How Marketers Track the Patient Journey Without Compromising Compliance
Compliance regulations make digital ad tracking more difficult, but not impossible. Leaders from Ours Privacy and WelbeHealth explore recent research and offer practical use cases for healthcare marketers.
// By Kyle Hardner //
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.
Left to right: Jessica Holton, CEO and cofounder, Ours Privacy; Jonathan Papp, senior director of marketing, WelbeHealth
Read on to learn how marketers reach the right audience without compromising on compliance.
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