Closing the Data Gaps: How Healthcare Marketers Can Balance Performance, Privacy, and HIPAA Compliance

August 26, 2026

Digital ads remain central to most health systems’ marketing strategies, but reaching the right patients while maintaining HIPAA compliance has never been harder.

A single misstep can have severe consequences. Late last year, the HIPAA Journal reported that Kaiser Permanente agreed to pay up to $47.5 million to settle a class-action lawsuit over its use of tracking technologies, illustrating the disconnect between marketing performance and compliance.

“Right now … it can be really, really difficult to run effective digital campaigns while staying on the right side of HIPAA, state privacy laws, other regulations, and keeping trust and privacy of your patients at the center of everything you do,” says Jessica Holton, CEO and cofounder of Ours Privacy.

In a recent eHealthcare Strategy & Trends webinar, Still Flying Blind? How Privacy Can Power Performance for Healthcare Marketing, Holton and Jonathan Papp, senior director of marketing, WelbeHealth, explored the current state of compliance regulations. They also shared insights from a survey of 120 marketing leaders and offered real-world examples of healthcare organizations that achieved tangible results with a data-first privacy posture.

Read on to learn how marketers reach the right audience without compromising on compliance: How Marketers Track the Patient Journey Without Compromising Compliance

Best regards,
Matt Humphrey
President