Touchpoint Podcast

Live from Cleveland, this week’s episode features audio captured at the Content Marketing World Cleveland Clinic Health Summit 2017. Hosts Reed Smith and Chris Boyer kickoff the podcast sharing high-level takeaways from the CMWorld 2017 conference before “rolling the tape” on a panel session that included Brian Gresh (Executive Director, Digital & Content Marketing at Cleveland Clinic), Aaron Watkins (Senior Director of Internet Strategy at Johns Hopkins Medicine) and Matt Schwabel (Senior Director, Integrated Marketing at Duke University Health). The panel session discussed current and future challenges of digital in healthcare. Notes:: - Brian Gresh on LinkedIn: https://www.linkedin.com/in/briangresh/ - Brian Gresh on Twitter: https://twitter.com/bmgresh - Aaron Watkins on LinkedIn: https://www.linkedin.com/in/watkinsaaron/ - Aaron Watkins on Twitter: https://twitter.com/aaronwatkins - Matt Schwabel on LinkedIn: https://www.linkedin.com/in/mschwabel/ - Matt Schwabel on Twitter: https://twitter.com/mschwabel - This Old Marketing Podcast: http://contentmarketinginstitute.com/pnr-with-this-old-marketing-podcast/ Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://www.binaryfountain.com/

Advocacy is an activity by an individual or group which aims to influence decisions within political, economic, and social systems and institutions. For healthcare, online advocacy could take many forms including generating interest around a particular disease or condition, fundraising/giving for non-profit health systems or organizations and even health advocacy efforts. This week, hosts Reed Smith and Chris Boyer discuss the various digital tools organizations can use to help with advocacy efforts and share tips and concerns many of us face when embracing these efforts. Featuring an expert interview with Doug Ulman, president and CEO of Pelotonia, in which he shares his experience using digital in his current and previous role at LiveStrong. Notes:: - Health advocacy: https://en.wikipedia.org/wiki/Health_advocacy - Using social media as a tool to complement advocacy efforts: http://www.gjcpp.org/pdfs/ENScott%20_%20Maryman%20-%20Social%20media%20to%20complement%20advocacy%20FINAL-FORMATTED.pdf - Doug Ulman on LinkedIn: https://www.linkedin.com/in/dougulman/ - Doug Ulman on Twitter: https://twitter.com/dougulman - Pelotonia: http://pelotonia.org/ - With Joy wedding website builder: https://withjoy.com/ - Bullet Cable: https://www.bulletcable.com/ - Bensound Royalty Free Music: https://www.bensound.com/ Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://www.binaryfountain.com/

The fundamental principle of the internet was to allow people across the world to find and connect with one another across topics of interest. For hospitals and health systems, this means providing ways for patients to connect and discuss their care. In this episode, hosts Reed Smith and Chris Boyer discuss the ways patients have started to use the internet and social media to connect, and how organizations can begin to embrace and develop online patient communities. Featuring an expert interview with Ed Bennett, in which he discusses the challenges hospitals face when launching online patient communities and why, despite the challenges, it’s important for health systems to consider these communities as part of their clinical and marketing outreach efforts. Notes:: - Four Types of Online Communities: https://www.visioncritical.com/types-of-online-communities-best-practices/ - Online Communities - Focusing on Sociability and Usability: https://pdfs.semanticscholar.org/0952/889b00e3e6a023787ad277a3ff1902c3786d.pdf - 4 Reasons Why Online Patient Communities Should be Embraced: http://medicaleconomics.modernmedicine.com/medical-economics/news/4-reasons-why-online-patient-communities-should-be-embraced - Online Patient communities - Are They Worth Your Time? http://blog.intakeq.com/online-patient-communities-are-they-worth-your-time/ - Facebook Wants to Nudge You Into Online Communities: https://phys.org/news/2017-06-facebook-nudge-meaningful-online-groups.html - Ed Bennett’s website: http://www.ebennett.org/ - Ed Bennett on Twitter: https://twitter.com/edbennett - Curatio: https://www.mycuratio.com/ - Content Marketing World 2017 Conference: http://www.contentmarketingworld.com/ - Advisory Board Webinar: Strategic Planning and Marketing: Get on the Same Page: http://ns.advisory.com/Arx-Webcon-Q317-Consumerism-Planning - HCIC 2017 Conference: https://www.hcic.net/ - Fiebing's Saddle Soap: https://www.fiebing.com/catalogue/soaps-oils/ - VSCO app: https://vsco.co/ Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://www.binaryfountain.com/

People don’t come to hospital websites for fun - they are there for a purpose. More times than not, that purpose is to engage and interact with the health system - finding a doctor, paying a bill, signing up for classes...even applying for a job. In this episode, hosts Reed Smith and Chris Boyer discuss how organizations can begin improving the online transaction. From understanding and defining users needs to diving deep into some of the principles of usability, this episode outlines important takeaways you can use to ensure you are delighting users looking to transact with your organization. Featuring an expert interview with Julie Yoo of Kyruus, in which she shares best practices in developing an effective online appointment scheduling system. Notes:: - KPMG 2017 study “The Truth About Online Consumers” https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2017/01/the-truth-about-online-consumers.pdf - 10 Principles for Creating Amazing Online Retail Experiences https://econsultancy.com/blog/68839-the-10-principles-for-creating-amazing-online-retail-experiences - How to Address Shopping Cart Abandonment Rates: https://econsultancy.com/blog/69318-how-do-we-find-a-solution-to-the-great-shopping-cart-abandonment-problem/ - Julie Yoo LinkedIn: https://www.linkedin.com/in/juliekyoo/ - Julie Yoo Twitter: https://twitter.com/julesyoo - Kyruus: https://www.kyruus.com/ - ATLAS Conference: http://www.atlasconference.com/ - Content Marketing World Conference: http://www.contentmarketingworld.com/ - HealthCare Internet Conference 2017: https://www.hcic.net/ - Vanity Fair Generation Gap: https://www.vanityfair.com/culture/2015/10/generation-gap-guide - Curious Collection Note Cards: http://amzn.to/2vYieci Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain:https://www.binaryfountain.com/

Unlike other industries, hospitals and health systems often find that the number of websites they have to manage are too numerous to manage efficiently. This can negatively impact not only the web user experience, but has significant business and process implications. Hosts Chris Boyer and Reed Smith discuss how best to begin evaluating and planning for a website consolidation effort, including the appropriate planning, evaluation, auditing and communication strategies required to successfully integrate multiple websites into an effective unified presence. Featuring an interview with Mike Fouratt of Christus Health, in which he shares the approaches his organization took recently to consolidate their web presence. Shownotes:: - Eating An Elephant: How to Build An Integrated Digital Strategy, One Bite at a Time: https://www.slideshare.net/ChrisBoyer/eating-an-elephant-how-to-build-an-integrated-digital-strategy-one-bite-at-a-time - Mike Fouratt LinkedIn profile: https://www.linkedin.com/in/mikefouratt/ - Christus Health website: https://www.christushealth.org/ - Yeti 10oz Lowball Tumbler: http://amzn.to/2vIs28A - Adweek, Yeah That’s Probably an Ad podcast: https://itunes.apple.com/us/podcast/yeah-thats-probably-an-ad/id1148183191?mt=2 Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Chris Boyer website: http://www.christopherboyer.com/ - Social Health Institute: http://www.socialhealthinstitute.com/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain: https://www.binaryfountain.com/

Hosts Reed Smith and Chris Boyer tackle the topic of Search Engine Marketing (SEM) in this week’s episode, focusing their discussion on paid tactics. They briefly cover the various types of SEM, and then discuss effective ways organizations are ensuring their online marketing approaches produce results. They also discuss some of the current trends and challenges with SEM. This episode features and expert interview with Kevin Minnelli, CEO of Eruptr (a paid search marketing firm) in which he shares his experience managing SEM for hundreds of hospitals nationwide. Show Notes:: - How much waste is in the digital ad market: https://econsultancy.com/blog/69309-how-much-waste-is-in-the-digital-ad-market/ - Procter & Gamble Cut Up to $140 Million in Digital Ad Spending Because of Brand Safety Concerns: http://www.adweek.com/digital/procter-gamble-cut-140-million-in-digital-ad-spending-because-of-brand-safety-concerns/ - iProspect’s Paid Search Trends 2017 Search Report: : https://www.iprospect.com/en/us/insights/povs/paid-search-trends-2017-q2/ - Ad blockers are digging their own graves: https://venturebeat.com/2017/07/29/ad-blockers-are-digging-their-own-graves/ - The Campaign Against Facebook And Google's Ad "Duopoly" Is Going Nowhere:: https://www.buzzfeed.com/alexkantrowitz/the-campaign-against-facebook-and-googles-ad-duopoly-is?utm_term=.wlLpkOzMLy#.gf5YaKzqmy - Privacy Group Challenges Google Algorithm Tracking Consumers' Offline, Online Data: https://www.mediapost.com/publications/article/305100/privacy-group-challenges-google-algorithm-tracking.html Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Eruptr Twitter: https://twitter.com/eruptr - Kevin Minnelli LinkedIn: https://www.linkedin.com/in/minnelli/ - Eruptr: http://www.eruptr.com/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain:https://www.binaryfountain.com/

Keeping track of accurate physician listings online has become increasingly more complex for hospitals and health systems. Not only do they have to contend with various disparate internal databases, but external commercial websites (like Google, Yelp, HealthGrades, Vitals, etc.) and government/payor websites are also competing to be the sole source of truth when it comes to accurate provider listings. Hosts Reed Smith and Chris Boyer wade through the challenges organizations face trying to manage physician listings, and then entertain the idea of a Unified Physician Profile (UPP). Featuring an interview with provider listing expert, Cynthia Newton of HCCG, Inc. Links: - Touchpoint podcast Twitter: https://twitter.com/touchpointpcast - Reed Smith Twitter: http://www.twitter.com/reedsmith - Chris Boyer Twitter: http://www.twitter.com/chrisboyer - Cynthia Newton Twitter: https://twitter.com/directorydoctor - Cynthia Newton LinkedIn: https://www.linkedin.com/in/cynthianewtonhccg/ - HCCG Inc: http://hccg-inc.com/ Recommendations: - TP-Link Smart LED Light Bulb: http://amzn.to/2uVN5WD - Relive cycling app: https://www.relive.cc/ Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain:https://www.binaryfountain.com/

Over the last decade, social media has had a tremendous impact on the healthcare industry, most specifically in transforming how we communicate and interact with our audiences. In this episode, host Reed Smith and Chris Boyer explore the power social media has on understanding public health and it’s influence on how patients communicate with one another and their health providers. From its use in clinical trials, population health management, and as a public health observation tool, social platforms are an important part in the future of healthcare. Featuring an interview with healthcare navigator and content expert, Amelia Roberts. Sponsors: - Transparently: https://www.transparently.com/ - Influence Health: http://www.influencehealth.com/ - Binary Fountain:https://www.binaryfountain.com/ Links: - Chris Boyer Twitter: https://twitter.com/chrisboyer - Reed Smith Twitter: https://twitter.com/reedsmith - Amelia Roberts LinkedIn: https://www.linkedin.com/in/ameliaroberts/ - Amelia Roberts Twitter: https://twitter.com/rn_solutions - Klein Tools 32500 11-in-1 Screwdriver and Nut Driver: http://amzn.to/2eMOc5p - Spindrift Seltzer Water: http://amzn.to/2uWT925

The role of marketing in a hospital or health system has dramatically evolved over the years. Once focused on simple communication and community management activities, the expected role of the hospital marketer now has become more strategic and responsible for many strategies. In this episode, hosts Reed Smith and Chris Boyer reflect on their personal experience as hospital marketers over the last fifteen years, and share a new framework in which marketers today can better align with the expectations of the C-suite. This episode features an in-depth interview with Greg Haralson, CEO of Memorial Hermann Sugar Land & Memorial Hermann Southwest, in which he shares his thoughts on how marketing can become more effective in the changing landscape of healthcare. Links: - What CEO’s expect from their CMO’s: http://www.cmo.com/features/articles/2011/6/14/10-great-expectations-what-ceos-want-from-their-cmos.html - How CMOs and CIOs can collaborate: https://blog.hubspot.com/marketing/marketing-it-alignment-strategy - What marketers need to overcome digital maturity: https://www.emarketer.com/Article/What-Marketers-Need-Overcome-Reach-Digital-Maturity/1016169?ecid=NL1001 - Corporate culture dictates the success and failure of digital transformation: https://www.linkedin.com/pulse/corporate-culture-dictates-success-failure-digital-brian-solis - Technology is changing the future of marketing (again): https://www.forbes.com/sites/johnellett/2014/09/30/technology-is-changing-the-future-of-marketing-again/#4b5de0cae7df - Greg Haralson on LinkedIn: https://www.linkedin.com/in/greg-haralson-3406814/ - Greg Haralson on Twitter: https://twitter.com/Greg_Haralson - Ninja Coffee System: http://amzn.to/2vBajP9

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. Be sure to rate and review the touch•point podcast on iTunes: https://itunes.apple.com/us/podcast/touchpoint-podcast/id1203099283 Links: - Touch•point podcast: www.touchpointpodcast.com - Reed Smith Twitter: www.twitter.com/reedsmith - Chris Boyer Twitter: www.twitter.com/chrisboyer - Bobby Rettew Twitter: www.twitter.com/bobbyrettew - Social Health Institute: www.socialhealthinstitute.com - Chris Boyer: www.christopherboyer.com - Texas Instruments TI-30X IIS 2-Line Solar/battery-Powered Scientific Calculator: http://amzn.to/2uiasKZ - LEGO Architecture Studio 21050 Playset: http://amzn.to/2sPbRnL

Everything online is absolutely measurable. Because of this, the often mistaken belief is that once you launch a digital campaign or effort, the measurement will be comprehensive and complete from the onset. Hosts Reed Smith and Chris Boyer spend this episode detailing the common misperceptions hospitals and health systems have with measuring their efforts, and detail a high level framework organizations can use to develop a comprehensive measurement strategy. In addition, this episode features an interview with Olivier Blanchard, author of the book “Social Media ROI,” and he shares his expert thoughts on how to successfully measure. Show Notes: - Olivier Blanchard on Twitter: https://twitter.com/oblanchard - Olivier Blanchard on LinkedIn: https://www.linkedin.com/in/olivierblanchard/ - Social Media ROI book: http://smroi.net/ - Futurum website: https://www.futurum.xyz/ - Case Brand knives: http://amzn.to/2tIsKEv - Pamela Barsky bags: https://www.etsy.com/shop/pamelabarskyshop

Hospitals and health systems create content for a number of audiences - marketing, PR, media relations, donor specific content, quality reports, employee communications, etc. However, many systems struggle with this content being developed in silos across the organization. Hosts Reed Smith and Chris Boyer discuss the challenges with developing a unified content strategy and share insights on how hospitals can begin moving towards aligning their content. Featuring an interview with content strategist Loren Blinde. Links: - touch•point podcast: www.touchpointpodcast.com - Loren Blinde: http://www.writingpower.net/ - Chris Boyer: http://www.christopherboyer.com/ - Reed Smith: http://www.socialhealthinstitute.com/

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: Mike Vujovich - https://www.linkedin.com/in/masterjedivuj/ Ed Bennett - https://www.linkedin.com/in/edbennett/ Matt Gove - https://www.linkedin.com/in/mattgove3/ Justin Rodriguez - https://www.linkedin.com/in/justin-rodriguez-9103a98/ Greg Matthews - https://www.linkedin.com/in/gdmatthews/ Dan Hinmon - https://www.linkedin.com/in/danhinmon/ Ahava Leibtag - https://www.linkedin.com/in/ahavaleibtag/ Jared Johnson - https://www.linkedin.com/in/jaredjohnson/ Kyra Hagen - https://www.linkedin.com/in/kyrahagan/ Amelia Roberts - https://www.linkedin.com/in/ameliaroberts/ Jim Samuel - https://www.linkedin.com/in/jimsamuel/ Shel Holtz - https://www.linkedin.com/in/shelholtz/ Ben Dillon - https://www.linkedin.com/in/benjamindillon/ Jessica Levco - https://www.linkedin.com/in/jessicalevco/ Rob Birgfeld - https://www.linkedin.com/in/robbirgfeld/ Aaron Fox - https://www.linkedin.com/in/aaronfoxhealth/ Andy Gradel - https://www.linkedin.com/in/andygradel/ Steve Leibforth - https://www.linkedin.com/in/sleibforth/

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. Links: - Content Marketing for Healthcare: https://www.forbes.com/sites/miketempleman/2016/09/27/content-marketing-for-specific-industries-medical/#7172e9fb7c39 - Dr. Justin Smith - LinkedIn: https://www.linkedin.com/in/justinsmiththedocsmitty/ - Dr. Justin Smith - Twitter: https://twitter.com/thedocsmitty - Cook Children’s Hospital website: https://www.cookchildrens.org - “If I Understood You, Would I Have This Look on My Face” - Alan Alda: http://amzn.to/2rh2QTE - These are Their Stories Podcast: http://www.lawandorderpodcast.com/

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.