The Problem
When the OCR ruling came down, panic followed. Healthcare providers were now under closer scrutiny as the ruling cast doubt on whether traditional marketing strategies, particularly those using standard tracking technologies, were HIPAA-compliant.
While our client’s website and ad platforms had already been compliant via Penrod’s Destinations for Data Cloud, they relied on a marketing partner without healthcare expertise.
Here’s where things got dicey:
1. Data Privacy and Security Concerns
HIPAA regulations bind healthcare providers to safeguard patient data, including personally identifiable information (PII). Unfortunately, the client’s existing marketing agency lacked the specialized know-how to ensure compliance, raising anxiety about potential violations.
2. Data Tracking and Analytics
Standard industry tools like cookies and pixel tags, though excellent for ad performance tracking in less regulated industries, began appearing risky in light of HIPAA’s requirements. What data were they collecting, and how was it being managed? The lack of answers was unsettling.
3. Healthcare-Specific Expertise
Healthcare marketing is laden with complex restrictions, from audit trails to compliance oversight to state-level consent mandates. The client’s marketing partner didn’t have the chops to handle these nuances, leaving critical gaps in execution.
The stakes were high. If the client wanted to scale their marketing efforts while maintaining compliance, they needed a partner who understood the healthcare industry and had the tools to help them deliver.
The Solution
The client already trusted Penrod’s expertise in managing HIPAA-compliant data tracking via Destinations for Data Cloud. But addressing their marketing challenges meant taking things one step further. Penrod rolled out its Managed Marketing Services, a tailored solution for healthcare providers who need to stay competitive while remaining compliant.
Here’s how Penrod’s managed marketing services helped:
1. Managing Website Tags
Tracking scripts? Google Tag Manager environments? Compliance threats? No sweat. Penrod developed a long-term strategy to maximize marketing effectiveness while keeping every element in compliance. From installing website tags to maintaining their tracking environment, Penrod did all the heavy lifting on the technical side so the marketing team could focus on their big goals.
2. Consent Management Done Right
Navigating state-level consent regulations required a tailored approach. Penrod implemented an unobtrusive consent management strategy, enabling users to understand their rights without disrupting the web experience. The model ensured continual HIPAA compliance and gave users clarity and peace of mind.
3. Compliant Performance Tracking
Penrod got creative here. By understanding healthcare’s unique compliance challenges, they made sure performance data wasn’t just available but actionable. Ad analytics, user activity, conversion data – everything was tailored to comply with regulations while supporting insightful, data-driven decisions.
4. Continuous Compliance Support
Because compliance isn’t a “set-it-and-forget-it” deal, Penrod’s experts routinely monitored the client’s website for potential non-compliance issues. Regular reports gave our client’s legal team system peace of mind, keeping them on track with evolving regulations and best practices.
Results
The results? It's pretty kick-ass (if we do say so ourselves).
-
HIPAA Compliance Secured
The client can now market confidently, knowing that Penrod’s expertise backs every campaign.
-
Actionable Insights
The client has the data to drive intelligent marketing decisions even in a highly regulated field.
-
Optimized Ad Campaigns
With Penrod’s tagging strategy and day-to-day management, campaigns are effective and compliant.
-
Ongoing Peace of Mind
Routine compliance monitoring ensures the client stays ahead of challenges and no surprises pop up down the road.
Conclusion
When the world changes (and it always does), healthcare providers need partners who aren’t just along for the ride but actively steering the ship. For our client, Penrod became the captain they required to stay compliant while continuing to deliver on their digital marketing ambitions.
But the work doesn’t stop here. With compliance rules bound to shift again, Penrod will monitor, adapt, and support the healthcare network’s marketing efforts. Why? Because doing things the right way doesn’t just solve problems—it creates lifelong partnerships.
![]()
