I don't know about you...but I like polls. Anytime I see one on LinkedIn, or wherever, I respond because I find the data interesting. This is relevant to the Freshpaint 5 because...
I'm adding a new piece to the Freshpaint 5 each week: polls! I'm going to add a question to each newsletter and I'll share and discuss the results in next week's newsletter.
The goal with this is to share knowledge, struggles, and commonalities among healthcare marketers. We can all learn from each other and this newsletter has almost become its own community so I want to make it easier to share knowledge among readers. And who knows, these poll questions might eventually turn into the Freshpaint Research Hub, but that's a looong term goal. This is just step 1.
On to the rest of the newsletter, here's what we're talking about:
Viant DSP integration
Freshpaint in Dallas!
CU Medicine's success with Freshpaint
The newest online tracking technology class action lawsuit
Let's get into it...
Product Update
Navigating digital advertising in healthcare while maintaining HIPAA compliance has always been challenging. Our latest integration with Viant's Demand Side Platform (DSP) simplifies this process, enabling effective programmatic advertising without compromising patient privacy.
With this integration, you can:
Seamlessly connect your Freshpaint-tracked conversion events directly to Viant's DSP, ensuring accurate and efficient ad targeting.
Maintain HIPAA compliance throughout your advertising campaigns, as our integration is designed to protect patient health information (PHI).
Enhance marketing performance by leveraging Viant's extensive programmatic channels and formats, all while safeguarding sensitive data.
Join us for an unforgettable evening at Knife Italian Steak, where Michelin-starred Chef John Tesar is redefining Texas dining with bold flavors, Italian influences, and a stunning atmosphere. Connect with fellow healthcare marketers over incredible food, great conversation, and a community that’s shaping the future of healthcare marketing. Sign up now!
Dinner at Knife Italian Steak *Dinner & Beverages Included
On-Demand Webinar In this on-demand webinar, we’ll show you how to enhance ROI by linking appointment data to your campaigns, supercharge your Google Ads performance with accurate data for better bidding, and gain end-to-end insights into the patient journey. You'll also get a chance to explore how to optimize your marketing budgets with privacy-compliant ROI insights to help secure growth.
Join marketing and healthcare strategy leaders as they explore the results of an insightful survey on payer marketing, shedding light on how payers are allocating budgets, implementing funnel strategies and tackling privacy challenges to drive growth and compliance in an evolving landscape. Watch the webinar here.
Freshpaint's Compliant Corner
University of Colorado Medicine (CU Medicine), the largest multispecialty physician group in the Rocky Mountain region, faced significant challenges in balancing digital marketing initiatives with stringent HIPAA compliance requirements. After identifying risks associated with traditional tracking technologies, CU Medicine proactively sought a solution that would uphold patient privacy without compromising marketing performance.
By implementing Freshpaint's Healthcare Privacy Platform, CU Medicine was able to:
Restore website tracking: The team regained visibility into website performance and marketing campaigns, including those with Google and Meta, who refuse to sign BAAs.
Reintroduce Google Analytics: CU Medicine’s preferred reporting platform was back online, fully compliant.
Improve data transparency: The Freshpaint dashboard provided real-time insights into where data was being sent and ensured HIPAA compliance.
Enable compliant maps and video hosting: CU Medicine replaced Google Maps with Freshpaint’s compliant solution, and re-uploaded video content on their website, enabling patient engagement without privacy risks.
This strategic move not only protected patient privacy but also empowered CU Medicine's marketing team to operate with renewed confidence and efficiency.
Privacy-related class action lawsuits continue to rise, and the latest comes from Seattle, where Virginia Mason Medical Center has agreed to a $3.5 million settlement over allegations of sharing patient data with third-party advertisers like Facebook and Google without consent.
For healthcare marketers, this underscores the importance of safeguarding patient information and ensuring compliance with data privacy regulations. Privacy-first marketing is essential to maintain trust and avoid legal repercussions.
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