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. 

 Mentions from the Show:Aaron Clifford on LinkedInJohn Musser on LinkedInKrystal Taing on LinkedInSHSMD Connections 2019 Medicom Webinar - Active Listening2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer website

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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 organization embraced Facebook Live as a way to connect with their audiences. 

Mentions from the Show:Pew Research Center’s 2019 Social Media Factsheet10 facts about Americans and Facebook16 social media updates for marketers in 2019… so farJenn Thai on LinkedInJenn Thai on TwitterSHSMD Connections 2019 Medicom Webinar - Active Listening2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute

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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 health systems stay ahead of these trends and how development teams can benefit from partnering with marketing teams. 

Mentions from the Show:GoFundMe CEO: One-Third of Site's Donations Are to Cover Medical CostsGiving Statistics - CharityNavigator.orgHospital & Health Conversion Foundations - stakeholderhealth.orgWhy Smaller Donations Are One of 2019’s Biggest Online Fundraising Trends5 Digital Fundraising Trends to Watch for in 2019Jean Hitchcock on LinkedInHitchcock Marketing & CommunicationsSHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute

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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 - regardless of age.  

Mentions from the Show:How to Engage Different Generations with Their Healthcare BenefitsWays millennials are utilizing healthcareAttracting, Hiring and Retaining Millennial Health Care WorkersLook to Generation X to see the future of health careRob Rosenberg on LinkedInRob Rosenberg on TwitterSpringboard Brand & Creative StrategySHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute

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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 locally.

  Mentions from the Show:Wikipedia definition of “Local Store Marketing” 40+ SEO Statistics for 20197 Tactical Ways Every Business Can Use Local Marketing to Sell MoreMike Vujovich on LinkedInMike Vujovich on TwitterSHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute

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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 is Lead Nurturing (Marketo article)7 Amazingly Effective Lead Nurturing Tactics - HubspotArming the Marketer: Getting Started with Nurturing in Healthcare - eVariantBrand Strategy: Differentiation Versus Centrality Greg Gossett on LinkedInHealthAware websiteSHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute

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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 from the Show:Can you write a healthcare ad without using the seven “deadly” words?Product Differentiation and What it Means for Your BrandBrand Differentiation: How To Design Your Organization To Stand Out From The CompetitionBrand Strategy: Differentiation Versus Centrality Cassie Bernowitz on LinkedIn2Health marketingSHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute

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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 Marketing Manager at Essentia Health, in which she shares how her organization has adopted always on as a core tenet of their efforts.

 Mentions from the Show:Always-On MarketingFour tips for measuring the always-on consumerWhat is Always-on marketing?Vanessa Hughes on LinkedInSHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute

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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 systems can leverage their assets to support business initiatives.

 Mentions from the Show:4 Hospital Business Models for Consumer-Centric HealthcareJeff Carr on LinkedInSHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute

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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, Instagram, Twitter, YouTube and websites. This episode also features an expert interview with video strategist and storyteller Bobby Rettew, in which he shares ideas on how to develop online video that is unique to your organizations.

 Mentions from the Show:Bobby Rettew on TwitterThe Intersection PodcastSHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet Conference 

Find Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute

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