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Location:

United States

Twitter:

@chrisboyer

Language:

English

Contact:

303-579-4232


Episodes

TP125 - The Value of a Health Record

6/26/2019
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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...

Duration:00:58:53

TP124 - Three Studies; 9 Observations

6/19/2019
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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...

Duration:00:53:59

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

6/12/2019
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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...

Duration:00:59:07

TP122 - The High Stakes of Digital Marketing In Healthcare

6/5/2019
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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...

Duration:00:58:46

TP121 - Do You Have a Content Team?

5/29/2019
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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...

Duration:00:55:30

TP120 - Live from #HMPS19 in Chicago, IL

5/23/2019
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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...

Duration:00:50:28

TP119 - Adding the Human Touch to AI

5/15/2019
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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...

Duration:00:59:45

TP118 - Taxonomy and Hashtags - the Semantics of Digital

5/8/2019
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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...

Duration:00:56:08

TP117 - The Customer Journey is Not Linear

5/1/2019
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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...

Duration:00:58:47

TP116 - Internal Communications in the Digital Age

4/24/2019
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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...

Duration:00:59:53

TP115 - Your Website Isn’t Your Website Anymore

4/17/2019
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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...

Duration:00:57:46

TP114 - Developing a Data-driven Content Strategy

4/10/2019
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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...

Duration:01:01:04

TP113 - Social Media Management Systems - Technology or Process?

4/3/2019
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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...

Duration:00:59:11

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

3/27/2019
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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...

Duration:01:04:48

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

3/20/2019
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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...

Duration:00:48:26

TP110 - “Live” from SXSW 2019

3/13/2019
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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...

Duration:01:00:22

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

3/6/2019
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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...

Duration:00:59:01

TP108 - The Anatomy of an Online Review

2/27/2019
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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...

Duration:00:52:27

TP107 - The State of Digital Marketing for Hospitals

2/20/2019
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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...

Duration:01:01:04

TP106 - Your Website Isn’t Enough

2/13/2019
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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...

Duration:01:00:24