How Healthcare Marketers Can Balance Privacy Regulations and Personalization

November 4, 2024

Stymied by privacy laws that hinder you from targeting and measuring your online marketing efforts? Maybe it’s an opportunity to consider new strategies.

// By Erin Killion //

As healthcare marketing continues to evolve, balancing consumer privacy with the need for personalization remains a challenge. With increasing regulations such as HHS’s evolving guidance on online trackers, FTC’s Health Breach Data Notification Rule, and stricter state privacy laws, healthcare marketers face more pressure than ever to stay compliant while still delivering personalized experiences.

This shift has forced marketers to reconsider their strategies. In this article, we explore some innovative approaches that will help you connect with consumers in meaningful ways while keeping consumer privacy in mind. We discuss how to:

Use aggregated data
Lean on your creative
Leverage internal data
Use contextual advertising
Put compliance first
Rethink engagement

Let’s dive in.

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