In hospitals and health systems, the concept of “decision support” is often restricted for clinical areas. In this episode, hosts Chris Boyer and Reed Smith expand on this concept to explore ways marketing (and digital marketing) can be used to help support consumers and patients throughout the customer journey. They share challenges with developing online decision support systems and also explore ways to maximize Shared Decision Making (SDM) in marketing. Sheetal Shah, Vice President of SymphonyRM, joins the episode to discuss Next Best Actions (NBAs) and his experience working with health systems in implementing solutions crossing marketing, access, patient experience and finance.   

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The technology and medical community were abuzz with the latest release of the Apple Watch - particularly the ECG functionality - wondering the impact this wearable device would have on hospital admissions. In this episode, hosts Reed Smith and Chris Boyer revisit the topic of wearables and medical devices, discussing how the FDA categorizes “general wellness products” vs.regulated medical devices. They also review research on if wearables actually improve people’s health and what people’s attitude are on trackable wellness devices. Featuring a “replay” of an expert interview with Dana M. Lewis, in which she discusses the #OpenAPS community and the #WeAreNotWaiting movement.

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How hospitals and health systems engage in targeted communications and marketing, they use a variety of tools to help them understand their audiences better. In this episode, hosts Reed Smith and Chris Boyer explore how organizations are using market segmentation - along with personas and personalization - to improve their go-to-market strategies. In our expert interview, we are joined by Suzanne Hendery, CHief Marketing Officer at Renown Health, and Linda MacCracken, Sr. Principal of Customer Engagement at Accenture in which they share how their approach to segmentation helped to shape the way they engaged with a critical audience in their market.

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As healthcare marketing continues to extend past simply promotion to building engaging and loyal audiences, the responsibility of community management is becoming more important than ever. In this episode, Reed Smith and Chris Boyer discuss the four types of online communities and share the best characteristics of a good community manager. They are joined by Dan Hinmon, principal at Hive Strategies and expert on implementing Facebook communities for hospitals in which he shares tips on how to effectively build an online social media community.

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In this episode, hosts Reed Smith and Chris Boyer discuss a few legal risks that can potentially impact hospital marketers. In particular, they explore how to stay clear of vague and hyperbolic language, and then use examples from their experiences on how Stark laws can influence the way a health system promotes physicians online. They then invite health care lawyer, consultant, podcast and owner of The Harlow Group, David Harlow, onto the show to discuss his perspective on the pros and cons of current healthcare laws and how marketers can best partner with legal and compliance to ensure success.

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With the introduction of HIPAA (Health Insurance Portability and Accountability Act of 1996), health systems, researchers and data scientists were given access to the use of de-identified patient data for a variety of clinical purposes. Over the last 20 years, however, the advancements of digital technologies, social platforms and marketing data analysis have advanced the usefulness of patient data for many purposes. In this episode, hosts Chris Boyer and Reed Smith discuss how hospitals and health systems are using this data for effective marketing and personalization, the potential concern patients have with the use of this data and how retail trends continue to evolve the ability to use this data to develop effective experiences. Featuring an expert interview with CRM expert consultant, Justin Rodriguez, in which he share strategies hospitals can adopt to create a data-first strategy with their marketing.

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In this age of consumerism and enhancing access for patients, many hospitals and health systems are turning to telemedicine solutions as a way to expand their care to their patients. In this episode, hosts Reed Smith and Chris Boyer discuss the different services offered through telemedicine, the delivery mechanisms used, and pros and cons they pose to patients and health systems alike. They are joined by Dr. Justin Smith, of Cook Children’s Hospital, who shares his experience in launching telehealth services for his patients.

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With the advancements of advertising and marketing in hospitals and health systems over the last decade has had tremendous impacts - both within the organization as well as with the agencies they partner with. In this episode, Reed Smith and Chris Boyer talk through the trends and advancements of marketing and advertising, and how these have presented unique challenges for agencies to transform themselves at the risk of losing relevancy. This episode also features an expert interview with Stephen Moegling, Senior Vice President at Hailey Sault, in which he shares first-hand experience at how agencies have evolved to better support their clients’ needs.

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Inbound marketing is a term coined by Hubspot to reflect a unique approach to marketing many years ago to reflect a “new” way of marketing/advertising, based primarily on using digital tactics and content to engage audiences. However, over the years, digital channels have evolved and expanded to blur the lines between “inbound” and “outbound” efforts. In this episode, Reed Smith and Chris Boyer explore the ways hospitals and health systems are using this approach to support their outreach efforts. They are joined by Bridget Thomas, Director of Client Services at Medicom, to share her experience helping organizations develop effective inbound campaigns.

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Hospitals and health systems often use the term “patient experience” to mean a multitude of things, from ensuring good clinical outcomes to developing Ritz-Carlton-like encounters. But how do actual patients define “patient experience?” In this episode, hosts Reed Smith and Chris Boyer share thoughts on a recent conference on healthcare consumerism, and then explore findings in the 2018 Consumer Expectations of Patient Experience from the Beryl Institute. The conversation extends into an expert interview with Dr. Jason Wolf, president of the Beryl Institute in which he shares ways technology can be used to enhance the customer experience.

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