Blurring the lines between performance and compliance.
Our client, a network of nearly 20 eye clinics and surgery centers, faced a big marketing challenge. On the one hand, the marketing team was ready to attract more patients through targeted digital advertising. And those platforms we mentioned? They played a significant role in the strategy.
But legal restrictions were blurring the line between performance and compliance. Our client’s marketing team wanted to focus on attracting patients, rather than navigating the complexities of constantly changing regulations. They needed a partner who could help them stay compliant not only now, but also on an ongoing basis. The result? Digital marketing that strikes a balance between performance and compliance.
As a regional leader in eye care, local marketing was the backbone of awareness and growth. Location-based targeting had been their go-to strategy until new HHS guidance on online tracking changed everything. The big question? How do you market compliantly in this new landscape? They needed a partner who had the technology to make their ads compliant now and the guidance to maintain compliance.
Challenge
Losing Access to Conversion Data on Google Ads, Meta, and X
Solution
Penrod Destinations
Results
Measurable Conversions, On-Going Guidance, and HIPAA Compliance
The Problem
Our client knew that using online trackers was essential to bringing in more patients. They also understood the risks.
Performance Marketers aren't Legal Experts
The best marketers aren't necessarily legal experts. The in-house marketing team had one primary goal: to attract new patients. To be successful, their focus needed to be on driving results, rather than wrestling with constantly changing HIPAA laws.
Decreasing Campaign Performance
Healthcare providers are under fire as class-action lawsuits over online trackers continue to mount. The result? Legal teams are putting pressure on marketing departments to ensure every digital campaign remains compliant, and that can restrict performance.
Limited Reporting
For healthcare companies, online trackers that send conversions are a huge risk because conversions can contain sensitive health data. When that's linked to user identifiers, it’s a serious HIPAA violation. But without conversion data, our client struggled to track campaigns, measure performance, and connect with patients. CPL, CPA, and CVR were DOA.
Turning off online trackers would reduce legal risk, but the marketing team would have no way to measure campaign performance. On the other hand, continuing their campaigns meant risking hefty legal trouble.
They needed a platform that ensured their ad campaigns weren’t sending PHI to online trackers and a partner who could help them stay ahead of ever-changing regulations.
The Solution
Penrod approached the eye clinic’s challenges with a comprehensive solution. It's a platform + partnership.
Penrod Destinations
Penrod Destinations is a platform that ensures PHI never gets sent to online trackers. That means Google Analytics, Google Ads, Meta Ads, LinkedIn, and Twitter are now fully HIPAA-compliant.
Ongoing Managed Services
The partnership didn’t stop with the Destinations platform. Penrod helps their marketing team as a trusted compliance advisor. From regular check-ins to best practices, we keep the eye clinic compliant with ever-changing HIPAA regulations.
Educating the Team
Beyond delivering the technical solutions, Penrod equipped the clinic’s marketing team with the skills and knowledge they needed to own their digital strategy.
With Penrod, the clinic’s marketing team can focus on driving results, not the complexities of maintaining HIPAA compliance.
The Results
Penrod’s efforts delivered immediate and long-term value
- Improved Patient Reach
Our client can confidently use online trackers to meet and exceed their marketing goals. - Confidence in Compliance
We swapped risk for peace of mind in an industry where compliance is critical. - Data-Driven Decision Making
Our client retains conversion data to make more informed marketing decisions, optimizing spend and maximizing ROI. - Future-Ready Digital Marketing
Penrod’s managed services ensure our clients’ campaigns stay HIPAA-compliant as regulations change.
20/20 Results
Penrod built a scalable foundation that empowers our client to target the right patients, monitor conversions, and measure success, all with HIPAA compliance in mind.
The future looks bright as they continue their marketing evolution. With Penrod Destinations and ongoing support to maintain compliance, they’re poised to remain a leader in patient eye care and engagement.
HIPAA compliance
Across Google Ads, Meta, and X
Data-Driven Decision Making
Future-Ready Compliance
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