touch point podcast

Latest Episodes:

TP426 - Addressing the P Word (Personalization) in Health Care Mar 12, 2025

Show notes

Consumers expect personalized experiences in nearly every aspect of their lives—but in healthcare, is personalization truly delivering value, or is it just another marketing buzzword? Chris Boyer and Reed Smith break down the balance between helpful personalization and overreach, exploring how health systems can use data-driven insights to enhance patient engagement without crossing privacy lines.

They dive into:

The Need for Personalization – How shifting patient expectations, rising out-of-pocket costs, and digital health trends are fueling demand for tailored healthcare experiences.
Personalization That Solves Problems – Why consumers prioritize guidance over recognition, and how health systems can simplify care navigation and reduce decision anxiety.
The Role of AI & Data in Personalization – How predictive analytics, CRM systems, and psychographic segmentation can drive smarter, more effective patient engagement.
Hyper-Personalization in Healthcare – How organizations are integrating real-time behavioral insights to create meaningful, omnichannel experiences.

Later in the episode, they are joined by Teri Sun of White Rhino, who shares insights on how AI can add a human touch to personalization—ensuring patients feel understood, not just targeted. In 2025, healthcare personalization isn’t about knowing more—it’s about helping better.

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TP425 - Leadership Through Adaptive Change Mar 05, 2025

Show notes

Hospitals and health systems are facing yet another wave of uncertainty and disruption—financial constraints, shifting regulations, and changing patient expectations are putting immense pressure on leadership. The fact is, traditional leadership models don’t work in this new environment—adaptive change is now a critical skill. In this episode, hosts Chris Boyer and Reed Smith explore how marketing, communications, experience, and digital leaders can navigate this rapidly evolving landscape by embracing adaptive leadership strategies, diving into:

Navigating Uncertainty – How financial pressures, policy shifts (like Medicare Advantage rate changes), and cybersecurity threats are reshaping healthcare leadership.
Understanding Adaptive Leadership – Why healthcare organizations need cultural shifts, experimentation, and continuous learning rather than quick-fix solutions.
Marketing & Digital’s Role in Change Management – How marketing, communications, and digital teams can drive transformation by fostering customer-centricity, collaboration, and data-driven decision-making.
Doing More with Less – Strategies for optimizing marketing and digital budgets, shifting from large-scale campaigns to high-ROI micro-targeted initiatives.

Later in the episode, they are joined by Amy Comeau, author of Every Storm Runs Out of Rain, who shares insights from her front-line leadership experience in healthcare marketing during the COVID-19 pandemic. Her reflections offer a compelling perspective on resilience, change, and moving forward.

In 2025, adaptive leadership isn’t just about responding to change—it’s about shaping the future of healthcare.

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TP424 - Rethinking Reputation Management (Moving Beyond Google Reviews) Feb 26, 2025

Show notes

When we think about reputation management, our minds often jump to Google reviews and star ratings—but what if we’re thinking too small? In this episode, Chris Boyer and Reed Smith challenge the traditional approach to ORM and explore how health systems can leverage reputation as a strategic asset beyond the review section.They dive into:

Reputation as a Business Asset – Why ORM isn’t just a marketing metric but a driver of partnerships, hiring, and regulatory trust.
The Expanding Digital Footprint – How social media, AI-driven search, and misinformation shape brand perception.
Operationalizing ORM – Moving reputation management beyond marketing to HR, legal, and corporate strategy.
AI’s Role in Reputation – How algorithms curate (and sometimes distort) what people see about your brand.

Plus, they sit down with Dean Browell to discuss the declining influence of Google Reviews in assessing a health system’s online reputation and what hospitals should focus on instead.

Don’t miss this deep dive into the future of reputation management in healthcare—because in 2025, your brand’s trustworthiness isn’t just about reviews, it’s about strategy.

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TP423 - Healthcare Content in 2025: AI, Composability, and the Content Stack Feb 19, 2025

Show notes

In this episode, hosts Reed Smith and Chris Boyer explore the evolving role of content in healthcare marketing, diving into content composability, AI’s impact on content creation, and how health systems can maximize their content strategies. They break down how healthcare organizations can move beyond simple content production to a structured, data-driven approach that enhances patient engagement. Later in the show, they are joined by Ahava Leibtag, who introduces the concept of a Content Stack, offering a framework for building, managing, and distributing healthcare content efficiently. Tune in for insights on how to future-proof your content strategy in an AI-driven world.

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TP422 - Rethinking Competition in Healthcare Feb 12, 2025

Show notes

In this episode of Touch Point, hosts Chris Boyer and Reed Smith explore how retail healthcare’s retreat, increasing regulations, cybersecurity risks, and private equity consolidation are reshaping industry competition. With Walmart and Walgreens pulling back from healthcare, new state-level regulations tightening mergers, and cybersecurity emerging as a financial risk, traditional health systems remain dominant—but must adapt fast. Chris and Reed break down key strategies to stay agile, consumer-focused, and competitive. Jonathan Pathuis, Managing Partner at Cast & Hue, joins to discuss how User-Centered Design and Jobs to Be Done help health systems identify both direct and indirect competition. He explains why patient decision-making is shifting, how strategic planning and marketing must collaborate, and how human-centered insights uncover hidden threats and opportunities. Whether you're rethinking market strategy or trying to understand evolving patient behavior, this episode provides practical takeaways for navigating healthcare’s changing competitive landscape.

Mentions from the show:

Becker’s Hospital Review, What Big Retailers Did in Healthcare in 2024
Politico, Retail Giants Can’t Figure Out Health Care
National Conference of State Legislatures (NCSL), 2024 Legislative Recap: Health Care Consolidation and Competition
National Center for Biotechnology Information (NCBI), The Impact of Marketing Strategies in Healthcare Systems
Invoca, How to Create a Healthcare Marketing Strategy: A Step-by-Step Guide
ClearPoint Strategy, The 7 Most Effective Strategic Planning Models Used in Healthcare
Kendall Hunt Publishing, Strategic Planning and Marketing in Healthcare Organizations
National Center for Biotechnology Information (NCBI), Integrated Marketing Communications: A Strategic Priority in Health
Strata Decision Technology, Why Strategic Planning is Important in Healthcare
Prezentium, Marketing Strategies, Tips to Create a Healthcare Marketing Plan
Cascade, How To Implement Effective Strategic Planning In Healthcare
Jonathan Pathuis on LinkedIn
CastandHue.com
How to Identify Competitors Through Jobs-to-be-Done

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TP421 - The Evolution of Patient Experience Feb 05, 2025

Show notes

In this episode, hosts Chris Boyer and Reed Smith explore the evolution of patient experience, from its holistic roots to today’s data-driven strategies. They discuss how healthcare’s focus on patient satisfaction metrics, Chief Experience Officers, and financial incentives has reshaped care—raising the question: are we truly improving experiences or just measuring them better?

They also examine how digital engagement has transformed patient interactions, from search-driven healthcare decisions and AI-powered personalization to telehealth and omnichannel experiences.

Joining them is John Berndt of Valtech, who shares insights from the 2025 Emerging Experiences in Consumer Healthcare Report, including the shift toward vertical integration, the role of call centers in digital efforts, and how LLMs are shaping content supply chains for health systems.

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TP420 - The 2025 State of Digital Advertising for Healthcare Jan 29, 2025

Show notes

In this episode, hosts Chris Boyer and Reed Smith explore the shifting landscape of digital advertising in 2025, from privacy-first strategies and AI-driven targeting to the rise of connected TV (CTV) and retail media networks. They discuss how these trends are reshaping direct-to-consumer healthcare advertising and the critical role of Customer Data Platforms (CDPs) in adapting to Meta’s evolving ad ecosystem. Joining them is Adam Putterman of OursPrivacy, who shares expert insights on leveraging CDPs, navigating Meta’s changes, and future-proofing digital marketing strategies for health systems.

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TP419 - The 2025 State of Social Media for Healthcare Jan 22, 2025

Show notes

In this episode, hosts Reed Smith and Chris Boyer check in on the state of social media for healthcare, and discuss the various changes to these social platforms - from content moderation, to managing algorithmic changes, a brief touch on paid social strategies and share information for health systems on how to plan for and adapt to future changes in social strategies. They are joined by Jenny Bristow of Hedy & Hopp who shares her insights on how healthcare clients can navigate the various changes in social today.

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TP418 - Inclusivity Marketing, Design and the Impacts of Stigma Jan 15, 2025

Show notes

In this episode, hosts Reed Smith and Chris Boyer discuss the elements of developing an inclusive digital patient experience strategy, why it matters and the impact it has on a healthcare organization. Melissa Fors Shackelford joins to share her insights in the impacts of stigma for certain populations and how inclusivity efforts in marketing and communications are most effective.

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TP417 - The 2024 Listener Choice Awards Jan 08, 2025

Show notes

In our annual “Best-of” 2024 show, hosts Reed Smith and Chris Boyer reflect back on the past year and the various episodes and topics we discussed, and share results from our annual listener choice awards, including favorite episode and favorite guest. Congratulations to all of our winners and thanks for making this show amazing!

Mentions from the Show:

Best Episode:
#3: TP375 - What Does 'Digital First' Really Mean?
#2: TP368 - How Consumerism Is Challenging Healthcare Leadership
#1: TP367 - It's the End of Search as We Know It (and I Feel Fine)
Best Guest:
#3: Chris Bevolo
#2: Ben Dillon
#1: Carrie Liken
Reed Smith on LinkedIn
Chris Boyer on LinkedIn
Chris Boyer website
Chris Boyer on BlueSky
Reed Smith on BlueSky

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