There’s probably nothing that’s hit the healthcare provider marketing area harder than the FTC fines and various lawsuits associated with tracking pixels.  Every healthcare organization had to look at their tracking pixels and ask themselves if they were at risk for fines, lawsuits, and more.  It’s a topic we’ve covered a number of times here at Swaay.Health including this great Tracking Technology and HIPAA Compliance interview with legal expert Matt Fisher.

We’re now a few years past the initial shock related to tracking pixels in healthcare, but it still feels like many in the industry are afraid of any tracking technology.  My guess is their compliance and security officers came down on them hard.  I remember talking with one healthcare CISO (Chief Information Security Officer) who said, I’m not an expert in healthcare marketing, but I won’t let my marketing team put a tracking pixel on the website.

While you can understand the fear, we’ve come a long ways in the past few years when it comes to ensuring the privacy of patient data and still being able to have the tracking and personalization that is needed to make your healthcare marketing campaigns more effective.

A great example of this is the technology from a company called Ours Privacy.  They offer technology that allows for HIPAA-safe performance marketing and analytics.  To learn more about what they’ve accomplished, I sat down with Adam Putterman, Co-founder at Ours Privacy, and talked about the state of the industry when it comes to marketing analytics and compliance.

After talking about why healthcare organizations should be paying attention to privacy on their websites, I also ask him to share some of the egregious things he still finds on websites even with all the risks mentioned above.  While it seems like everyone should know about the risks to a healthcare organization, it seems like many either haven’t gotten the news, don’t think it applies to them, or they’re just willing to take the risk.  My guess is that most of them are the former two versus the later.

What’s always been interesting about the tracking pixel in healthcare is that many of the most effective healthcare marketing efforts were built on it.  Done right, these marketing campaigns were ensuring that patients got the very best care.  Not being able to target and customize campaigns for patients was actually doing harm to patients.  That’s why I had to ask Putterman how a healthcare marketer can still leverage their website to customize campaigns to patients and track data on their websites along with what it takes to do it in a compliant and proper way that respects patient’s privacy needs as well.

One of the things I love about Ours Privacy and other tools out there is that organizations can still integrate with their favorite third party tools.  Take a quick look at the Ours Privacy integrations page to see how you can use most of the popular marketing tools that you know and love, but in a compliant and secure manner.

As we wrap up the interview with Putterman, we talk about Ours Privacy’s recent funding round, what they plan to do with the money and what’s next for the business.  Check out our interview with Adam Putterman from Ours Privacy to learn more about their solution to ensuring the privacy of your patient data while still enabling your patient marketing efforts.

Learn more about Ours Privacy: https://oursprivacy.com/