Event Verification: Providing More Transparency Into Your Data

A quick note before you read: On June 20, 2024, a federal judge vacated a narrow part of the OCR web tracker guidance that an individual’s IP address combined with a visit to a public healthcare website triggered a HIPAA violation. However, the rest of OCR’s web tracking tech guidance remains intact. To keep track of the latest updates, head over to the Freshpaint healthcare privacy hub.

‍Becoming a privacy-first healthcare marketer requires you to fully understand the technology you use for high-performance marketing. If you fully understand the tools you use, you can audit, verify, and govern your data much easier. Those are all components of the privacy-first framework.

But, fully understanding the technology you use is easier said than done. You not only have to understand the functionality of each tool, but you have to understand the data each tool ingests. Unfortunately, most tools are not transparent about the data they take in. Take Google Analytics, for example. Do you know all the data it collects? Furthermore, do you know all of the data that it shares with Google Ads?

Probably not. Google doesn’t make it easy to find that information. That information is not in its documentation. You can’t see all of that information in the user dashboard. It’s just not transparent. And Google Analytics isn’t the only offender. 

At Freshpaint, it’s our goal as a Healthcare Privacy Platform to help healthcare marketers shift their mindsets to privacy-first. To help make that happen, we’re launching Event Verification to give you transparency into the data we collect and send to end destinations. 

Event Verification: Giving you transparency into your data

With Event Verification, you can see exactly what data comes into our tool and exactly what data is sent to an end destination. From there, you can choose how you want to govern that data. 

Going back to our Google Analytics example, with Event Verification activated, you can prevent sensitive information like IP address, user ID, and unhashed device IDs from being shared with Google Analytics. 

Event Verification also shows you when data is cryptographically hashed before it's shared with an end destination. Cryptographic hashing provides an extra layer of security to your data. 

Freshpaint cryptographically hashes personal identifiers like Device ID so that Google Analytics receives a randomized number that it can use to tether together individual sessions without being able to identify the actual visitor.

That randomized number means our platform can share personal identifiers with your end destinations in a HIPAA-compliant manner. And with Event Verification, you have proof of that.

Event Verification: Shift to a privacy-first approach

Event Verification gives healthcare organizations insight into the data their tools are collecting. This makes it easy to verify data, and have proof of that to share with legal and compliance teams.

Freshpaint Event Verification: The next step in helping you become a privacy-first healthcare marketer.

Ready to see it in action? Explore the Event Verification documentation here.

‍