touch point podcast

Latest Episodes:

TP108 - The Anatomy of an Online Review Feb 27, 2019

Show notes

It’s commonly understood that online reviews are an important component of hospitals’ and health systems’ online reputation management efforts. But are all online reviews the same? In this episode, hosts Reed Smith and Chris Boyer explore the various elements of an online review - from open vs. closed review systems, the benefits of a five star rating system to how organizations can benchmark their efforts against others. They are joined by Chrissy Daniels of Press Ganey, in which she shares her experience helping physicians and hospitals embrace transparency through online ratings. Mentions from the Show: What makes a great online review? The Ultimate Guide to Online Reviews No. 1 word in online negative hospital reviews is 'told' Binary Fountain whitepapers on Online Reputation Management Chrissy Daniels on LinkedIn Press Ganey 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, Influence Health, & Binary Fountain

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TP107 - The State of Digital Marketing for Hospitals Feb 20, 2019

Show notes

In this episode, hosts Reed Smith and Chris Boyer dive into the the latest study from Greystone/Klein Partners:”The 4th Annual State of Digital Marketing for Hospitals,” an annual survey or more than 200 healthcare marketers and digital professionals from various healthcare organizations. From websites, social media and CRM, the hosts discuss their perspective on how digital has evolved over the years and their analysis on why certain digital strategies are gaining momentum and others might be failing. They are joined by Mike Schneider, partner at Greystone in which he shares the history behind this annual study and how organizations can participate in the future. Mentions from the Show: Greystone Partners 4th Annual State of Digital Marketing for Hospitals study Mike Schneider on LinkedIn Mike Schneider 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, Influence Health, & Binary Fountain

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TP106 - Your Website Isn’t Enough Feb 13, 2019

Show notes

Hospital and health system digital marketers focus much of their attention on ensuring their website is the authoritative source of information about their organization. However in the new digital environment, the information on third-party websites often has a bigger impact on the online customer journey. In this episode, hosts Chris Boyer and Reed Smith discuss how organizations can begin considering “non-owned” digital channels - from directory sites to Wikipedia - in the digital strategies. They joined by Andrei Zimiles, CEO of Doctor.com, in which he discusses a recent study that shows how patients use third-party channels to help support their care decisions. Mentions from the Show: Editing the Wikipedia Article about You or Your Company Hospital Compare (CMS.gov) Study: Customer Experience Trends in Healthcare 2018 Doctor.com Andrei Zimiles on LinkedIn Andrei Zimiles 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, Influence Health, & Binary Fountain

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TP105 - Using Digital to Build Trust Online Feb 06, 2019

Show notes

Building trust with customers online is difficult, particularly when customer expectations are continually changing and competition for trust is growing. But for hospitals and health systems, gaining trust is critical to branding and patient loyalty. In this episode, hosts Reed Smith and Chris Boyer discuss methods in which health systems can use digital to build brand trust. They are joined by guest expert Jeff Sofka, CEO of Bendigo, who shares how organizations can leverage sports partnerships to help with brand building and patient loyalty. Mentions from the Show: Why customer trust is more vital to brand survival than it's ever been The Neuroscience of Brand Trust Americans’ Trust in the Healthcare System Low Compared to Rest-of-World’s Health Citizens Building Trust in the Digital Economy 8 ways to build brand trust online Jeff Sofka on LinkedIn Bendigoco.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, Influence Health, & Binary Fountain

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TP104 - The Four U’s of Online Experience Jan 30, 2019

Show notes

User experience (UX) refers to a person's emotions and attitudes when they interact with and experiences a product, service or solution. As UX continues to grow in importance for healthcare digital marketers, hosts Reed Smith and Chris Boyer discuss the four U’s of online experience: User Experience, Usability, Utility and Usefulness. In addition, they discuss how these factors (along with Desirability) lead to good user-centered design. They are joined by Jillian Penrod, CEO of Infotistas, in which she shares best practice in Information Architecture (IA) that are important for marketers and communicators to consider in their strategies. Mentions from the Show: Wikipedia definition of User Experience Usability 101: Introduction to Usability Utility, Usability and User Experience Usefulness: The Usability Foundations The 3 Elements of Good Design Jillian Penrod on LinkedIn Infotistas.com Infotistas 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, Influence Health, & Binary Fountain

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TP103 - Are you a front-end or back-end content strategist? Jan 23, 2019

Show notes

Whether you are creating your content calendar or planning your content production, it’s important to determine if you have all the elements of a robust content strategy. In this episode, Reed Smith and Chris Boyer discuss the concepts of front-end and back-end content strategy and share their experiences working with hospitals and health systems on their content development efforts. They are joined by Joe Stradinger, Founder of Edge Theory, where he shares his experience working with organizations on conversation strategies. Mentions from the Show: Wikipedia definition of Content Strategy How to efficiently set up your content planning for 2019 Why You Need Two Types of Content Strategist Joe Stradinger on LinkedIn Joe Stradinger on Twitter Edge Theory Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP102 - The Impact of the Digital Native on Healthcare Jan 16, 2019

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With the increasing impact consumerism is having on health systems, hosts Chris Boyer and Reed Smith weigh in on the potential influence “digital natives” can have on new online strategies - both from a consumer and employment perspective. From virtual care offerings to social media training, they even attempt to bust myths about digital natives. They are joined by Dr. Farris Timimi, the Medical Director of the Mayo Clinic Social Media Network, in which he describes their formalized training program to ensure physicians in training are prepared to embrace the benefits of social media in their practice. Mentions from the Show: Digital natives will change the way we think about healthcare delivery 'Digital natives' will lead the healthcare consumer revolution When It Comes to Healthcare, Teens and Young Adults are Digital Natives Busting the Myths of the Digital Native Dr. Farris Timimi on LinkedIn Dr. Farris Timimi on Twitter Mayo Clinic Social Media Network Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP101 - Finding the Right Digital Advertising Mix Jan 09, 2019

Show notes

For hospital and healthcare marketers, the challenge of determining the right balance of online advertising spend is challenging. Paid search, display ads, social media advertising, native and video advertising - the options are numerous and confusing. In this episode, hosts Reed Smith and Chris Boyer discuss various techniques they have found to help budget and plan SEM efforts to effectively support marketing and communication efforts. They are joined by David Pace, SEO/SEM Lead for the Gray Digital Group, in which he shares his perspectives on how health systems can determine the right digital ad mix. Mentions from the Show: 8 Types of Online Advertising You Need to Know eMarketer article Some Bad (and Good) News for Facebook in 2019 An Introduction to an Effective Promotional Mix David Pace on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP100 - 2018 Listener Choice Awards Jan 02, 2019

Show notes

In this annual “Best-of” 2018 show, hosts Reed Smith and Chris Boyer reflect back on 2018, sharing some of their most favorite topics, guests and episodes from the Touchpoint podcast and countdown listener’s top voted categories, including: best cold-open, best episode topic, best guest expert and the coveted Top Fan of 2018. Congratulations to Bridget Thomas (best guest), Mitch Holdwick (biggest fan), and Jess Columbo! Mentions from the Show: Bridget Thomas on LinkedIn Mitch Holdwick on LinkedIn Mitch Holdwick on Twitter Jess Columbo on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP99 - Best of the TouchPoint Network Dec 26, 2018

Show notes

In the final episode of 2018, hosts Reed Smith and Chris Boyer offer a “sampler platter” of all the great shows available on the TouchPoint Network. They begin with an episode on interoperability from the Connected Hospital (hosted by John Mason). Then they feature a clip from the Intersection Podcast in which Bobby Rettew interviews a humanitarian working at the Texas Border. Dr. Bryan Vartabedian’s show, the Exam Room discusses the role of kindness in healthcare, and then Greg Matthew’s new show, Datapoint, covers the conflict between data privacy and access. Lastly, a clip from Gear in Review on data storage closes the episode in the best-of year-end show. Happy Holidays! Mentions from the Show: The Connected Hospital The Connected Hospital on iTunes Intersection Podcast Intersection Podcast on iTunes The Exam Room The Exam Room on iTunes DataPoint DataPoint on iTunes Gear in Review Gear in Review on iTunes That’s What They Said That’s What They Said on iTunes The Forum Quorum The Forum Qurum on iTunes Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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