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Touchpoint Podcast

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TP28 - 88 to 1: Undertaking a Website Consolidation Project

Unlike other industries, hospitals and health systems often find that the number of websites they have to manage are too numerous to manage efficiently. This can negatively impact not only the web user experience, but has significant business and process implications. Hosts Chris Boyer and Reed Smith discuss how best to begin evaluating and planning for a website consolidation effort, including the appropriate planning, evaluation, auditing and communication strategies required to...

Duration: 01:04:07

TP27 - Is SEM Really "SEO-Now"?

Hosts Reed Smith and Chris Boyer tackle the topic of Search Engine Marketing (SEM) in this week’s episode, focusing their discussion on paid tactics. They briefly cover the various types of SEM, and then discuss effective ways organizations are ensuring their online marketing approaches produce results. They also discuss some of the current trends and challenges with SEM. This episode features and expert interview with Kevin Minnelli, CEO of Eruptr (a paid search marketing firm) in which...

Duration: 01:14:13

TP26 - You Down With UPP? (Ya, You Know Me)

Keeping track of accurate physician listings online has become increasingly more complex for hospitals and health systems. Not only do they have to contend with various disparate internal databases, but external commercial websites (like Google, Yelp, HealthGrades, Vitals, etc.) and government/payor websites are also competing to be the sole source of truth when it comes to accurate provider listings. Hosts Reed Smith and Chris Boyer wade through the challenges organizations face trying to...

Duration: 01:10:17

TP25 - Is Social Media Good For Our Health?

Over the last decade, social media has had a tremendous impact on the healthcare industry, most specifically in transforming how we communicate and interact with our audiences. In this episode, host Reed Smith and Chris Boyer explore the power social media has on understanding public health and it’s influence on how patients communicate with one another and their health providers. From its use in clinical trials, population health management, and as a public health observation tool, social...

Duration: 01:03:04

TP24 - The C-Suite's Expectation of Marketing

The role of marketing in a hospital or health system has dramatically evolved over the years. Once focused on simple communication and community management activities, the expected role of the hospital marketer now has become more strategic and responsible for many strategies. In this episode, hosts Reed Smith and Chris Boyer reflect on their personal experience as hospital marketers over the last fifteen years, and share a new framework in which marketers today can better align with the...

Duration: 01:06:07

TP23 - A Video is 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,...

Duration: 01:04:43

TP22 - Measurement and ROI

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...

Duration: 01:00:14

TP21 - Developing a Unified Content Strategy

Hospitals and health systems create content for a number of audiences - marketing, PR, media relations, donor specific content, quality reports, employee communications, etc. However, many systems struggle with this content being developed in silos across the organization. Hosts Reed Smith and Chris Boyer discuss the challenges with developing a unified content strategy and share insights on how hospitals can begin moving towards aligning their content. Featuring an interview with content...

Duration: 01:02:07

TP20 - Top 20 Digital Marketing Tips

In the 20th milestone episode, hosts Reed Smith and Chris Boyer share 20 top digital marketing tips for hospitals. health systems and physicians, as submitted by listeners. Listen in to these tips that span across websites, content marketing, social media and personalized marketing efforts. Contributors include: Mike Vujovich - https://www.linkedin.com/in/masterjedivuj/ Ed Bennett - https://www.linkedin.com/in/edbennett/ Matt Gove - https://www.linkedin.com/in/mattgove3/ Justin Rodriguez -...

Duration: 00:49:43

TP19 - Involving Physicians in Your Online Marketing

For hospitals and health systems, it's very important to involve physicians and medical staff in the development of online content. Hosts Reed Smith and Chris Boyer discuss some of the challenges organizations face when trying to involve clinical staff in the development of online content and online reputation. Featuring an expert interview with Dr. Justin Smith, a pediatrician with Cook Children's Health Care System, in which he shares his first hand experience participating and...

Duration: 00:49:55

TP18 - Marrying Offline and Online Experiences

Organizations that have integrated online and offline experiences have seen dramatic positive impacts to their brand and marketing efforts. In this episode, hosts Reed Smith and Chris Boyer share tips and real-life examples of how hospitals and health systems can start marrying these experiences, They also interview an expert on patient-centered design, David Fore, president and owner of Catabolic Design, in which he explains the challenges that can be faced when attempting to develop a...

Duration: 00:55:58

TP17 - Voice-First in Healthcare

Voice-enabled and voice-first technologies have been rapidly adopted by consumers, primarily due to the recent adoption of Amazon Echo and Google Home devices. But how can hospitals and health-systems begin introducing voice-first into their digital efforts? Hosts Reed Smith and Chris Boyer discuss some ways that hospitals are using voice-first to help with communication, education and clinical application. Featuring an interview with Shel Holtz about how voice-first, AI and mixed reality...

Duration: 00:57:06

TP16 - A Primer in Evidence-Based Personas

When developing a strategy for a digital, content or campaign strategy, it’s important to understand your audiences, their interests and their needs. Many hospitals and health systems are beginning to develop sophisticated methods in persona development. Hosts Reed Smith and Chris Boyer discuss the history of persona development, some of the major elements used to build them and list some of the “evidence-based” ways organizations are using to ensure these profiles align with the audiences...

Duration: 00:57:42

TP15 - Is There Really An App For That?

Often, hospitals and health systems feel that a critical part of their mobile strategy should be the development of an app to help drive brand, promote patient engagement or even support patient acquisition. In this episode, hosts Reed Smith and Chris Boyer spend time discussing the important questions hospital marketers should ask before considering the development of an app, and share tips on how to ensure applications can be successful. Featuring an expert interview with Joe Doyle, this...

Duration: 00:51:48

TP14 - Live From #HMPS17

Live from the 2017 Healthcare Marketing and Physician Strategies Summit, hosts Chris Boyer and Reed Smith welcome expert guests Ahava Leibtag, Ed Bennett, Matt Gove and Brian Gresh in this live recording. The hosts and guests engage in a spirited conversation about consumerism and how marketers can do a better job of owning experience in their health systems. They also debate the veracity of online feedback and answer questions from the audience.

Duration: 00:57:29

TP13 - Social Media is Dead - Long Live Social Media

Ten years ago, hospitals and health systems began to slowly adopt social media into their marketing and communication strategies. Despite all that time, it seems that we are still struggling to understand and effective role these tools can play. In this episode, hosts Reed Smith and Chris Boyer level-set on the current state of social media, discussing the changes they've seen over the last decade in the tools and overall approaches. Has social media become just another medium? In this...

Duration: 01:02:04

TP12 - Usability and the Patient Portal

One of the most frequently used digital touchpoints by patients is the patient portal. Yet often hospitals or health systems spend little time investigating if their EMR/EHR patient portal is actually designed with the patient in mind. Hosts Reed Smith and Chris Boyer discuss how to bring UX/UI principles into the patient portal, and ask if "Meaningful Use" is either meaningful and useful from the patient perspective. They then interview expert Todd Foster about how MD Anderson Cancer...

Duration: 01:00:42

TP10 - Choosing the Right Conference

Healthcare professionals often struggle with choosing the right conference to attend. Whether having to find budget or deciding which type of conference to attend, hosts Reed Smith and Chris Boyer dive deep into the various types of healthcare conferences to choose from, how to create criteria and even cover the best ways to use social media to optimize your attendance. Feature an expert interview with Judy Neiman, who organizes the national Forum for Healthcare Strategists annual summit.

Duration: 00:52:47

TP9 - The Intersection of Wearables and Medical Devices

In this episode, Reed and Chris discuss the intersection of wearable technologies and medical devices, and how the sudden rise of wearable devices and the "internet of things" have driven the need for useful and usable solutions for patients and consumers alike. The hosts also touch on how hospitals should begin integrating this data into official patient records. This episode also features an expert interview with Dana M. Lewis in which she discusses the #OpenAPS community and the...

Duration: 00:44:46

TP8 - The Evolving Role of SEO

The topic of Search Engine Optimization (SEO) is discussed by Reed Smith and Chris Boyer in episode 8. First, they cover the essentials that every hospital and health system needs when considering an SEO strategy. They then review an article written by Shel Holtz on the declining relevance of SEO. Facing off, the hosts argue whether SEO will eventually be a moot point. Lastly, they interview Patrick Singson, principal of The Raven Firm, on the evolution of SEO and where hospitals need to...

Duration: 00:52:00

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