Freshpaint’s Healthcare Privacy Platform Is Expanding: Here’s Everything You Need to Know

Back in November 2023, we introduced our Healthcare Privacy Platform: the first and only platform purpose-built to help healthcare organizations unlock high-performance marketing while putting patient privacy first. Word of the launch spread quickly amongst frustrated healthcare marketers, and AdExchanger picked up the story too.

Today, the need for a privacy-first approach to healthcare marketing remains, but a lot has changed over the past year. Most recently, a judge ruled in favor of the American Hospital Association in a lawsuit against HHS, but only struck down a very narrow part of the HIPAA guidance. Much of the major risk around advertising and analytics tracking technologies still stands.

The FTC is issuing multi-million-dollar fines and even banning healthcare companies from sharing data with major advertising platforms. Not to mention major data breaches and numerous class action lawsuits involving health insurance providers and major retail health players.

The message is clear: The healthcare privacy rulebook is evolving fast—and that means we need to evolve with it.

We recently raised $30M in Series B funding, which we’re using to expand our offerings to ensure the entire healthcare industry—including health insurance providers, pharmacies, and retail healthcare companies—can safeguard sensitive data and optimize the patient journey. Keep reading to get the full scoop on why we’re expanding our platform and what you can expect to see in the near future.

What We Learned About the Healthcare Privacy Puzzle

The world of healthcare privacy changes by the day—hence our team’s dedicated Slack channel to industry news. We could fill an entire textbook with everything we’ve learned since the inception of our Healthcare Privacy Platform. But for the sake of time, we’ll distill it down to our three biggest takeaways.

1. It’s About Full-Funnel Marketing

When we launched our Healthcare Privacy Platform, a big focus was helping marketing teams make their analytics tools and digital ad platforms compliant with privacy laws. But there’s a pressing need for healthcare marketers to de-risk the entire customer journey, from click to care.

When healthcare organizations think about compliance, they have to think about full-funnel marketing, not just individual components. Modern healthcare marketing tech stacks have countless tools that need to be addressed, such as demand-side advertising platforms, conversion tools (especially forms), integrations into data warehouses, and patient management portals.

Bottom line: This is bigger than Facebook Ads or Google Analytics. It’s about systematically prioritizing privacy across every consumer touchpoint.

2. It Affects More Than Hospitals

Hospitals aren’t the only organizations that need to be cautious about how they handle PHI. Pharmacy chains, insurance providers, and retail health innovators are all facing pressure to follow privacy regulations—and the rulebook is evolving faster than many marketing teams can keep up with.

3. It’s Bigger Than HIPAA

HIPAA is the set of regulations that got everyone’s attention. But it’s far from the only regulation to be aware of. The FTC is cracking down on sloppy data security practices. States are introducing new legislation to create stronger protections for non-HIPAA health-related personal information. And patients are filing class action lawsuits in response to their private healthcare data being shared with third parties.

This all might sound like a big mess—but we’ve got an ambitious plan to help healthcare organizations bridge the gap between patient privacy and high-performance marketing.

4 Ways We’re Expanding Our Healthcare Privacy Platform

Hundreds of healthcare organizations trust our Healthcare Privacy Platform to advance their marketing efforts. Here’s how we’re keeping the momentum going.

1. Unlocking Full-Funnel Advertising While Securing Patient Privacy

We’re building a world where healthcare marketers can safely advertise across all stages of the healthcare marketing funnel, from awareness to consideration to conversion.

• Awareness: Replacing unsafe tracking technologies with our BAA-supported tracking platform on demand-side platforms like StackAdapt and Google Display 360.
• Consideration: Replacing native retargeting pixels with our BAA-supported tracking platform, then restrict the data flow to block PHI.
• Conversion: De-risking search ads and social media ads by replacing native retargeting pixels with our BAA-supported tracking platform.

2. Facilitating Effortless Consumer Experiences

Creating a seamless user experience for a healthcare website is no longer a nice-to-have. It’s table stakes. Audiences are accustomed to fast, frictionless consumer apps and websites, and they shouldn’t have to make compromises when it comes to healthcare.

Take forms, for example. Many healthcare marketers run targeted campaigns around services and send consumers to landing pages with embedded forms to collect information. It’s important for those forms to function seamlessly—but the bigger challenge is ensuring those forms are integrated into the full-funnel marketing stack and, further, that they’re HIPAA-compliant.

This is just one aspect of the consumer experience we’re solving for moving forward.

3. Informing Better Business Decisions

For healthcare organizations to grow, they need a complete picture of the customer journey—from click to care. That’s why we’re working on solutions that give marketers granular data down to the zip code so they can connect the dots between visits from ads and patient data to fully understand CAC and lifetime value.

Freshpaint also provides the architecture for data management in a privacy-first world, enabling you to automatically sync all behavioral customer data to your warehouse in minutes.

4. Creating a Single Source of Truth for Compliance

HIPAA compliance hinges on staying up to date with all the web trackers on your website. Our Healthcare Privacy Platform was built to make that as easy as possible with built-in Web Tracker Monitoring—now we’re improving on that with Web Tracker Manager.

Built for privacy-first healthcare organizations, Web Tracker Manager is designed to monitor, assess, annotate, resolve, and manage the web trackers from one easy-to-use dashboard built into Freshpaint’s Healthcare Privacy Platform. Together, these components create a source of truth for web tracker compliance and efficiency in healthcare marketing.

Paving a Path for a Privacy-First World

The next evolution of the Freshpaint Privacy Platform will help more healthcare organizations make the most use of their marketing tech stack while safeguarding sensitive information. However, our vision is bigger than maintaining HIPAA compliance or optimizing advertising campaigns. It’s about making our society healthier as a whole.

We imagine a world in which people are automatically reminded about annual cancer screenings. Or where patients with specific conditions get timely notifications about check-ups and tests tailored to their needs.

Consumers deserve easy access to the care they need, but they also deserve privacy along the way. We’re here to bring the best of both worlds together.

Ready to see Freshpaint’s Healthcare Privacy Platform in action? Request your demo here.