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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

39:25

TP461 - Recorded Live From the 2025 HCIC Conference...

touch point podcast ·

2025/11/12

Recorded on-site at the 2025 HealthCare Internet Conference (HCIC) in Las Vegas, host Chris Boyer sat down with consulting experts Cynthia Newton, Therese Lockemy, and Christine Albert from Solutions Central to discuss the biggest trends shaping healthcare marketing and digital strategy today.Together, they explore how health systems are navigating rapid change—balancing technology innovation with real-world challenges of collaboration, governance, and growth. The conversation dives into: Why

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39:07

TP460 - When Digital Speaks for the Patient

touch point podcast ·

2025/11/05

AI is no longer just a search companion; it’s becoming a digital negotiator. In this episode, hosts Chris Boyer and Reed Smith explore how agentic AI and new AI-driven browsers like Atlas and Comet are transforming the healthcare consumer experience.The discussion examines how these emerging tools are rewriting the rules of visibility, consent, and control - shifting healthcare from a web built for people to a web built for machines. As AI learns to summarize, recommend, and even schedule care,

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59:27

TP459 – Marketing Maturity and the Future of...

touch point podcast ·

2025/10/29

In this episode, hosts Chris Boyer and Reed Smith explore what it takes to build a future-ready marketing organization that connects intelligence to impact. They break down why the next phase is about velocity—turning insight into action—rather than visibility alone, and how maturity depends on integration, governance, and access to data.Then, Priyama Barua of Merge joins the conversation to discuss findings from her latest marketing maturity research. She shares how high-performing health systems

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43:15

TP458 - Loyalty, LTV and the future of Marketing

touch point podcast ·

2025/10/22

In this episode, hosts Chris Boyer and Reed Smith explore why traditional healthcare marketing is falling behind, and how focusing on relationships instead of reach may be the only sustainable path forward. They unpack the data showing the industry’s growing gap between visibility and value:Only 28% of healthcare marketers have a documented content strategy. 65% of patients search online before contacting a provider, yet most health system sites still frustrate or confuse.

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67:30

TP457 — The Patient Maze: Smarter Tools, Same Old...

touch point podcast ·

2025/10/15

For all the talk about digital transformation, finding a doctor is still one of healthcare’s most frustrating experiences.In this episode, hosts Chris Boyer and Reed Smith explore why access and accuracy remain elusive even as health systems roll out new self-service tools, AI agents, and “digital front door” platforms. The paradox is clear: smarter technology has not simplified the search for care—it has layered complexity on top of broken data. They discuss:The Paradox of Progress – How

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58:32

TP456 – When AI Speaks for the Patient

touch point podcast ·

2025/10/08

As AI becomes more fluent, empathetic, and embedded in communication workflows, healthcare’s relationship with voice, empathy, and trust is being redefined. In this episode, hosts Chris Boyer and Reed Smith explore the coming shift where technology mediates the patient experience itself, interpreting emotions, intent, and tone.They discuss:The Signals – Why early pilots in AI-driven communication are signaling a shift from automation to authorship, and what it means when AI can shape the tone

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53:00

TP455 – The End of Easy Marketing (Racing Ahead While...

touch point podcast ·

2025/10/01

The era of easy targeting and attribution in healthcare marketing is over. With disappearing cookies, stricter platform restrictions, and growing consumer expectations, health systems are being forced to rethink how they segment audiences, measure ROI, and test emerging channels. In this episode, hosts Chris Boyer and Reed Smith explore:Segmentation in a Privacy-First World – Why CDPs, not CRMs alone, are becoming the foundation for first-party and cohort-based targeting, and how to balance

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63:14

TP454 - The Legal Lens: How Privacy Laws and AI...

touch point podcast ·

2025/09/24

HIPAA is no longer the only rule that matters in healthcare privacy. State laws, FTC enforcement, and even wiretapping lawsuits are reshaping what health systems can and cannot do with data — and AI is adding another layer of complexity. In this episode, hosts Chris Boyer and Reed Smith explore:Beyond HIPAA: How state privacy laws and enforcement actions are redefining what “compliance” means for digital marketing. Wiretapping lawsuits: Why session replay, chat tools, and pixels are

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52:03

TP453: When State Laws Supersede HIPAA: Privacy and...

touch point podcast ·

2025/09/17

For years, HIPAA has been the rulebook for healthcare privacy. But in 2025, the real drivers of risk (and opportunity) come from state laws, FTC enforcement, and lawsuits that extend well beyond traditional PHI. In this episode, Chris Boyer and Reed Smith explore:Why state privacy laws are reshaping digital marketing more than HIPAA. How the marketing funnel is being rewritten, with upper-funnel tactics carrying the highest risk. Whether health systems should shift back to safer

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58:04

TP452 - “Do More With Less” is the Default

touch point podcast ·

2025/09/10

Health systems are facing a new reality: “do more with less” is no longer a slogan, it is the baseline. With shrinking margins, delayed capital investments, and workforce fatigue, marketing leaders are under pressure to deliver growth and digital progress with fewer resources. In this episode, hosts Chris Boyer and Reed Smith explore:Constraints as the new baseline: why financial pressure, staffing shortages, and stalled capital projects are redefining digital priorities. Resilience over

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55:48

TP451: How Marketing and IT Are Redefining Patient...

touch point podcast ·

2025/09/03

Health systems have long promised to “break down silos,” but are marketing, IT, and clinical teams finally being forced to collaborate in meaningful ways? In this episode, hosts Chris Boyer and Reed Smith explore how consumer expectations, ROI pressures, and enabling platforms are reshaping what patient engagement really means: From Silos to Systems – Why joint governance across marketing, IT, and operations is no longer optional, and how access- and flow-aware campaigns help avoid wasted

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53:12

TP450 - Marketing Technology Trends (Hype, Hope, and...

touch point podcast ·

2025/08/27

Healthcare marketers are navigating a landscape where martech is both exploding in scale and under pressure to prove its value. In this episode, hosts Chris Boyer and Reed Smith explore the latest shifts shaping the future of healthcare marketing and technology:The rise of autonomous systems – moving from pilots to practical tools that reshape operations and engagement. Human–machine collaboration – how AI copilots, wearables, and adaptive systems are augmenting—not replacing—marketing

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54:06

TP449: From Personas to Precision (How Behavioral...

touch point podcast ·

2025/08/20

Behavioral modeling is reshaping how campaigns are built, measured, and optimized, moving us from broad strokes to precise strategies that drive measurable impact. Hosts Chris Boyer and Reed Smith explore how healthcare organizations can adapt to this shift:Why behavioral modeling changes media planning, creative strategy, and workflow collaboration. Moving past CTRs to metrics that align with business outcomes like patient lifetime value and conversion quality. How to personalize

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60:01

TP448: Alphabet Soup: Navigating the Rise of GEO,...

touch point podcast ·

2025/08/13

Chris Boyer and Reed Smith explore how marketing and communications teams can adapt their digital content strategies for a future where search behavior is fragmenting and more patients are turning to generative AI tools like ChatGPT, Perplexity, and Bing Copilot instead of traditional search engines. They also discuss how AI models often cite structured, well-answered content from trusted sources and how to adapt the format and structure of content matter as much as the message.Guest expert Martha

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50:04

TP447: Do Consumer Expectations Apply Equally Across...

touch point podcast ·

2025/08/06

Consumerism is impacting all health systems but does this mean the same thing in the same way to academic medical centers, urban hospitals, and rural health systems? Reed Smith and Chris Boyer unpack the growing tension between what patients want and what different types of health systems are built to deliver. From broadband gaps in rural markets to brand-driven loyalty in AMCs, they explore whether “digital transformation” really means the same thing in each context—and what happens when strategy

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62:13

TP446: From Toolset to Mindset: The Evolving Martech...

touch point podcast ·

2025/07/30

As the martech stack continues to evolve, health systems are facing a growing challenge: how to balance enterprise-grade safety and security with the performance demands of modern digital marketing. In this episode, hosts Reed Smith and Chris Boyer tackle that tension head-on, exploring what transformation really looks like when your tools, teams, and tactics need to evolve simultaneously.In the first segment, Reed and Chris unpack the deeper implications of today’s marketing technology decisions

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60:19

TP445: ICYMI: Gaining Insights Into Market Research

touch point podcast ·

2025/07/23

Health systems are increasingly asked to make decisions based on data, but not all research is created equal. In this encore episode, hosts Reed Smith and Chris Boyer revisit the essential differences between market research and marketing research—clarifying how each plays a distinct role in informing healthcare strategies.They’re joined by Steve Koch of Cast and Hue, who offers a deeper dive into qualitative research methods, including the strengths and limitations of focus groups versus 1:1

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59:36

TP444: Embracing Product Thinking in Health System...

touch point podcast ·

2025/07/16

In this episode, hosts Chris Boyer and Reed Smith explore how adopting a product thinking mindset—one rooted in user-centered design, continuous iteration, and outcome-driven strategies—can help healthcare marketers close usability gaps, collaborate cross-functionally, and build digital experiences that evolve with patients’ needs. With nearly half of users reporting frustration with digital health tools, this shift isn’t just timely—it’s necessary.Guest Brad Muncs, VP of Strategy at Symetris,

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32:58

TP443: Rethinking the Workforce Crisis With Technology

touch point podcast ·

2025/07/09

From clinical burnout to back-office understaffing, health systems are navigating a complex workforce reckoning. In this episode, hosts Chris Boyer and Reed Smith explore how digital technology is being positioned as a lifeline—but question whether we're applying it in the right ways. Rather than viewing automation and AI as quick fixes to fill vacancies, they challenge the industry to consider how tech can be used to fundamentally rethink the design of work itself.Together, they unpack where

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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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523 results

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