I'm calling this email the “Presidential Sandwich” because it starts with Trump and ends with Biden. And despite the heavy focus on presidents, I think we do a pretty good job of not being political. It's not our goal to tell you how to vote or who to support, but rather to give you the information you need to know about the current political climate.
With that in mind, let's focus on Trump for a minute. As the incoming president, his administration will likely impact data privacy regulations, but the specifics are still unclear. To start unpacking this, I’d love your input.
I’ve created a 5-question survey to gauge healthcare organizations' expectations around healthcare data privacy under Trump. Your responses will help us navigate this transition together.
If you have 60 seconds, click here to take the survey.
(And just for peace of mind, the survey is completely anonymous)
On to the rest of the newsletter. Here's what I've got for you this week:
A new product integration that supports view-through conversions.
Two great Freshpaint LIVE events!
All of the happenings in healthcare data privacy over the past 3 years.
News about Biden's Security Rule update.
Read on...
Product Update
You’ve heard the saying, “It takes a full funnel to improve ROI,” right? If you haven’t, well, that’s because it’s not actually a saying. But it should be—because it’s true.
To help you build that full-funnel strategy, we’re excited to announce that our integration with The Trade Desk is officially out of closed beta! For healthcare marketing teams looking to drive top-of-funnel awareness and ultimately boost ROI, Freshpaint’s integration empowers you to track and feed back view-through conversions in a privacy-first way.
Freshpaint’s integration enables you to optimize ad performance, make data-driven decisions, and ensure compliance—all essential for maximizing ad spend in healthcare marketing.
Ready to unlock privacy-first view-through conversions on The Trade Desk? Check out our Quick Start Guide, or contact your Account Manager today!
Freshpaint LIVE
Freshpaint LIVE is has two great events coming up:
Location: INDACO Address: 536 King Street, Charleston, SC 29403
Join us for an exclusive Freshpaint dinner in Charleston during CHPRMS!
This is a unique opportunity to connect with fellow healthcare marketing professionals in a relaxed setting, where the focus is on building community and exchanging ideas.
Nearly three years have passed since Mass General settled its “Cookies Without Consent” lawsuit for $18.4 million. That case sparked widespread scrutiny in healthcare over the use of tracking tools in marketing.
Since then, several new lawsuits have been filed, HHS has updated its guidance, the AHA has taken legal action against HHS, and the FTC has issued fines to healthcare organizations.
It's been a wild ride with no end in sight. Just last month, we saw a health data lawsuit filed against Meta, LinkedIn, and a number of healthcare providers.
And, to help you catch up, we’ve compiled a comprehensive list of the lawsuits, fines, and key developments from the past three years.
The Biden administration is planning a major update to the HIPAA Security Rule by year’s end, marking the first significant change in about 20 years.
Key anticipated changes include:
Web Tracking Guidance: HHS may reintroduce guidance on third-party tracking, with a focus on security implications rather than privacy.
Updated Risk Analysis Requirements: New language will likely help healthcare organizations better assess risks associated with electronic protected health information (ePHI), with an emphasis on enterprise-wide risk analysis.
Mandatory Technical Requirements: Some cybersecurity practices, like data encryption and two-factor authentication, could shift from optional to mandatory. HHS may also integrate its Cybersecurity Performance Goals (CPGs), making them required rather than voluntary.
Artificial Intelligence: There may be new guidelines for using AI in cybersecurity, with examples of how AI can support or pose risks in healthcare data protection.
The proposed rule is under review by the White House Office of Budget and Management, after which it will be open for public comment.
