Local Businesses Will Need Websites More than Ever in 2019 Content Management System definition (Wikipedia)Content Management definition (Wikipedia)Carrie Liken on LinkedIn Carrie Liken on Twitter Yext

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, Binary Fountain & HealthGrades

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TP114 - Developing a Data-driven Content Strategy Apr 10, 2019

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For health systems, adopting a content strategy involves understanding their audiences and aligning content to a specific business purpose. With the advancement of digital tools and strategies, many organizations are adopting advanced ways to measure and determine the effectiveness of their content marketing. In this episode, hosts Chris Boyer and Reed Smith discuss ways to measure content efforts, including the top KPI’s that are actionable for content strategists. They are joined by Gina Czark and Joe Fierro from Northwell Health, in which they share the way they’ve embraced data as a critical way to measure The Well. Mentions from the Show: How To Measure Content Marketing To Reach Your Goals How to Measure Your Content Marketing Effectiveness Content Marketing Metrics: How to Drive Action Instead of Reaction 8 KPIs Your Content Marketing Measurement Should Include Gina Czark on LinkedIn Gina Czark on Twitter Joe Fierro on LinkedIn The Well by Northwell 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, Bluespire, Binary Fountain & HealthGrades

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TP113 - Social Media Management Systems - Technology or Process? Apr 03, 2019

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For many health systems, managing social media can be a challenging task - and the need for a social media management system (SMMS) is critical. However for many professionals, they see SMMS as a technology solution and not a shift in the overall social media process. In this episode, hosts Reed Smith and Chris Boyer discuss the different types of social media software, the elements of a social media management system and share ways organizations can begin to evaluate their current state and the gaps that an SMMS might fill. They are joined by Michael Yoder, social media manager at Spectrum Health, in which he shares how his health system manages and responds to consumers on social media. Mentions from the Show: 5 categories of social media software 9 Must-Have Features for Social Media Software Social CRM Michael Yoder on LinkedIn Michael Yoder 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, Bluespire, Binary Fountain & HealthGrades

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TP112 - How Do We Measure Up, Part 2: ROI as a KPI Mar 27, 2019

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This second part of the series on measurement and KPIs explores how organizations can measure financial ROI of their efforts. Hosts Chris Boyer and Reed Smith discuss the two ways to measure ROI, and the essential pillars need to build an ROI measurement strategy (hint: it’s not necessarily a CRM...but it helps). They are joined by Jackie Martin, principal of Branch Strategy, in which she shares her perspective on how hospitals and health systems can build a strategy-first approach. Mentions from the Show: Measures for measures ROI, Innovation, and Security Top CMOs’ Concerns How to measure Sales and Marketing KPIs in CRM How To Track Your Customer Journeys in Real-Time to Empower Your Sales Team Five Ways To Measure The ROI Of Your Marketing Activities Jackie Martin on LinkedIn Branch Strategy website 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, Binary Fountain & HealthGrades

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TP111 - How Do We Measure Up, Part 1: The Ins and Outs of KPIs Mar 20, 2019

Show notes

In the first of two shows focusing on how our industry measures their efforts, hosts Reed Smith and Chris Boyer share tips on how to understand the differences between metrics and KPIs, how healthcare marketers compare to other industries in proving the value of their digital marketing and the right types of KPIs we should use to align with our strategies. Mentions from the Show: Xasis Survey: Meauring Success: A Global Study of How Marketers Prove the Value of Their Digital Media Investments What are Key Performance Indicators (KPIs) and Why You Should Use Them How to measure Sales and Marketing KPIs in CRM Stay Free: The Story of the Clash podcast Miro - Virtual Board 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, Binary Fountain & HealthGrades

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TP110 - “Live” from SXSW 2019 Mar 13, 2019

Show notes

This week, hosts Reed Smith and Chris Boyer share, via a series of interviews, experiences and ideas from this year’s SXSW. From the history of how the health track was formed, to thoughtful insights on data privacy, AI, ethics, healthcare equality and data, this episode features interviews with other Touchpoint Media co-hosts and friends of the show: Aaron Clifford, Dr. Byan Vartabedian, John Berndt, Zac Jiwa, Steven Cutbirth and Greg Matthews. In addition, Reed shares how to plan to participate in next year’s conference. Mentions from the Show: Aaron Clifford on LinkedIn Dr. Bryan Vartabedian on LinkedIn John Berndt of LinkedIn Zac Jiwa on LinkedIn Steven Cutbirth on LinkedIn Greg Matthews on LinkedIn The Exam Room podcast Health Fail podcast DataPoint podcast 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, Binary Fountain & HealthGrades

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TP109 - Act Now! 100% Guarantee! Email Marketing Isn’t as Spammy as it Seems! Mar 06, 2019

Show notes

Email marketing is one of the oldest tactics in a digital marketer’s toolkit - but is it still relevant and effective? In this episode, hosts Reed Smith and Chris Boyer discuss the state of email marketing and illustrate some important statistics that highlight how important emails are to a health systems’ communications and marketing efforts. They are joined by Jessica Troccoli, former email strategist from HCA Healthcare, in which she shares ways in which hospitals can embrace emails to support marketing, branding and overall patient experience. Don’t unsubscribe! Mentions from the Show: State of Email Report - 2019 40+ Powerful Email Marketing Statistics You Should Know in 2019 This Is Why Email Marketing Still Outperforms Social Media How Artificial Intelligence is Reshaping Email Marketing Three Predictions For Email Marketing In 2019 Jessica Troccoli on LinkedIn 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, Influence Health Bluespire Marketing & Binary Fountain

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