TP451: How Marketing and IT Are Redefining Patient Engagement

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 spend.

Measuring What Really Matters – Why CTRs and impressions aren’t enough, and how marketers can prove ROI with metrics that tie directly to booked appointments, care-gap closure, and clinical outcomes.

The Role of Emerging Tech – How AI, programmatic media, and CRM platforms are influencing engagement strategies—when they deliver value, and when hype gets in the way.

They’re joined by Sam Seering and Josh Taranto from Epic Systems, who share how Epic’s CRM and Campaigns tools are supporting closed-loop outreach, practical ROI measurement, and the real-world lessons health systems are learning as they navigate consumer expectations and new technologies.

Mentions from the Show:

Deloitte: 2025 global health care outlook

Achieving Hospital-wide Patient Flow

The role of personalization in the care journey: An example of patient engagement to reduce readmissions

Becker’s Health systems’ ROI on generative AI

To help improve the accuracy of generative AI, add speed bumps

Epic Systems

Implementation Guide for Linking Digital Marketing to Appointments

Sam Seering on LinkedIn

Josh Taranto on LinkedIn

Reed Smith on LinkedIn

Chris Boyer on LinkedIn

Chris Boyer website

Chris Boyer on BlueSky

Reed Smith on BlueSky

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