Privacy-First: How to Ensure Your Healthcare Marketing Aligns with HIPAA
A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists
Presented February 1, 2024
It may come as a surprise, but taking a privacy-first approach to marketing can unlock technologies and tactics that many healthcare organizations have considered off-limits until now. Learn how you can create a safe-by-default tech stack, eliminate sensitive data, and still have visibility into the customer journey.
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Your Presenters:
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
Sponsored by
This event is free to attend thanks to our event sponsor.
A little over a year ago, HHS and OCR issued a HIPAA bulletin focused on consumer privacy and the use of tracking technologies that seemed poised to bring digital healthcare marketing to a screeching halt.
Fortunately, solutions have emerged. Organizations that have adopted new processes are successfully using tracking tools without risking a HIPAA breach. If you’re not there yet, there is light at the end of the tunnel.
In this free webinar, and you’ll hear from legal, data security, and technology experts, and you’ll learn how healthcare organizations gather insights into customer journeys using tracking tools while protecting sensitive information and maintaining compliance with HIPAA.
You’ll learn:
- What it means to be privacy-first.
- Who needs to be involved in process change.
- How to have constructive conversations with legal and compliance.
- Why web trackers don’t comply with HIPAA.
- Which tools you need a BAA (Business Associate Agreement) for.
- What to do if you can’t get a BAA.
And much much more!
Your Presenters
Ray Mina, head of marketing at Freshpaint, is a serial marketing entrepreneur with over 15 years of experience leading marketing and go-to-market functions across seven startups. Ray led marketing and sales at ed-tech startup TreeRing, legal tech startup Lawyaw (acquired by Clio), and construction tech startup Fieldwire (acquired by Hilti) before joining Freshpaint where he is focused on bridging the gap between patient privacy and digital marketing by ensuring sensitive data is never shared with tools that aren’t HIPAA-compliant.
Doriann Cain is a partner at Faegre Drinker, where she works with clients to enhance their privacy and cybersecurity practices from compliance to incident response. This includes advising clients on a variety of privacy and security laws, including the California Consumer Privacy Act (CCPA), the General Data Protection Regulation (GDPR), the Gramm-Leach-Bliley Act (GLBA), the Health Insurance Portability and Accountability Act (HIPAA), and state breach notification statutes.
Bridget O’Connor is a seasoned operations and management professional, currently serving as partner & COO at Fortalice Solutions where she is responsible for the teams' operations and recruiting. Before joining Fortalice Solutions, she served as a senior advisor at the Office of Personnel Management (U.S. Government), as the principal advisor to the associate director of human resources solutions, as the director of White House management, and in other high-impact roles. Bridget is also a trusted cyber advisor to CEOs, CISOs, and C-suite executives.
Edward Rafalski, Ph.D., MPH, FACHE is chief strategy and marketing officer for BayCare Health System in Clearwater, Florida. He is responsible for all planning, business development, market research, marketing, digital front door services, contact center operations, and real estate at BayCare Health System. Prior to BayCare, Ed was senior vice president of strategic planning & marketing for Methodist Le Bonheur Healthcare, Memphis, Tennessee. Ed is a member of the Strategic Health Care Marketing Editorial Advisory Board.
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