Way back in my high school days, my favorite teacher was a history teacher named Mr. Hoffman. He was an extremely engaging teacher, but it wasn’t his teaching style that I remember most.
Mr. Hoffman loved the word “behoove.” He almost always found a way to work it into his daily lesson. Every time he used it, he asked his students to drum on their desks as if horses were galloping through the classroom—because horses have hooves. It was a great way to make sure we were paying attention, and honestly, it was just fun.
With that in mind, from now on, when you read the word “behoove” (clip-clop, clip-clop, clip-clop) in this newsletter, honor my favorite teacher by quietly galloping on your desk.
On to today’s newsletter…
Product Update
Programmatic advertising is part of the marketing mix for many healthcare orgs. But, tracking the performance of those ads can be tricky. Marketers don’t expect a programmatic display ad to result in a conversion directly, but they do expect that consumers who see those ads will eventually convert.
Third-party cookies are used to track this long-term conversion. To do this, those cookies track a consumer's behavior on the healthcare org's website and collect information that identifies them. The combination of the two results in Protected Health Information (PHI) being shared with ad platforms that don’t sign Business Associate Agreements.
And that's also the exact reason why Freshpaint is building integrations with the most-used programmatic ad platforms. Our integrations allow healthcare marketers to continue to use programmatic ads without sharing PHI.
Virtual: 5 Episodes Introducing Freshpaint's Healthcare Marketing Privacy Webinar Series! Dive into 5 episodes packed with tips and tricks to stay HIPAA compliant while turbocharging your marketing efforts! Check out the episode topics below:
Mar. 21: Getting A Handle On Third Party Web Trackers
Mar. 28: Creating A Safe By Default Approach For Your Marketing Stack
Apr. 4: Making Ads & Analytics HIPAA-Compliant
Apr. 11: Making Embedded Video & Maps HIPAA-Compliant
May 2: Making Event Management Easier For Healthcare Marketers
Today’s healthcare marketers understand the importance of putting privacy first. In doing so, they are focusing on first-party data collection, which unlocks new tactics at every step of the patient journey, all while complying with HIPAA guidelines. Join us to explore the critical role of first-party data in maintaining HIPAA compliance, controlling data sources, and preventing unauthorized sharing with third parties like Google or Meta.
We've teamed up with our friends at Invoca for this webinar. In it, we'll be covering the compliance landscape, from HHS memos to BAAs, how healthcare marketers can safely and empathetically use first-party data, and real-world examples of healthcare marketing success and how to implement these strategies at your organization.
Sin City, here we come! Attend our session or stop by our booth and say hi 👋
Freshpaint will be at the #HMPS24 conference next month in Las Vegas! After a day of learning and networking, join us and our friends at Invoca for an unforgettable evening at the Vegas Golden Knights vs. Anaheim Ducks hockey game on Thu. Apr. 18 @ 6:30 PM. Indulge in delicious food, refreshing drinks, and great company—all while experiencing the thrill of live hockey action from our exclusive suite.
This is your chance to relax, unwind, and make unforgettable memories with Freshpaint. Sign up to learn more.
It may come as a surprise, but taking a privacy-first approach to marketing can unlock technologies and tactics that many healthcare organizations have considered off-limits until now. Tune into this webinar with the security experts at Fortalice Solutions, and legal experts from Faegre Drinker, to learn how you can create a safe-by-default tech stack, eliminate sensitive data, and still have visibility into the customer journey.
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.
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
Trust in healthcare marketing is a consistent, essential theme. Our pal Marshall Schoenthal recently quipped, “Healthcare is a daisy chain of trust.” Keeping that daisy chain intact starts at the first interaction a patient has with your organization – at the top of the marketing funnel.
But this is a classic example of the should-how gap. We often hear that we should prioritize trust without an explanation of how to do it.
So…how do you do it? Well, one way is by solely using first-party data collection tools and tactics. That means getting rid of all third-party trackers, cookies, and data in your marketing. We covered this at length in a recent webinar and a follow-up blog post.
I’m not a lawyer, and I don’t play one on TV, but Business Associate Agreements (BAAs) are extremely interesting. That’s not sarcasm. BAAs make healthcare performance marketing possible. So when I caught a thread in the HealthTechNerds Slack group about BAAs, I tuned in.
One of the respondents in that thread went the extra mile and wrote a guide to BAAs for non-legal roles. If you work in healthcare marketing, IT, security, product, engineering, or a whole host of other roles, it really behooves you to understand BAAs.
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.
“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
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