Digital healthcare marketers often struggle successfully launching a personalization strategy. In this episode, Chris Boyer and Reed Smith share how an effective personalization strategy is more than just technology, walk through common pitfalls and then are joined by Justin Wartrell of Monigle, who shares findings from their most recent study that shares how personalization is important to a health system’s brand, and how healthcare consumers’ behaviors prefer these strategies. 

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Prior to the pandemic, the role of the healthcare digital marketer has been evolving. But, as with most other things, due to the public health crisis, the role of the digital marketer has both seen the most radical shift, as well as stayed the same. In this episode, hosts Chris Boyer and Reed Smith discuss the changes to marketing and branding and how digital marketing has allowed us to accelerate to meet the new digital patient customer. They are joined by Chris Pace from Banner Health who shares first-hand how his digital team is supporting his health system in these abnormal times. 

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Hospitals and health systems are facing another crisis - even before the public health crisis has abated: namely, a staffing shortage that is impacting all aspects of our organizations. In this episode, hosts Reed Smith and Chris Boyer discuss some of the factors that are leading to our current staffing challenges and how organizations are being forced to do more with less. They then share some tips on how to market more efficiently and bring back an encore interview with Alyssa Kleinman of CipherHealth, who shares her marketing team’s experience adopting agile and breaks down some of the myths that many people have about agile marketing. 

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For many health systems, digital transformation initiatives that began in the pandemic are starting to falter, which begs the question: why is digital transformation so difficult? In this episode, hosts Reed Smith and Chris Boyer share insight on the seven skills that digital leaders need to have, the importance of embracing a shared governance model and how some digital transformation efforts are potentially impacting provider burnout. They are joined by Tom Kiesau, Senior Partner and Director of the Chartis Group, who shares his perspective on how it’s time to move beyond digital investment to actual transformation. 

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Not surprisingly, there has been a recent upsurge in the use of emails and email marketing within health systems. However, like many other tools in the marketer’s toolkit, emails are also potentially being impacted by privacy and other digital trends. In this episode, Reed Smith and Chris Boyer discuss how email service providers (i.e. Google, Microsoft, etc.) are attempting to use their platforms to improve email marketing effectiveness, the high-level ways health systems are using emails to reach patients, and they even discuss industry benchmarks. They are joined by Jonathan Inman from Salesforce who shares how upcoming privacy changes to the Apple iOS will impact how to effectively measure email marketing efforts. 

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In healthcare, many of us approach B2B and B2C marketing as two discrete strategies and approaches. In this episode, hosts Chris Boyer and Reed Smith share how while each effort does have one striking difference (namely the audience type), digital marketing is hastening the convergence of these two efforts into interdependent efforts. They are joined by Brittney Hanson of Hailey Sault, who share how she works with her clients to converge these different strategies. 

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In this special podcast, hosts Reed Smith and Chris Boyer sit down with Lee Aase, formerly ther director of the Mayo Clinic Social Media Network, to discuss the evolution (and revolution) of social media’s use in hospitals over the past ten years. From the early days in which social media was free but not officially condoned for use in health systems to the formal development of the Mayo Clinic Social Media Network and External Advisory Board, Lee shares the highlights, learning and memories over the past decade, and even hints at what’s next!

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Health digital marketers are often asked to remove or suppress incorrect or negative information online. However, this is often easier said than done. In this episode, hosts Reed Smith and Chris Boyer share some of the later online reputation statistics, briefly dive into explaining how changes to the Google Search algorithm are rapidly changing and share tips on how organizations can engage in “suppression” tactics to improve their SEO standing. 

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This past week, there has been significant focus on medical misinformation on social media - but is this a new topic? In today’s episode, hosts Reed Smith and Chris Boyer discuss the current conversations on the role social media plays in moderating medical misinformation, how the big tech companies are responding, and how health systems are attempting to leverage their trust in creating authoritative content. They are joined by Dr. Bryan Vartabedian who shares his perspectives on the challenges with social media misinformation and the roles physicians can play. 

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As healthcare marketers think about the evolution of tactics used to reach our customers, machine learning and artificial intelligence continue to be a prominent part of the toolkit. In this episode, hosts Reed Smith and Chris Boyer discuss what’s ahead for AI and Machine Learning in healthcare, how these tools can not only be used in clinical settings but also to support marketing, and they are joined by Abhi Sharma of Loyal Health who share how he is seeing AI and ML being used by health systems and some ways they can improve the overall patient experience. 

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