Hey there,

Happy National Mimosa Day! 🥂

Today we're not just raising a glass to our favorite brunch beverage; we're toasting to an exciting new chapter in privacy-first healthcare marketing with the launch of our latest product (more details on that below).

It's also a mimo-so-good day because one of our favorite Freshpaint teammates (you know who you are) is becoming a father! So, please join me in sending a boatload of love to him and his growing family 👶💕

With that, let's dive in... 

🚨NEW PRODUCT ALERT🚨

At Freshpaint, we’re committed to helping healthcare organizations build frictionless digital experiences, while still protecting patient privacy. That’s why we’re excited to  announce the newest product in our Healthcare Privacy Platform: Freshpaint Maps.

Adding maps to your healthcare website can increase your conversion rates—but it can also increase your risk of a HIPAA violation.

This changes today. Here are three problems we solved with this launch:

1️⃣ Third-party mapping tools collect visitors’ IP addresses and context about the care they’re seeking, creating a HIPAA violation

2️⃣ Google and other mapping solutions won’t sign Business Associate Agreements to ensure HIPAA compliance

3️⃣ Removing maps altogether makes it difficult for patients to plan visits

Freshpaint Maps utilizes our BAA-supported platform to enable healthcare providers to fully replace Google Maps. This solution retains all the essential features of Google Maps while ensuring the protection of patients' health information. It’s not every day you get to help build a product that impacts the ability for patients to find care, but here we are 👀

The whole team has been working hard to bring this to life. Check it out 👇

🗓 Upcoming Events 🗓

Balancing Compliance and Performance: Navigating Healthcare Marketing

Webinar on Tuesday, May 21 @ 1:00 PM ET

Join our webinar next Tuesday, May 21 as we team up with Phase2 to tackle the challenge of juggling compliance with high-performance marketing. Secure your spot now. Can't make it? No problem! Sign up to receive the recording. 

Freshpaint LIVE is Coming to the East Coast this Summer! 

Join us for an unforgettable experience as Freshpaint brings its LIVE Roadshow to  New York and Boston this summer! Rub shoulders with industry leaders, immerse yourself in innovative strategies for healthcare marketing, and discover how to craft high-performance campaigns in a privacy-centric world. Whether you're in the Big Apple or Beantown, this is an opportunity you won't want to miss. Sign up now for more information!

Freshpaint LIVE in New York

Dinner at three Michelin star per se

Date & Time: Wed. Jun. 19, 6:30 PM

Location: per se by Thomas Keller

Address: 10 Columbus Cir. NYC, 10019

Learn more...

Freshpaint LIVE in Boston
Suite at Red Sox vs. Yankees

Date & Time: Fri. Jul. 26, 6:30 PM

Location: Pavilion Suite, Fenway Park

Address: 4 Jersey St, Boston, MA 02215

Learn more...

NESHCo (New England Society for Healthcare Communications Annual Conference)

In-person Conference 

May 29-31 Newport, Rhode Island

ADSO Summit

In-person Conference

June 12-15 Aurora, Colorado

Event Replay

Making Embedded Video & Maps HIPAA-Compliant

On-Demand Webinar

HHS calls out ads and analytics web trackers in their latest HIPAA guidance. But many organizations are asking the right question: If Google Analytics is a vulnerability when it comes to sharing PHI, what about other trackers we’re leveraging on our site? Learn why healthcare organizations are concerned with embedded maps and videos on their site and what you can do about it. (Bonus: click here to jump directly to a maps overview)

From Awareness to Advocacy: Crafting Privacy-Centric Patient Journeys in Healthcare

On-Demand Webinar

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

In 2023, when HHS and the FTC warned healthcare organizations about web trackers, all eyes were on Google Analytics and the Meta Pixel. Because the regulators explicitly called them out.

But these aren’t the only web trackers that could compromise your HIPAA compliance. Any tracker that collects health information and personal identifiers puts you at risk of violating HIPAA. And there are a lot of web trackers that collect health information (*Hint*: Google Maps is on that list). 

We wanted to send a friendly reminder that we put together this guide to help you understand all of these web trackers, and what to do about them. In it, we cover:

⚠️ Four types of web trackers that you might have on your website

🔎 What these trackers mean for HIPAA compliance

✅ What you can do about them (no, it doesn’t involve removing all trackers from your site)

Industry News

It's become abundantly clear that privacy regulations in healthcare are expanding beyond just HIPAA and only getting more stringent. 

You probably don't need more examples...but we'll share some anyway: 

1. The bear is awake...and it's got an appetite. The Supreme Court in California recently reinstated the California Privacy Protection Agency's full enforcement authority. That very agency has spent the past eight months staffing up (including hiring technologists, litigators, and the former chief privacy officer of a Fortune 500 company) to enforce privacy with vigor.
   
   
2. Telehealth company Cerebral will limit the consumer health data it uses for advertising purposes under a new order announced by the FTC...and this crackdown has been a major wakeup call for healthcare marketers. 

That's all, folks. Happy National Mimosa day, and see you next week! 

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Learn how Freshpaint can help support your marketing efforts while upholding current regulations and guidelines. Book a meeting with our team here. 

 “By using Freshpaint we get to replace the native pixels from Google and Meta to fully govern what data gets shared with those platforms.”

- WebMD Ignite's Andy Waldrop