From “Flying Blind” to Full Visibility: How Renown Health Turned a Privacy Crisis Into a Performance Advantage
Measuring marketing performance has been a perennial challenge for healthcare organizations, but when the HHS/OCR bulletin came out in late 2022, it really threw a monkey wrench into the works. Suddenly, many digital marketing teams were flying blind, without those tell-all ad platform pixels shedding light on what worked or didn’t.
Dave Twichell, head of marketing at Freshpaint
It was the “tell-all” part that put their organizations at risk, with tracking pixels sending too much consumer data — including protected health information — to platforms that are not HIPAA-compliant. Some health systems adopted a “big bang” approach and turned everything off. Renown Health was one of them.
Nardeep Singh arrived at Renown Health around that time, fresh from another industry that did not have healthcare’s regulations and restrictions.
“It was a shock,” she says. “You have to turn everything off and now how do you meet your goals? How do you continue your campaigns and scale and be a good steward of your budget?
She used the years between going dark and regaining visibility to get familiar with Renown’s tech stack, map the ways data enters and moves through the organization, and reach across the silos to build relationships with key internal departments.
Singh and Dave Twichell, head of marketing at Freshpaint, were panelists on a recent eHealthcare Strategy & Trends webinar, Why Privacy-Focused Healthcare Marketing Drives Better Performance.
Here, we take a close-up look at Renown Health’s journey back to visibility and share the broad industry context and how a strong privacy foundation can improve marketing performance and lower customer acquisition cost.
Read the full article here: How to Turn Your Privacy Challenges into Performance Opportunities
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