Mixpanel is a popular analytics platform, similar to Google Analytics. It’s widely used by marketers who want an alternative to Google Analytics, an upgrade to GA’s free version without taking the steep price hike to Analytics 360, as well as product teams wanting to improve their users’ experience. Mixpanel can also offer a more customized analytics or reporting system without going “around the system” in the way you sometimes need to in Google Analytics (Google Analytics was to provide very basic insights out of the box for just about any user who was willing to complete a simple setup guide).
Mixpanel, however, is not intended for beginners, and instead focuses on marketers & product team members who are looking for a highly customizable product that exists outside of the Google ecosystem. Mixpanel’s popularity has grown further since the release of Mixpanel Marketing Analytics.
Healthcare marketers use Mixpanel to do the following:
Mixpanel is a first-party data platform that, much like GA4, operates on an event-based framework. What the platform collects is entirely dependent on the tool’s setup, but the following are almost always collected:
Every organization’s definition of HIPAA-compliance is dependent on their legal team’s interpretation of the guidelines set by the U.S. Department of Health and Human Services. That being said, Mixpanel falls fairly low on the risk scale, largely because Mixpanel is willing to enter into Business Associate Agreements (BAAs) with its customers.
Mixpanel is a data-forward, privacy-focused product, whose risk mitigation options go beyond entering into a BAA. Mixpanel is built on Google Cloud Platform, which is subjected to regular, independent verification of security, privacy, & compliance controls against HIPAA. That being said, it is a good idea to ensure you have the following in place in order to catch some common missteps:
It’s always important to connect with your legal team to determine how best to move forward. Listen to our HIPAA & FTC 101 podcast for more information about changes for healthcare companies.
Today Jenny welcomes Sunny Yarrish, Director of Marketing, Digital, and Omnichannel at Myriad Genetics. On this episode, Sunny’s journey into personal branding on LinkedIn takes center stage. Although Sunny humbly claims not to be an expert, she gets results and emphasizes the power of consistency over perfection.
Her content’s positive impact is evident through messages from old friends, demonstrating the significance of meaningful one-on-one conversations. Sunny’s experience highlights that a life worth sharing yields valuable content, prompting listeners to rethink their LinkedIn presence and approach.
Connect with Sunny Yarrish:
http://www.linkedin.com/in/sunnyyarrish
Interested in working with Hedy & Hopp on a healthcare marketing program?
Book time with Jenny today.
Connect with Jenny on LinkedIn
Explore what Hedy and Hopp can do for you
Jenny: [00:00:00] Hi, friends. Welcome to today’s episode of We Are, Marketing Happy – a Healthcare Marketing Podcast. I’m Jenny Bristow, I’m your host. I’m the CEO at Hedy & Hopp, a Healthcare Marketing Agency. And today I am so excited to have Sunny Yarrish. She’s the Director of Marketing, Digital and Omnichannel at Myriad Genetics.
Welcome, Sunny.
Sunny: Hi, Jenny. Good morning. Thank you for having me.
Jenny: So, I have become a huge follower and fan of the content that you post on LinkedIn. And that’s our topic today. So, I’m excited to have you on to talk a little bit about personal branding, because one of the topics that we hear about a lot is figuring out how to develop a personal brand on LinkedIn and the benefits of it.
So, you started a challenge in February this year. Tell our listeners a little bit about it.
Sunny: Oh, Jenny, thank you. I’m actually humbled to be here to [00:01:00] discuss this topic, because by no means I figured out everything. So I will treat this as a conversation, Jenny, kind of to reflect this journey since February, maybe at the end of this conversation, my answer will be more clear through this conversation.
So, yes. I guess before February this year, I was a very passive consumer on LinkedIn. So, I consume information. I treat LinkedIn as a platform when you announce bigger milestones, like you change your job, you got a promotion. So, you do that once a year or once a few years, you go there to say, hey, this is big news. That’s it.
So I think more and more when I spent time on LinkedIn, I saw people publish very interesting or educational or inspiring content. So, I would tend to like their content. So, even commented. So, I guess, February this [00:02:00] year, I started thinking is, I want to switch the role.
I don’t want to just sit there and just kind of consume information. I want to be a contributor to that platform. So, I guess, that’s how I put a switch on. So, why do I do it? Why do I set a challenge to do that every day? So, my challenge is every weekday, Monday through Friday. But, why switch a challenge on is, I think, before I get good at this, first stop is I want to be very consistent.
So, how consistent? Let’s make it simple. Monday to Friday. Every morning at eight o’clock.
Jenny: I love it, Sunny. And I love that you’re focused on consistency over perfection. Because I think that’s one thing that prevents people from doing things in their professional or personal lives is the fear of not being perfect.
But, I will tell you that one commonality with all of your posts is optimism and positivity. That’s one of the reasons I love following your content is, I know on my feed, it’s always going to be something uplifting. [00:03:00] It’s always going to make me just pause for a moment and reflect. So how do you decide what you’re going to post every day?
Sunny: Yeah, so how do I decide what I’m going to post every day? Right? So, I kind of sit down. So, I put a list of topics, what I’m interested in. So, of course, I’m a marketer, so I’m always interested in publishing lessons learned in the marketing field, especially in the healthcare space. So, sometime I’ll touch on a medical advancement, especially in my field.
So, that will be one of the topics. And, also I’m a huge advocate of personal health and growth. So, you will see, I will touch on the health topic in terms of running, fitness, forming good, long-lasting habits. How do we do that? And, personal growth is, I’m also an advocate of lifelong learning.
I always believe that the moment we stop learning is the moment we, [00:04:00] just being content with what we do, then we stop living the best of us. So, growth is another topic. So, if you’re putting this kind of health, growth, and marketing. So, I’m trying to get a good balance among the five days.
So touch on a couple of days on this topic, couple of days on that topic. That’s how I do it.
Jenny: I love it. That is wonderful. And, I’ve definitely noticed those pillars in your content. And, I will say the one about running definitely makes me feel like I need to go be more active. Your 5am runs to catch the sunrise.
I’m so impressed with you. So, talk to me about benefits you’ve seen so far, because I know one of the things that maybe prevents people from doing it is not really understanding the end goal or what benefits may come from it. So, I know you say, you’re not an expert, you’re just learning, but you’ve been doing this since February.
So, talk to us a little bit about the benefits you’ve seen.
Sunny: Yeah, when you say end goal, so since I start posting regularly, [00:05:00] believe or not, I got a text message or phone calls or LinkedIn message from my old friends. So, they were all asking, saying, hey, we notice you post very consistently. So, Sunny, what’s your end goal here?
Truly, I have to sit back, reflect, what is my end goal? So, I think, sometimes without a clear end goal is when I post something, I feel I spend a lot of time on posting, I got very few likes. I’m telling you, everyone has the vanity metric. So, in the marketing, we all have a metric.
So I feel like it’s disheartening. Why am I doing this? Why I’m kind of show up every day to do this then? But whenever I feel that way, Jenny, then I will tend to get, again, a comment or text message from people I haven’t, I guess, haven’t been touched for a long time. They just text me and email me saying, Sunny, we become your followers.
Then, your message is so [00:06:00] uplifting, actually touched me. I just want to let you know. So, I think from that moment is another thing is telling me is, when you show up on LinkedIn, just again, stop thinking about those vanity metrics. Really treating it as the one on one conversation with people.
And Jenny, you can tell I’m a pretty optimistic person. You see that. So, I want to be a source of positivity. So, I want to be able to relate the lessons I learned from the mistake I make or from the life journey I made. I want to be able to share that. So, if I just touch on one person, that’s good. So, treat that as a one on one conversation and also for the personal benefits.
Here’s I feel the most benefit to me is, when I just started posting back to February, March, I have so many content topics in my pipeline. I can sit there thinking, oh, I got everything figured out for next week. You know why? Because I lived a pretty interesting life. So [00:07:00] far, I moved to, I lived in three different countries.
I switched three different industries from IT, healthcare, medical device, and even the movie industry. I went to film school. So, I have a lot of interesting, and I run a marathon. So, from a person who hates running. So, because I feel I have these interesting stories, so, I can write them, share them. But, now, we are talking about six, seven months in, I kind of deplete my inventory.
So, what I tell me is if you want to show up on LinkedIn, you better have a life worth of sharing, worth of documenting. So, now I think writing on LinkedIn is a challenge for me. Every day is, Sunny, have you start a new challenge? Have you doing something worthy of documenting? Or, have you spent time reflecting?
So, I guess to write on every day, something worth of sharing is a constant reminder of living a life [00:08:00] worth of sharing. I hope that makes sense.
Jenny: Sunny, that is so beautiful. It absolutely makes sense and is very similar to the beautiful content you share on LinkedIn. So, I love it so much. And, I will comment and I will agree that many people on LinkedIn are passive consumers of content.
So, I, just like you, often people inbox me or text me or call me about a content piece that I published and never will have liked any of my content for years, but they were consuming it the entire time. So, I totally agree with you. LinkedIn is a little different from that perspective. So, well, Sunny, thank you so much for being on today.
This was a really fun conversation. Listeners. I’m going to put the link to Sunny’s LinkedIn profile in the show notes. Please go follow her if you want a daily dose of positivity each morning, and we look forward to seeing you back on here in the future for another episode of We Are, Marketing Happy.
Have a [00:09:00] great day.
Sunny: Thanks, Jenny.
GA4 is the latest version of Google Analytics, the most popular analytics tool in the world. It is also the biggest change to the tool since its original release in 2005. For the first time ever, Google Analytics will not be backwards compatible with previous versions of the platform’s tags. GA4 requires a complete reinstallation of tracking tags, which has many users reevaluating their tracking platforms. Paired with OCR’s recent bulletin which identified IP addresses as PHI, this shift in the ecosystem has made the question of how Google Analytics fits in HIPAA-compliance a hot topic for healthcare marketers
Google Analytics, unsurprisingly, collects a lot of data about your user:
Google Analytics 4 has made a lot of improvements that make it easier for companies to utilize stronger data privacy standards and move further into the age of cookieless tracking. These changes allow the tool to be used more in line with GDPR, CCPA, & other privacy policies. Despite these changes, however, Google Analytics is not HIPAA-compliant, as it still receives and stores PII/PHI, including device IDs, browser information, and location data, and does not offer a BAA. Google even explicitly states that “Google makes no representations that Google Analytics satisfies HIPAA requirements” and instructs users to refrain from exposing the software from any information that could be considered PII/PHI.
There are several ways to make Google Analytics safer with strong data privacy standards. These are available in the Privacy Controls section of your Google Analytics settings. While enabling these settings will not satisfy HIPAA guidelines, it could help safeguard some user data while you determine a path forward (see our blog, Auditing your marketing plan for HIPAA compliance)
PRO TIP: Server-side tagging is a data tracking method that can help organizations protect user data. While it requires a well thought out digital infrastructure, it can give organizations more control over their data and help them comply with privacy regulations while still using Google Analytics.
Google Tag Manager, or GTM, is a powerful tool that allows you to track user activity on your website or mobile app with minimal coding knowledge required. By putting one snippet of code on a website, GTM creates a container that can manage all of the various tracking codes on your website. GTM is also a great way to improve your website analytics, track conversions, and retarget visitors (when compliant) from and to a variety of platforms. It’s also a valuable tool for businesses of all sizes, from small businesses to large enterprises.
Here are some of the benefits of using Google Tag Manager:
GTM is probably unique in your tech stack in that it itself does not collect any data – instead, it provides a container with easily configurable tags, triggers, & variables that allow you to control exactly what tracking tools are on your website and how they send information back and forth. Common tags to have in GTM include:
A good way to look at GTM through the lens of HIPAA-Compliance is that it can be the vehicle for compliance issues, and that it completely depends on how a specific site is using their tagging setup. A GTM container can manage tags for everything from a Google Search Console verification tag (completely HIPAA-compliant) to a Facebook Pixel that is gathering personal data about users who may be visiting sensitive pages on a site (completely non-compliant!).
PRO TIP: As a general rule, conversion pixels are concerning in terms of HIPAA-compliance and should be avoided. Learn more about the recent updates in HIPAA guidance by listening to our HIPAA & FTC 101 podcast.
While Google Tag Manager supports some obfuscation options that grant some level of increased data privacy and protection, this is not a watertight approach. Often, the obfuscated data is still being shared with some third party processors. Server-side Google Tag Manager (sGTM) can be a much safer approach, offering more options for data privacy and allowing users to completely control which data is shared (and not shared) with each platform.
If you want to assess your GTM risk in it’s current set up, a great place to start is by extensively documenting the functionality of each tag in your account. From there, you can assess the risks of each tag and make a plan to improve data privacy.
PRO TIP: While server-side tagging is not for everyone and does not eliminate issues associated with third party tracking tags, this approach puts more power in the hands of your team to ensure that you are protecting your users’ data.
Today Jenny welcomes Megan Cornish, a licensed clinical social worker turned healthcare marketer. Megan shares her unique perspective on marketing and copywriting in the mental health space, emphasizing the importance of positive messaging and careful language choices.
They discuss the intersection of marketing and clinicians in driving demand and the need for clinician involvement in marketing strategies. They also touch on the challenges posed by large companies entering the mental health space and the importance of viewing traditional therapists as allies, not competitors.
Connect with Megan Cornish:
https://www.linkedin.com/in/megan-cornish/
Interested in working with Hedy & Hopp on a privacy compliance program?
Book time with Jenny today.
Connect with Jenny on LinkedIn
Explore what Hedy and Hopp can do for you
Jenny: [00:00:00] Hi friends. Welcome to today’s episode of We Are, Marketing Happy, a healthcare marketing podcast. I am Jenny Bristow, the CEO and owner of Hedy & Hopp, a healthcare marketing agency.
I am so excited today to have Megan Cornish here with us. She is a licensed clinical social worker turned healthcare marketer.
So she’s bringing her clinician experience into the marketing world. And I’m so excited to dig into what that means. Welcome Megan.
Megan: Thank you so much. I’m very excited to be here.
Jenny: So we connected originally on LinkedIn because you were making some really fabulous posts talking about the intersection of marketers driving demand with clinicians satisfying that demand and then when things, you know, don’t quite match up.
And so I’m excited to chat with you first about how you approach marketing, copywriting, and [00:01:00] content strategy in the mental health space. So talk to me about some of the work that you do.
Megan: Yeah, absolutely. I think as a clinician, I have a unique perspective on things that I can kind of see the whole scope, the whole span of the treatment journey.
Marketers tend to view it as a funnel and their role ends as soon as that person starts treatment. But I kind of understand it on a longer scale where the clinicians are gonna start working at that point. But the marketer is actually a part of the treatment journey as well. So the way they say things, the way they get people into treatment really matters.
It’s really important because words are important and the way that these clients are viewing their treatment journey is gonna really play a big role in how successful they’re going to be in therapy.
Jenny: Yeah. So one thing that I have noticed in the mental health space in different communication strategies is fear based communications.
Talk to me about how [00:02:00] words matter when you’re trying to encourage somebody to enter a treatment journey. How do you approach it? And what is your perspective of how language matters?
Megan: Yeah, absolutely. Well, I think as a clinician, if I have someone coming into my office who wants to change the 1st thing I need to help them see is what they want.
Not what they don’t want because it’s if you move away from something, you can move in any direction, but you have to know what your goals are and what it is that you’re looking for. So that’s super important. I think to to use positive tactics to get people into therapy in the 1st place.
Otherwise, you’re sending these people who are scared and are not in a good place to start. They’re not ready. They might drop out. You’re gonna have to spend more marketing dollars. You want to make sure that the motivation and the pathway into therapy is on positive. I also think it’s important specific words that are used.
You have to be careful how you talk about mental health. You have to be even down to little things like anxious people or depressed [00:03:00] people. We don’t, in mental health, we don’t label people that way because part of treatment is getting people to separate themselves from their issues. You can’t work on your mental health issues if you can’t view yourself as separate from them.
So, if the marketing itself is just reinforcing this idea that you are your problem. You’re not going to be able to have success in therapy.
Jenny: Absolutely. And I think it’s really interesting. We’ve done lots of provider based marketing to bring patients in. And one of the things that we often struggle with is the difference between how physicians talk about their services versus how consumers Google and research the services and the big gap between that.
So one of my favorite stories is we were redoing assets for different service lines and the cardiologist, the head cardiologist was reviewing the copy and he actually got really frustrated that it was “heart doctor” but that is how everybody Googles it.
Like people don’t [00:04:00] know the word cardiologist. The average reading level is actually quite lower, you know, than a doctor’s. So you have to actually speak to them in a way that they can understand.
Megan: Absolutely, yeah, I think that clinicians tend to be a little bit more in tune with that, you know, because a cardiologist, it doesn’t matter what they say the treatment that they give is going to be the same.
But for a therapist, what you say is the treatment. So we’re pretty in tune with what our clients need to hear from us, which I think is part of my superpower in marketing is understanding what resonates already as a clinician. I just kind of shift the way that I’m doing my work.
I’m still promoting mental health. I’m still bringing up motivation to change, which is something you do every single session. You have to help people tap in their motivation to change and their motivation to get better. And I do that in marketing now too. It’s just kind of on a larger scale.
Jenny: So, best case scenario, if there was a marketing team in the mental health space, at [00:05:00] what point is it the most important to have a clinician or somebody with a better understanding of the treatment plan to kind of weave in to the marketing team’s approach?
Megan: Best case scenario, I would say having someone as a partner or consultant all the way through.
Having a conversation like this, where you say, this is what we’re thinking about our strategy. This is what we’re thinking about our messaging. Like, what do you think from a clinical perspective? What do you think is going to resonate? All the way through to say, what’s the best way to describe this term for someone who doesn’t know what it is?
And then obviously, you know, at the end say, can you give a review? But minimum, you need to have clinician eyes on it before it goes out. You need to say, is there anything problematic about this? Is there anything confusing? Is there anything that’s clinically just kind of off?
I mean, down to it matters that people know who they’re being treated by and things like therapists and social workers, and these are [00:06:00] not interchangeable terms. Helping clients be clear and understand the system and not confusing them by acting like terms are interchangeable is really helpful.
Jenny: So, whenever we’re thinking about mental health and mental health services, there have been, as you know, some really large companies entering the space in a big way, right? So you see Headspace, [00:10:00] BetterHelp. And they’re coming in and they are trying to reach mass scale through these large nationwide campaigns to be able to provide people access to care.
And it’s kind of interesting. As a consumer you know, if I remove my marketer hat and I think of myself as a person that may need or one of my family members may need mental health services, it’s kind of interesting now that we have two different camps starting, right? You have like the huge private equity backed investments, and then you have individual clinicians or a smaller localized group practices.
And the marketing of those two is taking massively different approaches. I’d love to hear your thoughts on that and kind of how you see the environment right now.
Megan: Yeah, I think that it’s super important to understand where the money is coming from and why they’re putting the money into it.
And it kind of gives you some perspective. So these big venture capital [00:11:00] firms are helping these companies scale. Most of that is going to marketing and acquisitions. The problem that I see with that is that clinicians are actively working to get rid of clients. Like, that’s kind of your job.
Your job is to constantly be trying to get your clients better so that they don’t need a therapist anymore. Which is at odds with what I assume is the proposition in these conversations with venture capitalists, which is we just need help on the front end to get clients. And then we can spend, we’ll spend a little, a lot of marketing in the beginning, but then we won’t need to spend as much marketing.
Well, that’s not actually true. You’re always going to if that’s the customer acquisition costs, those customers are going to leave. That’s the point of therapy. And you’re going to need to spend more money to get more customers too. So I think that’s kind of a dynamic that I don’t understand, and I don’t know why all this money continues to go into these.
I think most of them are not even in the black yet. Because of the marketing spend, so it’s interesting to [00:12:00] see how that’s going to play out. I hope new solutions are going to pop up to address that. I think that it’s important. individual clinicians have access to all the referrals that they need. Because the demand is so high.
I would really appreciate it if marketers, these big companies, would stop viewing traditional therapy as their competitors. Traditional therapists are not your competitors.
Your competitors are stigma and shame and barriers like pricing and insurance. Those are your competitors. I don’t want to see another chart of comparing your platform to traditional therapy, like leave the traditional therapist alone. There’s more than enough for everyone. Go after these actual competitors that are keeping the market smaller than it needs to be.
Jenny: I will say also, like, I don’t know many traditional therapists that even have availability for new patients. So it definitely is not a situation if somebody is actively seeking [00:13:00] therapy, traditional therapists are like you said, likely not competition for that reason alone.
So Megan, it has been such an absolute joy. I think the point of involving clinicians early and often and thoroughly in marketing communication strategies in mental health is a very good one.
So thank you for being on today. I’m going to add your LinkedIn to the show notes. If anybody would like to continue the conversation with you offline!
Thank you friends. I’ll see you in a future episode.
These changes may seem daunting (and even a bit terrifying) at first, but remember that dealing with change is what marketers are designed to do. We constantly need to adjust based on the information received and this challenge is no different. Marketers can either embrace this new world as an opportunity to improve trust with their audience, or keep doing the same thing until they’re forced to make a change (which is inevitable).
At Hedy & Hopp, we prefer the former, and want to share with you how we’ve helped our clients make sense of the changes and set themselves up for success in the long-term.
Want more details on these steps? Please keep reading!
Got a case of “TLDR”? Please get in touch – we’d love to help!
Like most evaluation efforts when a massive change happens, we start with an audit. Document all of the channels you use, plan to use, are investigating using or/and have used in the last 12 months (to account for changes with seasonality).
Supplement this list by using third party tools like Wappalyzer to identify any pixels, code, plugins, etc., that may be on your website.
PRO TIP:
It is important not to skip this part. We cannot tell you how many clients have told us that they removed a software but we still saw live tags in GTM or hard-coded on their website There are also many plugins that our clients didn’t even know existed that we were able to identify (and actually remove if needed) through using these tools.
At least in the initial stage, it’s important for marketers to know what applies to them. Covered entities are always beholden to HIPAA, but health-adjacent companies and non-covered entities also need to be aware of the FTC and state laws, where applicable. Most states require companies to reach a number of annual visitors or/and meet a specific revenue goal in that state before they are required to comply, but it does vary. IAPP is a great resource for keeping up with those details.
First, conduct a monthly traffic report for the last 12 months, and separate out by state.
Under the state(s) that are relevant to your company, review the following:
You will probably find a lot of softwares that can be excluded from further investigation, like Javascript libraries, fonts and some plugins. But there will be a host of others that, either by nature of the platform or based on your implementation, will cause some issue with privacy – specifically with the “selling” (or sharing) of personal information.
Below is a guide for the kinds of platforms we have seen make the priority list:
If this list freaks you out, we see you. It looks like EVERYTHING is a priority! So we broke it down even further to prioritize based on the intent of how the platform is using that data, which makes the list looks a bit more manageable:
Priority 1: Data shared with additional third parties or/and includes sensitive information
Priority 2: Data necessary to perform function
Ok, that probably still makes your heart race, but what’s important to keep in mind is that the biggest concern for these platforms is based on the information being shared and how. Tools like your Website CMS by nature need to collect IP addresses, so while your company is sharing that “personal” information with a third party, it might not be a big risk for your company since that access is required to work.
Why do we say that? Although an IP address is still considered PII, it’s not nearly as personal (i.e., 1-to-1) as a diagnosis, a name, or an email address. This is why it’s essential to work with your legal team to determine what platforms are riskier than others based on the agreements in place.
As a marketer, your first instinct may be to say that all of these softwares, tools and platforms are necessary. And that might be the case. In our experience, however, there are usually software or tactics that are duplicative or have a more compliant alternative. Think critically about what your marketing is doing for you and embrace the opportunity for refinement that you now have.
Here are some questions to ask yourself while evaluating the priority tools:
If you said “no” to either of these questions, definitely consider removing those tools and tactics and you’ll be on your way to a cleaner, more compliant marketing plan and website. If you responded yes to any of these questions, then the next step is an important one – so keep reading!
PRO TIP:
Consider if any of the tools are duplicative. If you can consolidate tools to limit the number of third party tags and tools on your website, we would always recommend doing so.
This is the big one – the future of your marketing activation and evaluation. This last part will take some time and collaboration from your organization and marketing partners. The main question here is how you can modify the implementation or replace the tool to improve compliance. Some tools may offer anonymization, for example, which would be worth exploring.
Each marketer will implement various tools in various ways (too many variables for this post!). Here are a few best practices that helped us get our clients up to par (without losing their minds).
PRO TIP:
If you’ve not done so already, this is the time to make absolutely sure your legal team is aware and involved in these discussions. With the number of nuances with HIPAA privacy, it’s critical that your company’s legal team has the opportunity to engage and provide input on updates, specifically on privacy policies and the company’s overall data privacy approach.
Once these changes are in place, consider the next 30-60 days as a trial period. Are you missing any data for evaluation? Any new questions arising with the data you can see? It’s a good reminder that any change that you make will take some adjusting, but that doesn’t mean insights can no longer be found.
PRO TIP:
Don’t forget to update your data visualization dashboards to account for any new placements, accounts or configurations!
A healthcare marketer can leverage LinkedIn advertising in several ways to effectively reach their target audience and promote their healthcare products, services, or brand. Here are some strategies and tips:
Targeting Healthcare Professionals: LinkedIn allows precise targeting based on job titles, industries, and functions. Healthcare marketers can target specific healthcare professionals, such as doctors, nurses, pharmacists, administrators, and executives, based on their job titles or industry affiliations. This ensures that the ads are reaching the right audience.
Thought Leadership and Content Promotion: Healthcare marketers can use Sponsored Content and Sponsored InMail to share valuable content, such as articles, research papers, case studies, or educational materials related to their field. This positions the marketer as a thought leader and helps build credibility and trust with the audience. Promoting webinars, conferences, or speaking engagements can also be effective in establishing expertise.
Job Postings and Recruitment: Healthcare organizations often have specific talent acquisition needs. LinkedIn provides targeted options for promoting job openings and reaching qualified healthcare professionals who are actively seeking employment opportunities. Healthcare marketers can use Sponsored Job Ads to attract top talent to their organization.
Brand Awareness and Reputation Management: LinkedIn advertising can help healthcare marketers increase brand visibility and manage their online reputation. Display Ads and Dynamic Ads can be used to create visually appealing brand messages and reach a broad audience. Marketers can also target specific industries, organizations, or regions to raise awareness of their brand and build positive associations.
Industry Events and Conferences: Healthcare marketers can utilize LinkedIn advertising to promote industry events, conferences, or webinars. Sponsored Content, Sponsored InMail, and Display Ads can be used to drive registrations, highlight keynote speakers, and generate buzz around the event. Targeting options ensure that the ads reach professionals interested in the healthcare industry.
LinkedIn collects a variety of personal and technical data from its users, including:
Remember – just because a targeting option is available does mean that you should use it. In fact, taking advantage of features that could make your campaigns more effective could be what compromises your HIPAA compliance.
After the updated guidance from the Department of Health and Human Services was released, things haven’t exactly been black and white as far as whether or not this crosses a line, but from our perspective, it really depends on how you use the platform – specifically the Insight Tag. Conversion pixels can compromise HIPAA compliance in a few ways.
While LinkedIn only keeps personal data collected from the Insight Tag for 180 days, there is a lot that can be done with this data in that time period. The HHS is also very specific that the sharing of, or even the ability to access any personal health information is a violation.
Pro Tip:
LinkedIn is somewhat unique in that healthcare marketers may be using the platform to reach a different audience than prospective patients. For example, if a healthcare marketer is using LinkedIn to reach HCPs (healthcare professionals) HIPAA may not even apply to those efforts.
That being said, there are also some tactics available in LinkedIn Advertising that aren’t unique to that platform but are never HIPAA-compliant, such as remarketing, lookalike audiences and uploading target lists. It is also important to consider other tools that have access to your LinkedIn data, including optimization and data visualization software.
As with most advertising platforms, there are steps that can be taken to mitigate risk and to protect your users’ data as much as possible. Some good rules of thumb are to limit conversion pixels as much as possible, consider a server-side tagging strategy, and to ensure that you are not using predatory tactics to reach people with a specific condition or disease.
As with anything HIPAA-related, compliance tends to lie on a spectrum of your risk tolerance as well as the steps you take to mitigate as much risk as possible.
Pro Tip:
It’s important to connect with your legal team to determine how best to move forward. Listen to our HIPAA & FTC 101 podcast for more information about changes for healthcare companies.
YouTube is a powerful tool that can be used for marketing in a variety of ways. It has over 2 billion active users, making it a great way to reach a large audience with your messages. You can target your YouTube ads to specific demographics, interests, and behaviors, ensuring that your messages reach the right people.
YouTube is a visual platform, so it’s a great way to create engaging content that will capture people’s attention. By creating high-quality, informative videos, you can build trust and credibility with potential patients. You can also use YouTube to drive traffic to your website by embedding your videos on your website or by linking to your website in your video descriptions.
Here are some specific ways that healthcare businesses can use YouTube for marketing:
This type of advertising, outbound marketing, is often used in conjunction with search ads, a form of inbound marketing from Bing or Google, which we have gone over the compliance of in previous posts.
Pro Tip:
YouTube does have specific guidelines around advertising in healthcare. Most notably, companies promoting pharmaceuticals & addiction services must be verified through LegitScript in order to advertise on YouTube’s platform.
Similar to Google Ads, YouTube relies heavily on the user being signed into their Google Account (which automatically becomes their YouTube account) in order to track behavior across a wide range of touchpoints. This means that YouTube collects the following data on its users:
Additionally, even just embedding a YouTube video on a website could be cause for concern, as the iframe sends information back to DoubleClick, the base advertising platform that Google uses. This means that users watching a YouTube video embedded on a third party site could have that video’s contents tied to their Google profile, which could potentially reveal sensitive health information about that user.
After the updated guidance from the Department of Health and Human Services was released, things haven’t exactly been black and white as far as whether or not this crosses a line, but from our perspective, YouTube advertising is certainly one that your team should think critically about, especially when you consider the long list of Google’s subprocessors, who could potentially have access to any and all data collected. This is especially true if you’re adding a Google tracking pixel to your website.
Furthermore, there are also some tactics available in YouTube Advertising that aren’t unique to that platform but are never HIPAA-compliant, such as remarketing and lookalike audiences. It is also important to consider other tools that have access to your YouTube data, including optimization and data visualization software.
As with most advertising platforms, there are steps that can be taken to mitigate risk and to protect your users’ data as much as possible. Some good rules of thumb are to limit conversion pixels as much as possible, consider a server-side tagging strategy, and to ensure that you are not using predatory tactics to reach people with a specific condition or disease.
As with anything HIPAA-related, compliance tends to lie on a spectrum of your risk tolerance as well as the steps you take to mitigate as much risk as possible.
Pro Tip:
It’s important to connect with your legal team to determine how best to move forward. Listen to our HIPAA & FTC 101 podcast for more information about changes for healthcare companies.
Meta, the parent company of Facebook, Instagram, and WhatsApp, is a leading force in social media. Its platforms are used by billions of people around the world, making them a valuable tool for marketing in nearly all industries, including healthcare.
While Meta offers several services for businesses including business pages, groups, and other options to expand organic reach, this article will focus on the advertising side of Meta.
Meta’s advertising platforms offer a variety of features that make them well-suited for marketing, including:
As a result of these factors, Meta’s platforms are a popular choice for marketing in a wide range of industries, including healthcare. Healthcare businesses can use Meta’s platforms to reach a large audience, or a more refined, targeted audience.
This type of advertising, outbound marketing, is often used in conjunction with search ads, a form of inbound marketing from Bing or Google, which we have gone over the compliance of in previous posts.
Pro Tip:
Meta does have specific guidelines around advertising in Healthcare. Most notably, companies promoting pharmaceuticals & addiction services must be verified through LegitScript in order to advertise on Meta’s platform.
Of all of the platforms you may be using, it’s possible that Meta is the one collecting the most information about your users. This is largely because users who see your ads are already registered users of Meta’s platforms, meaning that Meta has extensive profiles on each customer, even before they may view your ad.
More data can be collected if you have a Meta Pixel installed on the site that your ads are driving to. This pixel links events and conversions on your website to specific ads, as well as specific user profiles. Some of that data can even be passed through the click-through URL, meaning that data is shared with your analytics platform, such as Google Analytics.
After the updated guidance from the Department of Health and Human Services was released, there were two notable companies that faced scrutiny from the FTC, both of which were using Facebook marketing tactics. BetterHelp and GoodRx both settled for large sums after these allegations surfaced. The scariest part? They were using Facebook and Instagram ads in very common use cases. And while compliance isn’t really a black & white concept, from our perspective, Meta is a very risky platform that should be among the first platforms marketers evaluate.
Furthermore, there are also some tactics available in Meta Advertising that aren’t unique to that platform but are never HIPAA-compliant, such as remarketing and lookalike audiences. It is also important to consider other tools that have access to your Meta data, including optimization and data visualization software.
Some risks can be mitigated in Meta ads by taking advantage of options to enhance data privacy. These options include never using remarketing audiences and foregoing the Meta Pixel. This could disrupt how you’re currently evaluating marketing effectiveness, so if Meta is a platform you must keep to grow your business, there are ways to still leverage this channel with limited data sharing risks.
As with anything HIPAA-related, compliance tends to lie on a spectrum of your risk tolerance as well as the steps you take to mitigate as much risk as possible.
Pro Tip:
It’s important to connect with your legal team to determine how best to move forward. Listen to our HIPAA & FTC 101 podcast for more information about changes for healthcare companies.
Google Ads is a pay-per-click (PPC) advertising platform that allows businesses to display their ads on Google’s search engine results pages (SERP) and other Google properties, such as YouTube and Gmail. When someone searches for a keyword that is relevant to your business, your ad may appear at the top of the search engine results page. You only pay when someone clicks on your ad, so you can control your advertising budget. Google Ads offers a variety of ad formats, including text ads, display ads, video ads, and shopping ads. You can also target your ads to specific demographics, interests, and even locations.
Healthcare marketers can use Google Ads to reach the following audiences:
Pro Tip:
Google does have specific advertising policies that apply to some Healthcare products and services including pharmaceuticals, speculative and experimental medicine, clinical trial recruitment, health insurance, and addiction services. In order to advertise pharmaceutical products or addiction services, a LegitScript certification is required. In order to advertise health insurance, a G2 certification is required.
Google Ads collects a variety of data about its users, including:
Additionally, Google Ads can collect personal information, including names, email addresses, phone numbers, and location data when using Enhanced Conversions and Customer Audience Data Imports.
According to the updated guidance from the Department of Health and Human Services, there isn’t a clear yes/no answer. However, knowing that Google Ads will not sign a Business Associate Agreement (BAA), we think using Google Ads, specifically when using conversion tags, does pose a risk.
Furthermore, there are also some tactics available in Google Ads that aren’t unique to that platform but are never HIPAA-compliant, such as remarketing and lookalike audiences. It is also important to consider other tools that have access to your Google Ads data, including optimization and data visualization software.
As with anything HIPAA related, compliance tends to lie on a spectrum of your risk tolerance as well as the steps you take to mitigate as much risk as possible. Some risks can be mitigated in Google Ads by taking advantage of options to enhance data privacy. These options include using server-side tagging, never using audience imports, remarketing audiences, or enhanced measurement, and not tagging pages that could potentially pass PII/PHI in URL parameters.
Pro Tip:
It’s important to connect with your legal team to determine how best to move forward. Listen to our HIPAA & FTC 101 podcast for more information about changes for healthcare companies.