Balancing patient privacy with performance.
Marketing compliance has gotten more complicated since our client opened its doors in the 1960’s. Strategies evolved from newspaper placements, to direct mail, and now towards sophisticated digital ads with a massive caveat…they can potentially breach HIPAA by revealing sensitive healthcare information.
So what’s compliant and what’s not? In the past couple of years alone, guidance from the government and the threat of class action lawsuits have created more questions than answers. For our client, patient privacy is non-negotiable, and their marketing strategies reflect that commitment. In a sea of regulatory uncertainty, they were playing it safe by shutting off third-party trackers. But, they continued searching for answers.
Our client realized it needed a patient privacy platform to continue using digital ad platforms responsibly. However, regulations are constantly changing. Our client also needed a partner to keep its marketing programs compliant.
Platform and partner? They found both in Penrod. Let’s dive in.
Challenge
Keeping digital marketing campaigns HIPAA-compliant in a rapidly changing regulatory environment
Solution
Penrod Destinations
Results
HIPAA-compliant marketing campaigns that don’t sacrifice marketing performance
The Problem
The issue with digital ad compliance? Third-party trackers linking patient identities with sensitive health information (PHI). These trackers gather vast amounts of data about website visitors, including URLs, titles, page content, and user-submitted information. To make matters worse, big players like Google Analytics, Google Ads, LinkedIn Ads, and Meta refuse to sign business associate agreements. These platforms were central to our client’s marketing efforts. Shutting them down was the right move for patient privacy, but it came at a price. Marketing performance took a serious hit.
And then came the rulings. One after another, including the first (and second) OCR bulletins and the AHA lawsuit, the compliance landscape seemed to be shifting daily. Keeping up was exhausting, and compliance killed creativity for our client’s marketing team.
The truth is that marketing compliance has two sides—an “if” and a “how.” On one side, you need to determine if something is compliant. On the other, you need to decide how to make it compliant. Our client’s team struggled to execute campaigns and meet goals without a partner who could navigate both.
The Solution
The first goal? Get Google Analytics, Google Ads, Meta Ads, and Linked Ads back up and running with a HIPAA-compliant privacy platform. The second? Keep them that way with the power of partnership.
HIPAA Compliant Privacy Platform
Penrod implemented its patient privacy platform, Destinations, to make our client’s ad platforms HIPAA compliant. The result? Marketing programs that ensure patient privacy without compromising marketing performance. Here’s how it works.
Redaction Engine
A PHI redaction engine ensures that sensitive data never reaches Google Analytics, Google Ads, LinkedIn Ads, or Meta. Destinations quickly makes these ad platforms compliant by blocking PHI at the source.
Retention Without Risk
Destinations keeps marketing conversion data secure in a BAA-supported environment, allowing our client’s marketing team to optimize campaigns. Even with Meta’s recent restrictions on bottom-of-funnel conversions for health and wellness brands, we ensure performance marketing is still possible.
Multi-Website Support
Our client runs multiple domains and websites, but with Destinations, that’s no problem. The platform keeps PHI secure across every website, with no exceptions.
HIPAA Compliant Privacy Partner
As regulations change, so does marketing strategy. With Penrod, the future stays compliant. Our experts work with our client’s internal and external marketing teams to answer the ifs and hows of compliance. We focus on compliance so that their marketing team can focus on what they do best – keeping the community healthy by creating awareness about their health services.
The Results
Compliance didn’t mean that marketing had to take a back seat. Instead, the Destinations platform and Penrod’s partnership protect patient privacy, even in an evolving regulatory environment.
You deserve a privacy solution that works for you. If your organization is navigating challenges around HIPAA compliance and marketing performance, we'd love to help. Click here to book a demo of Penrod's Destinations platform today.
Full HIPAA Compliance
Compliant Conversion Tracking
Automatic PHI Protection
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