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PODCAST

touch point podcast

touch point media

touch point is a podcast dedicated to discussions on digital marketing and online patient engagement strategies for hospitals, health systems, and physicians" practices. In each episode, hosts Reed Smith and Chris Boyer dive deep into a variety of topics on the digital tools, solutions, strategies, and processes that are impacting the healthcare industry today.

business marketing

All Episodes

69:51

TP442: ICYMI – Omnichannel PX: How Do you Integrate...

touch point podcast ·

2025/07/02

With all of the emphasis lately on developing digital experiences, it’s often overlooked that the customer experience transcends online and offline touchpoints. In this episode, hosts Chris Boyer and Reed Smith discuss the concept of a hybrid CX approach, integrating offline and online experiences, and the role AI has in supporting the new customer journey. Ian Lindsey from Cerecore joins to discuss the important role the call center agent has in improving the overall PX.Mentions from the Show:

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59:39

TP441: SEO is Like Golf Now

touch point podcast ·

2025/06/25

Chris Boyer and Reed Smith explore how AI is transforming the digital discovery journey — and why traditional SEO tactics may no longer cut it. They discuss: The Collapse of the Keyword Empire - as AI-generated results increasingly dominate SERPs, healthcare brands must rethink how they show up in search. Intent, Not Indexing - AI search surfaces content differently, prioritizing context over keywords. This shift forces a new content strategy grounded in helpfulness, not hierarchy.

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56:23

TP440: Is Technology the Strategy… or Just the Tool?

touch point podcast ·

2025/06/18

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

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50:04

TP439: The Urgency Gap: Is Healthcare Ready for AI...

touch point podcast ·

2025/06/11

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

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58:42

TP438: ICYMI TP127 - The Changing Business Models of...

touch point podcast ·

2025/06/04

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

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55:42

TP437: Performance Marketing Is Dead. Long Live...

touch point podcast ·

2025/05/28

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

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57:24

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

touch point podcast ·

2025/05/21

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

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50:21

TP435: The Website Is Now a Platform

touch point podcast ·

2025/05/14

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

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43:19

TP434: The Evolving CMO: From Brand Steward to...

touch point podcast ·

2025/05/07

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

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54:03

TP433: Reputation Drift: How Algorithms and AI Are...

touch point podcast ·

2025/04/30

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 discussHow third-party platforms like Google, Yelp, and Facebook Groups are now setting the first impression for hospitals and health systems

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50:54

TP432 - Closing the Healthcare Engagement Gap

touch point podcast ·

2025/04/23

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

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60:32

TP431 - AI, Are You Killing our Vibe?

touch point podcast ·

2025/04/16

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

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51:54

TP430 - The Power of Peers: Patient Mentoring in a...

touch point podcast ·

2025/04/09

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

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58:11

TP429 - Are We Wasting our Digital Media Spend?

touch point podcast ·

2025/04/02

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

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63:42

TP428 - Breaking the Healthcare Content Mold...

touch point podcast ·

2025/03/26

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

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60:44

TP427 - The Case for Failing Faster to Address...

touch point podcast ·

2025/03/19

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

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58:33

TP426 - Addressing the P Word (Personalization) in...

touch point podcast ·

2025/03/12

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

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58:30

TP425 - Leadership Through Adaptive Change

touch point podcast ·

2025/03/05

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

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64:02

TP424 - Rethinking Reputation Management (Moving...

touch point podcast ·

2025/02/26

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

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67:10

TP423 - Healthcare Content in 2025: AI,...

touch point podcast ·

2025/02/19

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,

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524 results

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