What You Should Know:
– Today, WebMD Ignite, a full-service growth partner for organizations across the healthcare industry, announced a strategic partnership with Freshpaint, a healthcare privacy platform that allows healthcare providers to continue doing high-performance marketing while protecting patient privacy.
– The partnership promotes compliance for hospitals, health systems, and health plans through a privacy-first approach to using Google Analytics, Google Ads, Facebook Ads, and other marketing tools that rely on web-tracking technologies.
High-Performance Healthcare Marketing
The collaboration will ensure a seamless integration of high-performance marketing services and technologies while upholding the highest data privacy and security standards. Together, the partnership enables healthcare organizations to take a privacy-first approach to high-performance marketing by:
– Removing non-compliant tracking technologies to support HIPAA compliance
– De-identifying and masking individual visitors to enable performance reporting
– Controlling data flow across the entire marketing tech stack to prevent PHI from reaching destinations where organizations do not have a BAA
“Getting the right information to the right people is critical in a healthcare setting. That takes understanding a consumer’s unique circumstances and needs. At the same time, protecting privacy and security are also paramount. In the face of constantly evolving regulations, doing both can be exceedingly difficult. That’s why we are collaborating with a privacy leader to help our valued client partners balance driving high-performance healthcare outreach efforts while maintaining consumer privacy,” said Ann Bilyew, SVP, Health and Group GM, WebMD Ignite. “Freshpaint offers the right healthcare privacy platform to integrate into our product ecosystem, as well as offering it to healthcare organizations who want to layer on their own product stack.”
