I've spent a lot of time thinking about the consumer journey in healthcare lately because my wife is pregnant šš¶š¼
From the time we entered the marketing funnel for the hospital we want to deliver at, until the actual delivery date, roughly nine months will have passed. During this time, we'll have multiple touchpoints and appointments with various healthcare providers.
That would be a challenging conversion path to track in a non-regulated industry. But in healthcare? It's nearly impossible.
So, what are healthcare marketers supposed to do? Just ignore the challenge, or tackle it head-on and try to solve it? That's a question I asked a really smart healthcare marketer recently. I'll have her answer on our podcast in a few weeks. Stay tuned.
Anyway, on to todayās newsletter. For reasons I canāt really explain, Salt-N-Pepa makes an appearance, Connecticutās AG shows us why marketers ruin everything, and we cover a whole series of upcoming events.
Letās get startedā¦
Product Update
Weāre in the early stages of building a Salesforce integration! Our product team is interested in talking to anyone who would like to use Freshpaint to manage data with Salesforce ā either Marketing Cloud or CRM.
Sound like you? Respond to this email and Iāll put you in touch with Evan, our Head of Product.
Or click here to schedule time directly with Evan.
We're bringing the future of healthcare right to your doorstep! Mark your calendars for our first stop on Feb. 22 in Los Angeles at the Porsche Experience Center.
Atlanta, GA (Come see Ray during his live podcast at Swaay.Health Live!)
New York, NY
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Rub shoulders with industry experts and join a vibrant community shaping the landscape of high-performance healthcare marketing. Sign up for updates and more info.
With the increasing number of state and federal level privacy regulations, healthcare marketers are feeling like this moment is blocking them from doing great marketing. But savvy marketers are using this moment as a catalyst to rethink their strategies and drive positive change. Click the play button and learn how these trailblazers are redefining high-performance marketing in 2024.
Watch this insightful conversation between Ray Mina, Head of Marketing at Freshpaint, and Andrew Miller, Co-Founder of Workshop Digital, as they explain the state of healthcare marketing and what it means to be a privacy-first healthcare marketer.
The one and only Agile Brand podcast, chatted with our Head of Marketing, Ray Mina, about how healthcare orgs can build a HIPAA-compliant marketing stack.
Check out the rest of our on-demand webinars and in-person events on the new Freshpaint events page. Let's hang out online or in-person soon!
Freshpaint's Compliant Corner
š¶ Let's talk about you and me
Let's talk about all the good things
Letās talk aboutā¦IP addresses and HIPAA compliance š¶
Fun fact: those are actually the correct lyrics to Salt-N-Pepaās famous song from the 90s. They only changed it as a result of their overbearing producerās recommendation.
Okay, I completely made that fact up.
But hereās a fact that isnāt made up: Sharing IP addresses with ads and analytics platforms can be a risk for HIPAA compliance. Even passing parts of an IP address, along with health information, to an ad platform can lead to a HIPAA violation.
Connecticutās Attorney General received a privacy complaint from a consumer regarding the fact that they were targeted with cremation ads after completing chemotherapy.
Unfortunately, seeing how that connection was made is not a stretch. But that doesnāt make it right.
*stepping up on soapbox*
This really highlights the need for all companies, not just HIPAA-covered entities, to take serious care with their data. Consumers trust us with data. We canāt betray that trust. If you betray that trust in marketing, consumers are going to lose trust in your whole organization. As Marshall Schoenthal said, healthcare is āa daisy chain of trust.ā
Keeping that daisy chain intact requires a shift to privacy-first marketing, which would prevent another organization from making a similar mistake as the cremation company from above.
Loving our newsletter? Connect with our team and learn how Freshpaint can help support your marketing efforts while upholding current regulations and guidelines.You can book a meeting with our team here.
āFreshpaint felt like it was made for healthcare.ā - Columbus Regional Healthās Andrew Laker
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