Touch Point podcast

56:23

Chris Boyer and Reed Smith challenge a growing assumption in healthcare: that technology is the strategy. While health systems face urgent pressures—from constrained budgets to rising demand—they’re investing heavily in digital solutions. But are they using technology to truly enable transformation, or simply chasing shiny objects? In this episode, they explore: Why digital transformation is often confused with digital adoption. The risk of letting vendor roadmaps dictate your innovation priorities. How to reposition technology as a flexible enabler—not the end goal. What health systems can learn from other industries that center business outcomes, not features. They are also joined by David Norris, CEO of Affineon, who shares why now is the right time for bold innovation. Drawing from his work with both enterprise healthcare systems and startups, he outlines how aligning technology with long-term strategy creates value—not just velocity. Mentions From the Show: Shaping Tomorrow’s Healthcare: Reflections on Digital Health 2025 How voice AI can slash healthcare clinicians' workloads — and offer companionship for older adults Medical centres compete to achieve ‘smart hospital’ status David Norris on LinkedIn Affineon website Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

1
TP439: The Urgency Gap: Is Healthcare Ready for AI Experience Design? 50:04

12 днів тому50:04

50:04

Chris Boyer and Reed Smith break down one of the industry’s most misunderstood trends, separating the headline-worthy buzz from the meaningful, strategic work that marketing teams should actually be focused on. The cover: AI-Experience Design - defining what it is and why other industries are framing it differently than healthcare. The Urgency Gap – Most healthcare marketing teams haven’t laid the foundational work (data hygiene, journey design, content mapping) required to even get to AI-experience design. Consumer Experience Convergence – How AI-experience design will eventually blur with consumer and service design strategies—and what that means for your MarTech roadmap. AI in the Real World – Why AI tools are only as useful as the systems, standards, and use cases you build around them. Matt Cyr founder and president of LoopAgency, joins to unpack the concept of AI-experience design and what foundational steps to take today that set the stage for success tomorrow. Mentions from the Show: Matt Cyr on LinkedIn Loop Agency Marc Needham on LinkedIn: How I Learned to Stop Worrying and Love the AI Teri Sun on LinkedIn: Websites not dead in the age of AI Carrie Liken on Substack: This Week Google Changed Search Forever Harnessing AI to Transform Consumer Healthcare Experiences Learn more about your ad choices. Visit megaphone.fm/adchoices…

1
TP438: ICYMI TP127 - The Changing Business Models of Health Systems 58:42

19 днів тому58:42

58:42

In this encore episode, hosts Chris Boyer and Reed Smith explore how evolving financial pressures and care delivery shifts are forcing health systems to rethink their business models. From the rise of value-based care to growing partnerships with retail and digital-first players, this conversation breaks down the key factors shaping the industry’s strategic realignment. Topics include: The growing divide between traditional hospital revenue streams and emerging care models. How consumerism and digital health are driving new competitive threats. Why innovation isn’t just about tech — it’s about new models of care and payment. What this means for marketing, strategy, and long-term viability. Originally aired as TP127, this episode includes an expert interview with Jeffrey Carr, industry leader and operational administrator for the Mayo Clinic. This conversation remains highly relevant in today’s environment of disruption, realignment, and strategic reinvention. Mentions from the Show: Jeff Carr on LinkedIn 4 Hospital Business Models for Consumer-Centric Healthcare Digital Clinic podcast Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

1
TP437: Performance Marketing Is Dead. Long Live Performance Marketing 55:42

26 днів тому55:42

55:42

Chris Boyer and Reed Smith explore how traditional performance marketing tactics have unraveled — and what must replace them. From cookie deprecation to HIPAA compliance and signal loss across Meta and Google, the rules have changed. But the need for results hasn’t. They discuss: Why platform-optimized media is no longer reliable How privacy and regulatory shifts are redefining performance marketing The rise of media mix modeling and infrastructure-led strategy What modern measurement looks like when attribution pixels disappear Aaron Burnett, CEO of Wheelhouse DMG, joins to share how his team rebuilt performance marketing around privacy-first data, internal measurement models, and transparent media planning. He breaks down the critical difference between CDPs and data warehouses, the real-world challenge of earning trust to access EMR data, and how AI is reshaping execution without replacing strategy. Mentions from the Show: Aaron Burnett on LinkedIn WheelhouseDMG Digital Clinic podcast Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

1
TP436: The Patient Doesn’t Know They’re in a Funnel 57:24

5 weeks тому57:24

57:24

In this episode, hosts Chris Boyer and Reed Smith examine why the classic funnel framework may not reflect the complex, emotional, and often anonymous nature of how people engage with care decisions today. Rethinking intent and awareness in healthcare journeys Why decision-making is fragmented and reactive How privacy regulations are eliminating visibility across the funnel Why traditional conversion metrics miss the moments that matter How progressive profiling and experience design create better results Healthcare strategist Aaron Mauck joins the show to discuss how marketing leaders can navigate the demands of privacy, performance, and profitability. The conversation explores how to personalize ethically, demonstrate ROI without overtracking, and prepare for the next wave of AI and regulation. Why it matters: Healthcare consumers are not leads to be pushed through a funnel. They are people seeking clarity, trust, and access. Today’s marketing must meet them on their terms. Mentions from the Show: Aaron Mauck on LinkedIn Freshpaint.io Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

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TP435: The Website Is Now a Platform 50:21

6 weeks тому50:21

50:21

In this episode, hosts Chris Boyer and Reed Smith challenge the outdated mindset of the hospital website and explore how health systems can architect unified platforms that drive growth, deliver care, and personalize experiences. The platform shift – Drawing from other industries, we explore how websites are becoming engines for acquisition, service delivery, and retention. From brochure to business tool – What defines a true healthcare platform, and what signals that a system is still stuck in the past? Progressive profiling in action – How health systems can collect data over time to build trust and power personalized journeys. Operational impact – Why this matters now for CRM, downstream campaigns, and measurable ROI. Shawn Gross, VP of Growth at Phase2 Technology, joins to share how progressive profiling helps health systems transform anonymous website visitors into engaged patients—without sacrificing trust or overwhelming users. Mentions from the Show: Shawn Gross on LinkedIn Phase2 Technology Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

1
TP434: The Evolving CMO: From Brand Steward to Strategic Leader 43:19

7 weeks тому43:19

43:19

In this episode, hosts Chris Boyer and Reed Smith unpack how the role of the Chief Marketing Officer has evolved—both across industries and within health systems. The expanding CMO playbook – CMOs are now expected to drive growth, lead digital transformation, and influence business-wide decision-making. The impact of AI and analytics – Today’s marketing leaders must be data-fluent and tech-savvy to keep pace. Healthcare’s unique pressures – From navigating tight budgets to partnering with clinical and operational leaders, health system CMOs face distinct challenges. Brand trust in the spotlight – The demand for transparency and ethical communication has never been higher. Also, in a special panel recorded live at #HMPS25, we hear from three leaders at the forefront of this transformation: Tanya Andreadis , VP, Chief Marketing and Experience Officer Andy Chang , Chief Marketing Officer, UChicago Medicine Chris Bevolo , Chief Transformation Officer, BPD Mentions from the Show: Tanya Andreadis , VP Chief Marketing and Experience Officer Andy Chang , Chief Marketing Officer, UChicago Medicine Chris Bevolo , Chief Transformation Officer, BPD Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

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TP433: Reputation Drift: How Algorithms and AI Are Rewriting Healthcare Brands 54:03

8 weeks тому54:03

54:03

Our digital world is ruled by AI algorithms who are now able to summarize your brand and influence search results. Chris Boyer and Reed Smith explore how these digital forces are reshaping public perception of healthcare organizations—and what can be done to defend and strengthen online reputation before it drifts away into the ocean of algorithms. They discuss How third-party platforms like Google, Yelp, and Facebook Groups are now setting the first impression for hospitals and health systems Why AI-generated summaries and reviews are redefining what consumers see—and why not managing online profiles leaves your brand vulnerable The rise of fake, AI-generated reviews and why healthcare organizations are especially exposed How "reputation forecasting" is becoming a necessary strategy to predict and prevent reputational risks before they escalate. The growing gap between consumer expectations and healthcare reality when it comes to digital trust, and why maintaining accurate, up-to-date information is the new frontline in brand management. Aaron Clifford from Press Ganey joins to share new research on how online reputation shapes consumer choice today, and what healthcare organizations must do to keep trust strong in the age of AI-driven consumer behavior. Mentions from the Show: US FTC finalizes ban on companies buying and selling fake online reviews Reuters, August 14, 2024 Fake AI-generated reviews are all over the internet, research shows Fast Company Insights from Feedtrail’s Community Health Patient Experience Summit 2024 Navigating the Tipping Point: Strategies for Reputation Management in a Volatile Healthcare Environment Aaron Clifford on LinkedIn PressGaney.com Press Ganey Report: Consumer Experience in Healthcare Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

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TP432 - Closing the Healthcare Engagement Gap 50:54

9 weeks тому50:54

50:54

Today’s healthcare consumer is more empowered, more digital-savvy, and more skeptical than ever. Yet many health systems still engage them with outdated approaches and institutional thinking. In this episode, Chris Boyer and Reed Smith explore the growing disconnect between what consumers expect and what health systems deliver—and what it will take to close that gap. They explore: The rise of the modern healthcare shopper who expects transparency, convenience, and digital ease in every interaction Common breakdowns in engagement, from fragmented experiences to generic messaging and outdated tools The importance of personalized communication that reflects where someone is in their health journey, not just their name in an email How inconsistent messaging across digital, phone, and in-person touchpoints erodes trust and damages the brand They also discuss why closing the gap requires more than marketing. It demands operational improvements that match the message, and small wins that collectively rebuild consumer confidence. Later in the episode, Ryan Donohue of NRC Health joins to share insights from national research on patient behavior. He outlines the "Sinister Six" factors driving disengagement and explains how loyalty is shaped by experience, not advertising. Healthcare organizations that succeed in 2025 will be those that align expectations with delivery and prove they understand what today’s consumers value most. Mentions from the Show: Engaging the evolving US healthcare consumer and improving business performance – McKinsey & Company Consumer Healthcare Experience Trends to Watch in 2025 – Engagys What’s Next in Healthcare Consumer Experience – Press Ganey Meeting demand for personalized health care requires a system that can change – Stamford Advocate (Op-ed by Stamford Health CEO) Ryan Donohue on LinkedIn NRC Health Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

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TP431 - AI, Are You Killing our Vibe? 1:00:32

10 weeks тому1:00:32

1:00:32

Forget product pitches and click-through rates - today’s best marketing doesn’t just inform, it evokes. In this episode, Chris Boyer and Reed Smith explore the rising influence of vibe marketing in healthcare and how AI is both accelerating and reshaping this emotionally-driven strategy. They dive into: What Is Vibe Marketing: How brands are shifting from storytelling to emotion-driven engagement, powered by AI-generated content and mood-matching media. Why It’s Working Now: The collapse of institutional trust, the rise of TikTok-era behavior, and the tech that allows campaigns to adapt in real time to audience feelings. AI’s Role in Vibe: From automated content distribution to hyper-personalized interactions, AI is becoming the engine behind emotionally intelligent marketing. What This Means for Healthcare: In a field built on trust and empathy, vibe marketing may be healthcare’s strongest brand strategy…if done right. Later in the episode, they’re joined by Matt Cyr of Loop Agency, who shares how health system marketers can use AI as a creative partner, not a job-stealer. He discusses how his work with Roper St. Francis Healthcare is helping lean teams use AI to free up time for storytelling and strategy, while still getting it all done. In 2025, marketing isn’t about messaging; it’s about vibe. And AI might be the key to capturing it. Mentions from the Show: What is Vibe Marketing? Beyond Storytelling in the TikTok Era Almost Timely News: 🗞️ What Is Vibe Marketing? (2025-03-30) What Is Vibe Marketing? The Emotional Power Move Every Brand Needs in 2025 Vibe Marketing: What It Is and Why It’s Changing the Future of Branding 5 Captivating Healthcare Marketing Examples AI-Driven Vibe Marketing: Transforming Daily Marketing Strategies with Automation and Real-Time Optimization Matt Cyr on LinkedIn Loop Consulting Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

1
TP430 - The Power of Peers: Patient Mentoring in a Digital Age 51:54

11 weeks тому51:54

51:54

Long before hashtags and apps, patient mentoring thrived quietly in community rooms and support circles—offering emotional validation and practical guidance where clinical care left off. In this episode, Chris Boyer and Reed Smith trace the evolution of peer-to-peer support in healthcare, and how digital platforms have transformed it from local to limitless. They dive into: The History of Peer Mentoring – From 1970s cancer groups to HIV/AIDS buddy programs, peer support has long filled the gaps in clinical care through empathy, shared experience, and trust. The Digital Shift – How platforms like PatientsLikeMe, Reddit, Inspire, and even TikTok created scalable, searchable communities for patients—especially those navigating chronic or stigmatized conditions. Why Health Systems Lag Behind – Compliance fears, cultural resistance, and underinvestment have limited provider involvement, even as patients build robust peer networks on their own. Opportunities for Integration – Peer support could enhance onboarding, post-discharge care, chronic condition engagement, and even brand trust—if health systems partner, not compete. Later in the episode, they’re joined by Paul Hoffman, founder of InTandem Health, who shares insights on launching digital peer mentoring platforms—from clinical impact and marketing value to the surprising role peer programs can play in fundraising and health system transformation. In 2025, the most powerful engagement may not be provider-to-patient—but patient-to-patient. Mentions from the Show: “Peer support/peer provided services: Underlying processes, benefits, and critical ingredients.” Psychiatric Rehabilitation Journal. Effectiveness of Peer Support on Quality of Life and Anxiety in Breast Cancer Patients: A Systematic Review and Meta-Analysis Impact of the 2nd Story Peer Respite Program on Use of Inpatient and Emergency Services Peer-Supported Self-Management of Chronic Disease: A Toolkit “Social Uses of Personal Health Information Within PatientsLikeMe, an Online Patient Community: What Can Happen When Patients Have Access to One Another’s Data” Online social networking by patients with diabetes: a qualitative evaluation of communication with Facebook. Paul Hoffman on LinkedIn InTandemHealth Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

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TP429 - Are We Wasting our Digital Media Spend? 58:11

12 weeks тому58:11

58:11

In 2024, U.S. healthcare and pharma ad spending will top $30 billion—but how much of it actually drives results? In this episode, Chris Boyer and Reed Smith dig into the hidden inefficiencies in health system media budgets and ask a bold question: Are we investing strategically, or just fueling the machine? They dive into: Why Media Waste Persists – From inherited budget models to disconnected teams and shallow KPIs, the current approach to digital spend is full of cracks. The Illusion of Strategy – Why having a media plan isn't the same as having a strategy—and how vague goals and channel-first thinking lead to missed ROI. The Hidden Costs of Poor Alignment – From creative mismatches to lack of CRM integration, unmeasured waste is hiding beyond the dashboard. Agency Transparency & Trust – What health systems need to know about principal media buying, opaque reporting, and misaligned incentives. They’re joined by Jane Crosby of True North, who shares her performance marketing playbook: how strategic bid management, integrated media planning, AI tools, and smarter collaboration are turning wasteful spend into efficient, results-driven campaigns. In 2025, it’s time to stop asking if media is being wasted—and start asking how to turn it into a high-yield investment. Mentions from the show: Healthcare and pharma marketers go digital, but traditional media stays relevant Eliminate waste and complexity in your digital advertising budget - the Proxima Group Brands threw away $6 billion in wasted digital ad spend WG Content How AI search ranks healthcare content: A ChatGPT vs. Google experiment Diane Hammons on LinkedIn Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

1
TP428 - Breaking the Healthcare Content Mold (Rethinking Risk, Embracing Prompt Power) 1:03:42

13 weeks тому1:03:42

1:03:42

Is AI-generated content in healthcare reckless—or revolutionary? In this episode, hosts Chris Boyer and Reed Smith challenge the fear around using AI in a regulated industry and explore how health systems can use generative AI safely, effectively, and strategically to create better content, faster. They dive into: AI + Content in a Regulated World – Why risk-averse culture and compliance concerns have slowed adoption—and why those fears might be outdated. The Reality of Today’s AI Use – How non-PHI content (like patient education, provider bios, and public health materials) is already being generated by AI. AI as a Content Accelerator – From readability and ADA compliance to localization and SEO, AI is changing the content game in health systems. Prompt Engineering as a Strategic Skill – Why healthcare marketers need to think like prompt architects, not just copywriters, and how prompt styles like chain-of-thought, self-refine, and role-based prompting are becoming foundational. Later in the episode, they’re joined by Diane Hammons of WG Content, who shares how custom LLMs and advanced prompting are driving content efficiency and brand consistency across the healthcare landscape. In 2025, the question isn’t whether AI belongs in healthcare content—it’s how well we’re guiding it. Mentions from the show: Medical content creation in the age of generative AI How to use AI safely for Content Creation in Hospital Marketing WG Content How AI search ranks healthcare content: A ChatGPT vs. Google experiment Diane Hammons on LinkedIn Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

1
TP427 - The Case for Failing Faster to Address Disruption 1:00:44

14 weeks тому1:00:44

1:00:44

Healthcare operates under the mindset that failure is not an option—but what if that’s actually slowing down innovation? While tech companies embrace rapid iteration, health systems often get stuck in pilot purgatory, unable to scale promising initiatives. In this episode, Chris Boyer and Reed Smith explore why failing faster—when done smartly—is key to keeping pace with disruption. They dive into: Why Healthcare Resists "Fail Fast" Thinking – How risk aversion, compliance hurdles, and leadership discomfort prevent innovation. Lessons from Other Industries – How Google, Amazon, and pharma companies use structured experimentation to accelerate growth. How Tech Enables Smart Experimentation – Using AI, predictive modeling, and digital sandboxes to minimize risk while maximizing learning. Making the Case for Leadership Buy-In – How framing failing fast as an ROI strategy can help organizations embrace iterative improvements. Later in the episode, they are joined by Alan Shoebridge, who shares his insights on industry disruption, external threats, and why health systems must rethink their approach to change. In 2025, standing still isn’t safe—healthcare must learn to fail fast, fail smart, and fail forward. Mentions from the show: Failing Fast: Does It Apply to Health Care? Why Failing Fast Means Failing Forward AI, Data, and the Art of Failing Fast in Healthcare Innovation Amazon, CVS Health Follow Their Learn-Fast, Fail-Fast Models Alan Shoebridge on LinkedIn Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

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TP426 - Addressing the P Word (Personalization) in Health Care 58:33

15 weeks тому58:33

58:33

Consumers expect personalized experiences in nearly every aspect of their lives—but in healthcare, is personalization truly delivering value, or is it just another marketing buzzword? Chris Boyer and Reed Smith break down the balance between helpful personalization and overreach, exploring how health systems can use data-driven insights to enhance patient engagement without crossing privacy lines. They dive into: The Need for Personalization – How shifting patient expectations, rising out-of-pocket costs, and digital health trends are fueling demand for tailored healthcare experiences. Personalization That Solves Problems – Why consumers prioritize guidance over recognition, and how health systems can simplify care navigation and reduce decision anxiety. The Role of AI & Data in Personalization – How predictive analytics, CRM systems, and psychographic segmentation can drive smarter, more effective patient engagement. Hyper-Personalization in Healthcare – How organizations are integrating real-time behavioral insights to create meaningful, omnichannel experiences. Later in the episode, they are joined by Teri Sun of White Rhino, who shares insights on how AI can add a human touch to personalization—ensuring patients feel understood, not just targeted. In 2025, healthcare personalization isn’t about knowing more—it’s about helping better. Mentions from the show: The Consumerization of Healthcare and How Providers Can Adapt Maximize the Impact of Personalization - Gartner The Future of Digital Products with AI — Peter Smart • MIT EmTech Digital 2024 What if you knew exactly what patients wanted from your website? Clicking with Patients - White Rhino newsletter Teri Sun on LinkedIn Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Learn more about your ad choices. Visit megaphone.fm/adchoices…

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TP425 - Leadership Through Adaptive Change 58:30

16 weeks тому58:30

58:30

Hospitals and health systems are facing yet another wave of uncertainty and disruption—financial constraints, shifting regulations, and changing patient expectations are putting immense pressure on leadership. The fact is, traditional leadership models don’t work in this new environment—adaptive change is now a critical skill. In this episode, hosts Chris Boyer and Reed Smith explore how marketing, communications, experience, and digital leaders can navigate this rapidly evolving landscape by embracing adaptive leadership strategies, diving into: Navigating Uncertainty – How financial pressures, policy shifts (like Medicare Advantage rate changes), and cybersecurity threats are reshaping healthcare leadership. Understanding Adaptive Leadership – Why healthcare organizations need cultural shifts, experimentation, and continuous learning rather than quick-fix solutions. Marketing & Digital’s Role in Change Management – How marketing, communications, and digital teams can drive transformation by fostering customer-centricity, collaboration, and data-driven decision-making. Doing More with Less – Strategies for optimizing marketing and digital budgets, shifting from large-scale campaigns to high-ROI micro-targeted initiatives. Later in the episode, they are joined by Amy Comeau, author of Every Storm Runs Out of Rain, who shares insights from her front-line leadership experience in healthcare marketing during the COVID-19 pandemic. Her reflections offer a compelling perspective on resilience, change, and moving forward. In 2025, adaptive leadership isn’t just about responding to change—it’s about shaping the future of healthcare. Mentions from the show: 2025 US health care outlook Healthcare finance trends for 2025: accelerating change Top Marketing Strategies for Healthcare Organizations in 2025 Adaptive Change vs. Technical Change: Definitions and Differences Amy Comeau on LinkedIn Every Storm Runs Out of Rain website Every Storm Runs Out of Rain book on Amazon Amy Comeau on BlueSky Amy Comea Substack Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

1
TP424 - Rethinking Reputation Management (Moving Beyond Google Reviews) 1:04:02

17 weeks тому1:04:02

1:04:02

When we think about reputation management, our minds often jump to Google reviews and star ratings—but what if we’re thinking too small? In this episode, Chris Boyer and Reed Smith challenge the traditional approach to ORM and explore how health systems can leverage reputation as a strategic asset beyond the review section.They dive into: Reputation as a Business Asset – Why ORM isn’t just a marketing metric but a driver of partnerships, hiring, and regulatory trust. The Expanding Digital Footprint – How social media, AI-driven search, and misinformation shape brand perception. Operationalizing ORM – Moving reputation management beyond marketing to HR, legal, and corporate strategy. AI’s Role in Reputation – How algorithms curate (and sometimes distort) what people see about your brand. Plus, they sit down with Dean Browell to discuss the declining influence of Google Reviews in assessing a health system’s online reputation and what hospitals should focus on instead. Don’t miss this deep dive into the future of reputation management in healthcare—because in 2025, your brand’s trustworthiness isn’t just about reviews, it’s about strategy. Mentions from the show: Reputation Management Statistics By Customer Reviews Impact, Revenue, Importance and Fake Review The Future of Online Reputation Management Services in 2025: What Businesses Must Know AI And Online Reputation Management: Five Trends For Brands To Keep Top Of Mind In 2025 Dean Browell on LinkedIn DiscoverFeedback.com Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

1
TP423 - Healthcare Content in 2025: AI, Composability, and the Content Stack 1:07:10

18 weeks тому1:07:10

1:07:10

In this episode, hosts Reed Smith and Chris Boyer explore the evolving role of content in healthcare marketing, diving into content composability, AI’s impact on content creation, and how health systems can maximize their content strategies. They break down how healthcare organizations can move beyond simple content production to a structured, data-driven approach that enhances patient engagement. Later in the show, they are joined by Ahava Leibtag, who introduces the concept of a Content Stack, offering a framework for building, managing, and distributing healthcare content efficiently. Tune in for insights on how to future-proof your content strategy in an AI-driven world. Mentions from the show: What is Content Composability? How AI is reshaping the content creator industry 16 Predictions About AI, Content Creation And Its Effect On Business Ahava Leibtag on LinkedIn Aha Media Group Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

1
TP422 - Rethinking Competition in Healthcare 55:50

19 weeks тому55:50

55:50

In this episode of Touch Point, hosts Chris Boyer and Reed Smith explore how retail healthcare’s retreat, increasing regulations, cybersecurity risks, and private equity consolidation are reshaping industry competition. With Walmart and Walgreens pulling back from healthcare, new state-level regulations tightening mergers, and cybersecurity emerging as a financial risk, traditional health systems remain dominant—but must adapt fast. Chris and Reed break down key strategies to stay agile, consumer-focused, and competitive. Jonathan Pathuis, Managing Partner at Cast & Hue, joins to discuss how User-Centered Design and Jobs to Be Done help health systems identify both direct and indirect competition. He explains why patient decision-making is shifting, how strategic planning and marketing must collaborate, and how human-centered insights uncover hidden threats and opportunities. Whether you're rethinking market strategy or trying to understand evolving patient behavior, this episode provides practical takeaways for navigating healthcare’s changing competitive landscape. Mentions from the show: Becker’s Hospital Review, What Big Retailers Did in Healthcare in 2024 Politico, Retail Giants Can’t Figure Out Health Care National Conference of State Legislatures (NCSL), 2024 Legislative Recap: Health Care Consolidation and Competition National Center for Biotechnology Information (NCBI), The Impact of Marketing Strategies in Healthcare Systems Invoca, How to Create a Healthcare Marketing Strategy: A Step-by-Step Guide ClearPoint Strategy, The 7 Most Effective Strategic Planning Models Used in Healthcare Kendall Hunt Publishing, Strategic Planning and Marketing in Healthcare Organizations National Center for Biotechnology Information (NCBI), Integrated Marketing Communications: A Strategic Priority in Health Strata Decision Technology, Why Strategic Planning is Important in Healthcare Prezentium, Marketing Strategies, Tips to Create a Healthcare Marketing Plan Cascade, How To Implement Effective Strategic Planning In Healthcare Jonathan Pathuis on LinkedIn CastandHue.com How to Identify Competitors Through Jobs-to-be-Done Learn more about your ad choices. Visit megaphone.fm/adchoices…

1
TP421 - The Evolution of Patient Experience 1:01:26

20 weeks тому1:01:26

1:01:26

In this episode, hosts Chris Boyer and Reed Smith explore the evolution of patient experience, from its holistic roots to today’s data-driven strategies. They discuss how healthcare’s focus on patient satisfaction metrics, Chief Experience Officers, and financial incentives has reshaped care—raising the question: are we truly improving experiences or just measuring them better? They also examine how digital engagement has transformed patient interactions, from search-driven healthcare decisions and AI-powered personalization to telehealth and omnichannel experiences. Joining them is John Berndt of Valtech, who shares insights from the 2025 Emerging Experiences in Consumer Healthcare Report, including the shift toward vertical integration, the role of call centers in digital efforts, and how LLMs are shaping content supply chains for health systems. Mentions from the Show: “ The Evolution of Patient Experience: From Holistic Care to Human Experience ” - Patient Experience Journal The growing disconnect between virtual health availability and consumer demand Integrating digital health tools to help improve the whole consumer experience Patients have more patience, comfort with digital healthcare tools Digital transformation in healthcare Virtual health care and fitness find their rhythm The Role of Digital Marketing in the Future of Healthcare The impact and challenges of digital marketing in the health care industry during the digital era and the COVID-19 pandemic The Evolution of Healthcare Marketing: From Medicine 1.0 to Medicine 3.0 What is Marketing’s Role in the Digital Patient Journey? John Berndt on LinkedIn Valtech website The 2025 Emerging Experience in Consumer Healthcare report Learn more about your ad choices. Visit megaphone.fm/adchoices…

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TP420 - The 2025 State of Digital Advertising for Healthcare 57:09

21 weeks тому57:09

57:09

In this episode, hosts Chris Boyer and Reed Smith explore the shifting landscape of digital advertising in 2025, from privacy-first strategies and AI-driven targeting to the rise of connected TV (CTV) and retail media networks. They discuss how these trends are reshaping direct-to-consumer healthcare advertising and the critical role of Customer Data Platforms (CDPs) in adapting to Meta’s evolving ad ecosystem. Joining them is Adam Putterman of OursPrivacy, who shares expert insights on leveraging CDPs, navigating Meta’s changes, and future-proofing digital marketing strategies for health systems. Mentions from the Show: Looking Ahead: 2025 Predictions and End-of-Year Outlook in Digital Advertising 2025 Digital Ad Trends and Predictions: Time to Turn the Page The State of Digital Marketing in 2025: What the Data Shows Harnessing AI to reshape consumer experiences in healthcare Tackling healthcare’s biggest burdens with generative AI Healthcare Marketing: 2024 Benchmarks for CMOs Health media: How consumer content informs the future of healthcare Meta’s Free-Speech Shift Made It Clear to Advertisers: ‘Brand Safety’ Is Out of Vogue Social Media: a HIPAA Danger Zone A healthcare team’s guide to HIPAA compliance on social media OursPrivacy.com Adam Putterman on LinkedIn Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

1
TP419 - The 2025 State of Social Media for Healthcare 1:09:52

22 weeks тому1:09:52

1:09:52

In this episode, hosts Reed Smith and Chris Boyer check in on the state of social media for healthcare, and discuss the various changes to these social platforms - from content moderation, to managing algorithmic changes, a brief touch on paid social strategies and share information for health systems on how to plan for and adapt to future changes in social strategies. They are joined by Jenny Bristow of Hedy & Hopp who shares her insights on how healthcare clients can navigate the various changes in social today. Mentions from the show: Meta’s shift to ‘community notes’ risks hurting online health info providers more than ever Meta’s New Content Policy Will Harm Vulnerable Users. If It Really Valued Free Speech, It Would Make These Changes How Will AI, Social Media, and Partnerships Shape Healthcare Marketing? Jenny Bristow on LinkedIn Hedy & Hopp Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

1
TP418 - Inclusivity Marketing, Design and the Impacts of Stigma 57:35

23 weeks тому57:35

57:35

In this episode, hosts Reed Smith and Chris Boyer discuss the elements of developing an inclusive digital patient experience strategy, why it matters and the impact it has on a healthcare organization. Melissa Fors Shackelford joins to share her insights in the impacts of stigma for certain populations and how inclusivity efforts in marketing and communications are most effective. Mentions from the Show: People with disabilities appear in 1% of TV ads The Simone Biles Effect: Destigmatizing Mental Health Breaks In Athletics And Beyond Why ADA Compliance Matters in Health Care Marketing Inclusive Marketing - Disabilities The Business Case for Inclusive Advertising Melissa Fors Shackelford on LinkedIn Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

1
TP417 - The 2024 Listener Choice Awards 43:34

24 weeks тому43:34

43:34

In our annual “Best-of” 2024 show, hosts Reed Smith and Chris Boyer reflect back on the past year and the various episodes and topics we discussed, and share results from our annual listener choice awards, including favorite episode and favorite guest. Congratulations to all of our winners and thanks for making this show amazing! Mentions from the Show: Best Episode: #3: TP375 - What Does 'Digital First' Really Mean? #2: TP368 - How Consumerism Is Challenging Healthcare Leadership #1: TP367 - It's the End of Search as We Know It (and I Feel Fine) Best Guest: #3: Chris Bevolo #2: Ben Dillon #1: Carrie Liken Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

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TP416: ICYMI - Is Patient Access Improving? 34:14

25 weeks тому34:14

34:14

In this week’s episode, hosts Reed Smith and Chris Boyer share their perceptions and insights on patient access - what it is, what internal and external factors are impacting access and then they dive into a recent study by Experian that implies that both patients and providers are feeling optimistic about access improvements in health systems. Lastly, they share some ways to implement a consumer-centric access strategy. Mentions from the Show: Experian Health Report: The State of Patient Access – 2024 Consumer-Centric Patient Access: Insights from Top Providers Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Learn more about your ad choices. Visit megaphone.fm/adchoices…

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TP415: ICYMI - Do you Feel Disrupted? 39:02

26 weeks тому39:02

39:02

The US healthcare system is undergoing significant disruption due to innovations that fundamentally alter how services are delivered, how the market operates, or how patients are receiving care. In this episode, hosts Reed Smith and Chris Boyer outline five major disruptive trends and discuss how health systems need to prepare to be resilient through this disruption. Mentions from the Show: 2024 healthcare services outlook: Challenges and opportunities The healthcare disruptors expected to make an impact in 2024 Driving growth through consumer centricity in healthcare 2024 Outlook: 'Blurring of the lines' as providers, retailers and payers plotting primary care plays Moody's upgrades healthcare outlook from negative to stable for 2024 Healthcare’s next chapter: What’s ahead for the US healthcare industry A tough 2024 is on the horizon. Here's how Deloitte says healthcare leaders should prepare Learn more about your ad choices. Visit megaphone.fm/adchoices…

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TP414 - Surprise - This is a Touch Point Podcast About Toasters (Kinda) 1:02:49

27 weeks тому1:02:49

1:02:49

An annual feature of the Touch Point podcast is a retrospective look at other podcasts on our network. In this episode, hosts Reed Smith and Chris Boyer share two episodes of the newest podcast on the Touch Point Media Network - “Surprise, It’s Not a Toaster.” This show is hosted by Ed Bennett and Chris Boyer and is a lighthearted look at online experiences and their subsequent annoyances, unveiling innovative technology tools, and challenge Gen AI's limits. Give this a listen, and if you enjoy - be sure to like and subscribe. Mentions From the Show: Surprise - It’s Not a Toaster: Episode 22: CarPlay, Computer Monitors and Caterpillars Surprise - It’s Not a Toaster: Episode 29 – It’s All About the Algorithm TouchPoint 2024 Listener Survey Reed Smith on LinkedIn Chris Boyer on LinkedIn Ed Bennett on LinkedIn Chris Boyer website Ed Bennett of BlueSky Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

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TP413 - A Few of Our Favorite Interviews (2024 Edition) 1:23:40

28 weeks тому1:23:40

1:23:40

In this episode, hosts Reed Smith and Chris Boyer celebrate some of the most memorable guest interviews of the year. First, hear from Susannah Fox who discussed insights from her new book about digital innovation, then Jeremy Mittler joins for a good discussion on privacy-first advertising strategies. Lastly, Danny Fell joins to discuss healthcare disruption. These are a few of our best interviews of the year. Be sure to vote for your most favorite episode and favorite guest in our annual 2024 Touch Point Podcast Listener Survey . Mentions From the Show: TP370 – Has the Social Internet Democratized Patient Empowerment? Rebel Health book SusannahFox.com Susannah Fox on LinkedIn TP381 – Digital Advertising’s Role in Patient Experience Jeremy Mittler on LinkedIn TP383 – Does Consumerism Drive Disruption? Danny Fell on LinkedIn BVK.com TouchPoint 2024 Listener Survey Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

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TP412 - Technology Innovations that Are Set to Transform Healthcare 37:03

29 weeks тому37:03

37:03

In this episode, hosts Reed Smith and Chris Boyer discuss seven technology trends that are innovating healthcare and medicine - some old and some radically new. With an increased focus on solving gaps in rural healthcare and addressing modern consumerism needs. This show is a fun look forward to support future planning. Mentions From the Show: Consumers rule: Driving healthcare growth with a consumer-led strategy - McKinsey Bracing for impact: Navigating the surge in healthcare costs - WTW The next frontier of care delivery in healthcare 7 Healthcare Trends That Will Transform Medicine In 2025 TouchPoint 2024 Listener Survey Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices…

1
TP411 - A Friendsgiving Episode 1:08:58

30 weeks тому1:08:58