touch point podcast

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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We live in a data-rich world, and any of us that spend time online already know that our data footprint is being tracked and analyzed for a multiple of reasons...including marketing. But what is the ultimate value of health records that are being kept within health systems? In this episode, hosts Reed Smith and Chris Boyer discuss why health records command such a high price on the dark web, how data is de-identified (and if it can be reversed). They are joined by Jeremy Mittler from Crossix in which he shares how de-identified data can be leveraged for marketing effectiveness. 

 Mentions from the Show:Sutter Health sued for allegedly sharing patients' health data with Facebook, GooglePatient medical records sell for $1K on dark webGuidance Regarding Methods for De-identification of Protected Health Information in Accordance with the Health Insurance Portability and Accountability Act (HIPAA) Privacy RuleThe Outlook for Data 2019: A Snapshot Into the Evolving Role of Audience InsightAI can re-identify de-identified health data, study findsJeremy Mittler on LinkedInCrossix on TwitterCrossix websiteCrossix blogStrategic Marketing for Health Care conference SHSMD 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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In this episode, hosts Reed Smith and Chris Boyer review three digital studies - the 2019 Mary Meeker Internet Trends Study, The 2019 Social Habit Study (by Edison) and the 2019 Healthcare Digital Marketing Study. From the rise of mobile, the on-demand economy, trends in social media usage and health system and agency digital marketing team size and structure, the hosts share their takeaways on how organizations need to adapt their digital strategies. They are joined by Ben Dillon, Chief Strategy Officer of Geonetric, in which he shares his perspective and major takeaways from their latest study.  

 Mentions from the Show:Mary Meeker Internet Trends Study 2019The Social Habit 2019 - Edison research2019 Healthcare Digital Marketing Trends Survey - GeonetricGeonetric.comBen Dillon on LinkedInGeonetric on TwitterBen Dillon on TwitterStrategic Marketing for Health Care conference SHSMD Connections 2019 2019 Mayo Clinic Social Media Network Annual Conference 2019 Healthcare Internet ConferenceFind Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health Institute

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As healthcare marketers, we’re often asked to rely on our expertise to help develop effective strategies. However, this knowledge can also lead us down a path to bias that can influence how we think, measure and determine success. In this episode, hosts Chris Boyer and Reed Smith discuss common bias “traps” that health system marketers commonly fall into. They are then joined by Christopher Penn, long-time host of Marketing Over Coffee, in which he discusses the steps to build a data-first organization to embrace machine learning and AI and how ethics plays an important role in avoiding data bias.

Mentions from the Show:Researchers: Dodgeball Teaches Children An 'Unethical System Of OppressionThe “Curse of Knowledge”: How Expertise Can Hurt Marketing3 Psychology Biases That Can Make or Break Your Online MarketingList of cognitive biasesChristopher Penn on LinkedInChristopher Penn on TwitterTrust InsightsAI for Marketers ebook (by Christopher Penn)Strategic Marketing for Health Care conference SHSMD 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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For all organizations, an effective digital marketing strategy is important. For those of us practicing digital marketing for hospitals and health systems, the stakes are much higher. In this episode, hosts Reed Smith and Chris Boyer discuss the important role digital marketing has in a purpose-driven industry, and digital tools are not only smart for business but also help us better understand our patients and improve their care. They are joined by Brian Q. Davis, SVP at Scorpion Healthcare in which he shares the importance of building a digital philosophy. 

 Mentions from the Show:Brian Q. Davis on LinkedInBrian Q. Davis on TwitterScorpion HealthcareStrategic Marketing for Health Care conference SHSMD 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

This episode is made possible by our sponsors, Loyal Health, Influence Health & HealthGrades

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When adopting a digital-first approach to your marketing and communications, creating content consistently and effectively is critical. So why do the majority of health systems struggle with assembling an effective content team? In this episode, hosts Reed Smith and Chris Boyer discuss the real reason why it’s hard to do content marketing (hint: it’s NOT lack of resources) and share the roles that need to be addressed to create a content marketing team. They are joined by expert Jane Crosby from True North Custom in which she shares ways hospitals are addressing gaps in their content development processes.

 Mentions from the Show:How to Create a Content Marketing Team That Scales13 Experts Share Their Best Tips on How to Build a Well-Run Content TeamJane Crosby on LinkedInTrue North Custom on TwitterTrueNorthCustom.com

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

This episode is made possible by our sponsors, Loyal Health, Influence Health & HealthGrades

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