Keep reading to see how our partnership with CallRail can help you optimize your ad performance in a privacy-first way. Plus, our co-founder and CEO weighs in on the AHA lawsuit and what it means for healthcare marketers moving forward.
If you’re reading this, chances are you’ve also read about the recent AHA lawsuit ruling against HHS. The news headlines are painting a dramatic picture about the ruling, which vacated HHS guidance prohibiting the use of third-party web trackers on hospitals' websites. But when you dig into the details of the case, it’s clear that the need to protect patient privacy isn’t going anywhere.
The judge's order did nothing to change the HIPAA privacy requirements when sharing data with advertising platforms—and (spoiler alert) that's what makes our latest integration with CallRail so important.
Keep reading to see how our partnership with CallRail can help you optimize your ad performance in a privacy-first way. Plus, our co-founder and CEO weighs in on the AHA lawsuit and what it means for healthcare marketers moving forward.
PRODUCT UPDATES
Our latest integration with CallRail is LIVE!
When you’re in a heavily regulated industry like healthcare, it can be tricky to send conversion data to platforms like Google and Meta without compromising patient privacy. This new integration solves that so you can send ALL your conversion data to ad platforms with peace of mind.
Here’s how it works:
💡 CallRail converts phone calls, texts, chats, and more into actionable data
🧼 Freshpaint connects that data to ad platforms and other destinations in a privacy-first way
📈 That data powers ad platforms to deliver high-performance results
We did a deep dive into what this all means for healthcare marketers in our latest blog:
In a few weeks, we're bringing Freshpaint LIVE to Fenway! Immerse yourself in the legendary rivalry between the Boston Red Sox and the New York Yankees. Enjoy breathtaking views of both the game and the Boston skyline from our exclusive suite along the first base side. Amidst the excitement of the game, engage with top minds in healthcare marketing and uncover strategies for developing high-performance campaigns in a privacy-driven landscape.
Embedding maps on a healthcare website is a key component of an amazing consumer experience. In fact, some healthcare marketers have seen booked appointment conversion rates increase by 60% when utilizing maps to help consumers find care. However, the technology behind third-party mapping tools can get you into a head-on collision with regulators.
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 to discuss the importance of maps in the patient experience and how to deliver it in a privacy-first way. Sign up now.
Join Ray Mina, Freshpaint's VP of Marketing, and Richard Briddock, Chief Strategy Officer at Cardinal Digital Marketing, as they provide a step-by-step guide on integrating technology into every phase of the patient journey. Discover how to develop a healthcare marketing strategy that not only complies with regulations but also deeply connects with patients at every touchpoint through the strategic use of first-party data.
Get on-demand access to this five-episode series on unlocking the marketing tools and tactics you need to grow your organization while prioritizing privacy. 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 privacy-first way
How to embed videos and maps without compromising privacy
An easier way to implement and manage events
Let's hang out online or in-person soon! Engage with a growing community of healthcare marketers at Freshpaint's other in-person and on-demand events by checking out our events page.
Freshpaint's Compliant Corner
A federal court recently vacated a narrow part of HHS’ guidance on third-party web trackers. This has led to a lot of chatter online, but we’re focused on finding the signal in the noise.
Now that you’ve seen our POV on the AHA lawsuit, we wanted to share two other perspectives.
First, we’ll go straight to the source:The AHA’s original lawsuit.As you’ll see in section 8, the complaint is only centered around the "Proscribed Combination" of a user’s IP address and a visit to an unauthenticated public webpage that addresses specific health conditions or healthcare providers. In other words, the rest of OCR’s tracking tech guidance remains entirely intact.
Next up, the law firm Holland & Knight is reminding their clients that HIPAA's rules have not changed, and the use of tracking technologies by HIPAA-regulated entities will continue to require compliance oversight. Check out their full analysis here.
It’s important to remember that broad, sweeping changes rarely happen overnight. Regardless of what comes next in this process, web trackers will continue to be an issue for covered entities, and we’ll be here to help you grow and adapt along the way.
That's all we've got for today folks. See you next week!
