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touch point podcast

touch point podcast

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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.touch point media © 2023. All rights reserved. Economia Igiene e vita sana Marketing Marketing e vendite Politica e governo
Episodi
  • TP510 - The Connectivity Tax

    TP510 - The Connectivity Tax
    Oct 21 2026
    For a small hospital, staying independent now comes with a technology bill. Federal survey data shows the hospitals least able to trade records with the rest of healthcare share one trait more than any other. They stand alone. Independent hospitals routinely send, receive, look up and use outside patient records at less than half the rate of hospitals inside a system. Geography matters less than affiliation does. Money alone doesn't close that gap. A modern EHR costs millions to put in, and running one takes a team most small hospitals can't hire. The federal Rural Health Transformation Program is sending states billions for rural care, but it caps spending on replacing an EHR at 5% of each state's yearly award. The money can connect old systems. It mostly can't buy new ones. So small hospitals rent. Epic's Community Connect lets a larger system host a smaller hospital on its own instance, and Oracle Health and MEDITECH sell their own routes to a modern record. For many hospitals that arrangement is a lifeline: current software and real support at a price they can manage, with their own board still in place. It also puts order sets, upgrade schedules and the patient's history inside someone else's system. Chris Boyer and Reed Smith leave one question open. When a hosted hospital's future changes and a different system acquires it, who keeps the patient relationship? The portal login, the contact preferences and the consent records all sit with the host. Allen Cooper wants small hospitals to stay independent, and he sees software as part of how they get there. His company, Ancilla Ventures, builds for systems with a dozen hospitals and for single critical access hospitals, so he sees the gap from both sides. His test for any tool is plain. If the digital version takes a patient longer than the paper did, it didn't help. He also asks the question interoperability keeps running into: who pays for it? If your hospital rents its record from a neighbor, what happens to your patients when the lease ends? Healthcare's Long Walk Toward the Patient, the free eBook marking 500 episodes, plugged in the open: https://www.touchpointpodcastbook.com Allen Cooper on LinkedIn: https://www.linkedin.com/in/allen-c00per/ Ancilla Ventures: https://ancillaventures.com/ MN Community Measurement: https://mncm.org/ ASTP Health IT Data Brief 71, "Interoperable Exchange of Patient Health Information Among U.S. Hospitals: 2023,": https://www.ncbi.nlm.nih.gov/books/NBK606033/ ASTPs: https://www.healthit.gov/data/quickstats/electronic-health-information-exchange-hospitals ASTP: https://www.healthit.gov/sites/default/files/2025-01/A-Decade-of-Data-Examined-The-Evolution-of-Health_508.pdf Chartis, "2026 Rural Health State of the State," February 2026: https://www.chartis.com/insights/2026-rural-health-state-state KFF Health News, "Can a federal lifeline keep rural hospitals open?," August 3: 2026https://civicmedia.us/news/2026/08/03/can-a-federal-lifeline-keep-rural-hospitals-open CMS, Rural Emergency Hospitals: https://www.cms.gov/medicare/health-safety-standards/certification-compliance/rural-emergency-hospitals Flex Monitoring Team, "Trends in Inpatient Revenue and Volume Among Critical Access Hospitals," April 2026: https://www.flexmonitoring.org/publication/trends-inpatient-revenue-and-volume-among-critical-access-hospitals CMS, Rural Health Transformation Program awards: https://www.cms.gov/newsroom/press-releases/cms-announces-50-billion-awards-strengthen-rural-health-all-50-states Bipartisan Policy Center: https://bipartisanpolicy.org/explainer/rural-health-transformation-program-notice-of-funding-opportunity/ Paul Keckley, The Keckley Report, "It's March Madness for Hospitals," March 22 2026: https://paulkeckley.com/the-keckley-report/2026/3/22/its-march-madness-for-hospitals/ Becker's, "Epic Community Connect, explained," June 11 2026: https://www.beckershospitalreview.com/healthcare-information-technology/ehrs/epic-community-connect-explained-what-small-hospitals-get/ Becker's, "Which EHRs do small hospitals prefer?," October 31 2024l: https://www.beckershospitalreview.com/ehrs/what-ehrs-do-small-hospitals-prefer/ Oracle: https://www.oracle.com/news/announcement/critical-access-hospitals-select-oracle-health-communityworks-to-enhance-clinical-and-financial-operations-2024-09-24/ MEDITECH, "MEDITECH Signs 100th Expanse MaaS Customer," January 2024. MEDITECH as a Service is a cloud subscription MEDITECH runs itself: https://ehr.meditech.com/news/meditech-signs-100th-expanse-maas-customer Gunnison Valley Health, "Gunnison Valley Health Adopts Epic," January 2025, on joining UCHealth's Community Connect program: https://www.gunnisonvalleyhealth.org/news/2025/january/gunnison-valley-health-adopts-epic-the-gold-stan/ Gunnison Valley Health, EHR transition page, May 2025 go-live and legacy portals kept for past records: https://www.gunnisonvalleyhealth.org/patient-resources/gvh-electronic-health-record-transition/ Becker's, "'No ...
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    58 min
  • TP509: The Smart Intern Problem

    TP509: The Smart Intern Problem
    Oct 14 2026
    Somewhere right now, a survey is being answered by someone who does not exist. Sometimes that is fraud. Sometimes it is the product. Synthetic respondents, digital twins and AI personas all start from real human data. None of them is a real person answering your question today. The ideas themselves are old. Personas came out of software design in the late 1990s, and digital twins came out of engineering. What changed is that both are now pointed at people, and the AI answers on their behalf. The early tests lean one way. Synthetic answers drift toward the most common response, and the unusual answers get smoothed out. In one vendor's test of coffee habits, the people who never drink coffee disappeared from the synthetic sample entirely. In healthcare, that missing group is the rural patient, the person with a rare condition and the person who has never used your health system. Those are often the questions that matter most. Follow that drift far enough and it becomes a loop. Cheaper research means less real research gets fielded. That thins the data the models learn from, and it thins the experience junior researchers need to recognize a wrong answer. Human data carries its own risk too. Federal prosecutors charged people tied to two research firms with selling fabricated survey responses for years. Bad data goes in, and clean-looking synthetic data comes out. Chris Boyer and Reed Smith leave one question open: can a new researcher build judgment by grading AI output, or does that instinct only come from reading thousands of real answers? Rob Klein and Eva Gott make the case for a hybrid approach anchored in real respondents. Synthetic panels can stretch a small market or a niche audience and give a quick read on creative. Understanding how a cancer patient feels during treatment still takes a person who can explain why. Rob puts the limit plainly. AI has no peripheral vision. It sees only the data in front of it, which makes it smart and naive at the same time. If your health system stopped paying for real respondents tomorrow, who would notice first? Healthcare's Long Walk Toward the Patient, the free eBook marking 500 episodes, plugged in the open: https://www.touchpointpodcastbook.com Klein & Partners, Rob Klein's national healthcare market research firm: https://www.kleinandpartners.com thinqinsights, Eva Gott's custom market research firm and a strategic partner of Klein & Partners since January 2024: https://www.thinqinsights.com Eva Gott, author profile on Greenbook listing her as Head of Research at thinqinsights: https://www.greenbook.org/insights/authors/eva-gott Klein & Partners and thinqinsights partnership announcement, January 2024: https://www.mrweb.com/drno/news36191.htm HCIC 2026, the Healthcare Interactive Conference, October 25 to 28 2026 at the Omni Orlando ChampionsGate. Rob is presenting on the website journey and AI with a colleague from Virtua Health: https://hcic-prod.enqbator.com/ Argyle and colleagues at Brigham Young University, "Out of One, Many: Using Language Models to Simulate Human Samples," Political Analysis, 2023. The paper that named silicon sampling: https://www.cambridge.org/core/product/035D7C8A55B237942FB6DBAD7CAA4E49 Shumailov and colleagues, "AI models collapse when trained on recursively generated data," Nature, July 2024. The model collapse study cited in Segment 2: https://www.nature.com/articles/s41586-024-07566-y U.S. Department of Justice, District of New Hampshire. Indictment of eight defendants in a scheme to bill about $10 million in fraudulent market survey data through Op4G and Slice, April 15 2025: https://www.justice.gov/usao-nh/pr/eight-defendants-indicted-international-conspiracy-bill-10-million-fraudulent-market U.S. Department of Justice, third guilty plea in the same case, March 5 2026. Source of the figure that fabricated data drove about 90% of the two firms' revenue: https://www.justice.gov/usao-nh/pr/third-man-pleads-guilty-role-10-million-international-fraudulent-market-survey Jang, Lee and Kim at KAIST, "Instruction-Tuned Language Models Cannot Sample from Distributions They Can Describe," preprint, July 2026. Not yet peer reviewed: https://arxiv.org/abs/2607.25292 Verasight, "Synthetic Sampling Report for Market Research," October 2025. GPT-5 personas took a coffee survey alongside 1,519 real US adults. Verasight sells human survey panels: https://www.verasight.io/reports/coffee-llm Prolific study of 996 real US adults against AI personas, preprint dated August 2026, as reported by Research Live. Prolific sells access to human research participants: https://www.research-live.com/article/news/synthetic-respondents-cant-replace-human-measurement-finds-prolific-study/id/5152227 Kelly McKnight of VERVE, "Entry-Level Careers in Research Aren't Dead, They're Different," Researchworld, April 2026. The argument behind the view that junior researchers can learn by judging AI output: https://researchworld.com/articles/...
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    1 ora e 5 min
  • TP508: Marketing Beyond the Megaphone

    TP508: Marketing Beyond the Megaphone
    Oct 7 2026
    The American Marketing Association took promotion out of its definition of marketing in 2008. Inside most health systems, marketing still means advertising. Part of the reason is simple: impressions and clicks are easy to count, and the rest of the job is not. That habit is about to cost patients. Adults covered through Medicaid expansion now have to document work, school or community service hours to keep their coverage, and prove eligibility twice a year instead of once. Most states start in January, and a few already have. The last time renewals piled up, during the unwinding after the pandemic, most people who lost Medicaid lost it to paperwork. The state had an old address. The notice was confusing. The deadline passed. Those are communication failures. Health system marketing already owns the tools that address them: contact data, plain-language writing, patient messaging, the web path from a confusing letter to a person who can help and relationships with trusted voices in the community. None of it is promotion, and almost none of it shows up in a board report. The natural partner sits down the hall. Every nonprofit health system has a team responsible for community benefit, and the IRS rules that team works under exclude activities done mainly for marketing purposes. That sets up the open question between Chris Boyer and Reed Smith. Should marketing power coverage outreach from behind the scenes and measure renewals instead of impressions? Or should the hospital's name go on it, because patients open a message from their own doctor before one from the state? Chris Bevolo takes the argument further. After 25 years in health system marketing, he launched ServingOverSelling, a call for health systems to move promotional spend into access, patient experience and community work. He is candid that cutting ads will not fix healthcare affordability, which he places mostly with insurers, PBMs and pharma. His case is stewardship. When patients cannot afford care, a dollar spent on self-promotion is hard to defend at any scale. If a patient loses coverage in January over a letter they never understood, which department owned that letter? Healthcare's Long Walk Toward the Patient, the free eBook marking 500 episodes: https://www.touchpointpodcastbook.com ServingOverSelling, Chris Bevolo's movement asking health systems to reallocate promotional marketing spend toward serving patients and communities. The pledge, the serving and selling definitions and the private community signup are on the site: https://www.serveoversell.com Chris Bevolo, founder of Bearing 287, on LinkedIn: https://www.linkedin.com/in/chrisbevolo/ ServingOverSelling launch announcement, September 27 2026: https://www.einpresswire.com/article/944590118/industry-veteran-launches-servingoverselling-movement-to-encourage-health-systems-to-curb-promotional-marketing The Reallocation, Chris Bevolo's weekly LinkedIn newsletter. Find it from his LinkedIn profile. No direct link verified Joe Public Doesn't Care About Your Hospital, Chris Bevolo's book on transforming health system marketing. No link verified American Marketing Association definition of marketing, released January 2008. The 1985 definition it replaced named pricing, promotion and distribution. The current one covers creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large One Big Beautiful Bill Act (Public Law 119-21), signed July 4 2025. KFF's summary of the Medicaid work requirement provisions: https://www.kff.org/medicaid/a-closer-look-at-the-work-requirement-provisions-in-the-2025-federal-budget-reconciliation-law/ KFF, "An Early Look at Policy Decisions as States Get Ready to Implement Work Requirements." 43 states including DC must implement. Nebraska began enforcing May 1 2026, Montana July 1 and Iowa December 1. Arkansas began checking compliance July 1 without disenrolling anyone before January 2027. States showing a good-faith effort can get extensions no later than December 31 2028: https://www.kff.org/medicaid/an-early-look-at-policy-decisions-as-states-get-ready-to-implement-work-requirements/ healthinsurance.org summary of the law's coverage changes, including six-month eligibility checks for expansion adults starting in 2027: https://www.healthinsurance.org/blog/one-big-beautiful-bill-act-brings-sweeping-changes-to-health-coverage/ KFF Medicaid Enrollment and Unwinding Tracker. As of September 2024, at least 25.2 million people disenrolled, 69% for procedural reasons and 31% found ineligible: https://www.kff.org/medicaid/issue-brief/medicaid-enrollment-and-unwinding-tracker/ Congressional Budget Office estimate of the Medicaid provisions of Public Law 119-21, 7.5 million more uninsured in 2034 out of about 10 million for the law overall: https://www.cbo.gov/publication/61837 IRS Instructions for Schedule H (Form 990), 2025. Defines community benefit reporting for nonprofit hospitals and ...
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    58 min
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