I was strolling through the cereal aisle in the grocery store last night, reflecting on how badly I craved name brands instead of generic store brands as a kid. “Fruit Rounds” instead of Froot Loops? Gimme a break.
My parents always said it didn’t make a difference. It did to me. One tasted great. The other tasted, well—fake. And now that I’m an adult I feel even stronger about my youthful dogma: generic stuff often misses the mark, whether you’re talking about cereal…or healthcare software.
How about a round of applause for that transition?
In today’s newsletter, we’re talking about generic customer data platforms (CDPs), and more specifically, how they claim to help solve problems for healthcare marketers but end up only creating more of them. We’ll also get you up to speed on upcoming events as well as some big news from the FTC.
Let’s get to it!
PRODUCT UPDATE
HHS recently stated that healthcare organizations could use a customer data platform (CDP) that signs a BAA if they can’t get their tracking technology vendor to sign a BAA. Unfortunately, generic CDPs are built for engineers—not healthcare marketers.
Healthcare marketing teams need a CDP they can implement without a computer science degree. That’s where Freshpaint’s Healthcare Privacy Platform comes in. We built it for marketers so they can solve the specific use cases related to healthcare and stand it up easily without a heavy reliance on engineering resources they just don’t have.
We do this in three ways:
Freshpaint is safe by default, meaning it doesn’t share specific data unless you say so. Generic CDPs require engineers to manually filter out data that’s not okay to share, risking PHI breaches caused by human error.
Freshpaint provides full functionality of marketing tools, including Google Analytics. Generic CDPs rely on sharing data to Google Analytics via the measurement API which delivers an incomplete set of the information marketers count on with web analytics.
Freshpaint has a full suite of healthcare-specific features including a web tracker manager, embedded video support, and embedded maps support. Generic CDPs don’t address any of these critical use cases that marketers rely on to engage visitors and keep their website HIPAA-compliant.
Check out this guideto learn more about the advantages of Freshpaint over a generic CDP.
June 12-15 at Gaylord Rockies Resort in Aurora, CO
Join us at the 13th annual ADSO Summit—Dentistry’s premier event! Don’t miss our VP of Marketing, Ray Mina, and Julie Elias, Assistant Director of Marketing at Boston University's Henry M. Goldman School of Dental Medicine, as they delve into "Putting Privacy First for a Strategic Advantage in DSO Marketing."
Dinner at per se by Thomas Keller
Wed. Jun. 19 @ 6:30 PM
In the heart of the Big Apple, we're hosting an exclusive event at the prestigious per se by Thomas Keller on June 19. Imagine indulging in a gastronomic journey curated by Chef Keller himself while soaking in the breathtaking views of Columbus Circle. It's not just about the food—it's about the experience of connecting with industry leaders, exchanging ideas, and discovering the latest trends in healthcare marketing. Learn more...
Learn how you can solve marketing analytics challenges and get the critical data you need without compromising privacy. We'll explain how to navigate barriers related to obtaining accurate analytics, and what the future looks like for organizations like yours that successfully put privacy first to enhance marketing analytics. Sign up now.
Join Freshpaint's VP of Marketing, Ray Mina, Indiana University Health's Executive Director of Digital Marketing & Experience, Jeremy Rogers, and Fortalice's Partner, Bridget O'Connor, as they discuss the importance of maps in the patient experience and how to deliver it in a privacy-first way. Sign up now.
Get on-demand access to this five-episode series on unlocking the marketing tools and tactics you need to grow your organization while maintaining HIPAA compliance. Here’s a rundown of what you’ll learn:
How to get a handle on third-party web trackers
How to minimize risk with a safe-by-default approach to data sharing
How to leverage ads and analytics in a HIPAA-compliant way
How to embed videos and maps without compromising privacy
Catch up with Ray Mina (Freshpaint’s VP of Marketing) and Jess Morales (Phase2’s Lead Digital Analyst) as they discuss how healthcare organizations can navigate HIPAA and OCR’s guidance while executing high-performance marketing campaigns securely and responsibly. Watch now.
Check out the rest of our on-demand webinars and in-person events on the Freshpaint events page. Let's hang out online or in-person soon!
Freshpaint's Compliant Corner
As if being complex and clunky wasn’t bad enough, generic CDPs can also open the door for potential HIPAA violations.
For starters, generic CDPs share data (including PHI) by default. That means the burden is on organizations to make the platform HIPAA-compliant, which is a tough task unless you have a team of talented engineers.
Generic CDPs also have limited integrations with HIPAA-compliant ad platforms. They have server-side integrations, but they’re tricky to configure and require engineering work for HIPAA compliance.
Check out this guide for a full breakdown of how generic CDPs stack up against Freshpaint’s Healthcare Privacy Platform.
Industry News
The FTC’s Health Breach Notification Rule (HBNR) requires organizations that handle PHI to notify individuals, the FTC, and in some cases the media of a breach of unsecured personally identifiable health data.
Now the FTC is expanding the scope of the HBNR to apply to health apps and related technologies.
Translation: A lot more health-tech companies will be responsible for notifying users if their data gets compromised.
“Protecting consumers’ sensitive health data is a high priority for the FTC,” said Samuel Levine, Director of the FTC’s Bureau of Consumer Protection. “With the increasing use of health apps and connected devices, the updated HBNR will ensure it keeps pace with changes in the health marketplace.”
