Hey there,

It's a new year. 2025. Can you believe that? 2025. I don't know what happened to 2024. It feels like I was just writing about Freshpaint's New Year's resolutions for 2024...and now we're here in 2025.

So what do we have in store this year? A lot...

• More events to help the healthcare community connect in real life.
• More research-driven content to help healthcare marketers understand the world around them.
• More product updates to help healthcare marketers do more with their data.
• More...just more of all of the exciting things we did in 2024.

And to that second point, I need healthcare marketers to help me out (And I'll send you a $100 gift card if you have the time to help) ⬇️

We're asking healthcare marketers to share their perspectives on the future of healthcare marketing. Share your perspective in the State of Digital Advertising in Healthcare: 2025 Industry Survey and help shape the insights that will guide the industry's path forward. 

Here's what else I've got for you today:

• A product update that improves data accuracy
• A case study from a health insurer customer
• A recap of the proposed updates to the HIPAA Security Rule

Let's dive in...

Product Update

At Freshpaint, we’re always working to help healthcare marketers get accurate, reliable, HIPAA-compliant data. 

That’s why we’re excited to share an optimization to our web SDK, designed to maximize data reliability across all environments.

With this enhancement, Freshpaint’s web SDK now uses a hybrid approach to send events, reducing data loss to under 1% in most cases. For you, this means:

• More data accuracy: On average, 3.5% more events collected.
• Higher performance: Some customers are seeing up to 10% improvements in data capture.
• Seamless experience: No action is required to benefit from this update.

These enhancements are part of our ongoing mission to ensure Freshpaint continues to set the standard for reliability and results.

Want to learn more? Reply to this email or contact your Freshpaint Account Manager.

Freshpaint's Compliant Corner

A leading health insurer was forced to remove all website trackers to ensure HIPAA compliance, crippling its digital marketing efforts and leaving them completely blind to performance.

Sound familiar? Hundreds of other healthcare organizations have faced this challenge over the past few years.

For this insurer, the stakes were even higher—they needed to restore visibility and functionality within just two weeks to prepare for open enrollment.

That’s when they turned to Freshpaint's Healthcare Privacy Platform.

Freshpaint enabled the insurer to securely and compliantly resume critical activities like performance tracking and campaign optimization in just two weeks.

The result? Privacy and performance, without compromise.

Get the full story: How Freshpaint Clears the Way for a Blue Plan's Digital Marketing

Industry News

HHS dropped some news last week with a proposal to update the HIPAA Security Rule. This is the first major update to that rule in over 10 years, which means it's overdue.

The proposed update focuses mostly on cybersecurity since there's been a huge increase in healthcare cyberattacks over the past decade.

This proposal is 393 pages long (which made for a fun New Year's Day read), and there are some notable changes:

• Covered entities could be required to build a "network map that illustrates the movement of ePHI throughout its electronic information systems."
• Healthcare organizations could be required to sanction employees who violate the HIPAA Security Rule.
• Regulated entities can include more stringent cybersecurity measures in BAAs than those required by the Security Rule.

These are just a few examples...the proposal covers much more. For a deeper dive, check out HIPAA Journal’s excellent recap. It’s an 8-minute read and well worth your time.

Get the full story: HHS Proposes Strengthened HIPAA Security Rule

Thanks for reading, see you next week! 

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