CHALLENGE
For health insurers, staying compliant with privacy regulations like HIPAA is non-negotiable, but far from easy. This was especially true for this insurer, as mounting legal concerns around tracking pixels forced them to reevaluate their entire approach. Recent lawsuits targeting healthcare organizations for mishandling data heightened the urgency, with their legal team identifying website pixels as a major liability.
Protecting member data has always been a top priority for the insurer, but the regulatory landscape made it clear that traditional methods of data collection and sharing would no longer cut it. Social networks and advertisers were often unwilling to sign Business Associate Agreements (BAAs), effectively cutting off access to the tools needed to reach and engage healthcare payers.
In response, they removed all tracking pixels from their website and instituted a rigorous approval process for any future implementations. These measures satisfied their compliance department, but they left the marketing team struggling without the data needed to measure performance, track user behavior, or tailor campaigns effectively.
The result? A growing gap between privacy compliance and marketing capabilities.