From "We Can't Track That" to a Real Measurement Plan: One Health System’s Roadmap to Better Marketing Measurement

Many health system marketers know they need better visibility into what happens after a digital click, but getting from aspiration to action can be challenging in environments with strict governance and heightened expectations around privacy and compliance.

In this session, Ryan Younger, VP of Marketing at Virtua Health, and Freshpaint will share how one regional health system used a privacy-first approach as the foundation for building a more credible marketing measurement strategy. Rather than treating privacy as the end goal, Virtua Health leveraged early privacy wins to align marketing, IT, security, and digital teams around a practical first use case that ultimately created momentum for deeper measurement capabilities.

Attendees will leave with a realistic roadmap for moving from compliance-driven conversations to stronger measurement, better organizational alignment, and more informed marketing decisions.

Learning Objectives:

• Learn how to use privacy and governance initiatives as the foundation for stronger marketing measurement—not just compliance.
• Identify practical ways to align marketing, IT, security, and digital teams around a privacy-first measurement strategy and an achievable first use case.
• Understand how to translate early privacy and measurement wins into better marketing insights, stronger organizational buy-in, and more informed decision-making.