Focus On Privacy and Performance: Turning Privacy Management into a Strategic Advantage
This new report guides health systems on best practices for aligning privacy, performance, and ROI in a landscape that demands all three.
Privacy
AI Is Changing Search—But It’s Making Hospital Websites More Critical, Not Less
AI search and changing consumer behaviors may be reducing website traffic, but healthcare leaders say hospital websites are becoming more important, not less. Here, digital leaders from UCI Health, HonorHealth, and Symetris share how websites are evolving into high-intent, action-driving hubs powered by structured data, smarter workflows, and measurable ROI.
Why Hospital Websites Are Becoming More Important in the Age of AI Search
// By Jared Johnson // AI search and changing consumer behaviors may be reducing website traffic, but healthcare leaders say hospital websites are becoming more important, not less. Here, digital leaders from UCI Health, HonorHealth, and Symetris share how websites are evolving into high-intent, action-driving hubs powered by structured data, smarter workflows, and measurable ROI.
From “Flying Blind” to Full Visibility: How Renown Health Turned a Privacy Crisis Into a Performance Advantage
As budget pressures mount, marketing performance is under a microscope. 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.
How to Turn Your Privacy Challenges into Performance Opportunities
// By Jane Weber Brubaker // As budget pressures mount, marketing performance is under a microscope. 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.
Can You Still Measure What Matters? Rethinking Performance Marketing When Data Is Restricted
Measurement is not as easy as it was when everyone used the same tools to measure marketing performance. With greater constraints and more solutions, how do you choose the right path forward? This Q&A discusses the varied needs of organizations, and how agencies can help them shape the right approach.
How Can Ad Agencies Help Health Systems Get the Analytics They Need to Measure Marketing Performance?
// By Jane Weber Brubaker // Measurement is not as easy as it was when everyone used the same tools to measure marketing performance. With greater constraints and more solutions, how do you choose the right path forward? This Q&A discusses the varied needs of organizations, and how agencies can help them shape the right approach.
Why Healthcare Marketers Can’t Rely on Old Playbooks Anymore
Metrics that live in marketing-only reports rarely influence leadership decisions. But metrics that are shared across marketing, finance, and operations align organizational priorities. Learn how to clearly articulate the value of marketing in driving organizational growth and success.
What House Call Miami Revealed About the Next Phase of Healthcare Growth Marketing
// By Chris Pace // Metrics that live in marketing-only reports rarely influence leadership decisions. But metrics that are shared across marketing, finance, and operations align organizational priorities. Learn how to clearly articulate the value of marketing in driving organizational growth and success.
Programmatic Buying at Scale: How to Align Data, Technology, and Efficiency for Measurable Impact
Matt King delivers a micro masterclass in programmatic buying, revealing how to use data and technology to deliver the right message to the right person at the right time while maintaining privacy and efficiency. You’ll get actionable tips on how to enhance your digital ROI while keeping patient privacy front and center.
Maximizing Your Programmatic Buy: Turning Data into Digital Impact
// By Susan Dubuque // Matt King delivers a micro masterclass in programmatic buying, revealing how to use data and technology to deliver the right message to the right person at the right time while maintaining privacy and efficiency. You’ll get actionable tips on how to enhance your digital ROI while keeping patient privacy front and center.
Doing More with Less: How Healthcare Marketers Can Win with Privacy-First Strategies and Lean Budgets
Healthcare marketers today operate in a complex environment. While privacy regulations continue to evolve, tech platforms are rapidly changing, and lawsuits remain an ongoing threat. Can privacy management tools enable marketers to ramp up performance? Read on to learn about strategic capabilities that organizations need to stay competitive.
Navigating Privacy, Performance, and Budget Pressures in Today’s Healthcare Marketing Landscape
// By Jane Weber Brubaker // Healthcare marketers today operate in a complex environment. While privacy regulations continue to evolve, tech platforms are rapidly changing, and lawsuits remain an ongoing threat. Can privacy management tools enable marketers to ramp up performance? Read on to learn about strategic capabilities that organizations need to stay competitive.
2025 Healthcare Marketing Compliance Survey
The 2025 Healthcare Marketing Compliance Survey provides marketing leaders a snapshot of the state of tracking and privacy compliance for digital marketing in healthcare.
Complete the survey today, and you’ll receive:
- Early access to the survey results once they are fully compiled
- Valuable, exclusive data about the state of healthcare marketing compliance
- A chance to win a $200 Amazon gift card!
UNC Health and Hackensack Meridian Health Leaders Share Secrets on Meeting Today’s Consumer Expectations
Patient experience is no longer judged based on bedside manner or in-office interactions alone. Increasingly, it’s defined by the digital journey. This insight came during a recent member roundtable featuring eHealthcare Leadership Awards winners. Here, industry experts from Hackensack Meridian Health and UNC Health share secrets on meeting today’s consumer expectations.
Raising the Bar: How Award-Winning Health Systems Enhance Digital Patient Experience
// By Susan Dubuque // Patient experience is no longer judged based on bedside manner or in-office interactions alone. Increasingly, it’s defined by the digital journey. This insight came during a recent member roundtable featuring eHealthcare Leadership Awards winners. Here, industry experts from Hackensack Meridian Health and UNC Health share secrets on meeting today’s consumer expectations.
How Influencers Can Supercharge Your Marketing Campaign
Short-form video content shared by influencers on TikTok, Instagram, and YouTube reshapes how people consume health and wellness information, especially among younger generations. Influencer marketing taps into this growing trend. Read on for tips on how to get started with influencer marketing and how to plan and implement a successful campaign.
Leveraging the Power of Social Media Influencers
// By Wendy Margolin // Short-form video content shared by influencers on TikTok, Instagram, and YouTube reshapes how people consume health and wellness information, especially among younger generations. Influencer marketing taps into this growing trend. Read on for tips on how to get started with influencer marketing and how to plan and implement a successful campaign.
When Healthcare Privacy and Marketing Performance Collide: Overcoming a 70% Cost Per Lead Spike
A free white paper, published by Freshpaint
Download this eBook to learn how to stay compliant while keeping marketing effective. Discover strategies to optimize your ad spend, reduce inefficiencies, and regain visibility without compromising privacy.
What You’ll Learn:
- Key healthcare privacy regulations and their impact on marketing
- The value of digital advertising to reach patients and control costs
- How platforms like Google and Facebook use data to improve performance
- Safe ways to restore data flow while maintaining compliance
- Real-world case studies of success
Unlocking ROI in Healthcare: Bridging the Gap Between Appointment Data & Ad Campaigns
A free white paper, published by Freshpaint
Download this eBook to learn:
- How healthcare marketers can achieve the same level of insight and campaign optimization as leading e-commerce brands—all while staying compliant with privacy regulations like HIPAA.
- Strategies for calculating and leveraging true CAC and ROI for smarter, service-line-specific decisions.
- Proven approaches to demonstrate ROI to leadership and make a strong case for greater marketing investment.
Focus on Privacy: Actionable Strategies for Privacy-First Consumer Marketing in Healthcare
In this new report from eHealthcare Strategy & Trends, you’ll discover actionable strategies and expert insights to navigate the complexities of consumer privacy in the healthcare marketing landscape.
Healthcare Privacy Platform
Freshpaint’s Healthcare Privacy Platform empowers healthcare companies to confidently measure, optimize, and scale their marketing campaigns using the best tools available—all while remaining compliant with a growing list of privacy regulations like HIPAA
Download this one pager to learn how some of the biggest names in healthcare are using Freshpaint to:
- Restore Critical Data Flow: Ensuring ad platforms receive the necessary data to optimize campaigns.
- Reduce Marketing Costs: Bringing CPL and CPC back to baseline levels.
- Ensure Privacy Compliance: Safeguarding sensitive data to prevent it from being shared with unauthorized tools.
Vanderbilt Health’s Analytics Journey Prioritizes Consumer Privacy
// By Jane Weber Brubaker // The healthcare privacy landscape has been in flux since 2022, after several healthcare organizations were sued for HIPAA violations. On August 1, 2024, Vanderbilt Health went live with its new HIPAA-compliant analytics solution. Here, we trace the journey from evaluation and selection to implementation, and its exciting new capabilities.
Healthcare Marketing in the Privacy Era: Embracing the Consumer Mindset
Presented on January 15, 2025
Your Presenters:
- Stephanie Downing, Manager of Digital Communications, St. Elizabeth Healthcare
- Ray Mina, Vice President, Marketing & Interim Vice President, Product Freshpaint
You’ll learn:
- Why delivering an exceptional online experience is a competitive imperative.
- Why privacy concerns have made consumerization so difficult in healthcare.
- How you can overcome these challenges.
- What it means to be privacy-first.
- How to build a durable, privacy-first foundation.
- How this foundation will help you improve ROI and enhance patient loyalty.
And much more!
Marketing in a Privacy-First World: Creative Solutions to Connect with Healthcare Consumers
Stymied by privacy laws that hinder you from targeting and measuring your online marketing efforts? Maybe it’s an opportunity to consider new 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.