touch point podcast

Latest Episodes:

TP78 - Is Inbound Marketing Still In? Aug 01, 2018

Show notes

Inbound marketing is a term coined by Hubspot to reflect a unique approach to marketing many years ago to reflect a “new” way of marketing/advertising, based primarily on using digital tactics and content to engage audiences. However, over the years, digital channels have evolved and expanded to blur the lines between “inbound” and “outbound” efforts. In this episode, Reed Smith and Chris Boyer explore the ways hospitals and health systems are using this approach to support their outreach efforts. They are joined by Bridget Thomas, Director of Client Services at Medicom, to share her experience helping organizations develop effective inbound campaigns. Mentions from the Show: Inbound Marketing vs Outbound Marketing – Which Is More Effective? Definition of Inbound Marketing - Wikipedia Medicom Health Medicom Health on Twitter Bridget Thomas on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute

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TP77 - How Patients Define Patient Experience Jul 25, 2018

Show notes

Hospitals and health systems often use the term “patient experience” to mean a multitude of things, from ensuring good clinical outcomes to developing Ritz-Carlton-like encounters. But how do actual patients define “patient experience?” In this episode, hosts Reed Smith and Chris Boyer share thoughts on a recent conference on healthcare consumerism, and then explore findings in the 2018 Consumer Expectations of Patient Experience from the Beryl Institute. The conversation extends into an expert interview with Dr. Jason Wolf, president of the Beryl Institute in which he shares ways technology can be used to enhance the customer experience. Mentions from the Show: Health systems look to mend fractured consumer experience Consumer Perspectives on Patient Experience 2018 study The Beryl Institute Jason A. Wolf on LinkedIn Jason A. Wolf on Twitter Samuel M. Gore: Blessed with Tired Hands 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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TP76 - Building a Sustainable Content Strategy Jul 18, 2018

Show notes

This week, hosts Chris Boyer and Reed Smith are joined by content strategist expert Ahava Leibtag, President of Aha Media Group, and they discuss the challenges and complexities hospitals and health systems may face when building a content strategy. They define the elements needed in a comprehensive strategy, what exactly “content “ is and how to structure an editorial calendar that is long-term and sustainable. Also, Reed and Chris argue the differences between content marketing and brand journalism. Mentions from the Show: Aha Media Group The Digital Crown: Winning at Content on the Web Ahava Leibtag on Twitter Ahava Leibtag on LinkedIn Content Marketing World 2018 (use “LIEBTAG” for $100 off registration) 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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TP75 - The Role of Marketing and Communications in Government Relations Jul 11, 2018

Show notes

Typically, in hospitals and health systems, there is an organizational divide that exists between marketing/communications and government relations departments. Yet, often these two departments can find benefit from collaborating and partnering to address advocacy efforts. In this episode, hosts Reed Smith and Chris Boyer stretch outside of their comfort zone and discuss common uncomfortable challenges faced by health systems in GR activities, and share ways in which marketing and communication can be applied to build advocacy within employees and communities. This episode features an expert interview with Lance Lunsford, in which he shares ways he and the Texas Hospital Association partner with hospitals on building effective government relations strategies. Mentions from the Show: The Rise Of The Hospital Government Relations Strategist Digital Government Relations Lance Lunsford on LinkedIn Lance Lunsford on Twitter Texas Hospital Association 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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TP74 - (Best Of) Measurement and ROI Jul 04, 2018

Show notes

Everything online is absolutely measurable. Because of this, the often mistaken belief is that once you launch a digital campaign or effort, the measurement will be comprehensive and complete from the onset. Hosts Reed Smith and Chris Boyer spend this episode detailing the common misperceptions hospitals and health systems have with measuring their efforts, and detail a high level framework organizations can use to develop a comprehensive measurement strategy. In addition, this episode features an interview with Olivier Blanchard, author of the book “Social Media ROI,” and he shares his expert thoughts on how to successfully measure. Mentions from the Show: Olivier Blanchard on Twitter Olivier Blanchard on LinkedIn Social Media ROI book Futurum 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, Influence Health, & Binary Fountain

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TP73 - Deep Learning in Healthcare Jun 27, 2018

Show notes

In this episode hosts Chris Boyer and Reed Smith visit a popular topic on the podcast: Artificial Intelligence (AI). Specifically, they discuss the rapid adoption of machine learning in clinical and marketing/communications efforts in hospitals and health systems and explore some of the pros and cons of deep learning (including how patients and providers alike potentially view the dilemma of the “black box” of computer learning. Featuring an episode with Abhi Sharma, VP of Product for Loyal, in which he shares practical uses of AI and how we’ve already accepted and welcomed the use of machine learning in products we use today. Mentions from the Show: What’s the Difference Between AI and Machine Learning? Machine Learning Healthcare Applications – 2018 and Beyond Deep Learning Is a Black Box, but Health Care Won’t Mind How AI and Deep Learning Could Remake Global Healthcare Abhi Sharma 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, & Binary Fountain

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TP72 - Revisiting the Online Consumer Journey Jun 20, 2018

Show notes

Understanding the online customer journey is important to how an organization structures their digital marketing and communication efforts. In today’s episode, hosts Reed Smith and Chris Boyer revisit this important topic and discuss the differences between the “path to purchase” and the complete customer lifecycle, and share their thoughts on the role digital (websites, social media, CRM and other systems) can help support that journey. This episode also features an expert interview with Ann Stadjuhar, VP of Digital Consumer Strategy at UnitedHealth Group, in which she shares how customer journeys are transforming digital efforts in healthcare. Mentions from the Show: Ann Stadjuhar 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, & Binary Fountain

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TP71 - The “Maturing” of Twitter Jun 13, 2018

Show notes

Twitter is an established digital platform for hospitals and health systems, but the way it’s actually being used has evolved over the years. In this episode, hosts Chris Boyer and Reed Smith discuss the way the platform has evolved - both in terms of features and functionality, and the strategies that organizations use to support their marketing and communication efforts. Featuring an interview with Greg Matthews of W2O in which he shares the results of the Social Oncology Report 2018, and how hospitals can engage physicians on Twitter to help support their reputation-building efforts. Mentions from the Show: What’s Hot & What’s Not: Twitter Marketing Strategies in 2018 Long-Form Twitter and the Physician Conversation Does your brand need multiple Twitter accounts? Twitter wants to be an educational tool for providers, policymakers tackling the opioid crisis Greg Matthews on Twitter Greg Matthews on LinkedIn The Social Oncology Report 2018 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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TP70 - Using Digital to Engage Referring Physicians Jun 06, 2018

Show notes

While not typically a focus of digital marketing, it has become increasingly important for health systems to develop formalized approaches to engage physicians - from either a recruitment perspective or to help improve referring patterns. In this episode, hosts Reed Smith and Chris Boyer take an honest look at the role digital plays in referring physician strategies and outline examples and approaches in how hospitals are using website content, email marketing and even social media to help physician outreach efforts. Featuring an interview with Kriss Barlow, owner of Barlow/McCarthey, in which she shares her expertise in referral development, training, and physician relationship strategies. Mentions from the Show: 5 Best Practices for Marketing to Physicians Kriss Barlow on LinkedIn Barlow/McCarthy 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, Influence Health, & Binary Fountain

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TP69 - What is a Digital Strategist? May 30, 2018

Show notes

At a hospital system, the role of the digital strategist is often seen as critical to helping an organization embrace digital tools and technologies. However, at some health systems there are multiple people holding that job title - and often they do not work closely with one another. In this episode, hosts Reed Smith and Chris Boyer discuss the roles and responsibilities of a digital strategist - whether they report into marketing, clinical or operations, and illustrate how their roles are more similar than expected. Also featuring an expert interview with Ann Goldman, Executive Director of Digital Strategy and Analytics for Multicare, in which she shares her perspective on how digital strategists across the organization can collaborate more effectively. Mentions from the Show: What is a Digital Strategist? And what the heck do they do? What does a digital strategist do? What is a chief digital officer? A digital strategist and evangelist in chief Ann Goldman 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, & Binary Fountain

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