touch point podcast

In the 20th milestone episode, hosts Reed Smith and Chris Boyer share 20 top digital marketing tips for hospitals. health systems and physicians, as submitted by listeners. Listen in to these tips that span across websites, content marketing, social media and personalized marketing efforts. Contributors include:

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For hospitals and health systems, it's very important to involve physicians and medical staff in the development of online content. Hosts Reed Smith and Chris Boyer discuss some of the challenges organizations face when trying to involve clinical staff in the development of online content and online reputation. Featuring an expert interview with Dr. Justin Smith, a pediatrician with Cook Children's Health Care System, in which he shares his first hand experience participating and supporting his hospital's online presence.

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Organizations that have integrated online and offline experiences have seen dramatic positive impacts to their brand and marketing efforts. In this episode, hosts Reed Smith and Chris Boyer share tips and real-life examples of how hospitals and health systems can start marrying these experiences, They also interview an expert on patient-centered design, David Fore, president and owner of Catabolic Design, in which he explains the challenges that can be faced when attempting to develop a consistent experience.

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Voice-enabled and voice-first technologies have been rapidly adopted by consumers, primarily due to the recent adoption of Amazon Echo and Google Home devices. But how can hospitals and health-systems begin introducing voice-first into their digital efforts? Hosts Reed Smith and Chris Boyer discuss some ways that hospitals are using voice-first to help with communication, education and clinical application. Featuring an interview with Shel Holtz about how voice-first, AI and mixed reality have the likelihood of fundamentally changing the way people will interact with organizations in the future.

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When developing a strategy for a digital, content or campaign strategy, it’s important to understand your audiences, their interests and their needs. Many hospitals and health systems are beginning to develop sophisticated methods in persona development. Hosts Reed Smith and Chris Boyer discuss the history of persona development, some of the major elements used to build them and list some of the “evidence-based” ways organizations are using to ensure these profiles align with the audiences they actually serve. Featuring an expert interview with content expert Ahava Leibtag.

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Often, hospitals and health systems feel that a critical part of their mobile strategy should be the development of an app to help drive brand, promote patient engagement or even support patient acquisition. In this episode, hosts Reed Smith and Chris Boyer spend time discussing the important questions hospital marketers should ask before considering the development of an app, and share tips on how to ensure applications can be successful. Featuring an expert interview with Joe Doyle, this episode is chock full of great information!

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Live from the 2017 Healthcare Marketing and Physician Strategies Summit, hosts Chris Boyer and Reed Smith welcome expert guests Ahava Leibtag, Ed Bennett, Matt Gove and Brian Gresh in this live recording. The hosts and guests engage in a spirited conversation about consumerism and how marketers can do a better job of owning experience in their health systems. They also debate the veracity of online feedback and answer questions from the audience.

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Ten years ago, hospitals and health systems began to slowly adopt social media into their marketing and communication strategies. Despite all that time, it seems that we are still struggling to understand and effective role these tools can play. In this episode, hosts Reed Smith and Chris Boyer level-set on the current state of social media, discussing the changes they've seen over the last decade in the tools and overall approaches. Has social media become just another medium? In this episode, they also interview the grandfather of social media, Lee Aase from the Mayo Clinic on how they have made social media part of the DNA of their organization.

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One of the most frequently used digital touchpoints by patients is the patient portal. Yet often hospitals or health systems spend little time investigating if their EMR/EHR patient portal is actually designed with the patient in mind. Hosts Reed Smith and Chris Boyer discuss how to bring UX/UI principles into the patient portal, and ask if "Meaningful Use" is either meaningful and useful from the patient perspective. They then interview expert Todd Foster about how MD Anderson Cancer Center was able to put patient's needs first in the development of their patient portal.

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Developing an effective content creation and publishing strategy can be challenging for a hospital or health system. When trying to publish the right content to the right people at the right time, some have considered adopting the COPE ("create once, publish everywhere") model. In this episode, hosts Reed Smith and Chris Boyer explain the origins of COPE, discuss the challenges of the model and it's applicability for hospitals. They also interview Brian Gresh of the Cleveland Clinic to learn how they are developing an effective technology and content strategy.

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