Privacy-First Marketing: HIPAA Guidance for Your Healthcare Communications

February 28, 2024

By prioritizing patient privacy and data security, healthcare organizations can implement marketing strategies without compromising patient trust.

// By Elaine Christie //

Christie-ElaineWhat does it really mean to embrace a privacy-first communications approach? That’s just one of the many questions we wanted to answer during a recent webinar, Privacy-First: How to Ensure Your Healthcare Marketing Aligns with HIPAA.

This webinar was presented on February 1, 2024 by eHealthcare Strategy & Trends. The panel discussion explored safer ways to gather customer journey insights using tracking tools while protecting sensitive information and maintaining compliance with HIPAA.

The panel included:

  • Ray Mina, Head of Marketing, Freshpaint
  • Doriann Cain, Partner, Faegre Drinker
  • Bridget O’Connor, COO, Fortalice Solutions
  • Edward Rafalski, Chief Strategy & Marketing Officer, BayCare Health System

This article recaps their insightful conversation, offers tips for creating a safer-by-default tech stack that still offers clear visibility into the customer journey, and shares answers to these privacy-first marketing questions:

  • What it means to have a privacy-first approach.
  • Why web trackers don’t comply with HIPAA.
  • Which tools need a Business Associate Agreement.
  • Who should be involved in making these decisions and changes.
  • What options to consider for an audit.

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