Privacy-First Marketing for Healthcare Organizations
Adam Putterman is a Co-founder of Ours Privacy, a HIPAA-compliant CDP and privacy platform used by many of the largest health systems and medical brands across the country. Previously the CMO of a nationwide therapy platform, he is also a published author and university guest lecturer on privacy-first growth, HIPAA-compliant marketing, and analytics. Adam holds an MBA and an MS in Design Innovation from Northwestern University's Kellogg School of Management. In this episode… Healthcare companies shouldn't have to choose between effective marketing and privacy compliance. However, meeting evolving state privacy law requirements can be challenging when marketing technologies share data with third parties without a company's knowledge. Overcoming this hurdle takes diligence and a clear understanding of the cookies, pixels, and trackers on a website, what information they collect, where it's sent, and whether consumer consent choices are enforced downstream. So, how can healthcare organizations market in a more privacy-friendly way? A privacy-first marketing approach starts with a website audit, so companies have an accurate picture of their tracking technologies and data-sharing practices. From there, it's essential to have the right privacy disclosures in place and ensure consent choices flow to third-party advertising and analytics platforms. Organizations also need to account for consent and communication choices beyond website tracking, including marketing emails and sensitive patient care communications. To meet privacy obligations and manage marketing activities effectively, companies should consider investing in a centralized platform rather than using multiple overlapping tools that can create friction for both functions. Companies also need to scan their websites regularly because they are accountable for the tracking technologies third-party agencies install. In this episode of She Said Privacy/He Said Security, Jodi and Justin Daniels talk with Adam Putterman, Co-founder of Ours Privacy, about how healthcare companies can balance privacy with marketing growth. Adam explains the challenges healthcare organizations face as they work to meet privacy requirements in a fragmented ad tech ecosystem. He highlights how a centralized platform can help companies manage privacy compliance and marketing needs and discusses the benefits of server-side tracking. Adam also shares his perspective on dark patterns and offers practical steps privacy, security, and marketing teams can take to reduce risk from website tracking technologies.