From Compliance to Control: How Freshpaint Integrates With Consent Tools
Many healthcare marketers have turned to Consent Management Platforms (CMPs) to help them solve privacy problems. “We’ve set up a cookie banner, so we’re covered, right?” Unfortunately, that’s not the case.
We recently explained what CMPs actually do—and don’t do. The tl;dr is that while CMPs are effective for recording and storing patients’ consent preferences (how they’d like their personal data to be collected and stored), they aren’t able to govern how data is shared across your stack.
If you want to enforce consent preferences, you need a privacy-first data solution like Freshpaint that integrates with your CMP to make patients’ consent choices actionable across all your tools and manage data in accordance with patients’ preferences.
Your CMP + Freshpaint = guaranteed compliance
CMPs are useful. They enable you to direct website visitors to a consent preferences center in which they can choose which categories of data (necessary, functional, analytics, marketing) they allow to be collected as they engage.
But while collecting users’ consent preferences is the first step to compliance, it’s not the last.
Regulations such as CCPA and NYCPA require organizations to also enforce patients' consent preferences across the marketing stack. To comply, marketers must prevent website trackers from firing when they don’t abide by a users’ consent choices and blocking unauthorized data from being shared with any third-party systems.
The solution is to pair your CMP with a patient data management solution, like Freshpaint, so that you can collect patients’ consent preferences and use them to control how data is shared across your tools.
Freshpaint can connect to CMPs in a couple of ways:
- Pre-built integrations: Freshpaint has integrations with major CMPs, such as OneTrust and Osano. These allow you to connect your CMP to Freshpaint and begin sharing patient consent preferences in minutes. You can read more about how the integrations work here.
- Custom Consent Manager API: Freshpaint’s Custom Consent Manager API lets healthcare organizations connect Freshpaint to their Consent Manager of choice via an API connection. You can read more about setting up the API connection here.
Once your CMP is integrated with Freshpaint, enforcing consent preferences is not only possible but easier.
Freshpaint is the data foundation of your marketing and analytics stack, giving you control over which data gets shared with other tools—e.g., Google Analytics (GA), Google Ads, Meta Ads. And as visitors set their consent preferences, their choices flow into Freshpaint in real time. So, for example, if a visitor opts out of marketing analytics, Freshpaint can block their data from ever going to GA.
An additional challenge related to using CMPs alone, as we discussed in a previous article, is that CMPs often can’t detect and prevent third-party trackers from firing before consent is captured. That means that an advertising pixel could fire and collect a visitor’s device information, traffic source, and activity, only for the visitor to opt-out of advertising tracking moments later. That data certainly isn’t given back to the user with an apology note. It’s kept by the advertiser, and regulators have shown they don’t care if the sharing was “accidental” or “unintentional.”
Freshpaint, on the other hand, serves as a single point of collection that blocks tracking by default until consent is collected. That means that you can collect the data that you need in a privacy-compliant manner, and then choose what you’d like to share with third-party tools based on patients’ consent. Freshpaint also offers a Web Tracker Manager that makes it easy to monitor the trackers installed across your site, understand when they’re firing, and manage what they’re collecting.
Enforce consent confidently today
Regulatory compliance is part and parcel of healthcare marketing in 2025. Just as mishandling PHI is a blatant HIPAA violation, collecting patient data without consent will have CCPA and NYCPA regulators on your tail. And these regulators require more than just a pop-up banner collecting consent preferences—it’s about managing data in alignment with those preferences across your marketing and analytics stack.
Using Freshpaint alongside your CMP ensures compliance by enabling you to record patient consent and control how PHI and PII is collected and shared with third-party tools. In an age when data leaks and class action lawsuits are reported every month, responsible data management isn’t just about risk mitigation and audit preparation, it’s about strengthening trust.
So don’t get trapped in a false sense of security. If you’re interested in learning more about how leading healthcare organizations like yours are ensuring compliance by using Freshpaint alongside their CMP, you can book a time to connect with our team and we’ll be happy to discuss.
