touch point podcast

Four years ago, hosts Chris Boyer and Reed Smith discussed the impacts that the “disruptive healthcare trifecta” - Google, Facebook and Amazon - were predicted to have on the industry. In this episode, they reflect back on how these organizations have evolved and changed their strategies. They cover Google Health’s recent announcement of expanding the AI capabilities to organize patient data, Facebook’s shift to an ad-centric model (and the challenges of misinformation), and Amazon’s recent acquisition of One Medical as a cornerstone in their strategy from more than five years ago. Are these three companies still causing as much disruption as was predicted four years ago? Tune in to find out!

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Health systems face significant challenges in today’s age when developing first-party data strategies. In this episode, hosts Reed Smith and Chris Boyer discuss the need for digital marketers to adopt a data first strategy, including prioritizing data security and understanding the various different data security laws being implemented across the United States. They are joined by Jeremy Rogers of IU Health who shares his organizations journey to leveraging data to improve patient experiences. 

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In this episode, Chris Boyer and Reed Smith discuss the concept of the “Digital Front Door” (again) and really attempt to define it and outline the various technologies and approaches that comprise typical health system front door initiatives. Ben Dillon shares his expertise in the “Ask the Expert” segment of the show. Overall, they conclude that perhaps the challenge with trying to define the “Digital Front Door” is that it perhaps instead of defining it as a technology strategy, it should be defined as an experience strategy.

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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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Recent news revealed that a number of hospital websites were found to have passed sensitive PII (personal identifiable information) to the Meta company via the use of the Facebook Pixel. In this episode, hosts Chris Boyer and Reed Smith discuss the importance of pixel tracking for digital marketers, how many websites encourage the use of tracking pixels and the legal and privacy concerns that arise from the widespread usage. Jeremy Harrison from Multicare joins to share his perspective on the challenge of the Facebook Pixel for health systems. 

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Marketing and communications are sometimes considered the cornerstone of any business plan. However, for hospitals and health systems, often these disciplines are often treated as separate and distinct. In this episode, hosts Chris Boyer and Reed Smith discuss the differences (or similarities) between marketing and communications. They are joined by David Shiffrin of Jarrard Inc., who shares insights from their latest National Healthcare Survey. 

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As health systems consider the needs of the modern healthcare consumer and reflect on how their current brand efforts align, it’s always important to understand our audiences. In this episode, hosts Chris Boyer and Reed Smith discuss different audience segmentations. Justin Wartell from Monigle joins to share the latest findings from their 5th Annual Humanizing Brand Experience study. 

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The role of the health system CMO is changing - in both responsibilities and their mindset. In this episode, hosts Reed Smith and Chris Boyer discuss how marketers need to embrace a “disruption mindset” (tip of the hat to Stephen Moegling), and the metamorphosis of the modern CMO. Laura Kreofsky from Pivot Point Consulting joins to share her insights on how Healthcare Retailization is forcing us to embrace transformation. 

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In this encore episode, hosts Reed Smith and Chris Boyer are back to talking about ROI, and sharing the differences between true ROI, ROMI and ROAS - the three stepbrothers of marketing measurement. They share the basics of Marketing ROI to outlining the activities needed to measure marketing impacting and then are joined by Dan Small, Senior Director of Digital Strategy at Hartford HealthCare, who shares his organization’s journey to ROI. 

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In this episode, hosts Chris Boyer and Reed Smith reflect back on the most recent Healthcare Marketing and Physician Strategy Summit, and share insights and topics that were discussed including improving ways teams work together, approaches to digital transformation and content, as well as how to better engage our employees through communication and content. Kirsten Lecky from WriterGirl joins to share her experience working with health systems on building effective and authentic internal communications strategies. Also featuring additional insights from Ben Dillon, Brittney Hanson, Chris Bevolo, Chris Hemphill, Colleen Massa, Dalal Haldeman, Jeremy Harrison, Jerry Grady, Josh Fieldman, Kriss Barlow, Rob Klein and Stephen Moegling.

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