touch point podcast

Broadcasting live from the 2019 Healthcare Marketing and Physician Strategies Summit in Chicago, IL, this week’s episode brings together a panel of experts across the healthcare marketing industry discussing some of the latest topics in the healthcare space including the rise of consumerism, regarding physicians as part of your audience strategy, the role of data and data-driven systems in healthcare. This lively and informative discussion is moderated by co-host Chris Boyer, and features Amanda Bury, Channel Director at Kyruus, Brian Wynne, VP at NRC Health, Mike Linnert, CEO of SymphonyRM and Jared Wilkinson, VP at Doximity. 

 Mentions from the Show:Amanda Bury on LinkedInAmanda Bury on TwitterKyruus.comBrian Wynne on LinkedInBrian Wynne on TwitterNRCHealth.comMike Linnert on LinkedIn SymphonyRM on TwitterSymphonyRM.comJared Wilkinson on LinkedInDoximity on TwitterDoximity.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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For health systems, artificial intelligence is more than a buzz-term spoken at conferences: there are numerous  opportunities for machine learning systems to support clinical efforts, marketing and operations. In this episode, hosts Reed Smith and Chris Boyer discuss how AI can play an important role in healthcare and how to build a business case for AI. They are joined by Julia Steed, VP of Marketing at Invoca, in which she discuss how to consider human empathy when implementing artificial intelligence solutions. 

 Mentions from the Show:AI And Healthcare: A Giant OpportunityEthical Dimensions of Using Artificial Intelligence in Health CareARTIFICIAL INTELLIGENCE AND THE AGE OF EMPATHYHow Artificial Intelligence Could Humanize Health CareInvoca blogJulia Steed on LinkedInInvoca on Twitter

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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In hospitals and health systems, as digital tools, content and strategies continue to expand, the need to structure and relate information together becomes increasingly important. In this episode, hosts Reed Smith and Chris Boyer discuss the importance of taxonomy and hashtags, and how developing a consistent, prioritized approach will help define the semantics of our digital ecosystem. They are joined by Josh Schlaich of Healthwise, in which he shares ways organizations can leverage the power of taxonomy. 

 Mentions from the Show:Definition of semantic from Dictionary.comTaxonomy, Metadata, Tags and Controlled VocabulariesWhat You Need to Know about Tagging and Site TaxonomyThe Surprising History of Twitter’s Hashtag Origin and 4 Ways to Get the Most out of ThemJosh Schlaich on LinkedInHealthwise.org

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, Binary Fountain & HealthGrades

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In healthcare, the consumer journey in pursuing care is far from a linear funnel. In this episode, hosts Reed Smith and Chris Boyer discuss the factors modern hospital and health system professionals need to consider when mapping out customer journeys. They share essential components to consider when evaluating a customer’s journey and are joined by Tom Hileman, president of The Hileman Group, in which he shares his healthcare flywheel model. 

 Mentions from the Show:How to Create an Effective Customer Journey Map5 Essential Components of Effective Customer Journey MapsTom Hileman on LinkedInHileman Group on TwitterThe Healthcare Marketing FlywheelFind Us Online: Touchpoint podcast TwitterReed Smith TwitterChris Boyer TwitterChris Boyer websiteSocial Health InstituteThis episode is made possible by our sponsors, Loyal Health, Influence Health, Binary Fountain & HealthGrades

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Within a health system, the application of digital strategies not only support marketing and patient experience efforts, they also extend to supporting internal communication efforts. In this episode, hosts Chris Boyer and Reed Smith discuss the way internal communications can extend past emails and the intranet to embrace mobile, video, persona development and KPI/measurement strategies. They are joined by Jacob Sloan and Megan McCook from Baylor Scott & White, in which they explain how they used social media to engage and develop internal brand advocates. 

 Mentions from the Show:Definition of Internal Communications (Wikipedia)Top 13 hopes and trends for Internal Communications in 2019Jacob Sloan on TwitterJacob Sloan on LinkedInMegan McCook on TwitterMegan McCook on LinkedInFind 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, Binary Fountain & HealthGrades

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Hospitals and health systems realize that their website is the most important touchpoint in their digital tech stack - but many elements of the modern website are changing and shifting. In this episode, hosts Chris Boyer and Reed Smith discuss a number of factors that are changing the modern website, including how search engines, personalization and the Internet of Things. They are joined by Carrie Liken, Head of Healthcare at Yext in which she discuss why it’s important to embrace structured content in the new modern website. 

 Mentions from the Show:100+ Internet Facts and FiguresWhy Local Businesses Will Need Websites More than Ever in 2019Content Management System definition (Wikipedia)Content Management definition (Wikipedia)Carrie Liken on LinkedInCarrie Liken on TwitterYext

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, Binary Fountain & HealthGrades

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For health systems, adopting a content strategy involves understanding their audiences and aligning content to a specific business purpose. With the advancement of digital tools and strategies, many organizations are adopting advanced ways to measure and determine the effectiveness of their content marketing. In this episode, hosts Chris Boyer and Reed Smith discuss ways to measure content efforts, including the top KPI’s that are actionable for content strategists. They are joined by Gina Czark and Joe Fierro from Northwell Health, in which they share the way they’ve embraced data as a critical way to measure The Well. Mentions from the Show: How To Measure Content Marketing To Reach Your Goals How to Measure Your Content Marketing Effectiveness Content Marketing Metrics: How to Drive Action Instead of Reaction 8 KPIs Your Content Marketing Measurement Should Include Gina Czark on LinkedIn Gina Czark on Twitter Joe Fierro on LinkedIn The Well by Northwell Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Bluespire, Binary Fountain & HealthGrades

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For many health systems, managing social media can be a challenging task - and the need for a social media management system (SMMS) is critical. However for many professionals, they see SMMS as a technology solution and not a shift in the overall social media process. In this episode, hosts Reed Smith and Chris Boyer discuss the different types of social media software, the elements of a social media management system and share ways organizations can begin to evaluate their current state and the gaps that an SMMS might fill. They are joined by Michael Yoder, social media manager at Spectrum Health, in which he shares how his health system manages and responds to consumers on social media. Mentions from the Show: 5 categories of social media software 9 Must-Have Features for Social Media Software Social CRM Michael Yoder on LinkedIn Michael Yoder on Twitter Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Bluespire, Binary Fountain & HealthGrades

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This second part of the series on measurement and KPIs explores how organizations can measure financial ROI of their efforts. Hosts Chris Boyer and Reed Smith discuss the two ways to measure ROI, and the essential pillars need to build an ROI measurement strategy (hint: it’s not necessarily a CRM...but it helps). They are joined by Jackie Martin, principal of Branch Strategy, in which she shares her perspective on how hospitals and health systems can build a strategy-first approach.

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In the first of two shows focusing on how our industry measures their efforts, hosts Reed Smith and Chris Boyer share tips on how to understand the differences between metrics and KPIs, how healthcare marketers compare to other industries in proving the value of their digital marketing and the right types of KPIs we should use to align with our strategies.

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