In the 5th episode of the touch•point podcast, Reed Smith and I discuss how hospitals and health systems can begin using Voice of Customer (VoC) to shape their online patient experiences, including some of the unique challenges healthcare organizations face when begin to track VoC. From HCAHPS to Net Promoter scores, we discuss best practices and even face off in a heated debate on whether the customer is right. Featuring an expert interview with Matt Gove from Piedmont Healthcare where he shares tips that hospitals can use to begin crafting an advanced VoC program. Give it a listen!
In Episode 4 of the TouchPoint podcast, Reed Smith and I take on the topic of customer relationship management’s (CRM) use in hospitals and health systems. We discuss the history of CRM in hospitals, briefly touch on the complementary technologies of marketing automation and PRM, and how hospitals are now moving the CRM out of the marketing suite to be used across the enterprise. We even cover some of the top reasons why CRM’s fail, and interview CRM expert Justin Rodriguez on the future of CRM in healthcare. An informative episode that only begins to scratch the surface of this critical technology.
Partnering with Reed Smith, we recently launched The Touchpoint Podcast - dedicated to in-depth, topical discussions on hospital and health system digital marketing and digital patient engagement strategies. In this regular podcast, we will cover trends in technology, processes, and approaches that are impacting hospital systems.
In the inaugural episode of the Touchpoint Podcast, we dive into the topic of Customer Journey Mapping and its impact on hospitals and health systems. The high-level concept is not new to healthcare, but it is commonly addressed in siloed efforts known as Patient Experience Mapping (in a non-digital way) and User Experience (particularly related to websites). We map out the framework of the Customer Value Experience Chain, including critical building blocks and activities that organizations should consider when mapping the online patient journey. Then we face-off in a fun “Touchpoint/Touch-Counterpoint” argument on the feasibility of journey mapping.