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Hospital and health system digital marketers focus much of their attention on ensuring their website is the authoritative source of information about their organization. However in the new digital environment, the information on third-party websites often has a bigger impact on the online customer journey. In this episode, hosts Chris Boyer and Reed Smith discuss how organizations can begin considering “non-owned” digital channels – from directory sites to Wikipedia – in the digital strategies. They are joined by Andrei Zimiles, CEO of Doctor.com, in which he discusses a recent study that shows how patients use third-party channels to help support their care decisions.
