How can healthcare marketers balance personalization with privacy?
Today, more states are moving towards stringent regulations like Washington’s “My Health, My Data Act.” These privacy-focused laws go beyond HIPAA to protect a consumers’ sensitive health data from being collected and shared without clear consumer consent.
And yet at the same time, consumer demand for healthcare information is high, as health has remained top-of-mind for patients since the pandemic.
As BranchLab's Michael Parkes wrote in MediaPost, “Consumers want relevant ads, but they also want their personal information protected. For pharma advertisers, this means balancing the need to reach specific patient populations with the obligation to respect individual privacy.”
Rethinking strategies
To remain compliant while also meeting consumers’ needs, marketers require new strategic approaches. Some factors to consider include:
- Think beyond geofencing: Laws like “My Health, My Data Act,” eliminate the ability to geofence medical facilities, health centers, hospitals, and similar facilities, so brands must rethink their targeted radiuses and strategies.
- Leverage first-party data: Consider how you can utilize first-party audiences or contextual targeting. Use trusted endemic publishers and data providers for HIPAA and NAI compliance.
- Thoroughly verify partners: It’s important to thoroughly vet any partners that have historically relied on third-party data. Ideally, seek partners that have already migrated campaigns to cookie-free tactics.
A privacy-forward approach
Mediaspace’s team is up-to-date on the latest legislation and brings extensive expertise in the future of audience targeting to its pharma and healthcare clients.
Mediaspace adopts a privacy-forward approach that is compliant with regulations, reliant on first-party data, and adept at reaching audiences with the information they are seeking.
