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TP141 - Are We Doing “Digital Transformation” Correctly?

A not uncommon topic for the podcast, in this episode hosts Reed Smith and Chris Boyer discuss digital transformation and why it’s so difficult for hospitals and health systems. They explore whether it’s just because the industry is bad at transformation, or if the focus in on solving the right goals. They are joined by John Benrdt, president of TBG, where he shares his perspective on digital transformation and what tools are most important for health systems to focus on to support digital...


TP140 - Active Listening - How (and What) We Learn

The digital space in healthcare is under constant change and evolution. Yet professionals in the industry are compelled to stay on top of the most current trends. How do stay relevant? In this episode, hosts Chris Boyer and Reed Smith discuss the theory of adult learning, share ways in which digital marketers can keep abreast of new trends in our space and also share what they’ve learned in over two years of podcasting. They are joined by Kathy Divis and Mike Schneider of Greystone, who...


TP139 - Why is Digital Strategy So Hard?

In hospitals and health systems, it is often a struggle for a digital technologist to remain strategic. Perhaps this is why 70% of all digital transformation efforts don’t reach their goals. In this episode, hosts Reed Smith and Chris Boyer discuss the challenges of being strategic, common reasons why digital projects fail and steps digital professionals can’t skip when launching digital projects. They are joined by Jackie Martin, principal at Brand Strategy, in which she shares ways in...


TP138 - Stacking Up Your Martech Stack

The technology stack is the hidden workhorse of a modern marketing team. Yet, to many, the concept of a synchronous martech stack is deemed “too techy” (and often relegated to IT). In this episode, hosts Reed Smith and Chris Boyer bust down the myths of the modern technology stack, outline a simple framework for health systems to use when assessing the tools they have available, and even discuss some of the trends facing the martech landscape. They are joined by Ed Bennett, founder of...


TP137 - Getting Your Hospital to Act Like a Startup

A common mantra organizations hear when transforming themselves to become digital first is to “act more like a start-up.” But what does that actually mean? In this episode, hosts Chris Boyer and Reed Smith discuss the characteristics that larger organizations should embrace to become more like a start-up, including cultural and workplace design efforts. They also discuss challenges that start-ups face when working with health systems, and share some innovative successes health systems have...


TP136 - The Evolving Marketing Department

With the rise of consumerism and the introduction of a whole suite of technology to support marketing efforts, it’s natural that healthcare marketing organizations must evolve. In this episode, hosts Chris Boyer and Reed Smith discuss the way hospitals and health systems are changing their marketing departments and how important the role of the digital technologist plays in new digital teams. Rachel Neeley from Evariant joins us to talk about how precision marketing is also enabling...


TP 135 - Reputation and Listings Management for Businesses

In this very special episode of touch point, hosts Reed Smith and Chris Boyer feature a recent panel discussion that discusses best practices for online reputation and listing management. Hosted by Aaron Clifford of Binary Fountain, panel guests include Reed, John Musser of Sport Clips and Krystal Taing of RIO SEO. They cover a variety of topics including how SEO’s impact on listing ranking, how organizations manage franchise operations online and how to combat a negative reputation on Yelp....


TP 134 - Is Facebook Still a Thing?

Whether we like it or not, Facebook is still the most dominant social media platform - across all age ranges. Hosts Chris Boyer and Reed Smith discuss the latest stats of Facebook’s usage in the United States as well as some of the latest changes being made to the platform and how hospitals and health systems can take advantage of this powerful social platform. They are joined by Jenn Thai, Social Media Specialist at Johns Hopkins All Children’s Hospital, in which she shares how her...


TP133 - The Giving Part of Digital

It seems natural that philanthropy is a significant component of non-profit health systems - but how does digital play a part? In this episode, hosts Chris Boyer and Reed Smith discuss how digital is impacting the way donors interact with hospital foundations, from the psychological shift to crowdfunding to the digital tools used in modern fundraising efforts. They are joined by Jean Hitchcock, president of Hitchcock Marketing & Communications, in which she shares her experience helping...


TP132 - Bridging the Digital Gap

While digital tools and technologies has become an essential part of our lives in society, do different generations use and value them equally? In this episode, hosts Chris Boyer and Reed Smith attempt to define the generational gap between Baby Boomers, GenX and Millennials and discuss the digital methods in which they access care. They are joined by Rob Rosenberg, president of SpringBoard Creative, who shares how medical associations are embracing digital to attract the new online consumer...


TP131 - Think Globally, But Do Digital Locally

We often hear that healthcare is local. In this episode, hosts Reed Smith and Chris Boyer discuss how this concept extends into the digital space. From hyper-local marketing to geo-fencing and geo-targeting, they discuss the origination of “local marketing” and how health systems can embrace a localized approach to their digital efforts. They are joined by expert Mike Vujovich, Director of Digital Marketing at OSF Healthcare in which he shares first-hand experience of how hospitals can act...


TP130 - Nurture vs. Nature

Just what does it mean to “nurture” digital customers? In this episode, hosts Reed Smith and Chris Boyer discuss lead nurturing and how digital marketers in health systems can use marketing automation, email and other digital touchpoints to develop effective ways to nurture customers on their journey. They are joined by Greg Gossett, CEO of HealthAware, in which he discusses how online health risk assessments (HRAs) are an effective part of any nurturing strategy. Mentions from the Show:What...


TP129 - You’re Unique...Just Like Everyone Else

When it comes to brand differentiation, most hospitals and health systems struggle to define their uniqueness in the market. In this episode, hosts Reed Smith and Chris Boyer explore how organizations and brands can understand their unique differentiators, how to infuse differentiation into their organization’s DNA and what we can learn from orange juice. They are joined by Cassie Benowitz, principal at 2Health, in which she shares her perspective on building brand differentiation. Mentions...


TP128 - The End of the Marketing Campaigns

The concept of marketing campaigns is slowly becoming a thing of the past. In this episode, hosts Chris Boyer and Reed Smith discuss a newer approach to marketing that hospitals and health systems are embracing - “always on” marketing. From key activities, important features to describing the three phases, they attempt to define always-on and how organizations can evolve their efforts to embrace this important new aspect of digital marketing. They are joined by expert Vanessa Hughes, Digital...


TP127 - The Changing Business Models of Health Systems

Consumerism is driving significant changes within health systems, so much so that organizations are rethinking their business models to ensure they are meeting the needs of the communities they serve. In this episode, hosts Reed Smith and Chris Boyer discuss four types of business models found in provider systems and unique digital strategies that can support each model. They are joined by Jeff Carr, Corporate and Consumer Services Growth Officer at Inova, in which he shares ways health...


TP126 - (Best Of) A Video is (Still) Worth 1.8 Million Words

As digital channels evolve, more and more online users are turning to video as a medium in which to research, learn and make decisions. But how do hospitals and health systems develop videos that are both aligned with their strategies and also unique to social media and websites? In this episode, hosts Chris Boyer and Reed Smith share various tips on how to develop videos, including choosing the right topics, adjusting for length and sharing platform specific techniques for Facebook,...


TP125 - The Value of a Health Record

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...


TP124 - Three Studies; 9 Observations

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...


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

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...


TP122 - The High Stakes of Digital Marketing In Healthcare

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...